25th CMO Insight EU Summit

The next customer to arrive on your site may not be human. It may be their AI agent, shopping on their behalf. This opening keynote confronts what agentic commerce does to marketing and selling: how discovery, persuasion and loyalty change when machines mediate the purchase. Leave with a sharper view of how to stay visible and chosen in an agent-led market, and where to act first.

Building directly on The Catalyst, partner-led working sessions move each stream from diagnosis to design — shaping the practical, prioritised blueprint each theme will carry into execution.

Track 1: Engineering Your GEO Action Plan: Auditing Where Your Brand Stands in AI Search - and How to Fix It
Track 2: Designing the Hybrid Marketing Team: Mapping Where Agents Add Value and Where Humans Must Lead
Track 3: Beyond the Vanity Metric: Building a Marketing Measurement Model Your CFO Will Defend
Track 4: The Retention Engine: A Lifecycle Personalization Playbook to Beat Rising Acquisition Costs

As AI floods every market with cheap, competent, look-alike content, sameness becomes the real threat. This keynote argues that distinctiveness (a brand the market recognises and prefers) is the last defensible advantage when everything else is commoditised. Leave with a clearer view of where your brand’s moat really lies, and how to widen it while rivals blur together.

Marketing budgets are the first cut and the hardest to defend. This keynote reframes marketing from discretionary cost to growth engine, and shows how leading CMOs win the boardroom argument with evidence, not adjectives. Leave with a sharper narrative for elevating marketing’s mandate, the proof points that persuade the CFO and CEO, and a benchmark against the room.

AI can multiply creative output overnight... and dilute the brand just as fast. This session tackles the tension every marketing team now faces: scaling content at AI speed without losing voice, quality or trust. Leave with practical guardrails for high-volume creative, a model for where AI accelerates versus where it must be reined in, and a benchmark against peers.

In a world where brands can design, optimize and scale almost every aspect of their identity, authenticity has become one of the most valuable — and elusive — brand assets.

But what does authenticity actually mean when it is deliberately engineered? Is it about what a brand says, what it does, what it is willing to sacrifice, or even what it chooses not to do?

This interactive session explores the tension between authenticity and performance, challenging us to ask whether authenticity can be built as a brand strategy — or whether it can only be earned through consistent choices, meaningful trade-offs and actions that hold true when nobody is watching.

Marketing wants speed: new campaigns, new channels, revenue now. Product wants patience: the platforms, AI, and martech foundations that revenue depends on later. Most companies run this as a tug of war between two leaders. In this seat, both sides land on the same desk, so the tradeoff doesn't get negotiated. It gets decided. One layer on top: digital isn't just an ecommerce channel here, it's a brand engagement one, and it's expected to move sales offline too. Sounds familiar?”

This is a roundtable, not a talk. Come with how your own org handles this balance: where it works, where it quietly costs you. Then let's compare notes: two leaders pulling against each other, or one person holding both sides. Which actually serves the business better, and where does each one break?

Customers move across channels in no fixed order, yet most personalization still fires in silos. This keynote shows how to orchestrate real-time, one-customer personalization across the non-linear journey; the data, decisioning and creative that make it feel like one relationship, not ten campaigns. Leave with a practical approach to real-time orchestration, and a benchmark against the leaders in the room.

As AI commoditises execution, the scarce, premium ingredients are the human ones — taste, creativity and judgment. This session makes the case for protecting and elevating what only people bring, and how to structure teams so the human premium compounds rather than erodes. Leave with a sharper view of where human judgment is your edge, and how to invest in it deliberately.

The culmination of the mission-track journey: streams come together to separate what’s real from what’s noise, and to lock in the concrete commitments each theme carries back to the business. The output every delegate leaves with.

Track 1: Engineering Your GEO Action Plan: Auditing Where Your Brand Stands in AI Search - and How to Fix It
Track 2: Designing the Hybrid Marketing Team: Mapping Where Agents Add Value and Where Humans Must Lead
Track 3: Beyond the Vanity Metric: Building a Marketing Measurement Model Your CFO Will Defend
Track 4: The Retention Engine: A Lifecycle Personalization Playbook to Beat Rising Acquisition Costs

In this session, we'll explore how generative AI is reshaping the consumer journey and what this means for brands navigating an attribution landscape where AI's real influence is far bigger than it appears. Drawing on global search, referral, and on-site behaviour data, Similarweb will unpack how AI is quietly reshaping discovery and search behaviour, why most of that influence never shows up as a labelled "AI" referral, and share practical approaches to product page optimisation, content strategy, and visibility in the age of agentic commerce.

As third-party signals disappear, first-party data becomes the marketer’s most valuable asset, but only if you can actually activate it. This keynote shows how to turn fragmented first-party data into a single, activation-ready source of truth in a signal-loss world. Leave with a practical path from data collection to activation, the foundations that make it work, and a benchmark against peers.

The closing provocation returns to the number the board cares about. This session connects marketing spend to pipeline, margin and growth in real time; closing the gap between activity and proven business impact. Leave ready to show marketing’s contribution as it happens, not months later, and to defend the budget with live evidence rather than lagging reports.