One 25-person marketing team added 100+ AI teammates in six months, transforming their operations.

They got faster at existing work, yes. But they also started doing work that wasn't possible before: personalization they didn't have the headcount for, campaigns they never had time to run, outreach that would have taken months.

Join Liza Adams to see how they built custom GPTs—like personalized content ideator, event planner, and communications drafter—then connected them into workflows where AI teammates hand off to each other and to humans.

You'll leave with templates for building your own AI teammates, a tracker for managing your AI toolkit, and a practical framework for linking them into workflows.

In this session, you'll learn:

• How to build custom GPTs that function as specialized marketing teammates
• How to connect AI teammates into workflows where they work together, not in isolation
• How to use AI teammates to unlock new work that drives growth, not just save time on existing work

AI pilots are exciting—but without structure, they can spiral into endless experiments that never deliver real business value.

And pilot programs aren't meant to last forever!

The key is building a process that takes you from idea to build to test to pilot to scale—with clear goals, timelines, and decision points along the way.

In this session, Jessica Hreha covers practical strategies for running AI pilots with confidence and operational rigor. You'll learn how to intake ideas, set success criteria, measure outcomes, and make informed decisions about what to scale and what to stop.

In this session, experience marketing AI leader Jessica Hreha covers practical strategies for running AI pilots with confidence and operational rigor. You'll learn how to intake ideas, set success criteria, measure outcomes, and make informed decisions about what to scale and what to stop. You'll walk away knowing...

• How to structure the entire pilot process, from ideation through measurement
• Tips to avoid pilot purgatory and create momentum, setting clear goals and timelines for AI experiments
• Insights from real-world examples of pilots that successfully scaled

These insights come from real-world pilots—not theory—so you can apply Jessica's playbook immediately.

If your AI tools still feel like eager interns who don't quite "get" your business priorities, you're not alone. Most marketers jump into using AI for content tasks—without first laying the strategic infrastructure your B2B marketing strategy actually needs.

If you've ever wished you could look over someone's shoulder to see, step-by-step, how they configure their AI tools, this session is for you.

Join content marketing strategist and author Erika Heald for this session to learn how to use structured documentation to train tools like custom GPTs (using ChatGPT) and custom Gems (using Google Gemini) for a range of B2B marketing activities. You'll learn...

• How to customize your AI tools to support brand-aligned marketing activities—for more than just content
• What foundational elements (taxonomy, voice, templates) are essential for scalable, cross-functional AI use
• How to use ChatGPT and Gemini to support campaign planning, audience segmentation, content reuse, and more

Too often, businesses leave their most valuable insights buried in meetings, emails, and fleeting conversations. Meanwhile, marketing teams scramble to create content that sounds fresh, relevant, and aligned with what buyers care about now.

What if AI could help you surface and scale that internal expertise?

By pairing AI tools with intentional workflows, you can capture unique insights from your subject matter experts and turn them into content that speaks directly to your market. In this session, A. Lee Judge will show you how to...

• Use AI as a strategic content partner, from guiding smarter SME interviews to participating in market conversations in real time
• Ask better questions to find the raw messages that resonate with your audience for revenue-driving content
• Fuel thought leadership that's both authentic and aligned with Sales

Too many AI rollouts miss the mark because teams pick tools before they pinpoint the problems worth solving.

In this session, business and AI coach Ed Gandia will help you spot the bottlenecks that slow campaigns and content, then turn those friction points into a simple starter plan for using AI without creating chaos. You'll leave knowing how to...

• Trace work from brief to delivery, turning ecurring pains into clear AI use cases while spotting "stall zones" that slow down marketing teams
• Choose and sequence pilot opportunities that produce quick wins around success criteria
• Build team buy-in by showing results, not another tool to learn

You'll get a practical, step-by-step diagnostic you can run with your team, plus live examples to map everyday work, identify repeatable pain patterns, and translate them into focused AI pilots that show results and build buy-in fast.

AI is "the top priority," but most B2B marketing leaders are still wrestling with how to get their teams to actually use it.

You're not alone if your pilot projects are hitting roadblocks with IT and Legal, or if your expensive training leaves your team asking, "Now what are we supposed to do?"

This isn't a tech problem. It's a change management problem.

Join AI change management expert Katie Robbert as she cuts through the hype to highlight the three most common organizational obstacles derailing AI adoption, from the C-Suite to the practitioner.

You'll learn...

• The Top 3 non-technical barriers (like insufficient custom training and resistance from fiefdoms) facing marketing teams
• The 5P Framework and exactly where initiatives break down—and how to fix it with clear process and governance
• Your Action Plan to move beyond pilot projects to create a sustainable, scalable AI adoption strategy that empowers your team and delivers measurable business value

Katie will give you the practical, actionable advice you need to overcome resistance and build a truly AI-ready strategy.