Every marketing leader has heard the same three things this year: your team can build an agent in fifteen minutes, everyone ahead of you already has an army of them, and all anyone needs is a YouTube video and a Claude licence. Yet the output reads like everyone else's, the humans are frazzled, and the agents plough on, oblivious.

"Systemise AI" is the latest rallying cry. Nobody can define it, so it turns into more agents, each bolted onto a process it wasn't built for, each needing maintenance. Leading to more average, more burnout, and a licence bill the CFO is beginning to take notice of.

Jake Bird builds AI systems for B2B teams. Orla Murphy defines ABM and GTM programmes for global technology businesses. Together they built the unglamorous version: AI inside ABM with structure, checkpoints and human sign-off wherever it matters. One global enterprise has realised a 93% efficiency gain on the same headcount.

They will show what systemised actually looks like: where AI sits between strategy and delivery, why the hard part is the plumbing, not the model, or the prompts, how hallucinations get designed out rather than caught by luck, and why a handful of trusted workflows beats a hundred untrusted agents.