Nearly half of FTSE 100 companies have appointed a Chief AI Officer. Most of those appointments happened in the last two years. AI has moved from experimentation to implementation, and marketing operations are being remodelled underneath it, ready or not.

The question facing marketing leaders is no longer whether AI will change the organisation, but how deliberately they choose to design what comes next. But most organisations are still trying to fit AI into operating models designed for a different era. That gap, 83% of executives say AI is a top priority, only 23% have a comprehensive strategy for it, is where this session lives.

In this session, Roland Glass is joined by James Poulter, author of AI at Work, to explore what it takes to move beyond fragmented AI experiments towards a coherent, human-centred AI operating model.

This is not a conversation about humans versus AI. It is about designing organisations in which each does what it does best, and giving marketing leaders the confidence to take control of that design.

The future isn't one team model. It's the ability to design the right one.

What you'll learn

Expect a framework, not a checklist. Roland and James will get into where agents genuinely belong in marketing work, which human capabilities become more valuable rather than less, and what it actually takes to move from fragmented AI experiments to a deliberate, coherent operating model.