Where human creativity meets infinite possibility

MAR 4, 20268:00 AM CST

Agents in Action is the AI virtual event for marketing and digital teams ready to reignite their marketing energy. Explore how AI can power your workflow, unlock new opps, and get your marketing feeling alive again — all through an immersive online experience.

Agenda

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Spot opportunities that others miss

Uncover hidden ways AI can power-up your marketing

Scale without sacrificing creativity

Build AI strategies that amplify (not replace) your team

Own the brand-new customer journey

Harness AI to shape perception, discovery, and engagement on search

Future-proof your marketing team

Redesign processes, workflows, and KPIs to thrive in an AI-driven world

Agenda

What to look forward to

Get inspired, get practical, get results. Walk away with actionable tactics and strategies, fresh frameworks, and new ideas to prioritize, scale, and measure AI in marketing — so your team can work smarter, faster, and (way) more creatively.

Humans X Agents: Finding balance in your new marketing org

Daniel HulmeChief AI Officer, WPP

Julia MaguireIntegrated Marketing & AI Innovation Director, Optimizely

Agents are now firmly part of the marketing toolkit. Have marketers been intimidated? Sure. And in the rush to make AI 'work for us', have we risked sidelining the human creativity that sets brands apart? More than ever.

In this session, learn how to balance human brilliance with agent autonomy to build a sharper, safer, more resilient marketing org.

Spot and prioritize high-impact AI opps
Avoid AI adoption pitfalls
Reinvent brand trust in this new era
Unlock the iconic human–agent duo

Building an agentic marketing engine: Lessons from Diligent

John HabibDirector, Content Strategy, Diligent

Leah MessengerContent Marketing Manager, Optimizely

Diligent is a trailblazer in the world of using AI for marketing. Discover how the team use agents to centralize, templatize, and scale marketing tasks, in a way that cuts days of work into hours (and they aren't stopping there either).

In this session, you'll learn how to:

Spot the gaps in your current AI-driven content strategy
Truly accelerate execution with standardized workflows
Remove blockers and repeated work by breaking down silos

AEO unlocked: Your guide to optimizing for agents on search

Bernard HuangFounder, Clearscope

Michiel DorjeeDirector, AI Innovation & Digital Marketing, Optimizely

Your traffic is down, you’re not showing up like you used to, and the mentions you do get are not representing your brand well. That’s the new reality of AI-driven search.

In this session, you’ll learn:

The ins and outs of AI-powered search (inc. how to show up)
What to do to optimize your marketing for AEO/GEO
How to track, tweak, and win with agent queries

It’s time to get discovered by agents and ensure your content is hitting the right audience.

Hidden in plain sight: Find AI use cases that really matter

Julia MaguireIntegrated Marketing & AI Innovation Director, Optimizely

AI can technically do anything for marketers – but when even anything is possible, it can be impossible to know where to start.

In this session, you will discover how to uncover the high-impact agent opportunities, waiting to be found inside your marketing lifecycle.

You will learn how to:

Prioritize high-impact AI use cases
Refine workflows and tech stacks
Balance automation with human creativity

...and ultimately deliver more measurable impact for marketing.

From experiments to ecosystems: Scaling AI across CX

Greg KihlstromPrincipal, The Agile Brand

Ali HartSenior Product Marketing Manager, Optimizely

Many teams are running AI experiments, but not many are building connected ecosystems. Author and speaker, Greg Kihlström explores the shift from isolated use cases to AI embedded across the entire customer journey—including where AI's impact is often underestimated.

In this session, you'll learn how to:

Identify where AI can add value across CX
Break down the silos that limit AI’s potential
Scale FAST without losing brand intent

Infinite agents, finite chaos: Governance models that scale

Mark WakelinDirector, Strategy & Value, Optimizely

AI pilots are easy, but scaling AI across marketing is where things break. In this session, Mark Wakelin unpacks how to build a governed, scalable AI marketing program.

In this session, you’ll learn how to:

Define governance frameworks that enable (not block) innovation
Set guardrails that protect brand, teams, and customers
Move from AI experiments to a repeatable program

Bonus: Take home the comprehensive one-stop-shop AI Marketing Playbook.

Save your seat

See agents ... in action at

The Agent Lab

Once the talks are over, you will — undoubtedly — be raring to put your knowledge to the test, whether that’s getting started with orchestrating and building marketing agents or improving the ones you’ve already got.

Cap off your experience at The Agent Lab, where real companies (just like yours) show what’s possible. Pending: Ultimate agent inspiration.

Virtual Focus Group Agent

Perfect for: Marketing, content, and UX teams

Benefits: Get instant, persona-driven feedback to create more effective and personalized content at scale – minus the cost of traditional user research.

Built by: Netcel

Competitive Benchmark Agent

Perfect for: Digital strategists, small marketing teams

Benefits: Automate days of competitive analysis into minutes, delivering strategic recommendations and on-brand content to boost marketing velocity.

Built by: Robinson Group, Part of TUI Group

Content Publish Update (CPU) Agent

Perfect for: Content strategists and marketers, content marketers

Benefits: Save hours each week by automating the manual consolidation of your content data, to deliver clean, structured reports for internal enablement.

Built by: Diligent