Every conference has the sessions where speakers show you the polished version — the campaigns that worked, the tools that delivered, the transformation that went smoothly. This isn't one of those sessions. This panel is built around the conversations that usually only happen in the bar afterwards - where the wins are real, the failures are honest and nobody is trying to sell you anything. Four senior marketers. No vendor sponsorship. No slide decks. Just an unfiltered conversation about where AI is genuinely moving the needle in their marketing functions, where it has consistently disappointed, where the hype hasn't matched the reality and what they'd do differently if they were starting their AI transformation today. What you'll learn: - Where AI is delivering measurable, repeatable value in real marketing functions right now — and the specific use cases worth prioritising - Where it's falling short - the workflows that looked promising, the tools that underdelivered and the assumptions that didn't survive contact with reality - What the panellists know now that they wish they'd known at the start and what that means for how you approach your own AI investment