88% of organizations are now using AI. But only 6% are actually capturing significant value from it. That gap isn't a technology problem. It's a structural one. The marketers stuck in the 94% aren't behind on tools — they're behind on thinking. They're still adding AI to a marketing function that was designed for a different era, and wondering why the results don't stack up. This opening keynote makes the case for why this summit exists. Incremental AI adoption was never going to be enough. The teams pulling away from the competition aren't the ones who bolted AI onto existing workflows - they're the ones who had the courage to ask a harder question: what would marketing look like if we built it on AI from the ground up? That question is what today is about. What you'll learn: - Why the gap between AI adoption and AI transformation is where most marketing organisations are currently stuck — and what it practically takes to cross it - The fundamental structural, operational and cultural shifts that separate organisations running on AI from those still running on legacy processes with AI tools attached - What the rest of today's programme will challenge you to rethink — and how to leave with a clear mandate for rebuilding, not just optimising