AI and advanced data capabilities are changing how marketing organisations operate, from decision-making and automation through to personalisation at scale. This panel brings together senior marketing leaders to debate where that shift is real today, and where it is still mostly promise. The discussion also turns to the less glamorous groundwork: the data foundations that need to be in place before AI adds genuine value, and how panellists are approaching governance, risk and ethics as adoption accelerates across their organisations. Key takeaways: - Where AI is creating real competitive advantage in marketing today, versus hype - The data foundations required for intelligent marketing to actually work - How organisations are managing governance, risk and ethics as AI adoption accelerates