AI is no longer a future trend, it’s already reshaping how marketing teams plan, create, analyse and make decisions. The real question isn’t whether to use AI, but how to embed it in a way that drives real commercial impact. In this session, Kim Faura shares how he has approached AI adoption inside a large consumer marketplace - moving from experimentation to practical, day-to-day integration. He’ll explore what needs to change across workflows, team capability and leadership mindset to make AI genuinely useful, not just impressive. Rather than focusing on tools, this session will focus on operating model design: how CMOs can build teams that work faster, think smarter and make better decisions with AI embedded into core processes. Key takeaways: - How to move from AI pilots to meaningful, scaled adoption - Where AI can genuinely improve marketing productivity and decision-making - The capabilities marketing teams need to build now - Common mistakes that slow down AI integration - How to align AI initiatives with growth and commercial priorities Attendees will leave with a clearer view of what an AI-ready marketing organisation actually looks like — and how to start building one.