Scale your content production. Keep control of your brand.

29

October 2026, Thursday

11:00–11:50 CET

The AI Operating Model: how to scale marketing without scaling cost

For CMOs and marketing leads planning 2027 budgets

Most teams bought AI tools and got faster drafts. The cost line didn't move, because the work around the content (briefing, approval, versioning, handover to agencies) stayed the same. This session looks at the operating model underneath: what has to change so more output doesn't mean more headcount.

What you take away

• Where content cost actually sits in a mid-size marketing team and which parts AI touches
• How to decide what stays in-house, what goes to the agency and what becomes a system
• A simple way to size the business case before you commit budget

Q1

2027

Date to come

From brand guidelines to AI guardrails: scaling AI without losing brand control

For brand and content managers

A 60-page brand manual works when ten people write. It stops working when a model writes. Guidelines have to become something a system can check (tone, claims, imagery rights, approved wording) before anything ships.

What you take away

• How to translate an existing brand book into rules a model can follow
• What to approve once and what still needs a human on every asset
• How teams catch off-brand output before it reaches a channel

Q2

2027

Date to come

From campaign data to creative intelligence: understanding what actually drives performance

For performance and growth marketers

Channel reporting tells you which ad won. It rarely tells you why: which hook, which format, which product shot. This session is about reading creative as data, so the next campaign starts from evidence instead of taste.

What you take away

• How to tag creative so results can be compared across channels
• Which creative signals predict performance and which are noise
• How to feed those findings back into production without slowing it down

Q3

2027

Date to come

The AI-powered marketing team: what changes when content production becomes nearly unlimited?

For team leads rethinking roles and ways of working

When producing the hundredth variant costs almost nothing, the bottleneck moves to judgement: what to make, what to approve, what to kill. We look at how roles, briefs and review cycles shift once volume is no longer the constraint.

What you take away

• Which roles change first and what new work appears in their place
• How review cycles hold up when volume goes up tenfold
• What to measure when output is no longer a useful KPI