AI, Agentic & Hyper-Personalisation

AI is no longer an experiment. The advantage is no longer access to tools, it’s how you redesign your operating model around them. In this session, Mario Dughi shares how Unilever Home Care built Sketch Pro, a global in-house AI design studio engineered to combine machine speed with human cultural judgment. The result: brands that move at the speed of culture, elevate aesthetics, create desire, and drive measurable impact. This isn’t about replacing creativity but about augmenting it and building the systems that make it scale.

What if your creative was optimized before you spent a single pound on media?

In this session, Dr. Thomas Zoëga Ramsøy demonstrates a live agentic AI workflow where specialised AI agents analyse, diagnose, and improve ad creative pre-flight.
The Creative AI Loop puts three specialised agents to work: one predicts attention, emotion, comprehension, and memory, one diagnoses what drives or kills performance, and one transforms those insights into sharper, higher-impact creative versions. All before the campaign goes live.

The result: faster production cycles, higher predicted ROI, and smarter human-in-the-loop decision-making. If you care about predictive personalisation, autonomous workflow, and creative performance at scale, this session shows exactly how it works in practice.

Takeaways

• How agentic AI predicts ad impact before launch
• A practical multi-agent workflow you can apply immediately
• Where generative AI accelerates creative optimisation

• Explore how agentic AI moves beyond traditional automation into real-time perception, planning, and autonomous action across the customer journey
• Understand how agentic AI reshapes marketing teams- from collapsing manual workflows to redefining roles, skillsets, and human-in-the-loop decisioning
• Examine the measurable impact on efficiency, ROI, and performance as decisions and optimisation cycles become continuous and self-directed
• Identify the tools, platforms, and oversight models required to safely integrate autonomous decisioning into marketing practice

Hear from Pooja Adiga, Senior Director, Consumer Business, Northern Europe at Wella Company, as she explores why doing more with less is the most effective path to transforming teams to integrate AI and manage hyper‑personalisation. In this session, she will unpack:

• How brands are simultaneously transforming their internal teams – through upskilling, AI adoption, and new ways of working – while also overhauling consumer communications through hyper‑personalisation, automation, and agentic AI.
• Why many organisations struggle with both transformations due to a common but flawed assumption: that more is better– more tools, more training, more messages, more variants.
• Why the real key to success lies in deliberate restraint and clarity of purpose, focusing only on what truly moves the needle rather than adding unnecessary complexity.

• Explore how marketers act as guides, prompt-creators, and overseers of AI-driven campaigns
• Understand frameworks for balancing automation with human judgment to maintain brand nuance and relevance
• Examine real-world examples where human-in-the-loop approaches improve outcomes, reduce risk, and enhance customer experience
• Learn how teams can upskill and adapt workflows to thrive alongside autonomous AI systems

Moving from Analytics to AI is not about building bigger models.
It is about expanding scope from data to enterprise system design.

As AI becomes embedded into core decision-making, traditional analytics leadership is no longer enough. This session explores the capability expansion required to move from delivering models to designing enterprise AI systems – covering governance, risk, operating models, value measurement, and cross-functional orchestration. A practical blueprint for data leaders who want to lead AI responsibly and at scale.

• How anticipatory and agentic AI delivers personalisation before the user signals
• The role of multi-modal, multi-agent systems in shaping dynamic content and journeys
• Privacy-first personalisation: doing more with fewer identifiers
• What teams need to future-proof skills, workflows and tech for this next shift?