Learning Hub

Consumers have more information, more choices, and more AI-generated answers than ever—but that hasn’t made decisions easier. This session will unpack why and how people actively seek trusted human perspectives, how validation builds confidence across a fragmented consumer decision journey, and why real human conversations now sit at the heart of modern decision-making. Attendees will leave with a practical framework for designing campaigns around how purchase decisions are actually made and leveraging Reddit’s unique human-centric ad products.

We’ve moved past the phase where AI automates existing tasks. Agentic AI doesn’t just generate content or speed up workflows: it reasons, takes action, collaborates with other agents, and delivers outcomes autonomously. And it’s already here. But most organizations are still using AI to do the same things a little faster. Behind every AI decision is a person who needs to make the right choice for their specific needs, and the organizations achieving meaningful transformation are doing something fundamentally different. They’ve made three critical shifts in how they think about AI by redesigning workflows around AI agents rather than adding AI to existing systems, moving from AI tools used by employees to AI teammates working alongside them, and building on integrated platforms that simplify enterprise readiness.

Join Gorka Madariaga, Technical Product Marketing Lead for AI at Amazon Web Services (AWS), as he explores this framework with real examples from organizations that are transforming operations, accelerating timelines, and unlocking new levels of productivity.

Key takeaways:

• Understand what agentic AI is and how it differs from traditional automation and generative AI
• Learn a practical framework for moving from incremental improvements to transformational outcomes
• Explore top AI use cases across different functions of an enterprise
• Dive into real transformation examples of organizations achieving measurable business results through this rethinking process

Join us at this exclusive learning hub session from BCMA as we explore Brand Entertainment.

Campaigns are built to end. Entertainment is built to be returned to. The brands pulling ahead have stopped asking which tactic to buy. They’re asking what world to build: one audiences choose to enter, stay in, and bring others into. That shift changes everything downstream. Culture instead of reach. Fandom instead of impressions. Investment decisions that build something, not just fund something. Revenue that compounds instead of resetting to zero the moment the media buy stops.

During this LEARNING HUB working session, attendees will have the chance to engage in breakout groups with the presenters and explore whether what they’re funding right now is a campaign on its way out, or the start of something bigger that will wear in.

Day 1: Strategy Masterclass

The Vibe Coding Revolution: Strategic AI Infrastructure for Marketing Leaders

Overview:

For C-level marketing executives and business owners, AI is too often discussed purely in the context of generating content or executing isolated campaigns. This session introduces a fundamental paradigm shift: Vibe Coding. Marketing leaders will discover how to leverage natural language and advanced AI workflows to bypass traditional engineering bottlenecks, eliminate manual operational debt, and architect custom business tools. We will look at actual, live-market software platforms (“receipts”) to demonstrate what is possible. Attendees will walk away understanding how to transition from passive software consumers to active technology owners, alongside critical insights into upcoming AI governance considerations.

Key Takeaways:

• The Business Case for Tech Ownership: Discover how to shift from renting generic, rigid software platforms to building proprietary tech assets that increase your brand’s core valuation.
• Identifying Operational Bottlenecks: Learn the exact framework used to audit your current marketing tech stack and isolate the highest-value opportunities for custom app automation.
• Navigating AI Governance: Understand the essential compliance, risk mitigation, and security infrastructure requirements needed to safely integrate conversational programming into your enterprise.
• Real-World Receipt Audits: Analyze active, high-performing vibe-coded platforms currently being deployed by non-technical founders to scale operations.
• Day 2 Workshop Preparation: Receive exclusive access to the complete Vibe Coding Resource page at the end of Day 1. This toolkit delivers all platform links, example ecosystems, and component libraries required for the live, hands-on workshop session.

This session explores the value behind tracking “Weak Signals,” the early, low-volume indicators that emerge on the fringes of social long before they hit the mainstream. In the Agentic Era, these signals often become the inputs that shape how AI models learn and respond, making early detection critical to shaping narratives rather than reacting to them. In this session, we’ll: 

o        Define what a “Weak Signal” is and how to separate meaningful early indicators from noise across platforms like Reddit, Discord, and niche forums  

o        Walk through the “social-to-synthetic” pipeline, showing how early conversion and sentiment can scale to become the “knowledge” that LLMs provide in their responses 

o        Explore predictive mapping techniques to identify emerging risks and opportunities, reframing social listening from backward-looking reporting to a forward-looking “predictive radar” that anticipates where brand reputation is headed 

• How to use AI as a tool for producing what was previously impossible, rather than just a lever for more content creation. Gain practical & actionable takeaways, including prompts/tools to use, optimal content lengths for various platforms, and metrics backed examples.
• Spike & sustain model: Practical strategies for using AI to intelligently clip, adapt, and scale high-quality core content (like executive interviews) across multi-channel ecosystems without diluting depth.
• Upskilling team tech fluency: A look at one of Google’s internal AI learning programs that shares how we transition marketing teams from passive AI observers into builders of custom workflow automations.

• Why one-off creator campaigns are losing impact: How changing consumer behaviors are driving brands to prioritize ongoing creator relationships over isolated activations
• Finding creators worth investing in: Using audience insights, cultural relevance, and performance signals to identify creators with long-term partnership potential
• Building partnership models that scale: Best practices for evolving from campaign-based collaborations to structured creator programs that support brand, social, content, and paid media objectives
• Measuring long-term value: How leading brands evaluate creator partnerships beyond engagement metrics and connect creator investments to meaningful business outcomes

Day 2: Interactive Workshop

Overview:

Day 2 moves from high-level strategy to real-time execution. In this fully interactive, hands-on workspace, all attendees must bring their laptops to participate. Executives will utilize the Vibe Coding Resource page containing direct links to our preferred build platform, a library of curated component builds, and live examples of successful vibe-coded platforms. Step-by-step, we will build a working Minimum Viable Product (MVP) live in the room using natural language. Attendees will leave the session with a functional digital asset and the direct confidence to continue iterating and scaling their proprietary tech infrastructure.

Key Takeaways:
• Conversational Software Deployment: Master the mechanics of translating an abstract business problem into an active, functional app using only plain English commands.
• Leveraging Component Libraries: Learn how to rapidly stack pre-built component prompts—including custom lead-generation engines, background database management systems, and Stripe payment pathways— to quickly assemble user interfaces.
• Live Iteration & Debugging: Understand how to communicate directly with your app canvas to make real-time updates, color scheme shifts, and feature additions based on immediate system feedback.
• Post-Sprint Launch Roadmap: Walk away with an integration blueprint to seamlessly connect your newly built MVP into your broader daily marketing operations.