Previous Sessions
Previous Sessions
New world, new rules
7 May 2026. The day we gave agentic AI the business. Together with roughly 100 clients, colleagues, and curious visitors, we explored the risks and rewards of the new digital reality. With a core focus on how to respond as new rules reshape how brands are found online. No hype, just honest talks..jpg.webp?width=300&name=new%20world%20session%20(1).jpg.webp)
The 8 key takeaways:
- 01 Consumers are more fragmented than ever
- 02 AI is (obviously) now a core channel
- 03 People search, AI trawls
- 04 You need to get the data right
- 05 The bottleneck isn't the tech, it's the org
- 06 Titles are becoming less relevant
- 07 The great "unshittification"
- 08 Better alignment of internal learning and dev
Consumers are more fragmented than ever
Audiences are spread across twice as many channels as before, and those channels behave fundamentally differently. In how people pay attention, what they're doing while consuming, and how that translates into commercial outcomes.
AI is (obviously) now a core channel
94% of B2B buyers now use AI for brand discovery and purchase decisions, putting 20–50% of search traffic at risk.
People search, AI trawls
Humans search for answers by asking short questions and then skim the first few results. AI runs long queries that trigger multiple searches simultaneously, and then it evaluates each source for relevance.
You need to get the data right
If you want AI to put you in front of the right audience, your data has to “earn it”. It has to be clean, structured, consistent, and easy to find.
The bottleneck isn't the tech, it's the org
Marketing teams are stuck in pilot purgatory. They're experimenting widely but rarely scaling because the underlying organisation — its data foundations, tech stack, and people — isn't aligned.
Titles are becoming less relevant
AI is changing what people are hired to do and how their value is assessed. Traditional executive job titles are becoming less reliable indicators of capability. Firms are shifting toward skills, adaptability, and cross-functional experience instead.
The great "unshittification"
AI isn't going to kill creativity. It's going to end lazy creativity. We're calling time on the fake. No to more robotic, soulless marketing sludge that drowns out anything with a heartbeat. Yes to bolder, simpler ideas that actually say something.
Better alignment of internal learning and dev
40% of core competencies are undergoing dramatic change. For larger, heavily regulated organisations in particular, there is significant work to be done in integrating AI, technical expertise, digital learning, and innovation into one coherent system.
The speakers
Kevin Drennan | US
Global Brand Marketing Director at McKinsey & Company
Kate Hamilton-Baily | UK
Partner & Lead of the Corporate Affairs Practice at Odgers
Alessia Cosentini | IT
Head of Learning Strategy & Governance at Generali
Klavs Valskov | DK
Commercial Director at Frankly
Lerke Christoffersen | DK
Head of Brand at Frankly
Chris Pedersen | DK
Technology Director at Frankly
Jesper Strøm Madsen | DK
Creative Director at Frankly