Ulterior.live

As organisations move beyond early experimentation with AI, the conversation is rapidly shifting from what is possible to what actually delivers measurable enterprise value.

Agentic AI, systems capable of planning, acting, and adapting autonomously has the potential to transform go-to-market operations by reducing operational friction, accelerating decision cycles, and enabling more scalable execution across marketing and commercial teams.

However, unlocking this impact requires more than deploying new tools. It demands a shift in operating models, governance structures, and the way human teams collaborate with autonomous systems.

This closed-door Digital Think Tank in partnership with Adobe will bring together senior leaders across Marketing, Data, Digital, and IT to explore how organisations can scale Agentic AI from isolated pilots into enterprise capability.

The discussion will focus on where agent-led systems can deliver the greatest near-term impact across workflows such as content creation, approvals, and campaign orchestration and what organisational changes are required to support this shift.

Discussion

Topics

Looking at the next 6–12 months, where do you see the biggest value drivers for agentic AI to reduce operational friction in your go-to-market workflows—especially across content creation, approvals, and campaign execution?

What has to change in your operating model to move from AI experimentation to consistent, scalable delivery—processes, roles, data readiness, or governance?

As AI becomes broadly available, what will make your AI implementation truly differentiating—and which early KPIs do you use to prove impact while roles in Marketing & IT evolve toward more autonomous, agent-led work?

SUBJECT MATTER EXPERT

Jonas Vanvoorden

Business Architect at Adobe

Jonas Vanvoorden is a Business Architect at Adobe, helping organizations to be successful with their data-driven marketing transformations, design and scope the right service solutions to achieve their key business objectives and optimize value realization. Jonas has a Key focus on personalized customer experience strategy, operating model improvements, and improving ways of working including execution and adoption.

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