Registration opens

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Opening remarks

The editorial team will set the stage for the day.

The prepper’s guide to the future of agentic commerce

Shoppers buying from agents? Agents buying from agents? The agentic future is already emerging — and it’s turning the commerce paradigm on its head. This session will help marketers focus on the building blocks needed to prepare for a brave new marketplace.

From prompt to agent: Building a scalable AI creative workflow

Prompting to generate one-off images is old news. This session breaks down the operational side of AI creative generation at scale, examining how close brands are to generating scores of dynamic, brand-safe creative variations for different platforms without bottlenecks — and how they’re doing it.

Product discovery in a zero-click world

Consumers are increasingly consulting conversational AI engines. This session unpacks how brands are adjusting everything from their product pages to their content and SEO strategies to show up when it matters most — and convert shoppers wherever they find them.

Closing the loop: How AI measurement can fuel optimization

Generating a deluge of creative is pointless if the measurement framework isn’t there to inform it. This session looks under the hood at how marketers turn real-time performance data into automated, mid-flight campaign optimizations with the goal of autonomously scaling what works and cutting what doesn’t.

Networking & coffee break

Take a break, grab a coffee and connect with fellow attendees before the one-on-one 6-minute meetings begin.

6-Minute Meetings

The 6-Minute Meetings are designed to help connect participants with innovative technology platforms and build valuable business relationships.

Lunch

Recharge with a delicious lunch and network with peers before the next session.

Welcome back

The editors will kick off the afternoon sessions.

The token tax: How brands are integrating AI without breaking the bank

Between third-party agency fees and “token taxes,” which can rapidly scale with AI token usage, brands’ AI costs can add up. This session will explore how companies can measure AI spending, control backend compute fees, right-size models and implement FinOps practices to integrate AI without exceeding their budgets.

Feeding the beast: Structuring first-party data for AI agents

Setting a strong foundation is the key to agentic AI success. This session will focus on brands’ best practices for structuring first-party data to enable AI agents to interpret context, make grounded decisions and take action to the benefit of the business.

Reshaping the Marketing Org for the AI Customer Journey

AI is rewriting the customer journey, and every stage starting with discovery shifts with it. A brand must be loved by humans and read by machines, but most marketing orgs are not built for this duality. AI Visibility spans content, brand, analytics, and product, yet no single team owns it end to end. Bluefish guides the room through the questions that matter: where AI discoverability should live, who owns it, and where to start first.

Case study: Building a business on a staff of AI agents

This session spotlights a blueprint for scaling a business heavily operated by autonomous, specialized AI agents. Beauty veteran David Baker will break down his approach to architecting, deploying and managing his new company’s AI workforce to efficiently handle everything from finance and operations to customer experience and creative.

The trust equation: Aligning AI creatives with brand values

Scaling personalized AI content without losing the soul of the business is a challenge. This session will guide creative leaders in aligning AI-generated assets with their brand identities, initiatives and standards.

Closing remarks & key takeaways

Digiday moderators will recap the event’s key takeaways.

Cocktail reception

Join us for a cocktail to wrap up the day. Open to all.