THE LAST BRIEF. From Managing Campaigns to Operating Intelligence in the Age of AI.

Why There Has Never Been a Better Time to Be a Marketer.

AI is transforming marketing at unprecedented speed. As customer journeys become increasingly fragmented, dynamic and AI-mediated, the way we have organized and operated marketing for decades is being challenged: from how we understand customers to how decisions are made and how work gets done. At the same time, AI is giving marketers opportunities they could only dream of until now. We may even be approaching the last brief.

In this keynote, Christian Schmitz, CEO of Plan.Net Group International, explores how marketing moves beyond today's campaign-centric operating model towards a new model built around operating intelligence, measurable impact and continuous learning. He talks about how AI is changing the logic of marketing rather than simply accelerating and optimizing its existing processes, and how companies and agencies need to set themselves up to thrive in this new era.

The future of marketing isn’t about doing more of the same faster and cheaper. It’s about making possible what wasn’t possible before.