How can marketing organisations turn AI investment into measurable business value?
AI is no longer a future trend or an isolated innovation project. For marketing leaders, it has become a strategic priority as organisations look to accelerate growth, improve productivity and demonstrate marketing’s commercial impact.
Yet investment in technology alone does not deliver meaningful business value.
Many organisations are introducing AI into operating models, workflows and team structures that were not designed for it. This can lead to fragmented activity, unclear ownership and limited impact. AI is not necessarily creating these challenges. It is exposing them.
The opportunity is not simply to introduce more AI tools. It is to rethink how marketing is structured, how work gets done and how decisions are made.
Join our executive panel discussion to explore what it takes to build a marketing organisation designed for the AI era. The conversation will examine the operating models, governance, capabilities and ways of working needed to unlock productivity, accelerate growth and create lasting value from AI.
Meet the speakers
Zoe Merchant (Webinar Host)
Partner – Growth, Marketing and Sales Consulting, Talan
Zoe Merchant is Partner, Growth Marketing & Sales at Talan and was the Founder and Managing Director of Bright*, a strategic B2B marketing consultancy. She gives marketers the power to do great work and deliver business results. With over 20 years of experience in agile marketing, she helps clients reinvent their marketing operations, align with business goals, and deliver tangible value.
Zoe Merchant will moderate the discussion, bringing together the panel’s marketing and transformation perspectives to examine the practical organisational changes needed to realise value from AI.
Laz Shwan
Global Marketing & Communications Manager
Alfa Laval
Laz Shwan supports marketing and communications strategy across a diverse portfolio of industries, including pharma, fats and oils, and brewing.
With extensive experience aligning global marketing initiatives with business objectives, Laz Shwan brings a practical, in-house perspective on driving growth, engagement and organisational effectiveness.
Verity Hart
Transformation Leader
Nine Feet Tall
Verity Hart leads complex transformation and helps organisations turn good intent into real change.
With experience spanning culture, people, operating models and technology, including the practical use of AI, Verity Hart brings a transformation perspective on how organisations can create the conditions needed for change to succeed.