How LLMs Are Reshaping Marketing Strategy and Decision-Making

Michele Nieberding, Director of Product Marketing for AI at Treasure Data, explains how LLMs are transforming marketing from segmentation to true individualisation, enabling teams to make faster, more contextual, and more confident decisions.

Mobile-first marketers often celebrate installs, downloads, and clicks, but true growth lies in signals like repeat rate, shrinking engagement gaps, loops, and advocacy. Leaders at Uber, Akzo Nobel, Polarsteps, and Prematch share why the quietest growth signals often matter most.

As communication tools race to add AI features, Intermedia’s Irina Shamkova argues that simplicity, trust, and empathy will define the next era of workplace tech.

Discover how Just Eat Takeaway.com fuels convenience through AI-powered personalisation, retail and sports partnerships, and creative brand storytelling.

Web2App funnels are reshaping app marketing. Igor Lyubimov of web2wave highlights why they outperform mobile onboarding on ROAS and conversion.

From AI-powered personalisation to agentic marketing, discover why MEA and SEA are shaping the future of customer engagement in martech.

Discover three ways Zalando drives creative disruption in fashion retail through AI innovation, ZEOS infrastructure, and cultural storytelling.

Matthieu Tebaus makes it clear: broad assumptions kill growth in MENA. Brands that generalise across countries or even within cities risk wasting spend and missing demand. He sees AI as a partner, not a replacement—empowering planners and sales teams to evolve from admin roles to trusted growth architects.

Mobile app downloads may be soaring, but retention depends on deeper factors. Experts from Intellect, Plaza Premium Group, and Bitsmedia reveal why trust, timing, and touchpoints are the real engines of mobile app growth.

Amir Rasekh, Managing Director at Nectar360, argues that retail media has outgrown its bottom-funnel stereotype. With AI-powered platforms like Pollen and unified customer views, retail media is now driving full-funnel strategies, from awareness to loyalty, while reshaping how brands and retailers collaborate.