Advertising in the Age of AI

Advertising is shifting from a media operating model to an intelligence operating model. As AI becomes the interface through which people search, learn and act, brands are entering conversational environments that are interactive, personalised and utility-driven. This session explores what that shift means for CMOs, agencies and media platforms, from how brands engage audiences to how creativity, media and workflows evolve as AI becomes an operating layer across the marketing system. OpenAI will share the principles guiding responsible commercial participation inside intelligent systems and the practical capabilities organisations need to build to compete in an AI-native advertising ecosystem.

• How are conversational environments changing where and how brands should engage audiences?
• Where are the opportunities to responsibly unlock personalisation at scale using AI-native workflows?
• What organisational capabilities are required as AI becomes an operating layer across marketing and creative functions?