Better tools don't always mean better results. Discover what it takes to make AI work for marketing — and where the real value actually lies
AI is changing how marketing gets done. But building a tool is one thing. Getting people to use it, making it work at scale, and proving its value? That's where things get interesting.
Join us for three enticing talks, real-world lessons, and a room full of marketers figuring out where AI actually makes a difference!
Lineup
Reina Toeda
Peter Jonker
Andrea Sericola
Good to know
Highlights
- 3 hours 30 minutes
- In person
Location
Semrush Barcelona Office 6th Floor
98 Carrer de Tànger
6th floor 08018 Barcelona
How do you want to get there?
Agenda
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Doors open
Welcome drinks and snacks
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Why our first AI tools didn't stick (and what we changed)
Building an AI tool doesn't mean people will use it. Reina will share why their first tools struggled to gain traction, what held up development, and how those lessons changed their approach—from involving teams early and avoiding costly delays to prioritizing the right tools and keeping them relevant over time.
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Applied AI engineering for performance marketing
What happens when marketers start thinking like engineers? Peter explores how to turn marketing expertise into scalable AI-powered systems, improve their accuracy through continuous evaluation, and move from constant human oversight toward smarter, more independent automation.