About

Leadership is demanding AI transformation. Boards are setting mandates. And yet only 6% of organizations have fully implemented AI in their marketing workflows, while 95% of enterprise AI projects fail to deliver measurable business impact. In this session, Evan Kaeding (Global Director of Solutions Engineering, Supermetrics) unpacks why marketing and advertising are moving fastest in the AI wave, and why that makes them the most instructive proving ground for data leaders across the enterprise.

As LLMs lower the cost of software development, the cost of poor data quality and slow data access rises proportionally. Speed to insight is no longer a nice-to-have; it’s the new competitive moat. Evan will walk through a practical framework for prioritizing the right AI investments, structuring your build vs. buy decisions, and positioning your data team to become a true product team rather than just a dashboard factory.

Takeaways:

• Why marketing data is the highest-leverage AI investment most enterprises are undervaluing
• How to close the gap between the 6% who succeed and the 95% who don’t, starting with your data infrastructure
• A practical build-and-buy framework for knowing where to invest internal talent vs. outsource
• How to evolve your data team’s operating model to deliver speed and scale in an agentic AI world.