In this session...
You are no longer what you communicate, but what LLMs understand about you. Machine Marketing explores how artificial intelligence is reshaping marketing and communications from the way we consume information to how we design, segment, and measure strategies. Today, more than 35% of searches are answered by generative AI, 60% of consumers use it in their shopping experience, and one in five changes their decision after consulting it.
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"You are no longer what you communicate, but what LLMs understand about you. Machine Marketing explores how artificial intelligence is reshaping marketing and communications from the way we consume information to how we design, segment, and measure strategies. Today, more than 35% of searches are answered by generative AI, 60% of consumers use it in their shopping experience, and one in five changes their decision after consulting it.
This talk presents a new paradigm: brand control no longer depends only on what you say, but on what AI interprets and projects about you. The answer lies in dual marketing: combining traditional marketing with machine marketing, where AI becomes both an interlocutor and a strategic tool. This approach doesn’t replace what we know—it expands it, challenging us to learn new languages and design strategies that balance the immediacy of consumer voices with algorithmic interpretation."
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What You'll Learn from This Session...
- AI no longer just informs, it interprets and recommends, redefining how brands are built.
- The web isn’t dying, but it’s increasingly being read by machines, not humans.
- A new discipline emerges: marketing for machines — positioning brands before algorithms, not only people.
- AI breaks silos: it demands consistent messaging across every channel or makes you disappear.
- Old-school PR is back as a key element of the new intelligent marketing era.
