In this session...
In an era where AI is reshaping not only how we operate but how we connect, the shift from Customer Experience (CX) to Branded Experience (BX) is more than semantics—it’s a strategic imperative. This fusion—what we call “BX”—is the defining paradigm for 2026. Join Tom Ajello, Senior Partner at Lippincott, Jill Cress, Chief Experience & Marketing Officer at H&R Block and Bethany Eppner, Head of Global Business Marketing at Fandom as they bring this transformation to life.
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As economic pressures tighten consumer purse strings, delivering exceptional experiences has become the most powerful—and often the only—lever brands can pull to secure loyalty and growth. But the game has changed. The divide between marketing and CX is collapsing. Today, CX leaders are no longer just optimizing efficiency—they must craft meaningful, emotionally resonant moments. Meanwhile, marketers must extend their reach beyond storytelling into the full experience ecosystem.
This isn’t just collaboration; it’s a radical convergence. The rise of AI is rewriting the rules of engagement and consumer trust, demanding new skills, new mindsets, and new partnerships. Brand is becoming experience, and experience is becoming brand.
Join us for a high-stakes conversation, moderated by Lippincott, on why the future of brand loyalty depends on mastering the BX intersection—and why the time to act is now.
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What You'll Learn from This Session...
- Crafting signature, soul-infused moments within brand systems—whether digital or physical—that feel human, compelling, and authentically you.
- Understanding why trust is no longer a one-off message, but a continuously audited system powered by AI—and how misalignment is instantly visible to consumers (and to AI).
- Exploring how marketing, CX, and creative strategy converge to foster experiences that aren’t just seen, but felt—driving business growth by creating emotional resonance alongside efficiency.
