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What’s on the trail · Wednesday, October 21
Know where AI stops and you start. Alex Atzberger, Robert Chatwani (DocuSign), and Lauren Boyman (KPMG) draw the line between the work AI should absorb and the judgment calls that still need a person. You leave knowing which parts of your team’s work to hand over, and which to protect.
Watch a modernization mid-flight. Bain & Company walks through their workflow redesign while it’s still in progress. What broke, what they’d do again, and what they haven’t solved yet.
Take your craft back. Seth Godin covers reclaiming creativity when the tools handle the producing. This is the session your team will be quoting next week.
One trail. No wrong turns.
You’ll walk away with:
A clear line between the marketing work worth automating and the work worth defending
One customer’s real workflow redesign, including the parts that went sideways
A look at what one connected platform changes for content, experimentation, and personalization
Seth Godin’s case for what makes creative work worth doing when AI can generate infinite volume
Opening Keynote
Optimizely CEO Alex Atzberger argues that the brands pulling ahead are the ones who’ve figured out exactly where humans belong in the loop, and where AI should take the wheel.
Alex AtzbergerOptimizely
Campfire Conversations
Throughout the broadcast, host Julianne DeVincenzo is joined by special guests around the campfire, talking through the ideas as they land.
Julianne DeVincenzoOptimizely
Product Keynote: One platform. Three trails
Optimizely unveils its evolution into a true AI platform for marketing, with major announcements across three trails to help teams multiply output and drive revenue in an agent-first world.
Shafqat IslamOptimizely
Kevin LiOptimizely
Lauren Hammerstedt
Michiel DorjeeOptimizely
Nazanin RamezaniOptimizely
A Love Letter to Marketing
After 25+ years leading marketing for the world’s most recognized brands, Alicia Tillman makes the case that creativity, emotion, and human connection are still marketing’s greatest competitive edge.
Alicia Tillman
Murder in Marketing
Julianne DeVincenzo and Dan Reid bring Murder in Marketing to Opticon for an exclusive trailer screening
Julianne DeVincenzoOptimizely
Dan ReidOptimizely
Customer Keynote: Bain & Company
AI transformations rarely stall on technology; they stall on behavior change. Bain’s CMO Erika Serow shares what broke, what worked, and how her team modernized their workflows.
Erika SerowBain
AI Panel
EMARKETER’s Suzy Davidkhanian sits down with leaders from G2 and Conductor to unpack what is changing fastest, what is overhyped, and how AI is reshaping digital experiences.
Wei ZhengConductor
Alex DavidG2
Suzy DavidkhanianEMARKETER
Luminary Keynote
Seth Godin has spent 30 years asking one question: what does it mean to do work that matters? In this keynote, he brings that question into the age of AI — and flips it. The machines were always going to do the repetitive work. The real question is: what are you going to do with the time they give back?
Seth Godin
Mark your calendars
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