Linda Cereda

AI is moving from helping marketers optimise clicks to actively making decisions and transform way of working and consumer behaviours. Yet most brands are still not seeing the returns they expected.

This session looks at why so many AI efforts fail, not because of the tech, but because teams treat AI as automation tool for short term efficiency gains, not transformation. Drawing on real experience from inside Nike, Linda shares her perspectives on how to build AI as a long-term source of competitive advantage, and how strategy, data, people, and decision-making need to change together.

This talk covers:

 ● Nike case study on SNKRS App: How Nike deployed AI/first party data to drive consumer love, engagement and growth

 ● A proven approach to define AI strategy, looking at what changes and does not changes in an agentic world

● Why linear funnels are breaking down and what does it mean for brands and consumers

● Why winning with bots and humans makes owned data, brand, loyalty, and community more important than ever

● Her latest learnings on Generative Engine Optimization, including some fascinating new studies on agenteology and the psychology of bots

● Why clickless search, generative engines and AI agents change discovery and make owned data, brand, and community more critical than ever

● What it really takes to become AI-native: rethinking processes, people, and decision ownership beyond 'plug-and-play' tools

Join this session to demystify the hype and hear a practical view of how brands and retailers can redesign for an agentic world without losing fairness, trust, or brand power.