Every brand says it wants to be AI-ready. Few have actually rebuilt what's underneath to make that true. Saul Lopes, Head of Customer Marketing & Engagement at Compare the Market, walks through the real journey — not the highlight reel — of moving off a legacy CRM and into intelligent, AI-driven engagement. From rethinking the data foundation, to applying AI decisioning across real lifecycle marketing journeys, to building the team and operating model to sustain it, this session is a practitioner's blueprint for what it actually takes to modernize customer engagement at scale. Leave with a clearer view of where to start, what to fix first, and how to build a team that can grow with the technology.

AI adoption is accelerating, but many marketing teams are still working through what it takes to make it effective in practice. This roundtable will explore the barriers holding teams back, what needs to change across people, process, data, and decision-making, and where marketers should retain control versus hand decisions to AI. Attendees will share what they’ve tried, what’s working, and where challenges remain.