Senior marketers are inundated by new marketing solutions that promise to revolutionize how they do what they do, across all marketing and advertising functions. This interactive, tactical lab session will feature a leading expert and a practitioner from the industry. They'll share: • A framework for thinking about your own marketing organization, and the places where genAI can most move the needle given your opportunities and challenges • How to efficiently evaluate claims by AI solutions to understand fit, scalability, and relevance • Best practices for setting realistic time horizons for solution longevity, given super-fast evolution of this space