“Future-Ready Partnerships: Redesigning Marketing Operating Models in the Age of Generative AI”
Generative AI is reshaping how marketers, procurement teams, and their agency partners collaborate — changing not only the outputs we create but also the ways of working, commercial structures, and skill sets needed to deliver them.
In this interactive session, chaired and introduced by Nicki Brown of the BBC, Alchemists, along with senior marketing procurement leaders from Beiersdorf and Sanofi, will explore how the rise of Generative AI is redefining external and internal client and agency operating models — across people, processes, and technology.
The discussion will centre on:
- How agency and partnership models must evolve to account for automation, data, and creative intelligence.
- How leading organisations are rethinking the balance of internal and external capabilities.
- What new AI-enabled ways of working between marketing, procurement, and agencies look like.
- The practical lessons from real-world case studies, including how AI can unlock creative quality and operational efficiency simultaneously.
This session will combine short case-study insights from recent projects with an open panel discussion among industry peers — designed to inspire and provide actionable takeaways for ISBA members as they rethink their own future operating models to be effective in the age of GenAI.
ISBA MEMBER FORUM
ISBA forums provide the opportunity for members to hear from expert speakers and keep up to date on the latest developments. Members can choose to attend specific meetings that appear on the calendar or sign up to the group to receive regular notifications.
Future Operating Models
This forum would be relevant to members with an interest in operating models.
To find out more please email – markw@isba.org.uk
Book now
Cost
FREE
Type
Online event