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Agentic AI for media campaigns

How agentic AI is transforming media planning and campaign performance. This is the first session in a series of four.

English 60 minutes
When 26 March 2026
12:00 - 13:00

Introduction

2026 is the year agentic AI moves beyond buzzwords to reshape how media campaigns are conceived, executed and measured. This session explores the strategic inflection point facing marketing leaders: a shift from task-based automation to autonomous intelligence that reasons, plans and acts across media ecosystems, not just executes predefined workflows.

Agentic AI isn’t about replacing people. It’s about freeing marketers to focus on strategic value, creative impact and brand resonance while intelligent systems handle complexity and scale. But this transition also demands a rethinking of team structures, decision rights and performance metrics if brands are to harness agentic capabilities without losing control.

In this session you will learn:

  • what agentic AI really means for media planning and campaign delivery;
  • how autonomous agents are reshaping traditional media workflows with real examples of enhanced speed and insight;
  • the implications for the role of the CMO: from task automation to cross-enterprise growth leadership;
  • key strategic actions brand leaders can take now to harness agentic AI for more effective, connected media outcomes.

This session is designed for brand leaders looking to unlock deeper performance, creativity and strategic impact in their media ecosystems.

Delivered online by David Billings, Chief Strategy Officer at Empathy Lab by EPAM, a recognized voice on the future of AI-driven marketing and media transformation.

Language

The session is conducted in English and the slides are in English as well. Participants may engage in discussions in their preferred language.

Schedule

On Thursday 26 March:
12:00 - 12:45
David Billings Chief Strategy Officer at Empathy Lab by EPAM

60 minutes session

12:45 - 13:00

Q&A

Speakers

  1. David Billings

    David Billings

    Chief Strategy Officer at Empathy Lab by EPAM
    David Billings is Chief Strategy Officer at Empathy Lab by EPAM, where he helps global brands re-architect marketing, commerce and loyalty for an AI-mediated world. He works with CMOs and leadership teams to connect data, creativity, media and commerce into coordinated growth systems. David has ...
    David Billings

    David Billings

    Chief Strategy Officer at Empathy Lab by EPAM

    David Billings is Chief Strategy Officer at Empathy Lab by EPAM, where he helps global brands re-architect marketing, commerce and loyalty for an AI-mediated world. He works with CMOs and leadership teams to connect data, creativity, media and commerce into coordinated growth systems.

    David has led transformation programs for some of the world’s largest and most advanced marketing organisations, and regularly speaks on how AI is reshaping demand, brand power and the future of marketing leadership.

Register

Sorry, the registration period is over.

Prices

Participation is exclusive to UBA members.

  • UBA Member | Brand member: Participation is included in the UBA membership.
  • UBA Member | Expert member: Participation is included in the UBA membership.
  • UBA Member I Media member: Participation is included in the UBA membership.

This session will be held online via Teams and will not be recorded. Register to participate, and you will receive further instructions by email.

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