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Agentic AI: how context-driven AI is a key lever

Why context is the new power behind AI-driven marketing. This is the third session in a series of four.

English 60 minutes Online
When 7 May 2026
12:00 - 13:00

Introduction

In the world of AI, the quality of results depends not just on the prompt but also on the context provided to the model. This session explores how marketing teams can dramatically improve outcomes by better structuring the information shared with large language models.

During this 60-minutes session, we’ll dive into how approaches like the Model Context Protocol (MCP) enable AI systems and autonomous agents to access the right data, tools, and environments at the right time.

The result: smarter marketing workflows capable of producing content, analyzing data or launching campaigns with much greater relevance. With concrete examples, you’ll discover how context-driven AI is now a key lever to connect AI agents, marketing tools, and digital ecosystems.

Language

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

Schedule

On Thursday 7 May:
12:00 - 12:45
Michaël Verbinnen Data & Tech lead at iO

60 minutes session

12:45 - 13:00

Q&A

Speakers

  1. Michaël Verbinnen

    Michaël Verbinnen

    Data & Tech lead at iO
    Michaël Verbinnen is Client Account Lead at iO, where he works with clients to build out their digital agenda. Agentic AI has become essential in this context, not as a buzzword, but as a concrete lever for strategy and execution. Drawing on his day-to-day experience at iO, a pioneer in the...
    Michaël Verbinnen

    Michaël Verbinnen

    Data & Tech lead at iO

    Michaël Verbinnen is Client Account Lead at iO, where he works with clients to build out their digital agenda. Agentic AI has become essential in this context, not as a buzzword, but as a concrete lever for strategy and execution.

    Drawing on his day-to-day experience at iO, a pioneer in the field with its own agentic AI solutions such as Bonzai, he explains how brands are already taking real steps with context-driven AI today, and what that means for their organisation, their customers and their growth.

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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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