"One of the standout conversations was with David Baker, chief digital officer at Beekman 1802, who illustrated how his team has used AI to turn raw CRM and commerce data into rich consumer personas, which were then converted into campaign playbooks. "We were able to throw all of our data at a large language model and really understand deeply who this consumer is," he said."
"With those insights in hand, his team asked: "Who are we talking to? What motivates them? What hook will move them?" From there, the AI helped generate themes, hooks and even calls-to-action, freeing the human team from the blank-page problem so they could focus on curation and strategy. The wider lesson for the audience: AI isn't a magic wand, but rather a multiplier for teams that already know their brand and their consumer."
Marketing leaders described large-language models, predictive analytics and automation as tools that enable teams to do more with less by accelerating creative production, deepening personalization and surfacing hidden customer insights. Marketers can build agentic AI ecosystems that act proactively while balancing efficiency with brand stewardship and recognizing situations where risks outweigh rewards. Beekman 1802 used AI to convert raw CRM and commerce data into rich consumer personas and campaign playbooks. AI generated themes, hooks and calls-to-action, reducing the blank-page problem and allowing human teams to focus on curation and strategy. AI functions as a multiplier for teams that already understand their brand and customers.
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