With Thanks to Support From
The Agentic Marketing Platform
Bluefish is the Agentic Marketing Platform (AMP) that Fortune 500 brands rely on to win the AI-driven internet. The platform delivers an end-to-end system to understand, influence, and measure brand performance across the agentic internet including ChatGPT, Google AI Overviews, Claude, Perplexity, and Amazon Rufus. Enterprise marketing leaders have always known how to build. Bluefish gives them the foundation to build for the agentic future.
The Agent Experience Platform
Scrunch, a Sitecore company, is the Agent Experience Platform (AXP) that helps marketing and growth teams unlock the new way to reach customers: AI search. Observe what AI agents say and do—in AI platforms and on your site. Optimize your web presence for agent consideration and selection. Deliver what agents need to understand, reference, and recommend your brand. All in one workflow, all powered by always-on intelligence.
AI Transformation for Business Leaders
Executive AI workshops and keynotes by Shelly Palmer. Learn to apply AI, agents, and agentic systems to drive business innovation and strategy.
The transformative power of AI and its potential to reshape the marketing landscape is unprecedented. With a simple yet ambitious goal, MMA aims to drive improved business growth, deliver personalized experiences, and enhance operational efficiency through strategic AI utilization in marketing. MMA's AI Leadership Think Tank (ALTT) ensures that its members remain leaders in this generation's most important frontier of technological innovation.
MMA Member Exclusive: Foundational training series that gets marketers hands-on with Generative AI, explaining how different systems work and their strengths and weaknesses using real-life examples and practical exercises. The training is based on the MIT Press book, The AI Conundrum, authored by Rex Briggs & Caleb Briggs, presenters of the training.
To learn more about MMA Membership for your organization, please fill out the form below.
Thursday, September 17, 2026
Lunch
Welcome
Icebreaker
Practical AI
Agents are the story now. Shelly Palmer covers the vocabulary, the Agentic Flywheel, and the governance layer every company needs, then the marketing flip side: selling to shopper bots and buyer bots in the age of agentic commerce. Practical, current, and immediately useful.
Moderated Plenary Discussion
Travelers’ AI Transformation: The Commitment and the Complexity
Travelers is several years into a committed, top-down AI transformation. AI-driven personalization was one proof point along the way. Greg and Lisa will dig into what it actually took to execute something really new, and even despite enthusiasm, it was still really a challenge.
Moderated Plenary Discussion
The Future is Marketing to Machines
Today’s brands aren’t just marketing with AI, they’re marketing to AI. Machines now outnumber humans online, and AI agents have become the brokers between brands and buyers. Scrunch co-founder and CEO Chris Andrew unpacks why brands must now build for two audiences: the agents that decide, and the humans who listen to them. He’ll leave you with one question: In a world where humans don’t visit but AI does, what’s your website for?
Moderated Plenary Discussion
Networking Break
Breakout Sessions
Marketing to People Who Don’t Like AI
Most American adults are now more worried about AI than excited about it. Under-30s used to be the least worried group; today 55% of them are worriers, and “made with AI” has started costing brands, creators, and even neighborhood delis their audience.
What Agency Work Can You Actually Bring In-House?
A 30-second video now renders from a spreadsheet. Working software takes an afternoon. And the platforms sell media, creative, and optimization straight to advertisers.
What Happens to Your Org Chart When Anyone Can Build Software?
When anyone can build a workflow in an afternoon, every executive picks up two new jobs: building agents and keeping them running. Meanwhile, your org chart, job descriptions, and performance reviews all describe a workforce that no longer exists.
5-Minute Breakout Summaries
The AEO Imperative: Accuracy, Accountability & Orchestration
As AI shapes how consumers discover, evaluate, and choose brands, what happens when it gets the brand wrong? Alex Sherman, CEO and co-founder of Bluefish, explores why AI accuracy is becoming a C-suite issue spanning reputation, revenue, risk, and compliance, and why orchestration will define the next era of AEO. Learn why influencing AI requires coordinated action across the enterprise, and how leading brands can move from monitoring AI to measurably shaping what it says and recommends.
Moderated Plenary Discussion
The Unfiltered Generation: What Grad Students Really Think About AI
Two Syracuse University Newhouse School graduate students, Eva Czegledi and Madison Perdue, join Professor Adam Peruta for an unscripted conversation about what AI really means to them: what excites them, what worries them, and what they think of brands overusing the term. No talking points, no consensus. Just honest perspective from the generation building and buying from the marketing organizations of the future.
Moderated Plenary Discussion
Telling the story of Claude, with Claude
I spend my days telling the story of Claude, with Claude, building demos that show how I actually work: a crew of Claudes that listen, remember, connect to my tools, and chime in at the right moment. These workflows come from experimenting, watching what others do, and pushing the limits. As the art of the possible expands, taste, judgment, and storytelling matter more than ever.
