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28 · 04 · 2026 · london
everyone's using AI to do more. the winners are using it to know more.
our partners that made the event possible
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Reach out to Taylor Gorman for the complete slide deck from the day and to book a call.
taylor.gorman@delaware.co.uk
synthesis
four threads the speakers kept coming back to, regardless of the session topic.
01
Whether the topic was PIM, marketing, or content operations, every speaker landed in the same place: AI engines surface the brands with the cleanest, most consistent, most structured product and content data. Everything else gets quietly written out of the answer.
02
Output is cheap now. Insight isn't. Several speakers warned that AI is exceptional at producing things that look like insight but don't change a single decision. The teams winning are using AI to know more, not just do more.
03
Create-publish-move on no longer cuts it. Whether content, product data, or experiences, the assets need to be operated continuously, measured against AI mention frequency, refined, syndicated, and improved on a loop.
04
Tools don't fix unclear ownership or fuzzy briefs. Pick the platform last, not first. Define where it actually hurts, name a single accountable owner, then build the roadmap that gets you there.
welcome & opening
Bart Van Kerkhoven · partner · delaware
Bart opened the summit by setting the agenda for the day around three strategic shifts every digital leader is now navigating. Customer journeys are starting before brands realise it, with research increasingly happening inside AI assistants. Product information has moved from an internal-ops concern to the foundation of discoverability itself. And the gap between teams using AI as a tool and teams operating with AI as their stack is widening fast.
"the winners aren't using AI to do more, they're using it to know more."
keynote · the fundamentals still win
Chris took the room through history's hinge moments: Ford's assembly line, Kodak's missed digital reckoning, Blockbuster's slide to a single store on the planet. Each one came down to the same three questions, who is your customer, what do they want, and how do you delight them better than the competition. He warned that AI is exceptional at producing outputs that look like insight but don't actually move anything. Insight, he reminded us, is what changes a decision.
AI engine optimisation
why brands without consistent product data are starting to disappear from the AI conversation.
Karl Morgan · country manager · Inriver
Karl introduced AEO, the discipline of structuring product content so AI search engines cite your brand as the trusted answer rather than a competitor. With 62% of consumers and 48% of B2B buyers now starting research inside AI tools, the brands without clean, structured, consistent product data are quietly vanishing from the answer set. He walked us through a real audit of a UK fashion retailer and showed exactly how an AEO score moves once PIM discipline, syndication, and digital shelf analytics are in place, modelled at +11 to 13% uplift overall.
"if your brand isn't optimising for AEO, it disappears from the conversation."
AI in content operations
why most content never lands, and what changes when AI joins the assembly line properly.
Alan Edmondson · head of digital UK · delaware
Alan made the case that content has never been more important, or more invisible. 402 million terabytes are generated every day. 94% of content earns zero backlinks. 68% of B2B buyers are sceptical of AI-generated material. He shared delaware's own content factory: a system where reusable prompts, structured context, agents, and human gates work together to drive cost-per-article from £900 down to a fraction of that, without sacrificing brand voice, quality, or the regional nuance that scaled translation usually flattens.
"speed without strategy is just automated noise."
20x your marketing
discoverability, embedded AI, orchestration, governance, democratised expertise.
Mårten Bokedal · senior manager marketing · Optimizely
Mårten reframed the modern martech problem in three numbers: 15,384 vendors, 33% utilisation, 65% reporting integration failures. Then he laid out the six capabilities behind 20x marketing: discoverability, embedded AI, orchestration, governance, democratised expertise, and the new composability. Pre-built agents inside Opal can lift content output by 77%, surface fresh test ideas continuously, and translate across markets automatically. The shift is from marketers using AI tools to marketers leading teams of AI agents.
"AI must be treated as a platform capability, not an add-on."
unlocking the most from PIM
PIM outcomes are compelling. so why do most rollouts struggle?
Adam Putt · digital delivery consultant · delaware
Adam tackled the uncomfortable truth head-on: PIM outcomes are compelling, but most rollouts hit the same three rocks. Ownership lands in the wrong department. The brief leads to the wrong outcome. Or the platform gets selected before the actual problem is even defined. His methodology starts with where it hurts, names a clear owner, honestly assesses readiness, and only then builds the roadmap. The platform comes last, not first.
"start with where it hurts. name the owner. then build the roadmap."
turning content into a growth system
content creation is scaling. content operations are not.
Ian Norton · VP marketing · Kontent.ai
Ian closed the speaker sessions on a pointed note: AI drafts content. CMSs store content. Neither operates content over time. He showed how an agentic CMS turns the create-publish-move-on loop into a continuous growth system, with one customer reducing content creation effort by 70%, expanding into 10 new markets, and turning a process that used to take weeks into something that now takes hours. Content, he argued, only drives growth when it's continuously improved.
"content only drives growth when it's continuously improved. not created once. operated over time."
until next time
If something here sparked an idea, for your content operations, your AEO readiness, or how you scale marketing in the age of AI, let's keep the conversation going.
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