Lasse Rui Aynan — keynote speaker, AI advisor to companies and governments, and author of Dominate AI Before It Dominates You — breaks down exactly where most businesses are getting AI wrong and what to do instead.

From the four levels of AI adoption (most companies are stuck at level one) to why small companies have a real shot at outpacing giants right now, this conversation is as practical as it gets. We also get into the geopolitics of AI, the growing inequality gap, and why the next two years will be unlike anything we've seen.

If you're a leader trying to figure out where to actually start — this one's for you.

Join us for a thought-provoking conversation about AI transformation in the marketing and agency world with Fergus Dyer-Smith, Chief Product Officer at MSQ and CEO of M3 Labs. With a background rooted in product development, Fergus and his team build and deploy AI tools — including Assist, BrandCheck, Preflight, and Wave — for enterprise clients like WPP, Google, and Toyota. Fergus shares hard-won insights on what it actually takes to get AI working at scale inside large organisations.

In this episode, Fergus reveals why agencies were the first — not the last — sector to be disrupted by AI, and what that means for the future of the industry. He discusses why 90% of AI pilots fail and how companies can flip the script, the unique advantage mid-size agencies have over holding groups, and how human relationships remain the most defensible moat in an AI-driven world.

The Agency Paradox: Agencies are service-based businesses that many assumed AI would hit last — yet they are being disrupted first, creating both risk and enormous opportunity for those who move fast.

The 90% Pilot Failure Rate: Most pilots fail because companies ask "how do we get AI deployed?" instead of "what problems can AI solve?" The 10% that work are now driving budget increases across the board.

The Mid-Size Advantage: Large holding groups have firepower but lack agility. Mid-size agencies can move fast enough to deploy new tooling while still having the resources to compete.

The Human Moat: As AI output becomes commoditised, relationships, trust, and the ability to co-evolve with clients become the true differentiators — things AI cannot replace.

The Interface Question: From voice-to-text to agentic systems like OpenClaw, the very concept of how humans interact with technology is being redefined — and it could reshape entire business models.

Perfect for CMOs, CTOs, agency leaders, and business executives navigating AI transformation, particularly those managing large teams through cultural and technological change.

Fergus also shares his personal AI stack — including Claude, Cursor, Perplexity, Gemini, and Whisper Flow — and why staying on top of AI today means choosing a few trusted channels and committing to the pace.

"Humans are fundamentally lazy — they like to pass work off onto other people. But that's actually an opportunity: yes, we want to own our data and our rails, but can you come in and build it and manage it for us?" — Fergus Dyer-Smith

Join us for a thought-provoking conversation about strategic AI implementation and organizational transformation with David Vivancos, serial entrepreneur and AI advisor. With five digital startups co-founded since 1995, six published books including Artificracia, and over a decade advising 35+ global brands on AI transformation including Keenfolks, David shares hard-won insights on what actually works in enterprise AI adoption.

In this episode, David reveals the critical mistakes executives make when implementing AI—from CTOs who ignore the people side of transformation to CMOs who plan too far ahead in a rapidly evolving landscape. He discusses why 90% of AI pilots fail to deliver ROI and shares his framework for successful implementation: quality data, the right partners, measuring progress in weeks not months, and building core AI capabilities in-house when it creates competitive advantage.

The People Mistake: CTOs fail by not involving HR early—technology without human adoption creates friction. Successful AI transformation requires working side-by-side with employees, not just offering training courses.

The Speed Paradox: CMOs plan too far ahead in a landscape where "what was science fiction two weeks ago is reality today." Small iterative tests beat long-term roadmaps in fast-moving AI markets.

The 90% Pilot Failure Rate: Most pilots fail because companies treat AI as a superficial layer over legacy systems instead of addressing foundational elements first.

Build vs. Buy Decision: For unique data and competitive differentiation, build in-house AI capabilities. For generic use cases, leverage hyperscalers like OpenAI and Anthropic.

Execution Over Planning: Success comes from quality data, choosing the right implementation partners, measuring in weeks not months, and getting people on board before building.

Perfect for CTOs, CMOs, business leaders, and executives navigating AI transformation in enterprise environments, particularly in banking, CPG, pharma, and telecom sectors.

David also discusses the importance of mixing senior employee experience with AI tools, balancing in-house development with external platforms, and why successful organisations create small agile AI teams that move fast and scale effectively.

"You need to see what data you send to these hyperscalers. If you send too much internal data, it's going to be tricky. There should be a mix—and if you're a big company, I fully recommend having some things in-house."— David Vivancos

Episode Description

Join us for a thought-provoking conversation about strategic AI implementation and organizational transformation with David Vivancos, serial entrepreneur and AI advisor. With five digital startups co-founded since 1995, six published books including Artificracia, and over a decade advising 35+ global brands on AI transformation including Keenfolks, David shares hard-won insights on what actually works in enterprise AI adoption.

In this episode, David reveals the critical mistakes executives make when implementing AI—from CTOs who ignore the people side of transformation to CMOs who plan too far ahead in a rapidly evolving landscape. He discusses why 90% of AI pilots fail to deliver ROI and shares his framework for successful implementation: quality data, the right partners, measuring progress in weeks not months, and building core AI capabilities in-house when it creates competitive advantage.

The People Mistake: CTOs fail by not involving HR early—technology without human adoption creates friction. Successful AI transformation requires working side-by-side with employees, not just offering training courses.

The Speed Paradox: CMOs plan too far ahead in a landscape where "what was science fiction two weeks ago is reality today." Small iterative tests beat long-term roadmaps in fast-moving AI markets.

The 90% Pilot Failure Rate: Most pilots fail because companies treat AI as a superficial layer over legacy systems instead of addressing foundational elements first.

Build vs. Buy Decision: For unique data and competitive differentiation, build in-house AI capabilities. For generic use cases, leverage hyperscalers like OpenAI and Anthropic.

Execution Over Planning: Success comes from quality data, choosing the right implementation partners, measuring in weeks not months, and getting people on board before building.

Perfect for CTOs, CMOs, business leaders, and executives navigating AI transformation in enterprise environments, particularly in banking, CPG, pharma, and telecom sectors.

David also discusses the importance of mixing senior employee experience with AI tools, balancing in-house development with external platforms, and why successful organisations create small agile AI teams that move fast and scale effectively.

"You need to see what data you send to these hyperscalers. If you send too much internal data, it's going to be tricky. There should be a mix—and if you're a big company, I fully recommend having some things in-house."— David Vivancos

Key Takeaways

Join us for an illuminating conversation about how AI is revolutionizing creative development and marketing in the consumer packaged goods sector with Elena Espinoza, Marketing Director at Lipton ICE-T Latam. With 17 years of experience across CPG and pharma industries, Elena shares how she's leading AI-driven marketing transformation through the PepsiCo-Unilever joint venture.

In this episode, Elena reveals how her team transformed creative development from week-long agency processes to just five minutes using ethically-trained AI tools like Adobe Firefly and Copilot. She discusses moving from traditional agency workflows with multiple layers to direct in-house collaboration with creative teams, using AI for storyboarding, talent casting, and pre-production planning.

Key Takeaways:

• Speed in Creative Development: Moving from week-long briefing and agency processes to creating concepts in minutes with in-house teams trained on AI tools
• AI in Production: Using Firefly to create final storyboard images, identify talent characteristics, and plan shoots—Elena's team completed a Latin America campaign where casting was done based on AI-generated images
• Campaign Results: In one Brazil campaign, using only six assets over eight weeks, the team delivered their targets in reach, engagement, and frequency three weeks early because the assets performed so well with the algorithm
• Quality Over Quantity in Digital: For Meta campaigns focused on awareness and reach, fewer optimized assets often work better than many assets, with proper attention to wear-out monitoring
• Human Necessity: AI is a tool and resource, not a replacement—humans are still needed for insights, human truths, passion, and the feeling behind brands. AI answers can feel "cold" without human refinement
• Multi-Market Reality: AI helps with standardization and translation, but local teams are essential for adapting language, slang, and cultural nuances across different Spanish-speaking countries and Brazil
• Learning Approach: Start by trying AI tools on non-critical tasks first, access internal training if available at your company, and be curious about embracing change

Perfect for marketing leaders, brand managers, creative directors, and executives in CPG, retail, or any consumer-facing industry looking to implement AI-driven creative workflows.

Elena also shares resources including internal Copilot and Firefly training at PepsiCo and Unilever, "She Runs on AI" community addressing feminine perspectives in AI, and free resources available on YouTube, Spotify, and platforms like Sector.

"AI is a tool, is a resource that we have. It's not someone that's replacing my creative design team or my agency or the managers that work with me, because we still need humans to be behind the human truths, the insights, even the feeling that you get and the passion." - Elena Spinoza

Discover how one of the world's largest retailers is embedding AI across every customer touchpoint. In this episode, Montserrat Padierna, Customer Insights and Analytics Lead at Walmart Canada, reveals how AI is revolutionizing retail customer experience, personalization, and operational efficiency.

What You'll Learn:

🔹 AI-Driven Customer Intelligence - How Walmart Canada uses sentiment analysis and predictive analytics to understand customer behavior at scale and optimize seasonal assortments across regional preferences

🔹 Personalization Done Right - The framework for ethical, privacy-conscious personalization that delights customers without crossing boundaries

🔹 "My Assistant" Success Story - Inside look at Walmart's generative AI tool transforming productivity for head office associates, from data triage to deep research synthesis

🔹 Change Management Blueprint - Why 55% of employees feel untrained despite leadership efforts, and Montserrat's proven approach to AI adoption across 20+ year retail veterans

🔹 The Weaver Concept - How experienced employees become your secret weapon in AI transformation by connecting deep business knowledge with new technology capabilities

Montserrat brings 20+ years leading customer-centric digital innovation and omni-channel transformation. Her practical insights on building AI stacks, navigating data fragmentation, and turning insights into action provide an actionable roadmap for retail and CX leaders.

Perfect for: Marketing leaders, retail executives, customer experience professionals, data analytics teams, and anyone driving AI transformation initiatives.

Key Topics: AI in retail, customer experience transformation, predictive analytics, personalization at scale, change management, generative AI tools, data modeling, omnichannel strategy

What if the key to AI success in banking isn't replacing humans—but amplifying them?

Join us for a revealing conversation with Paulina Prieto, Head of Products and Digital Solutions at Scotiabank Mexico, who's leading digital transformation for portfolios worth over $25 billion USD in one of the world's most regulated industries.

Discover how banking is leveraging AI to achieve:* 85% automation of repetitive tasks while preserving human judgment* $20M+ annual investment in digital transformation and security* Real-time fraud detection through biometric authentication and anomaly behavior analysis* Hyper-personalized customer experiences using predictive analytics* 30% potential cost reductions (BCG research) without compromising service quality

Key revelations:💡 Why only 2% of organizations have successfully scaled AI—and what winners do differently🧠 The neuroscience behind what AI can't replace: your prefrontal cortex advantage🤝 How to position AI as a team member, not a threat to your workforce🔐 Balancing customer privacy protection with advanced security in real-time🌎 The $450 billion agentic AI opportunity by 2028 (and how to capture it)

Paulina shares tactical insights from 15+ years in financial services, revealing exactly how banks can implement AI while maintaining regulatory compliance, customer trust, and the human touch that defines exceptional relationships.Whether you're in banking, fintech, or any regulated industry, this episode unveils the blueprint for using AI to transform operations while navigating complex compliance requirements and workforce concerns.

Listen now and discover why the future of banking isn't about AI versus humans—it's about creating partnerships that leverage the best of both worlds.

What if AI could predict when a patient will abandon their treatment before they even know it themselves?

Join us for a groundbreaking conversation with Daniel Gartner, Omnichannel Outcomes Senior Lead for LATAM at Roche Pharmaceutical, who's pioneering AI-driven patient experiences that are transforming healthcare outcomes.

Discover how the pharmaceutical industry is leveraging AI to achieve:

• 42% better performance in identifying relevant patients
• 50% reduction in operational tasks, freeing teams for strategic work
• Real-time patient journey mapping that catches drop-offs as they happen
• On-demand HCP support that puts critical information at doctors' fingertips instantly

Key revelations:

🧬 How AI is creating "dynamic patient profiles" that evolve in real-time

💊 The shift from reactive to predictive patient engagement

🔬 Why combining LLMs with domain expertise is the breakthrough pharma needed

🎯 The 3-pillar content strategy revolutionising HCP engagement

🌍 How global content enrichment is breaking down geographic barriers

Daniel shares tactical insights from 9+ years at Roche and Novartis, revealing exactly how pharma marketers can implement AI while maintaining medical accuracy and regulatory compliance.

Whether you're in pharma, healthcare, or any regulated industry, this episode unveils the blueprint for using AI to transform customer experiences while navigating complex compliance requirements.

Listen now and discover why the future of healthcare isn't just about treating patients—it's about predicting their needs before symptoms appear.

Join us for a fascinating deep dive into how AI is revolutionizing banking and financial services marketing with Alberto Sanchez, Deputy Director of MarTech for Digital Channels at one of Mexico's major financial institutions. With over 10 years of experience in digital transformation and executive education from Harvard Business School and Wharton, Alberto shares how banks are leveraging AI to create unprecedented customer experiences.

In this episode, Alberto reveals how financial institutions are moving from traditional banking to Amazon-like experiences, using AI-powered personalization to anticipate customer needs before they even arise. He discusses the dramatic shift in the competitive landscape and why banks must embrace comprehensive digital transformation or risk becoming obsolete.

Key Takeaways:

• 360-Degree Customer Vision: Creating one unified customer story by connecting all touchpoints across offline and online channels into a complete ecosystem
• Four Pillars Framework: Why successful transformation requires alignment across strategy, team, experiences, and clean data before implementing tools
• Hyper-Personalization at Scale: Using AI to deliver the right offer at exactly the right moment—like extending credit during emergencies
• From Automation to Agentic AI: Evolving beyond traditional automation to autonomous AI agents that make intelligent decisions
• Data Quality First: The critical importance of clean data and QA processes before deploying AI solutions
• Customer Friction Mapping: Starting transformation by identifying pain points across the customer journey, then using AI to solve them predictively

Perfect for marketing leaders, digital transformation officers, and executives in banking, insurance, telecom, and other highly regulated industries looking to implement AI-driven MarTech solutions while navigating compliance requirements and changing customer expectations.

Alberto also shares impressive results—including 40% increases in lead qualification and 90% automation on critical projects—plus his personal AI tech stack featuring ChatGPT, Copilot, Gemini, and DeepSeek, along with learning resources like Harvard Business Review, TechCrunch, and Kaggle.

"Hyper-personalization looks like we can read the minds of our clients. If you have the right offer in the correct moment, the client will love you. The bank becomes not a trouble, but a great associate—even a friend." - Alberto Sanchez

Join us for an insightful conversation with Roberto Tovar, a tech and digital transformation leader with extensive experience driving innovation across manufacturing, oil and gas, consumer goods, and pharmaceutical industries. Roberto specializes in digital transformation using emerging technologies, including robotics, intelligent automation, and artificial intelligence.

In this episode, Roberto shares proven frameworks and best practices for successful AI implementation, emphasizing the critical triangle of processes, technology, and people. He reveals why 90% of AI success depends on focusing on humans and customers, and how to avoid common pitfalls like automating broken processes.

Key Takeaways:

• The People-Process-Technology Triangle: Why successful AI starts with culture and business objectives
• Change Agent Strategy: Identifying and empowering operational-level champions beyond C-suite sponsorship
• Maturity-First Approach: Building robust data governance and infrastructure before advanced automation
• Agentic AI Frameworks: Connecting specialized AI agents across supply chain, marketing, and operations
• Responsible AI Implementation: Balancing autonomous decision-making with human oversight
• From POCs to Production: Scaling pilots with clear ROI metrics and strategic roadmaps

Perfect for CMOs, CTOs, and transformation leaders looking to implement AI and automation technologies while maintaining operational stability and measurable business impact.

Roberto also shares his personal AI tech stack, including Claude, Notebook LLM, and HeyGen, plus recommended learning resources for staying current with AI developments.

"Start with a business case, then think about the technology. AI should give superpowers to employees, not replace human decision-making entirely." - Roberto Tovar