B2B marketers will get an unvarnished look at how artificial intelligence is being deployed in the field during a session at the B2BMX Summit, held as part of Advertising Week New York 2026. The panel, Cutting Through the Hype: How Marketers, Agencies and Publishers Actually Use AI, is scheduled for Thursday, October 8, and aims to replace vendor promises with measurable, real-world examples.
The discussion maps the gap between AI's potential and its practical impact on media planning, campaign execution, and buyer engagement. For marketing leaders managing budgets and teams, the session offers a chance to benchmark their own AI efforts against what agencies, publishers, and enterprise brands are doing right now.
Three vantage points on the panel
The panel brings together Jonathan Kitchen, Managing Director at Red Kite, Chris Cannon, CEO and Founder of TechFinitive.com, and Izzie Rivers, Founder and CEO of R-ai. Each speaker represents a different node in the B2B marketing ecosystem - agency, publisher, and client-side enterprise.
Kitchen's firm helps companies transform sales capabilities using agile, cost-effective models across advertising and media. Cannon launched TechFinitive.com in 2023, a digital publication recognized for innovations in sustainable publishing and account-based marketing. Rivers leads R-ai Technologies, an enterprise AI platform focused on media planning and buying. Together, they will examine how publishers combine AI, data, and authoritative content to keep brands visible throughout the buying journey, including when prospects turn to AI tools for research.
Summit lineup tackles ABM and the agentic web
Two other sessions have been announced for the Summit. Built to Scale: Deloitte's ABM Program Across 10 High-Stakes Accounts, presented by Intentsify, features Allan Kirkpatrick, National ABM Leader at Deloitte, explaining how a focused pilot became a measurable revenue driver. The session shows how account-based marketing has moved from niche tactic to central strategy.
A fireside chat hosted by Edwin Choi, Global Chief Customer Officer at CHEQ, addresses a more urgent question. Who's Really on Your Website? Navigating Risk and Opportunity in the Agentic Web examines how to protect businesses from harmful automation while still supporting AI-assisted customer journeys. As human and agentic journeys merge, the old approach of simply blocking bad bots no longer works.
Why this matters for marketers
The Summit is built for marketing managers, directors, and CMOs at mid-to-large enterprises. Each session pairs concrete detail with peer perspectives. For marketers building an AI Learning Path for Marketing Managers, the event provides a concentrated dose of what is actually working - not what vendors claim will work next year. The broader discipline of AI for Marketing is moving fast, and sessions like this cut through the noise by focusing on adoption that is already delivering results. Registration for Advertising Week New York 2026 is open now with an early bird 30% discount available at the official registration page.
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