Marketing Teams Face New Decisions on What AI Should Do
Marketing leaders are building hybrid teams where humans and AI systems work side by side, but most organisations lack clarity on how to structure this arrangement. A keynote at the Singapore B2B Marketing Summit on 23 April will examine how senior leaders are making these choices in practice.
The session, "The AI Imperative: AI in B2B Marketing, Automation, and the AI Realism," hosted by SailPoint and The Ortus Club, will focus on the operational and strategic questions emerging as AI for Marketing becomes embedded in day-to-day work.
The Real Problem: Ownership and Control
The challenge extends beyond efficiency gains. As organisations adopt AI Agents & Automation, they must decide where automation should replace human effort, where it should support it, and where it creates more risk than value.
SailPoint research highlights a secondary issue: the number of digital identities operating within organisations is growing. These include not just employees, but systems, workflows, and AI agents. Leaders now need to manage what each identity can access and how they interact.
What Leaders Will Examine
The session will address four core questions:
- How AI is changing marketing operating models and workflows
- Which work should be automated, augmented, or eliminated
- How roles, skills, and team structures are evolving
- What organisational challenges are emerging alongside AI adoption
The event takes place at Marina Bay Sands in Singapore. Full programme details and registration are available on the official event page.
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