AI is rapidly transforming marketing and eCommerce execution, but greater automation doesn't always translate into better outcomes. Many teams still lack visibility and control over how AI is allocating budget and optimising campaigns, making it difficult to measure true impact. This session moves the conversation from AI ambition to AI accountability — combining automation with strategic oversight to ensure every initiative is tied to a measurable business result.

• How can you combine AI-driven optimisation with strategic oversight to keep campaigns aligned to business goals and financial targets?
• How can you move beyond platform automation to achieve real visibility and control over how AI is allocating budget?
• How can product and data teams work together to turn AI outputs into decisions that are trusted, not just automated?
• How can you align marketing and finance teams to achieve more effective, defensible AI-driven budgeting?
• How can AI become a measurable driver of commercial outcomes rather than a black box of activity?