CMA Marketing Week - AI Insights for Marketing Leaders: Leading the Change

Understanding the Benefits of AI in the Marketing Landscape: Empowering leaders to think about how to effectively incorporate AI into their teams’ daily marketing practices, and to fostering a culture of innovation and adaptability in their teams.

This training is not a technical rundown, participants will not be walked through how to use or prompt AI tools; it's a quick leadership guide for understanding and navigating the evolving landscape of AI in marketing, designed to equip leaders with insight into key considerations for adopting AI-driven marketing application.

Senior marketing leaders who are curious about the trends and impacts of AI-driven marketing and how to begin implementing AI into their teams and workflow.

Karla Congson

Karla Congson is CEO and founder of OpenGravity a marketing agency based in Toronto, serving enterprise clients such as Sun Life Financial, Scotiabank, Deloitte, the Co-operators, the Canadian Medical Association, Staples and Nokia. She brings over two decades of marketing and strategy experience and her work has included business leadership and general management of top global and domestic brands, customer insights & analytics, brand strategy, client experience design and integrated marketing.

In her previous role as Chief Marketing Officer at Dundee Corporation, Karla was responsible for driving customer experience, innovation and brand strategy for a high net worth platform. In 2017, she was part of the founding team that brought Singularity University to Canada through the first SingularityU national conference. Karla has also held the roles of Executive Strategy Director & Managing Director at Mirum Agency, one of Canada’s largest digital marketing agencies and as Executive Vice President at WPP/Young & Rubicam Canada, Karla was responsible for country leadership of the Ford of Canada business spanning multiple marketing agencies. Prior to this Karla was the Vice-President Marketing at AIM Trimark, responsible for domestic brand and marketing leadership. In this capacity she also led a significant global brand strategy and architecture project for Invesco, the parent brand for AIM Trimark, leading to the global rollout of the Invesco masterbrand.

Karla has been building an AI-infused team within her own organization and has led Generative AI education sessions for organizations such as the TMX (Toronto Stock Exchange), the CMA and the UK Women Founders Group.

• Demystifying definitions: from LLMs to GPTs
• The rapid evolution of Generative AI and what we can anticipate as 2024 unfolds
• Generative AI in action – demonstrations of emerging applications
• A framework for prioritizing use cases and applying generative AI in marketing
• Technology and Talent – balancing the human side of AI implementation
• Q&A