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CM Townhall - Agentic Customer Experience: Transforming Marketing Outcomes with AI Agents

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Join fellow Chartered Marketers and CM Learners for an interactive conversation featuring Timothy R. Smith from Microsoft, designed exclusively for the CM community. 

The presentation explores how advanced marketers have traditionally used Customer Data Platforms (CDPs) for hyper-segmentation, but now, in the era of agentic customer experiences (CX), CDPs serve as foundational datasets for modeling AI agents. Tim shares insights from his own experimentation, highlighting that while CDP data is essential, it must be combined with other datasets (like inventory and promotions) to fully enable agentic use cases. The session will provide a provocative perspective on when to invest in CDPs, discuss the evolving role of CDPs beyond marketing, and offer a research-based white paper as a takeaway for attendees.

  • Introduction: from traditional CDP use cases to agentic customer experience 
  • Why CDPs matter: the role of customer data in AI-driven marketing 
  • What CDPs alone cannot do: the importance of combining customer data with additional business datasets 
  • Real-world perspective: lessons from Tim’s experimentation and research 
  • Investment discussion: when CDPs are worth the investment and how their role is evolving beyond marketing 
  • Closing takeaway: key recommendations and white paper for attendees

  • CDPs are foundational, but not sufficient on their own for enabling agentic customer experiences. 
  • Effective AI agents require broader business context, combining customer data with operational datasets such as inventory, promotions, and other signals. 
  • Organizations should rethink CDP strategy and investment based on how AI is expanding the role of data beyond traditional marketing use cases.

Attendees will gain a clearer understanding of how agentic AI is reshaping customer experience and what that means for marketing leaders today. They will leave with practical insight into the role CDPs can play as foundational data sources, where CDPs alone fall short, and why additional datasets are necessary to unlock real agentic use cases. The session will also help attendees think more strategically about CDP investment decisions and provide a research-based white paper they can use to support future planning and internal discussions.

The Chartered Marketer (CM) designation is the only recognized marketing designation in Canada, highlighting professionals who meet the highest standards of knowledge, experience, and ongoing professional development. The program provides resources, learning opportunities, and exclusive events to help marketers advance their careers and stay at the forefront of the profession.

To learn more about the CM program, how it can benefit your career and how to apply, download the brochure here. 

If you are a Chartered Marketer and would like to speak at future CM Townhalls, you can complete this form or email charteredmarketer@thecma.ca.

speaker

Timothy R. Smith

Data & AI - Global Black Belt

Microsoft

Title
Company
GS1 Canada
Centennial College
Dr. Oetker
City of Mississauga
LCBO
Fanshawe College
Sobeys Inc.
City of Mississauga
Manitoba Blue Cross
Diabetes Canada
Environics Analytics
Canadian Broadcasting Corporation
Ontario Hospital Association
Special Olympics Canada
G Adventures
Canadian Blood Services(La Societe canadienne du Sang)
ontario energy board
Norton Rose Fulbright Canada LLP
Keilhauer
LCBO
Ingram Micro
SAIT
Dr. Oetker
SkipTheDishes Restaurant Services Inc.
CIBC - Canadian Imperial Bank of Commerce
The Bishop Strachan School
Alternative Sales Strategy
MTY Group
Motum B2B
Seneca Polytechnic
FP Canada
Bell Canada
LCBO
World Vision Canada
University of the Fraser Valley
Metrolinx
The Globe and Mail
TD Bank Group
Alair Homes
Novo Nordisk Canada Inc.
Canadian Dermatology Association
Ipsos Limited Partnership

Major Sponsors

  • CIBC-800x450
  • lg2
  • Microsoft-2023