As the martech world sprints towards multi-product artificial intelligence and increased automation, we will discuss the true engine driving omni-channel engagement that puts the consumer FIRST — data! . 
During this session, we’ll explore how bringing data together from multiple sources can power smarter personalization and segmentation across mobile-first channels—including SMS, MMS, mobile wallet, and RCS—to drive stronger loyalty, conversions, and brand engagement.

We’ll also break down the practical differences between masked language models (MLMs) and generative AI and show how each can be used effectively within your marketing stack. Finally, we’ll look ahead to three disruptive mobile marketing trends shaping 2026 and what you can do now to stay ahead of what’s coming.

After this session, you’ll be able to:

• Understand why masked language models (MLMs) running on zero- and first-party data can be more powerful than generalized AI tools —driving higher engagement and conversion.
• Reframe how you think about channels by treating email as a delivery channel and RCS as an experience, and learn how to test against SMS to measure true revenue lift at the customer level. 
• Make identity a product, not a byproduct—using a practical framework to prioritize data sources, unify consumer profiles with consent and consistency, and activate low-effort, high-impact triggers that drive efficiency, revenue, and authentic engagement.