Today’s consumers are more empowered, distracted, and unpredictable than ever. They bounce between platforms, toggle between text, voice, and visual search, and engage with content in ways today’s marketing leaders struggle to anticipate. Yet in that unpredictability, clear patterns are emerging — ones that AI can help decode and scale.

In this session, Michael Burke will share how brands can harness AI-driven insights to not only keep pace with shifting consumer behavior, but also to anticipate and lead it. From rethinking search and discovery to reinventing creative workflows, you’ll learn how to build strategies that are both data-smart and human-first

After this session, you’ll be able to:

• Adapt your SEO strategy to AI-powered search by optimizing for multimodal discovery (text, voice, and visual) and ensuring your content delivers real value in generative experiences.
• Leverage AI to accelerate creative production, reducing time to market, personalizing campaigns at scale, and reallocating budget from production costs to growth opportunities.
• Build full-funnel storytelling frameworks that combine brand, product, and promotional narratives, driving measurable ROI and stronger connections with today’s “predictably unpredictable” consumer.