THE AGE OF THE INDIVIDUAL
Marketing was built around segments and journeys. Agentic AI is shifting decisioning to the individual. Meet the leaders putting it into practice, with humans setting the strategy and a dedicated agent for every customer learning, adapting, and deciding what comes next.
Invite-Only | Customer Stories | Real Use Cases
THE SHIFT STARTS HERE
What Happens When the Unit of Decisioning
Becomes the Individual?
Marketing was built around segments, journeys, and decisions made for groups.
But no two customers behave the same.
With agentic AI, every customer can have a dedicated agent learning from their behavior, adapting in the moment,
and deciding what comes next, within the strategy and guardrails marketers set.
That shift raises three big questions:
01 · Are Segments and Journeys Dead?
Segments helped marketing scale. But grouping customers can hide what makes each one different. What changes when decisions can be made for the individual instead?
02 · What Changes When Every Customer Has an Agent?
Instead of predefining every path, a dedicated agent can continuously learn from each customer and adapt what happens next, for each individual, at scale.
03 · What Stays Human?
Humans set the strategy, goals, guardrails, and outcomes. Agents learn, adapt, and make decisions for each customer within those guardrails.
FIND YOUR CITY
Cities We’re Touring in 2026
Bringing together CRM, marketing and growth leaders from leading consumer brands to
explore agentic AI, swap ideas and meet like-minded peers.
Nov 2, 2O26
PARIS
ATP Event
Nov 18, 2O26
MANCHESTER
AI Roundtable
Nov 19, 2O26
LISBON
AI Roundtable
CATCH MERLIN AI IN ACTION
See what an agent-run, individually-decisioned marketing engine looks like.
Merlin AI helps marketers discover insights, generate assets, and deliver experiences with agentic decisioning, all within their existing workflow. Join senior marketing, CRM, and growth leaders from across EU to see it firsthand.
