Over the last two decades, marketing technology has oscillated between tools simple enough for marketers to operate independently and increasingly complex platforms requiring specialized technical expertise. Today, Agentic AI is creating a new path forward, offering organizations the opportunity to bridge this divide while tackling one of the industry's most persistent challenges: delivering truly personalized customer experiences at scale, especially within highly regulated and compliance-driven environments.

As customer expectations continue to rise, organizations are under pressure to increase marketing velocity, content output, and experience personalization by an order of magnitude while simultaneously improving efficiency and reducing costs. The question is no longer whether AI can help, but how to operationalize it responsibly and effectively across the enterprise.

In this session, Fleur Twohig and Giles Richardson share how Wells Fargo approached this challenge and transformed its marketing operating model through an innovative end-to-end agentic architecture. Attendees will learn practical lessons on combining AI agents, human expertise, governance, and compliance controls to accelerate delivery, unlock new levels of personalization, and prepare their organizations for the next evolution of customer engagement.

Key takeaways:

• Understanding the "Second Front Office Wave" and its implications for marketing and customer experience organizations.
• How agentic systems can dramatically increase personalization, speed, and scale while maintaining compliance.
• Lessons learned from building an enterprise-grade, end-to-end agentic marketing solution.
• Organizational, talent, and operating model changes required to fully realize the value of AI-powered customer engagement.

The future of marketing won't be defined by humans or AI alone. It will be shaped by organizations that learn how to orchestrate both.