Key Takeaways
- The B2BMX Summit session is centered on practical AI adoption, showing how marketers, agencies and publishers are applying AI in measurable ways today.
- The discussion aims to move beyond AI hype and give B2B marketers real-world examples they can use to improve media planning, campaign execution and buyer engagement.
Artificial intelligence (AI) hype is everywhere. Real adoption is quieter. That is the focus of one of the B2BMX Summit session set to be held during Advertising Week New York 2026.
Cutting Through the Hype: How Marketers, Agencies and Publishers Actually Use AI cuts past the noise to explore what’s actually working today, from AI-powered media planning and smarter campaign decisions to how enterprise teams use AI to work faster and more effectively.
The B2BMX Summit is set Thursday, Oct. 8, at the B2BMX @ AWNewYork stage. This second annual event gives B2B marketing leaders a focused day of case studies, candid conversations and strategies they can put to work immediately.
What is the Focus of the Cutting Through the Hype Session
The Cutting Through the Hype discussion covers how publishers are combining AI, data and authoritative content to help brands stay top of mind before and during the buying journey, including when prospects turn to AI tools to research their options.
The panel brings together three distinct vantage points. Jonathan Kitchen, Managing Director at Red Kite, offers the agency and platform perspective. Chris Cannon, CEO and Founder of TechFinitive.com, will represent the B2B publisher view, while Izzie Rivers, Founder and CEO of R-ai, rounds out the group with a client-side lens on enterprise AI adoption. Together they map the gap between AI’s promise and its practical, measurable impact.
Meet the Panel
With extensive experience of media, advertising and digital innovation, Kitchen is passionate about publishing, social and multi-platform media and creativity providing brands with innovative solutions with significant audience reach and building commercial success. Heis Partner and Managing Director of Red Kite – enabling companies to transform their sales capabilities at pace, using an agile and cost effective model at a global level; we work with companies across the advertising and media landscape from OOH to CTV, publishing, social, events and B2B.
Cannon is the Founder and Managing Director of Engage Media Group Ltd. With over 20 years of experience in B2B media, he has held senior commercial roles at CBS Interactive, Business Insider, Dennis Publishing and Future PLC. In 2023, he launched TechFinitive.com, a digital publication that provides expert-led content for IT and business professionals. Under his leadership, TechFinitive has been recognised for its innovations in sustainable digital publishing and account-based marketing.
As CEO and Founder of R-ai Technologies and Realm B2B, Rivers is a recognized leader in B2B marketing, blending strategic vision with AI and data-led insights. With over two decades of experience, she is redefining what the future of media planning & buying looks like via the Enterprise AI Platform, R-ai.
Two Other Session Already Announced
Built to Scale: Deloitte’s ABM Program Across 10 High-Stakes Accounts, presented by Intentsify, will have Allan Kirkpatrick, National ABM Leader at Deloitte, discuss how account-based marketing has moved from niche tactic to the heart of modern B2B strategy, and this session shows how one program turned a focused pilot into a measurable revenue driver.
As human and agentic customer journeys merge, the old paradigm of simply blocking bad bots no longer holds up. Who’s Really on Your Website? Navigating Risk and Opportunity in the Agentic Web, presented by CHEQ, is fireside chat hosted by Edwin Choi, Global Chief Customer Officer at CHEQ, that tackles a pressing question: How do you protect your business from harmful automation while still supporting AI-assisted customer journeys?
Across all three sessions, the B2BMX Summit delivers what B2B marketers value most: proven strategies, credible speakers and takeaways you can apply the moment you leave the room. The Summit is built for the marketing managers, directors and CMOs shaping decisions at mid-to-large enterprises, and each session pairs concrete detail with the peer-to-peer perspective that makes attendance worth the trip.
Registration for Advertising Week New York 2026 is open now. Secure your spot and lock in the early bird 30% discount at https://newyork2026.advertisingweek.com/register.
