Demand gen teams are under constant pressure to drive pipeline faster, prove ROI across channels, and do more with leaner teams, all while navigating disconnected systems, fragmented data, and increasingly complex workflows.
This session will explore how modern marketers are shifting from managing platforms to orchestrating outcomes through AI native workflows powered by connected systems, MCPs (Model Context Protocols), and conversational AI.
Using AdRoll’s evolving MCP capabilities, connected advertising platform, audience activation workflows, and AI powered orchestration approaches, the discussion will focus on how AI native workflows are reshaping modern demand generation, audience activation, and advertising execution:
- faster audience activation
- smarter campaign execution
- connected insights across advertising and GTM systems
- less manual reporting and operational work
- more time focused on strategy and pipeline growth
The session will examine how conversational AI workflows and interoperable systems can help marketers simplify execution, reduce operational friction, improve coordination across teams and channels, and create a more connected GTM motion without adding more complexity to the stack.
