This session is best suited to B2B businesses that are still exploring AI or are in the early stages of adoption. If AI is already deeply embedded across your marketing operations and workflows, this session may be too introductory.

An inspiring and practical session designed specifically for B2B marketing teams looking to better understand how AI is changing the marketing landscape and where the real opportunities are.

We’ll explore how marketing teams are using AI to save time, improve efficiency, generate ideas faster and support better marketing, without losing creativity, brand personality or strategic thinking in the process. Expect real examples, practical tools, useful prompts and honest conversations about where AI genuinely adds value (and where it doesn’t).

Attendees will leave with fresh ideas, simple ways to start using AI more effectively in their day-to-day role, and a clearer understanding of how marketing is evolving in the AI landscape.

If you’re a business owner or senior leader, we’d strongly recommend bringing the person responsible for marketing within your business so they can connect the ideas and opportunities discussed back to your wider marketing strategy and activity.

Samantha Smith
Samantha Smith is a senior digital marketing and analytics specialist with over 15 years of experience across digital strategy, performance marketing, reporting, and marketing technology. She has worked with businesses and agencies across a wide range of sectors, helping teams make better use of data, improve marketing performance, and adopt new technologies in practical, accessible ways.

More recently, Samantha has been leading Optix Solutions’ AI and training sessions, helping teams build confidence using AI tools in their day-to-day work. She specialises in translating marketing technology into clear, practical advice for teams of all abilities and levels of expertise.

Matt Fletcher:
Matt Fletcher is a senior account manager and marketing strategist with over 12 years of experience helping B2B organisations develop marketing strategies that drive sustainable growth. Having worked both in-house and agency-side, he understands the challenges marketing teams face when balancing day-to-day delivery with long-term strategic thinking.

At Optix Solutions, Matt works closely with businesses across a wide range of sectors, helping them improve marketing performance through strategy, brand, search and digital marketing. More recently, he has been supporting organisations in understanding how AI is reshaping marketing, cutting through the hype to show where it can genuinely add value.