Human First. The Role of Human Creativity in an Age of Ever-Increasing AI
9:40 - 10:15 Keynote – Main stage
As AI and agentic systems rapidly reshape marketing and commerce, the companies that will lead are not those that rely on technology alone, but those that combine it with human creativity, empathy, and customer obsession.
This keynote explores the latest AI and agentic trends transforming both B2C and B2B commerce, drawing on VML’s newest research and real-world examples from leading organizations. It will show what a truly human-first customer experience looks like in an AI-dominated world — and why keeping customer needs, motivations, and behaviors at the center of strategy remains the ultimate competitive advantage.
Attendees will gain practical strategies for navigating a landscape where GenAI is collapsing the funnel, AI increasingly intermediates buyer choice, and organizations must rethink how they engage, target, and grow. The session will also examine the forces reshaping how buyers discover information, how predictive and synthetic intelligence are changing decision-making, and why unified data has become essential for future success.
You will explore:
The emerging forces reshaping marketing and commerce, including the rise of GenAI, agentic systems, shifting buyer behaviors, and the growing role of AI in influencing customer decisions.
How leading businesses are combining data, technology, and customer-centric strategies to create stronger, more agile organizations and unlock new growth opportunities.
Why originality, empathy, and human insight are more important than ever in building distinctive brands and customer experiences.
About the speaker
Eelke Kroes is seasoned innovator with extensive experience in developing and growing businesses, products and teams. Experienced Strategy & Operations Director, driving customer engagements in strategy and innovation, commerce, customer experience and digital business transformation in various industries across three continents. Served leadership roles in corporate ventures in Saas, CPG, and Bio-tech.
