The ways that marketing is changing provides both opportunities and challenges for executives, who need to respond quickly to new developments and seek out solutions in the current ecosystem. Let's take a look at some of the current changes happening in the marketing world.

AI’s Marketing Makeover

Artificial intelligence, especially generative AI, is changing how brands create content and tell stories, as well as make decisions and target customers. Companies can now create photos and videos that defy the real world with a simple prompt, creating a more accessible type of content. However, this also means more powerful competition.

AI can succeed at other tasks too, like designing strategies, analyzing data, and segmenting markets. This uprising of data-driven content and marketing will force brands to consider how to maintain authenticity and avoid bias.

In the CMO Summit, we’ll be deep diving into interactive business cases in a more intimate setting in the Exec Arena to gather key takeaways for your company.

Marketing for an Audience of One

In order to stay competitive in the current marketing ecosystem, brands need to tailor to the individual using a variety of behaviors and preferences. With current tools like first-party data and AI, this is more than possible, and it can even be done in real time.

Marketing is progressing to a hyper-personalized domain that operates according to the individual. For example, brands can use behavioral patterns or preferences of a customer to change their advertising in real time in digital formats. This makes data such as location, browsing history, and purchase activity more valuable than ever before. Companies can use this data to find trends in what an individual has purchased in the past, where, when, and for how much. They can also see what a customer might be browsing for at any given time and target advertisements or campaigns based on this.

What kinds of solutions can help make this transition easier and happen faster? Summit attendees will have the opportunity to meet with startups in the Connection Hub to get connected with the innovators that might have an answer.

Cookies Crumbling, Rules Shifting—Now What?

Regulations are advancing almost as fast as technology. Rules for how data is collected and used, as well as guidelines for AI and the end of third-party cookies, are changing how companies are able to target customers. Many regulations require companies to be more transparent about how data is collected and used, as well as to get explicit customer consent or "opt-in."

With the growing importance and use of data in marketing, companies must consider how these regulations will change their strategy. Brands will need to find ways to obtain customer consent and create hyper personalized campaigns, while still valuing customer privacy and using data ethically.

What defines privacy first marketing, and how can performance be sustained while implementing it? What are the best consent strategies for data collection? Discuss solutions and network with attendees who have similar interests and business problems in the CMO Lounge this year at VivaTech.

Your Backstage Pass to the Future of Marketing

Looking to amplify your impact, share insights, explore business cases, and navigate tomorrow's marketing challenges?

The CMO Summit is one of the necessities for marketing executives to navigate today's changing landscape. It is the perfect place to initiate cross-functional collaboration, using advancements in tech to advance your marketing strategies and gain a competitive edge.

Take advantage of the CMO lounge, exclusive tours of VivaTech, the Connection Hub, the Exec Arena, and Stage One marketing tracks at VivaTech 2025 with the CMO Summit pass. Our tailor-made program is designed with curated content, top networking opportunities, and actionable strategies to help marketing leaders optimize their experience and leave with meaningful takeaways.

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