Expert Panel: From Production to Orchestration: How AI reshapes marketing operations, agency models, and customer experience

AI is rapidly moving marketing teams away from manual production work and toward the orchestration of intelligent systems, agents and workflows. In this strategic discussion, Merkle and HUMAI explore what this transition really means for in-house teams, agency partnerships and the customer experiences they create together. From shifting team structures and new operating models to the changing economics of creative and campaign delivery, this session shares honest observations on where AI delivers genuine leverage, where it falls short, and how marketing organizations can redesign their operations to balance speed, quality and customer relevance in an AI-driven landscape.