All 2026 Conference Sessions

Gartner Marketing Symposium/Xpo dives deep into key topics for CMOs and marketing leaders around marketing strategy, customer experience strategy, marketing analytics, data management and more, helping you tackle your organization’s most critical challenges.

2026 Conference Theme

Build What’s Next: Marketing Leadership in the Age of AI

Technology and shifting customer engagement are redefining marketing’s future. CMOs must lead strategic, structural and cultural transformation to drive growth and build trust. The future is being decided now — be the one who shapes what comes next.

Explore our conference sessions below, all developed with this theme in mind.

View track descriptions to ensure you select sessions that best fit your needs.

 

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Monday, 11 May, 2026

09:00 AM - 09:45 AM BST

Gartner Opening Keynote: Supercharging Marketing’s AI Advantage ─ Leading the Race to 2030
Kristina LaRocca-Cerrone, VP, Advisory, Gartner
Jay Wilson, VP Analyst, Gartner
AI isn't just a tool, it is redefining what's possible in Marketing. Gartner’s opening keynote will reveal the three stages of AI maturity and why so many organizations get stuck in the “messy middle." We will uncover pitfalls to avoid and strategies to unlock true AI Advantage, to outpace the competition and set the standard for 2030 and beyond, regardless of where you are on your AI journey. ... Show More Show Less

12:30 PM - 01:00 PM BST

Why Inspiration Isn’t Enough: A Smarter Way to Drive Internal Brand Buy-In
Julie Reeves, Sr Director Analyst, Gartner
CMOs often assume emotional connection drives internal brand activation — but new data proves inspiration alone isn’t enough. This session reveals why that approach fails and how leading CMOs use structured, cross-functional strategies to embed lasting brand adoption. Whether launching, refreshing or deepening brand engagement and alignment, learn what truly works. ... Show More Show Less

04:00 PM - 04:30 PM BST

Train AI Agents to Embody Your Brand
Alan Lopez, Sr Director Analyst, Gartner
As AI agents increasingly participate as buyers and sellers in agentic commerce, brand management must evolve to address new customer journeys. CMOs will learn about challenges and opportunities in adapting branding strategies in AI-driven interactions, ensuring that brand values, identity and trust are represented and reinforced — even when the primary touchpoints are AI agents rather than humans. ... Show More Show Less
Tuesday, 12 May, 2026

10:30 AM - 11:00 AM BST

Signature Series: What Genius Brands Show About Emerging Digital Marketing Best Practices
Matt Moorut, Sr Director Analyst, Gartner
Gartner benchmarked over 1,000 brands on their digital marketing performance this year, with only the top 3% earning the distinction of “Genius.” In this session, we’ll reveal what these standout brands are doing differently and explore what their strategies can teach us about emerging digital marketing best practices for the years ahead. ... Show More Show Less

12:00 PM - 12:45 PM BST

Ask the Expert: Sharpening Your Approach to Brand Health Measurement Tracking
Julie Reeves, Sr Director Analyst, Gartner
Brand health is critical to strategy — but measuring it can be tricky. In this session, bring your questions on brand health indicators, cadence, metrics and reporting challenges. Whether you're refining your current approach or starting fresh, this session will give practical guidance to sharpen your approach and build confidence in how brand health is tracked and understood. ... Show More Show Less

02:00 PM - 02:30 PM BST

How CMOs Drive Differentiation Without Big Budgets
Carlos Guerrero, VP, Advisory, Gartner
Most CMOs can’t rely on large brand budgets to fuel growth — and the good news is, they don’t need to. CMOs who use brand strategy to influence product and commercial decisions drive stronger value propositions and sustained differentiation. In this session, you’ll learn how to make brand a strategic engine for enterprise success. ... Show More Show Less

03:30 PM - 04:00 PM BST

Human-Centered Brands Are the New Challengers CMOs Can’t Ignore
Amy Abatangle, VP Analyst, Gartner
Creator-founded brands are surging. They challenge incumbent brands by starting with identity, growing through authenticity and scaling via engagement. As AI accelerates commerce, commoditization and microtargeting, CMOs must rethink brand elasticity and adopt new value models to compete. This session offers a CMO playbook on how to strategically partner with creator-founded brands for future growth. ... Show More Show Less

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“Gartner Marketing Symposium/Xpo offered highly valuable insights, presentations and perspectives which really provided specific actions to drive a positive change in our marketing strategy and implementation.”

Julie Juhl Kindberg
Head of Marketing and Communications, Cintrica Energy

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