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Agenda 2026

4 December 2026 · InterContinental Warsaw · Main Stage — CMO Executive Summit, Stage B — Martech Summit, Stage C — Commerce Summit, Stage D — Workshop / MasterClasses, Stage E — Media Summit.

Working agenda — topics, times and panel line-ups may change.

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End of the conference Gala dinner CMO of the Year Gala

  1. Main Stage

    Registration

    Participant registration

    Welcome coffee · networking at the partner zones

  2. Stage B

    Registration

    Registration

    Welcome coffee

  3. Stage C

    Registration

    Registration

    Welcome coffee

  4. Stage E

    Registration

    Registration

    Welcome coffee

  5. Main Stage

    Opening + inaugural panel

    Marketing in the age of AI — where Poland’s CMO community stands in 2026

    The official opening of the 14th edition of the CMO of the Year competition and CMO Executive Summit 2026. An opening panel with Grand Prix winners of previous editions.

  6. Stage B

    Opening panel

    Martech Landscape 2026 — what will remain of 11,000 tools

    Which tool categories are ready for deployment, which are disappearing and where a new AI-native class is emerging.

  7. Stage C

    Opening panel

    Commerce 2026 — the end of the funnel and continuous commerce

    TikTok Shop, live commerce and conversational commerce — the trends that are real for the Polish market. How AI is changing discovery.

  8. Stage E

    Opening panel

    Media 2026 — fragmented attention and AI in planning

    The media landscape in Poland and Europe: how AI is changing campaign planning and effectiveness measurement.

  9. Main Stage

    Panel discussion

    AI as the CMO’s strategic partner — what to hand over to the algorithm and what stays with people

    Marketing directors from different industries on the real limits of AI in strategy, creative and media.

  10. Stage B

    Panel + demo

    CDP and first-party personalisation — data without cookies

    Customer Data Platform in practice: unified profile and consent management. A live demo in retail and e-commerce.

  11. Stage C

    Panel discussion

    Retail media in Poland — a new advertising ecosystem

    Building and monetising a retail media network. Polish market data, ROAS and the role of first-party data.

  12. Stage E

    Panel + case study

    Post-cookie in practice — media buying in 2026

    First-party data, clean rooms and conversion modelling instead of third-party cookies — how to buy media when signals keep shrinking.

  13. Main Stage

    Panel discussion

    Measurable marketing — how the CMO proves value to the board and the CFO

    Marketing mix modelling, incrementality testing and post-cookie attribution. Building a shared language of data.

  14. Stage B

    Interactive workshop

    AI in email and push — how to double CTR without sending more

    Send-time prediction, dynamic content and AI-generated subject lines. A live A/B test.

  15. Stage C

    Demo + results

    AI in search and discovery — a conversion engine

    AI-powered search, visual search and product recommendations. A live demo plus revenue benchmarks.

  16. Stage E

    Panel discussion

    Data-driven influencer marketing — real impact on sales

    From vanity metrics to incrementality. Brand safety, the creator economy and AI in selecting creators.

  17. Main Stage

    Panel discussion

    Building a brand in the generative era — how to keep your identity

    Brand voice, tone of voice and brand safety in the GenAI world. Cases from FMCG, beauty and fashion.

  18. Stage B

    Panel discussion

    Generative creative at scale — the AI workflow

    How to organise an AI-assisted content production pipeline: brand guidelines in prompts, integration with DAM and CMS.

  19. Stage C

    Panel discussion

    Omnichannel without chaos — bringing online and offline together

    Unified commerce: click & collect, inventory visibility and the customer journey. A case study from a Polish retailer.

  20. Stage E

    Panel discussion

    Creator economy 2027 — creators as brand partners

    From one-off posts to multi-year partnerships, co-created products and B2B creators. How to build collaborations that sell and are clearly labelled.

  21. Main Stage

    Panel discussion

    Rebranding and brand campaigns — how brands transform

    How Poland’s biggest brands carry out rebrands and communicate strategic change.

  22. Stage B

    Panel discussion

    Marketing Ops in 2026 — a team faster than the market

    The new role of Marketing Operations, between IT and strategy. How to recruit and measure a MarOps team.

  23. Stage C

    Workshop

    Customer lifetime value — decisions based on CLV

    A workshop with a calculator: implementing CLV models, the data you need and the impact on customer retention.

  24. Stage E

    Interactive workshop

    Your brand in AI answers — GEO in practice

    Customers increasingly ask ChatGPT, Gemini and Perplexity instead of a search engine. Workshop: how to check what AI says about your brand and which content makes it more likely to be cited.

  25. Main Stage

    Lunch

    Lunch & networking

    50 min · partner zones, 1:1 meetings

  26. Stage B

    Lunch

    Lunch

    50 min

  27. Stage C

    Lunch

    Lunch

    50 min

  28. Stage E

    Lunch

    Lunch & networking

    50 min · partner zones, 1:1 meetings

  29. Main Stage

    Partner panel · UNICEF

    Social marketing and a higher purpose — NGOs and corporations

    How non-profits build reach on a fraction of a corporate budget.

  30. Stage C

    Panel discussion

    Loyalty 3.0 — AI is changing loyalty programmes

    Churn prediction, next best action and personalised rewards. Redesigning programmes with AI at the centre.

  31. Stage E

    prelekcja

    Compliant advertising in 2027 — the AI Act and green claims

    New obligations cover labelling AI-generated content and honest environmental claims. A practical checklist for marketing teams and agencies.

  32. Main Stage

    Partner panel · Łódź

    Place marketing — how the city of Łódź competes for investors

    Building a place brand and attracting investment and talent in the age of AI.

  33. Stage B

    Panel discussion

    Hyper-personalisation in regulated sectors

    Communication within the rules of GDPR, the Polish Financial Supervision Authority (KNF) and the AI Act. Cases from finance and pharma.

  34. Stage C

    Panel discussion

    D2C vs marketplace — your own channel or platforms

    Distribution strategy for 2026: D2C vs Allegro and Amazon. Building your own channels in FMCG and fashion.

  35. Stage E

    Interactive workshop

    A 2027 budget backed by numbers — MMM and incrementality tests

    A workshop for teams that want to show the board what really works: how to combine marketing mix modelling with incrementality tests and turn the results into a media plan.

  36. Main Stage

    Panel discussion

    Influencers, content and owned media — independence from platforms

    How brands build their own media channels and reduce their dependence on Meta and TikTok.

  37. Stage B

    Workshop

    Marketing automation — a map of AI processes

    Which processes can be handed over to algorithms right now and which still need people. A maturity framework.

  38. Stage C

    Panel discussion

    Pricing intelligence — price optimisation with AI

    Dynamic pricing, competitive monitoring and price elasticity. Optimising margins without alienating customers.

  39. Stage B

    Break

    Break

    20 min

  40. Stage C

    Break

    Break

    20 min

  41. Stage E

    Break

    Break

    20 min

  42. Main Stage

    Panel discussion

    The future of agencies and in-house teams — a new model of cooperation

    Which marketing skills move inside the organisation and which stay outside.

  43. Stage B

    Panel discussion

    Employer branding in the age of AI — the fight for talent

    How to build an employer brand in the toughest market in a decade. AI in recruitment and retention.

  44. Stage C

    Panel discussion

    Conversational commerce — AI assistants and chatbots

    AI chat as a shopping adviser: recommendations, handling objections and upselling. Conversion test results.

  45. Stage E

    Closing panel

    Media round table — priorities for 2027

    An open conversation to close the stage: what media agencies and brands will invest in for 2027, what they will drop and what they need from partners.

  46. Main Stage

    Panel discussion

    ESG, sustainability and purpose — responsibility in strategy

    ESG marketing that changes the business instead of just reporting on it. The role of AI in monitoring.

  47. Stage B

    Closing panel

    Martech round table — priorities for 2027

    An open debate: Martech investments for the next 12 months, disappointments and gaps in the market.

  48. Stage C

    Closing panel

    Commerce round table — online shopping in Poland

    An open debate: inevitable trends vs fads. Live voting and shared conclusions with the day’s speakers.

  49. Stage E

    Closing

    Media stage closing

    Move to the final panel on the Main Stage

  50. Main Stage

    Final panel

    CMO 2028 — the skills of the future and the race for talent

    The conference’s closing discussion: which skills are becoming critical for CMOs.

  51. Stage B

    Closing

    Martech stage closes

    Move to the final panel on the Main Stage

  52. Stage C

    Closing

    Commerce stage closes

    Move to the final panel on the Main Stage

  53. Main Stage

    Closing

    Official closing of CMO Executive Summit 2026

    Thank-yous and a preview of the 14th CMO of the Year Gala.

  54. Registration

    Gala guest registration

  55. Gala

    Gala dinner

  56. Gala

    CMO of the Year Gala — 14th edition

    The winners of the 14th edition are announced and receive their statuettes.