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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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  1. 8:00Registration and welcome coffee
  2. 9:30Opening + inaugural panel
  3. 9:30–17:00Sessions on all stages
  4. 18:30Gala guest registration
  5. 19:00Gala dinner
  6. 20:00CMO of the Year Gala — 14th edition

  1. Stage C — Commerce SummitRegistration working proposal

    Registration

    Welcome coffee

  2. Main Stage — CMO Executive SummitRegistration working proposal

    Participant registration

    Welcome coffee · networking at the partner zones

  3. Stage B — Martech SummitRegistration working proposal

    Registration

    Welcome coffee

  4. Stage E — Media SummitRegistration working proposal

    Registration

    Welcome coffee

  5. Stage C — Commerce SummitOpening panel working proposal

    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.

    Questions we will answer
    1. How is continuous commerce changing the traditional sales funnel, and how can brands adapt?
    2. What are the key trends in live, social and conversational commerce, and how can brands use them effectively?
    3. Can AI help build personalised shopping experiences and shorten the customer journey?
    4. What are the challenges of integrating different sales channels into one coherent continuous-commerce ecosystem?

  6. Main Stage — CMO Executive SummitOpening + inaugural panel working proposal

    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.

    Questions we will answer
    1. What are the key challenges and opportunities for CMOs as AI develops so rapidly?
    2. How is AI redefining the marketer’s role, and which new skills are becoming essential?
    3. Is the Polish marketing market ready for a strategic roll-out of AI, or is it lagging behind global trends?
    4. What are the ethical aspects of using AI in marketing, and how do we build consumer trust?

  7. Stage B — Martech SummitOpening panel working proposal

    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.

    Questions we will answer
    1. Which Martech tool categories are the most mature for deployment today and deliver real ROI?
    2. How are AI-native tools changing the Martech landscape, and what new opportunities do they open up?
    3. What are the key criteria for choosing Martech tools to avoid over-investment and technology chaos?
    4. What are the challenges of integrating different Martech tools into a coherent, effective stack?

  8. Stage E — Media SummitOpening panel working proposal

    Media 2026 — fragmented attention and AI in planning

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

    Questions we will answer
    1. How does the fragmentation of consumer attention affect the effectiveness of traditional media strategies?
    2. What are the key uses of AI in media campaign planning, and how do you optimise budget allocation?
    3. Can AI replace human intuition in media and creative choices, or only support it?
    4. What are the challenges of measuring the real impact of media campaigns in an era of fragmented attention and AI?

  9. Stage C — Commerce SummitPanel discussion working proposal

    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.

  10. Main Stage — CMO Executive SummitPanel discussion working proposal

    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.

    Questions we will answer
    1. In which areas can AI really replace human work, and where is human judgement irreplaceable?
    2. What are the best practices for delegating tasks to AI to maximise efficiency and minimise risk?
    3. Can AI be a creative partner, or only a tool for optimising existing processes?
    4. Which AI pitfalls and myths should CMOs consciously avoid?

  11. Stage B — Martech SummitPanel + demo working proposal

    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.

  12. Stage E — Media SummitPanel + case study working proposal

    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. Stage C — Commerce SummitDemo + results working proposal

    AI in search and discovery — a conversion engine

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

  14. Main Stage — CMO Executive SummitPanel discussion working proposal

    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.

  15. Stage B — Martech SummitInteractive workshop working proposal

    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.

  16. Stage E — Media SummitPanel discussion working proposal

    Data-driven influencer marketing — real impact on sales

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

  17. Stage C — Commerce SummitPanel discussion working proposal

    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.

  18. Main Stage — CMO Executive SummitPanel discussion working proposal

    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.

    Questions we will answer
    1. What are the best practices for building a consistent brand voice and tone of voice with GenAI tools?
    2. How can GenAI support brand safety and reputation management in a fast-changing environment?
    3. What are the concrete uses of GenAI in creating marketing content, and how do you scale them?
    4. What are the key challenges in integrating GenAI into existing marketing workflows?

  19. Stage B — Martech SummitPanel discussion working proposal

    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.

  20. Stage E — Media SummitPanel discussion working proposal

    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. Stage C — Commerce SummitWorkshop working proposal

    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.

  22. Main Stage — CMO Executive SummitPanel discussion working proposal

    Rebranding and brand campaigns — how brands transform

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

  23. Stage B — Martech SummitPanel discussion working proposal

    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.

  24. Stage E — Media SummitInteractive workshop working proposal

    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. Stage C — Commerce SummitLunch working proposal

    Lunch

    50 min

  26. Main Stage — CMO Executive SummitLunch working proposal

    Lunch & networking

    50 min · partner zones, 1:1 meetings

  27. Stage B — Martech SummitLunch working proposal

    Lunch

    50 min

  28. Stage E — Media SummitLunch working proposal

    Lunch & networking

    50 min · partner zones, 1:1 meetings

  29. Stage C — Commerce SummitPanel discussion working proposal

    Loyalty 3.0 — AI is changing loyalty programmes

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

  30. Main Stage — CMO Executive SummitPartner panel · UNICEF working proposal

    Social marketing and a higher purpose — NGOs and corporations

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

    Questions we will answer
    1. What are effective strategies for building authentic partnerships between NGOs and corporations?
    2. How can brands communicate their social commitment effectively to build consumer trust and loyalty?
    3. Can social marketing be a real tool for achieving business goals, or is it only part of CSR?
    4. What are the pitfalls of social marketing communication, and how do you avoid accusations of greenwashing or social-washing?

  31. Stage E — Media Summitprelekcja working proposal

    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. Stage C — Commerce SummitPanel discussion working proposal

    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.

  33. Main Stage — CMO Executive SummitPartner panel · Łódź working proposal

    Place marketing — how the city of Łódź competes for investors

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

    Questions we will answer
    1. What are the key elements of an effective place-branding strategy for attracting investment and talent?
    2. How can AI support data analysis and personalised communication in place marketing?
    3. What are the best practices for involving local communities and stakeholders in building a city brand?
    4. What are the challenges of measuring the effectiveness of marketing for territorial development?

  34. Stage B — Martech SummitPanel discussion working proposal

    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.

  35. Stage E — Media SummitInteractive workshop working proposal

    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. Stage C — Commerce SummitPanel discussion working proposal

    Pricing intelligence — price optimisation with AI

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

  37. Main Stage — CMO Executive SummitPanel discussion working proposal

    Influencers, content and owned media — independence from platforms

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

    Questions we will answer
    1. What strategies help brands build owned media channels and become independent of platform algorithms and policies?
    2. How can brands work with influencers effectively to build authentic content and reach?
    3. Is the future of marketing full control over owned media, or a hybrid approach with external platforms?
    4. What are the challenges of measuring ROI from content marketing and influencer marketing?

  38. Stage B — Martech SummitWorkshop working proposal

    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.

  39. Stage C — Commerce SummitBreak working proposal

    Break

    20 min

  40. Stage B — Martech SummitBreak working proposal

    Break

    20 min

  41. Stage E — Media SummitBreak working proposal

    Break

    20 min

  42. Stage C — Commerce SummitPanel discussion working proposal

    Conversational commerce — AI assistants and chatbots

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

  43. Main Stage — CMO Executive SummitPanel discussion working proposal

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

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

    Questions we will answer
    1. Which marketing skills are becoming key for in-house teams, and which are worth outsourcing?
    2. How must marketing agencies evolve to meet clients’ new expectations in the age of AI?
    3. Is the hybrid model (in-house + agency) the future, or will one of the approaches dominate?
    4. What are the challenges of managing relationships between in-house teams and external agencies?

  44. Stage B — Martech SummitPanel discussion working proposal

    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.

  45. Stage E — Media SummitClosing panel working proposal

    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. Stage C — Commerce SummitClosing panel working proposal

    Commerce round table — online shopping in Poland

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

  47. Main Stage — CMO Executive SummitPanel discussion working proposal

    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.

  48. Stage B — Martech SummitClosing panel working proposal

    Martech round table — priorities for 2027

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

  49. Stage E — Media SummitClosing working proposal

    Media stage closing

    Move to the final panel on the Main Stage

  50. Stage C — Commerce SummitClosing working proposal

    Commerce stage closes

    Move to the final panel on the Main Stage

  51. Main Stage — CMO Executive SummitFinal panel working proposal

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

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

    Questions we will answer
    1. Which skills will be key for CMOs over the next 2–3 years, given the pace of technological change?
    2. How can CMOs prepare their teams for the challenges of AI, automation and new technologies?
    3. Will the CMO role evolve towards a more strategic business leader, or stay focused on marketing?
    4. What are the biggest pitfalls and mistakes CMOs should avoid when building the skills of the future?

  52. Stage B — Martech SummitClosing working proposal

    Martech stage closes

    Move to the final panel on the Main Stage

  53. Main Stage — CMO Executive SummitClosing working proposal

    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 working proposal

    CMO of the Year Gala — 14th edition

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