IAB New Zealand ‘AI & The Future of Marketing’ event was a fantastic exploration of how artificial intelligence is reshaping our industry.
From insightful keynotes to spirited panel discussions, the energy and engagement were palpable.
We at XPON were thrilled to be part of it, with our own CTSO, Matt Daniels, sharing practical insights on moving beyond AI hype to achieve real, measurable marketing value.
Relive some of the key moments from the event with this fantastic highlights reel from IAB New Zealand!
Core topic: Bridging the AI Activation Gap
A central theme of Matt’s keynote, was tackling a common challenge many businesses face: The AI Activation Gap.
As Matt explained, many organisations have abundant data and access to capable AI technology, yet struggle to operationalise AI and derive tangible marketing value consistently.
This gap often stems from missing foundational elements like a clear AI strategy, aligned organisational capability, effective processes, and robust governance.
Bridging the Gap: Strategy and the concept of an ‘AI Activation Hub’
So, how do we bridge this crucial gap?
Matt introduced the concept of the ‘AI Activation Hub’ – not as a rigid product, but as an essential framework or way of thinking about integrating technology and processes.
An Activation Hub is a concept that seamlessly connects your data sources (often leveraging platforms like Google Cloud), your AI/ML models, and your marketing activation channels (such as the Google Marketing Platform).
The goal? To create deep integration, robust automation, and repeatable workflows that turn AI insights into effective marketing actions.
Matt’s example of how this might be achieved involved leveraging composable technologies, like XPON’s Wondaris CDP, which can act as a central orchestrator within this hub, especially within the Google ecosystem.
Key components working together within an AI Activation Hub.
The Playbook in Action: Real-World Examples
Matt then brought this concept to life with real-world “playbooks” – repeatable use cases where this strategic, hub-based approach is already delivering significant ROI for businesses:
- Targeting High-Value Audiences: For clients like UP Education, this meant a 28% decrease in Cost Per Lead.
- AI-Powered Value-Based Bidding: A leading AU Publisher saw a 92% increase in ROAS by optimising for true profitability.
- Dynamic Creative Optimisation: OFX achieved a 62% reduction in Cost-Per-Click through personalised, AI-driven creative.
These examples underscore that with the right strategy and an effective Activation Hub, AI isn’t just about potential; it’s about consistently improving key marketing KPIs.
Broader Industry Buzz & Perspectives
The energy around AI at the event was fantastic, and it was great to see the broader conversation unfolding. The keynotes and panel discussions, including insights from Kellyn Coetzee and our dynamic panelists, highlighted several recurring themes:
From IAB New Zealand:
From Alistair Diop-Alpe:
How to get started in bridging the ‘AI Activation Gap’
At XPON, we’re committed to helping businesses navigate this evolving landscape and make AI real.
As Matt concluded in his keynote, the journey starts with:
- Investing in capability and understanding current tools.
- Establishing clear governance and processes.
- Identifying simple, high-impact use cases to automate.
- Beginning to build or refine your central Activation Hub with composability in mind.
Ready to make AI real in your business?
Matt Daniels’ keynote at the IAB NZ event highlighted the crucial steps to move beyond AI potential and achieve tangible marketing results. It starts with a clear strategy, understanding your data, and building the capability to activate AI effectively.
If you’re looking to define your AI roadmap, assess your current readiness, or get expert advice on operationalising AI for real business value, XPON is here to help.
Schedule a Consultation with Our AI Experts
Let’s continue the conversation and work together to unlock the true value of AI in your marketing.