Personalization has always been the promise. AI agents are how we finally deliver it. 

In this keynote, Mårten Bokedal reveals how AI agents are transforming personalization from a manual, rules-based effort into a self-improving system that scales with every interaction. Drawing from real-world examples and emerging trends, he’ll show how marketers and product teams can harness AI to build a new kind of personalization playbook—one built for relevance, speed, and scale. 

Key takeaways include: 

• Why personalization has stalled—and how AI agents unlock a new level of automation and performance 
• How to structure your personalization flywheel: combining data, content, decisioning, and activation 
• Use cases for contextual bandits, LLM-aware experiences, and agent-assisted optimization 
• How traffic from ChatGPT and other AI interfaces changes discovery—and what that means for your web experience 

  This is personalization reimagined—not just powered by AI, but orchestrated by it.