Session 2: What AI-Enabled ABM Actually Looks Like Under the Hood

​Your buyers changed while everyone was busy arguing about tools. They do their research before they ever speak to you, they expect content that feels built for them, and they want to self-serve most of the way to a decision. That is the new bar for ABM, and most teams are trying to clear it by buying yet another platform.

​Here is the problem. Personalisation at scale is not something you buy off a shelf, it is something you build. And it looks a lot less like one clever AI assistant doing everything, and a lot more like a connected system: dozens of small, reliable automations running quietly in the background, a few genuine agents for the parts that actually need them, all wired into the tools you already pay for. Most of what gets sold to you as an "AI agent" is, under the hood, the wrong tool for the job.

​I will walk you through the real operating picture of an AI-enabled ABM function. Where the automation fits, where an agent genuinely earns its place, where your existing stack sits in all of it, and where your people stay firmly in charge of the strategy and the taste. You will come away with a clearer picture of the ecosystem you need, and a much better instinct for what is worth building versus what is just noise.