How AI Is Changing the Way Marketing Operates, Goes to Market and Engages Customers - Porto AI Week
AI is changing much more than how marketers create content. It is reshaping how marketing teams operate, how companies go to market, how agencies deliver value and how technology is being built around new customer and business needs.
This session brings together three perspectives from across the marketing value chain:
The Brand — how AI is changing internal marketing operations, team structures, workflows, content, data, GTM and the relationship between Marketing and Sales.
The Agency — how AI is changing the way agencies work with clients, deliver services, organize their teams and rethink their commercial and business models.
The Technology Partner — what companies are actually asking for, which problems they are trying to solve with AI, and how those needs are influencing the technology and solutions being built.
Each speaker will share a short, practical perspective based on what they are seeing and doing today. The session will then move into a moderated conversation, connecting the three sides of the market and exploring where the biggest impacts, tensions and opportunities are emerging.
Expect real examples, current challenges and practical lessons — not predictions about what AI might do someday, but a discussion about what is already changing and what companies are doing differently because of it.
SPEAKERS
Samuel Marques — Brand eCommerce Director at PROF SHOES, lecturer at IPAM and founder of Ecommerce Meetup, blending strategy with hands-on execution.
Helena Dias — Agency Growth Architect. Helping brands build revenue, brand and community systems in the age of AI.
Ricardo Mesquita — Technology Founder @ Extraflow, the AI operations layer for B2B. Quotes, orders & procurement from any channel into your ERP. Ask your data anything.
MODERATOR
Marcos Castro Director of AI Marketing Programs at IPAM. Marketing & GTM leader, founder-operator, and startup advisor.
Each speaker will share a short, practical perspective based on what they are seeing and doing today. We then move into a moderated conversation connecting the three sides of the market and exploring where the biggest impacts, tensions and opportunities are emerging.
Expect real examples, current challenges and practical lessons — not predictions about what AI might do someday, but a candid look at what is already changing and what companies are doing differently because of it.