Closing Remarks and Keynotes

Opening Remarks

Presented by: Ann Handley

Most Best: Winning as a Human in the Age of AI

Presented by: Christopher S. Penn

In a world where AI is rapidly transforming everything, how do you remain not just relevant, but indispensable? Chris Penn will reveal the three seismic shifts AI is driving—making knowledge, skills, and even brands increasingly generic. But there’s good news: this disruption creates unprecedented opportunities.

Discover how to thrive by cultivating your “Most Best Data,” your “Most Best Ideas,” and your “Most Best You.” This isn’t about competing with machines; it’s about leveraging your unique human strengths to become irreplaceable alongside them.

Join Chris for actionable strategies you need to win in this new era and to secure your future in a world where being the “Most Best Human” is the ultimate competitive advantage.

• Build your unique data advantage. Discover how to identify and leverage your proprietary data sets—customer interactions, internal processes, or personal experiences—to uncover unique insights AI can’t replicate. You’ll learn how to begin documenting and analyzing this data, even with simple tools like spreadsheets, to gain a competitive edge.
• Cultivate your idea generation practice. Learn a practical framework for generating at least 5 new ideas per day (or per week) related to your work or personal brand. You’ll explore techniques like combining unrelated domains, challenging assumptions, and applying first principles thinking to consistently come up with unique and valuable concepts.
• Define your “Most Best You.” Uncover the key elements of your personal brand—your authentic voice, unique perspective, and consistent presence—and identify one specific aspect to strengthen. You’ll leave with a clear action to take immediately, such as writing a short blog post or outlining your unique value proposition, to start building a powerful and irreplaceable personal brand.

Burn the Playbook: How Marketers Succeed in the New World

Presented by: Joe Pulizzi

There has never been more uncertainty as a marketer than right now. And here you are, learning all the AI, content, and data stuff to stay relevant.

Is it enough?

Sadly, it’s not.

But there are things that you can do—right now—that will give you the best possible outcome in the future.

20+ year marketing veteran and multi-time entrepreneur Joe Pulizzi will give you the step-by-step on how to set your marketing and content career (and overall life) for unparalleled success.

• Strategic tips for personal brand building
• Simple financial advice that no one does
• How to become AI-enhanced to make yourself the most marketable person (if you decide to stay as a marketer)

Meaning Makers: Bridging AI and Human Experience in B2B Marketing

Presented by: Kate O’Neill

In this closing keynote, Kate O’Neill draws from her expertise as the “Tech Humanist”—as well as her background as a linguist—to explore the profound intersection of AI, language, and meaning, and what it all means for B2B marketers navigating an increasingly AI-driven world.

Wrapping up our final series of thought-provoking talks, Kate builds on Chris Penn’s AI insights and Joe Pulizzi’s call to “burn the playbook,” offering a human-centered framework for making technology decisions that enhance rather than diminish human experiences.

• How meaning exists separately from language, and how this insight applies to AI systems and human-AI interactions in marketing contexts
• A framework for making technology decisions that prioritize meaningful human experiences while leveraging AI’s capabilities
• Practical approaches to bridging technical capabilities with human needs in B2B marketing strategy
• Perspective on how to evaluate AI tools and approaches through a “Tech Humanist” lens that balances innovation with ethical considerations
• Actionable strategies to implement human-centric marketing approaches in an era of rapid technological change