AI is everywhere. But is it actually delivering for marketers?

AI adoption is now table stakes for marketers, but simply using AI isn’t enough. The focus is shifting to whether organizations are seeing meaningful results—and whether they’re prepared for what comes next.

In this candid conversation with AdAge, Epsilon’s Dale Older shares key findings from Epsilon’s 2026 state of AI in marketing study, while Forrester VP and Principal analyst Rusty Warner provides independent perspective on the trends shaping AI adoption among marketers today. Discover what marketers need to move beyond adoption and build the technology, strategy and foundation to turn AI into a lasting competitive advantage.

Key takeaways include:

• Explore where marketers are seeing measurable value from AI—and where gaps remain.
• Understand how leadership’s AI ambitions compare with the priorities and experiences of marketing teams.
• Learn how organizations are preparing for agentic AI and increasingly autonomous technology.
• Identify the tools, technology and foundations needed to turn AI adoption into meaningful business impact.