Beyond AI Tools: What Behavioral Intelligence Reveals About Your Audience

AI is no longer the challenge. Making it work across an organization is.

While many companies are experimenting with individual AI tools, the real opportunity lies in embedding AI into the way teams collaborate, make decisions and deliver better marketing outcomes.

In this Masterclass, Karin Immenroth, Global Chief Data Officer, and Ann-Catherine Lukes, Director Global Data Strategy & New Business at Mediaplus, will share how Mediaplus is building an AI-native operating model with Plus.AI—connecting data, people, workflows and AI capabilities across the agency.

Using Behave.AI as a practical example, the session will demonstrate how behavioral intelligence and AI can improve audience understanding, planning and creative effectiveness. Rather than focusing on technology alone, the discussion will center on the organizational, strategic and operational changes required to create lasting business value with AI.

Attendees will learn:

• Why AI operating models matter more than individual AI tools.
• How behavioral intelligence can strengthen audience strategy and marketing decisions.
• What it takes to scale AI across teams, workflows and markets.
• Practical lessons from implementing AI in an international agency.