Right now, ABM teams are under a lot of pressure from leadership to make campaigns more efficient with AI. In the midst of this, they're left figuring out what actually works, where to find reliable data, and how to prove it's driving revenue. In this session, Orla Murphy will cut through the noise to show you exactly where AI helps your ABM program, and where it risks wasting your time.

We'll work through a real ABM program scenario from start to finish, building an AI-assisted plan that actually makes sense - and prove that AI is definitely not about to take your job! You'll see the difference in outputs between prompting and automating account intelligence and content personalisation, with live examples. And how best to use tools like NotebookLM and Claude to dig into the findings, group accounts by priority, and create personalised messaging that resonates and scales. You'll understand how to set up the right guardrails and build a measurement framework that connects AI outputs to pipeline growth and deal velocity.

You'll walk away knowing how to get your team aligned on AI, choose the right pilots to invest in, and show stakeholders the revenue impact they're looking for.