Paid acquisition works, and that's exactly why it gets the budget.

The targeting is sophisticated, it reaches customers at scale, and the feedback loop is fast. Traditional lifecycle marketing approaches can't say the same.

Most teams are still running on segments, rules, and automation that were never built to compete.

Alex Beresford (VP of Growth & Marketing at Taxfix) and Schaun Wheeler (Chief Scientist at Aampe) are going to show you what happens when that changes.

They'll share real data from an agentic setup that outperformed years of lifecycle marketing orchestration in just a couple of weeks, with double-digit percentage gains and walk through why A/B testing, predictive models, and even LLMs fell short before they found something that worked.

If you're spending more on acquisition than you'd like, or your personalization efforts still require manual intervention, this one's worth your time.

This session is for you if...

  • You're defending the marketing lifecycle's budget against paid acquisition and need real data to make the case internally.
  • Your personalization tools still need your team to write the rules, manage the segments, and babysit the logic.
  • You keep getting asked to "use AI" but nobody's been specific about what actually moves the needle.
  • You want to help yourself and your team prepare for the next generation of marketing.

What you'll take away

  • How agentic systems fundamentally differ from traditional marketing automation, and why that matters for your bottom line.
  • What continuous customer engagement looks like in practice, and how it differs from campaign-based thinking.
  • The changing role of marketing teams in an agentic world, and how to position for it.
  • How to evaluate whether your current infrastructure is ready and what to do if it isn't.
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Your speakers

Schaun Wheeler
Chief Scientist & Co-Founder, Aampe

Schaun leads the design of agentic systems that learn from customer behaviour and adapt decision-making in real time. A cognitive scientist by training, he has built data science teams across ad tech, education, and government. He brings a rare cross-disciplinary perspective to AI, combining deep technical expertise with a human-centred understanding of how intelligent systems learn, decide, and act.

Alex Beresford
Chief Growth Officer, Taxfix

Alex oversees brand, growth marketing, and revenue strategy at Taxfix, Europe's leading digital tax platform. A former growth consultant across mobile gaming, SaaS, and mobility, he previously held Growth & Partnerships roles at PayPal and Finiata. He drives an AI-native strategy for personalisation, creative production, and growth.

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