Beyond the Campaign: How AI Rewrites Discovery, Content, and Performance in Marketing

Session Overview

Marketing is moving beyond the traditional campaign model. AI is no longer just a tool for automation or content generation— it is fundamentally reshaping how consumers discover information, how brands create content, and how marketers measure and improve performance.

This session explores how AI is transforming marketing across three key areas. First, it is changing discovery, as consumers increasingly rely on AI-assisted search and non-linear journeys before making decisions. Second, it is redefining content, enabling brands to create more relevant, adaptive, and personalized experiences for different audiences. Third, it is transforming performance, helping marketers move beyond dashboards to understand why campaigns work—and how to optimize them faster.

Ultimately, the real value of AI lies in building a continuous marketing learning loop: content → signal capture → AI analysis → insight → optimization. In this new environment, success will not come from running more campaigns, but from learning faster and making smarter decisions.

• Discovery transformation: How AI-driven search is changing consumer journeys
• Content evolution: Creating adaptive, audience-centric marketing materials
• Performance redefined: Moving beyond metrics to true insight and optimization
• AI learning loop: Building a continuous cycle from data to action

Speaker

Chihoon Lee

Chief AI Officer (CAIO)

CJ Group

Chihoon Lee is a leading expert in Artificial Intelligence and Machine Learning, with a strong track record of turning advanced research into real-world business impact. He has held key roles at global technology companies including Yahoo, eBay/PayPal, Nokia, and Apple, where he contributed to AI-driven service and product innovation.

Currently serving as Chief AI Officer at CJ Group, he leads AI-driven transformation across the organization, overseeing advanced research and development initiatives. He also drives the company’s “AI for Culture” vision, expanding the role of AI in enhancing consumer engagement and cultural experiences.

His research spans Natural Language Processing (NLP) and Computer Vision (CV), with numerous publications at leading international conferences such as NeurIPS, ICML, and KDD. He also actively contributes to the global AI community as a program committee member and reviewer for top-tier academic conferences.