How Should Product Planning and Marketing Evolve in the Age of AI?

Session Overview

Data is powerful—but it often fails to create true breakthroughs. While data analysis can replicate patterns from the past, it cannot always generate future success. Even with advanced analytics, many products still fail in the market. This session explores the strategic blind spots that marketers may be overlooking in the age of AI.

The real competitive edge of AI lies not only in execution, but in how we define the problem. This session will demonstrate how strong product planning starts from asking the right questions—drawing on real-world experience in building global brands and interpreting complex data with contextual insight.

It also examines what makes a brand truly memorable. While specifications can be forgotten, meaningful “moments” remain. Through real cases, we explore how storytelling, sensory experience, and customer-centric design can transform brand interactions into emotional connections that drive long-term loyalty.

• The limits of data: Why data alone does not guarantee success
• Power of the right question: How problem definition shapes product innovation
• Memorable brands: Designing experiences that stay with customers
• The marketer of 2026: From executor to orchestrator in the AI era

Ultimately, marketers must evolve beyond execution and become orchestrators who combine creativity, insight, and technology to drive sustainable growth in the AI-driven future.

Speaker

Jooeun Lee

CEO, JN Company

(Former) Head of Bibigo Brand Group, CJ CheilJedang

Jooeun Lee is a veteran marketer with over 30 years of experience in the food and FMCG industry, beginning her career at CJ CheilJedang. She has led major global brands including Baeksul and Hetbahn, and played a key role in expanding the global success of the Bibigo brand.

As a former CMO of LF Food, she drove the growth of brands such as Monsta X and HMR products, leading innovative marketing strategies and new business development. Currently, as CEO of JN Company, she provides strategic consulting across the full business lifecycle— from startups to large enterprises.

She is also the author of “Planning that Sells” and “Brands that Come Alive”, sharing practical insights on product planning and brand marketing strategy.