A quick welcome to GTMxCON and a look at the day ahead.

Europe's most-watched AI bet, told straight: what the agents took on, what the teams changed, and the results. Leave with a calibrated sense of how far to push your own rollout, and where the human line sits.

Agents are taking the work; now decide what happens to the people. Enterprises that chose opposite paths, and have the numbers to show for it, debate which call pays off, and when. Walk out with a framework for your own.

Content at a tenth of the cost, agents on the manual work, research and analysis in minutes. For the first time, the question is not where to cut but where to reinvest. Marketing leaders share their considerations on where the freed budget and hours go, from first-party data and analytics to media, brand and people.

Cold outreach isn't dead; the volume era is. Operators running signal-based, agent-written pipelines show what reply rates look like now, which stacks actually work, and how lean teams outproduce full SDR floors.

Spain quietly runs some of Europe's largest enterprise AI deployments. The leaders behind them, share the decision, what scaled, what died, and what passed a second budget cycle. Leave knowing what a full rollout delivers, what it really takes, and what they would deploy first, if starting over today.

Your next customer is asking ChatGPT, not Google. The practitioners measuring and winning AI citations show what actually moves visibility — and what's folklore. Leave with a concrete playbook for getting your brand into the AI answers.

Enterprise sales runs through field reps, key accounts, dealer networks, brokers and installers, and behind them sit thousands of small customers no rep ever visits. Sales leaders who have already done it walk through the build, outcomes, and where to start - with the reps you have, or with the customers you never reach?

Hundreds of ad variants a week; no shoots, no creators. The people running AI-generated performance creative at scale share their testing loops, their numbers, and where the brand-safety line sits.

Customer-facing agents are the best-measured AI deployments in Europe today: resolution rates, cost to serve, and conversations that end in a sale. The leaders running them at scale share what customers actually accept, where the human line sits, and whether the customer you never speak to is the customer you never upsell.

AI now answers — and places — millions of calls that book meetings, qualify leads, and take reservations. The builders behind those numbers on connect rates, compliance, and what customers actually accept. Decide, with evidence, whether the phone is your next AI channel.

Analysts now project that by 2028, 90% of B2B buying will run through AI agents, over $15 trillion in spend. The panel will debate what selling will look like when the other side of the table is a machine, and how to be ready before your buyers automate first, and take a stance on how much of your inventory, pricing and relationship to expose to the buyer's agent, and on whose terms.

The read on the capital map: what investors are funding, what they're passing on, and where consolidation hits next. Whether you build, buy, or back these tools, leave knowing which bets the smart money is placing for 2027 and beyond.