Artificial Intelligence is rapidly evolving from a tactical automation tool into a strategic growth driver. This roundtable explores how CMOs are embedding AI across media optimisation, content creation, customer engagement, personalisation and commerce to unlock measurable revenue impact. The discussion will move beyond experimentation to examine what it truly takes to scale AI at an enterprise level including data readiness, talent capability, governance frameworks and cross functional alignment. It will also explore how organisations can transition towards more autonomous and intelligent marketing systems.