Why attend?

Connect with industry peers to examine how utility marketing is evolving and what it means for your team. You’ll gain practical insights and discover new ways to use AI to strengthen customer engagement, sharpen marketing performance, and improve business outcomes.

What you’ll learn

Identify where AI can improve marketing performance

Explore practical applications for AI across campaign planning and optimization, customer insights, content development, automation, and personalization. Learn where AI can create value today—and where human judgment remains critical.

Strengthen customer engagement

Examine the forces shaping the next generation of utility customer engagement, including changing customer expectations, trust, transparency, affordability concerns, data growth, and new communication challenges.

Connect with peers navigating the same challenges

Participate in facilitated, interactive sessions built for discussion, problem-solving, and idea-sharing with fellow utility marketing leaders facing similar opportunities and challenges.

Build a responsible approach to AI adoption

Gain exposure to emerging AI trends, agent-based workflows, governance considerations, and the innovative approaches utilities are beginning to test and deploy.

Evolve how you measure marketing success

Discover how utility teams are rethinking marketing measurement, attribution, engagement, and proving business value in an increasingly AI-enabled environment.

Workshop Agenda

Agenda and session details are subject to change.

Day 1 | Wednesday, November 4

6:00 PM  Welcome Reception | Corsica Wine Bar

11950 Democracy Drive, Reston, VA 20190

Reconnect with industry colleagues, meet fellow utility marketing leaders, and begin the conversation about the changing role of AI in customer engagement with cocktails and great bites. 

Day 2 | Thursday, November 5

8:00 AM  Breakfast and Networking

Enjoy breakfast and connect with fellow attendees before the workshop begins. 

8:30 AM  Welcome | Finding the Human Signal

9:00 AM  Opening Keynote 

9:30 AM  Discoverability in the Age of AI Search

Consumers are still asking the same questions, but they’re asking them in different places. Visibility is being shaped by how systems synthesize information, not just by whether someone clicks your link. This hands-on session will cover the full visibility stack, and what your team needs to do right away so AI-generated answers reliably include your organization.

12:30 PM  Lunch

1:30 PM  Human Creativity in an AI-Enabled Future 

Explore why human insight, judgment, and creativity become more important as AI capabilities expand. We’ll consider the uses for emerging technology without losing customer understanding and originality that make communications meaningful.

2:30 PM  Panel Discussion: Turning Customer and Marketing Data into Strategy 

Utility leaders will share practical perspectives on how AI and evolving data capabilities are changing marketing strategy. The conversation will explore audience insights, dashboard evolution, personalization preferences, analytics integration, and lessons learned from applying AI within utility marketing environments. 

3:30 PM  Interactive Challenge

4:00 PM  Beyond Clicks: Measuring What Matters Now and Next

Explore how utility marketers can move beyond activity metrics to demonstrate engagement, program participation, and business value. The session will consider what teams need to see while campaigns are active, how attribution is evolving, and how marketing measurement may change as AI and personalization become more embedded. 

4:45 PM  Closing | What We’ll Take Forward

Lodging information

We are now accepting reservations at the Westin Reston Heights. Please book your room here.