Fireside Chat
Marketing Through the AI Shift: Leading Change When Machines Become Your Audience
Thursday, September 3, 2026 | 11:00 AM ET
Today, AI is both a new discovery channel and a new audience for enterprise brands.
For enterprise marketing teams, this creates a significant change-management challenge.
Marketing leaders must determine who owns the brand in AI, how existing SEO, content, digital, data, and governance programs need to evolve, and how teams can prepare for a channel whose rules and customer experiences are evolving every week.
In this customer-led fireside chat, marketing and digital leaders from TD Bank Group and AdventHealth will share how AI is changing their priorities, operating models, and definition of readiness. The discussion will explore how organizations are adapting their marketing strategies to serve both human audiences and machine audiences – AI and Search.
During the fireside chat, we’ll discuss:
- How AI is changing customer discovery and the role of the website
- Who owns brand representation in AI
- How teams are balancing speed, experimentation, and governance
- What it means to treat AI as a new channel and audience
- How organizations are approaching measurement as AI evolves
If you are a marketing leader looking to thrive in the age of AI or an enterprise leader responsible for AI readiness, our fireside chat will answer all your burning questions. Register today to save your spot!
If you can’t make our live session, register anyway, and we’ll send you a recording of the fireside chat that you can watch on demand.
Register now to hear how other enterprise leaders are thinking about and navigating this shift
Webinar Presenters
Martha van Berkel
CEO & Co-founder
Schema App
Martha van Berkel is the co-founder and CEO of Schema App, a semantic technology company that helps enterprise brands control how they are represented in AI and search. By building a semantic data layer, Schema App enables organizations to improve visibility, protect their brand, and drive more efficient organic growth. She focuses on helping marketing teams navigate the shift from traditional SEO to AI-driven discovery by establishing a structured source of truth for their content. Prior to Schema App, Martha spent 14 years at Cisco Systems leading global online support strategy.
Carolina Anthony
Executive Director, Digital Marketing
AdventHealth
Carolina Anthony currently serves as the Executive Director of Digital Marketing for AdventHealth, one of the nation’s largest non-profit healthcare systems. She leads a team of digital marketers who drive social media, content marketing, reputation management, website marketing and digital project management for the system. With over 23 years of marketing experience with Fortune 500 brands and non-profits, Carolina has worked on the coverage of NBC Sport’s Rio Olympics, marketed Broadway Across America shows such as Hamilton, and more. She is passionate about maximizing digital channels to drive results.
Martin Siemsen
Senior Group Manager, Digital Performance Marketing
TD Bank Group
Martin Siemsen is a digital marketing and performance advertising leader with extensive experience helping organizations turn digital strategy into measurable business results. Throughout his career, he has worked across digital media, performance marketing, and advertising, bringing together strategy, data, and technology to improve how brands reach and engage their audiences. Known for his collaborative leadership style and deep understanding of the digital landscape, Martin is passionate about using data-driven insights to make smarter marketing decisions and drive meaningful performance.