Data Intelligence for Marketing Breakout: Agentic Systems for Bayesian MMM and Consumer Testing

This talk dives into leveraging GenAI to scale sophisticated decision intelligence. Learn how an AI copilot interface simplifies running complex Bayesian probabilistic models, accelerating insight generation, and accurate decision making at the enterprise level. We talk through techniques for deploying AI agents at scale to simulate market dynamics or product feature impacts, providing robust, data-driven foresight for high-stakes innovation and strategy directly within your Databricks environment. For marketing teams, this approach will help you leverage autonomous AI agents to dynamically manage media channel allocation while simulating real-world consumer behavior through synthetic testing environments.