Michelle McKelvey

Michelle McKelvey leads Agency Partnerships for OpenAI across Europe and the UK. Previously, she held agency-partnership roles at Meta and advertising sales roles at Google. She now works with agencies to explore the opportunities in conversational AI, translating new product developments into practical strategies and campaign ideas for their clients.

Presentation Title: "From AI Experimentation to Everyday Marketing Impact"

How can marketing teams turn AI experimentation into useful, everyday ways of working? Michelle McKelvey explores practical applications across research, customer insight, creative ideation and campaign planning. The session looks at how to choose valuable use cases, build repeatable workflows, and keep human judgement and a distinctive brand voice at the centre. Attendees will leave with concrete ideas to test and a simple approach to assessing their value through time saved, quality and business outcomes.