CREATIVE TALK Explores Agentic Marketing at MKTCON2026 to Elevate Thai MICE

CREATIVE TALK, in collaboration with Content Shifu, organised a major marketing seminar under the name Marketing Conference 2026, or MKTCON2026, on Tuesday, 29 September 2026, at the BITEC Bangna Exhibition and Convention Centre. This event focused on the topic of Agentic Marketing, which brings AI to play a crucial role in the work of modern marketers. This stage featured numerous experts who shared their knowledge on the collaboration between humans and technology to help brands keep pace with market changes and robustly drive Thailand's MICE industry forward.

Human Adaptation When AI is No Longer Just a Tool

Mr Sitthinun Pholvisutsak, a senior executive at Content Shifu, emphasised the transformation of AI from being merely an order-taker to an analytical and planning assistant. Organisations can significantly reduce time and save costs by selecting technology that meets business needs. However, humans must always determine the direction, verify the accuracy of the process, and make the final decisions. The collaboration between Agentic AI and human intelligence is therefore the best solution for modern marketing.

The application of technology consists of three main factors: selecting the appropriate Model, writing clear Prompts, and providing complete data Context. When AI fully understands the goals, its collaboration with various systems becomes more accurate and better meets business needs. Furthermore, consumers today are cautious with their spending, considering value for money alongside experience and community. Brands must therefore present the value of their products more clearly than merely running price-competitive promotions.

New Opportunities from Online AI Search

Another interesting topic is the change in online search systems that directly affects marketing. Mr Ratchawit Wangpattanathan, an executive at ANGA Bangkok, presented a framework for measuring AI Search through understanding user behaviour, the impact on revenue, and brand credibility. Statistical data from over 500 websites indicate that website traffic via AI Search has grown by 123.8 per cent, while traffic from Organic Search has grown by only 5.9 per cent. Measuring success must therefore be comprehensive throughout the customer journey, from brand visibility to actual purchasing decisions.

Regarding content creation, the seminar also reiterated that although automated systems help speed up work, human judgement in verifying appropriateness remains an utmost necessity. Moreover, integrating MarTech tools with Data Analytics systems requires consideration of data security, hidden costs, and scalability for future expansion. The success of modern marketing is therefore not about replacing people with technology, but empowering teams with time to focus on creating strategies that deliver greater value.

The success of this event helped shift the perspective from excitement over technology trends to serious implementation and evaluation. For those who missed the opportunity to attend the seminar on that day, the organisers have made tickets available for on-demand viewing. Interested parties can find details for access in the information below.

This press release is highly interesting for marketers, business executives, and event organisers in Thailand's MICE industry. Understanding the role of these technologies will enable professionals to plan strategies carefully, while opening up opportunities to create excellent experiences for customers and attendees in the future.