Registration opens and the partner expo gets underway. Grab a coffee, meet fellow industry leaders, partners and decision-makers before the programme begins.

Remotion CEO Per Willebrand welcomes you to MAdTech 2026 and introduces the agenda, speakers and key themes for the day.

The New Advantage— AI is no longer just changing the playing field. It is the playing field.

AI is reshaping how companies compete, make decisions and create value. Linda Palmgren, Board Member, Executive Advisor and host of the Superkraft podcast, explores what this means for leaders — and how to turn rapid change into competitive advantage.

Main stage: Nico Reukes, CEO UK&I + Nordics at Insider One, presents AI Without the FOMO: Building a Customer Strategy for a Fast-Moving AI World — how brands can embrace AI while building a customer engagement ecosystem designed to adapt.

Bankfack 1: Bernhard Brink, Senior Account Executive, Marketing Cloud, and Gustav Cajander, Lead Solution Engineer, Marketing Cloud, at Salesforce, present Agentic AI in Action: The Shift to Intent-Driven Marketing.

Bankfack 2: Richard Meurlin, Head of Growth Marketing at Nordnet Bank, and Matt Lane, Manager, Account Management at Customer.io, present Building the Future of the Investor Experience with AI — on AI-powered personalization, investor experience and lasting engagement.

Bankfack 3: Jesper Palmborg, Growth & AI Activation Manager at Vainu, presents How Enterprise Teams Build a GTM System That Never Sleeps.

Enjoy a fika, meet like-minded attendees and connect with exhibitors and partners before the next round.

Main stage: Sofia Vinsa, Agency Lead at Remotion, and Elias Malm, Co-founder at Epiminds, take the stage for The Future of Marketing Work with AI Agents.

Bankfack 1: Kim Frithiof, Staff Product Manager at Funnel, presents Meet Your New Colleague: An AI Agent’s First 90 Days on the Job — a practical guide to onboarding AI agents, giving them the right context and tools, and gradually building the trust needed to give them more autonomy.

Bankfack 2:  TBA

Bankfack 3: Kristina Andreasson, Executive Vice President of Communications, Branding and Crisis Management at Veidekke, presents The Biology Behind Big B2B Decisions — what billion-kronor decisions reveal about the human side of B2B buying.

Main stage: Oskar Jakobsson, Director Customer Solutions at ICA Gruppen / ICA Sverige, takes the stage for a session on how technology, data and new ways of working are shaping the future of retail. More details to come.

Bankfack 1: Rasmus Houlind and Bo Sannung from Agillic present How Composable AI Leverages Personalization without Breaking Tech Sovereignty — on scaling personalization while keeping control of data, context and execution.

Bankfack 2: Oskar Röös, CIO at Byggmax, and Jens Eriksvik, CEO at Algorithma, present Från kundtjänst till kassa och kundinsikt: agentisk e-handel över mail, chatt och telefon — how Byggmax uses AI across service, sales and insight generation.

Bankfack 3: Anton Grip, insurance CEO, physicist and psychology graduate, presents Kundkommunikation och vad som påverkar ett köpbeslut — how psychology, behavioural science and information architecture shape customer decisions.

Recharge, meet our partners and continue the conversations before we gather again on the main stage.

Marketing in the Era of LLMs — Large language models are rapidly reshaping how brands reach customers, create content and drive growth.

Carl Wåreus, Head of Partners & Specialist at Google Nordics, explores what this shift means for marketers — and how to turn the rise of LLMs into new opportunities and competitive advantage.

We round up the day before drinks, networking and partner activations begin. Stay for relaxed conversations and reconnect with speakers, partners and fellow attendees.