Luke Walton

10:30 a.m.–11:15 a.m. PT — Thursday, November 13, 2025

Panel: The AI Playbook for Social Media Teams

As social media continues to evolve at breakneck speed, AI is rapidly shifting from novelty to necessity. In this panel, leading brand strategists and social media innovators will share how they’re integrating AI into every layer of their social workflows — from content creation and campaign planning to insights and community engagement. Whether you’re just beginning to experiment or looking to scale your AI use, this session will help you understand the opportunities, challenges, and practical applications shaping the future of social media.

Moderator Mike Allton, alongside social leaders from Boston Scientific, Henry Schein One, and Amazon, will discuss real-world case studies, the balance between automation and authenticity, and how AI can supercharge creativity while still keeping human connection at the core of your strategy.

Key takeaways:

• Explore the latest and emerging use cases of AI in social media — from content generation and editing to listening, insights, and campaign optimization.
• Learn how top brands are using AI tools to brainstorm, repurpose content, and plan for cultural and industry moments with agility.
• Understand the limits and risks of generative AI in social — and how to keep messaging authentic and on-brand.
• Discover how to analyze workflows to decide when automation helps — and when it’s better to stay human-led.
• Adapt to the new reality of social teams as data-driven strategists and creative technologists, not just content publishers.
• Equip yourself with practical steps to integrate AI into your daily processes and long-term social strategy.