AI has changed how brands communicate, compete and create value. The question now is what comes next.
Bringing together industry leaders, academics and practitioners, DPR&Co’s AI Symposium 2026 held at Monash University Business School explored the next phase of AI adoption – moving beyond experimentation into practical application, organisational readiness and long-term impact.
Across four keynote presentations, Professor Matt Kuperholtz, Professor Simon Angus, Richard Ralphsmith and David Finnegan shared distinct perspectives on what this shift means for brands, businesses and the people leading them.
Watch the keynote presentations below for four perspectives on the opportunities, challenges and practical implications of what comes next.
Richard Ralphsmith – The Rise of the Artificial Customer
What happens when your customer is no longer necessarily human? Richard explores how AI is becoming an intermediary in how people discover, compare and choose brands – and why marketers increasingly need to communicate effectively with both human customers and the AI systems acting on their behalf.
Watch Richard’s keynote to discover how the artificial customer could reshape brand and marketing strategy.
Professor Matt Kuperholtz – From AI experimentation to business application
AI has moved from an emerging technology to a genuine business capability. Matt explores where AI can create meaningful value and what organisations need to get right – across people, processes and governance – to move confidently from experimentation to practical application.
Watch Matt’s keynote to explore what the next phase of AI adoption means for business.
Professor Simon Angus – Leading Your New Agentic Workforce
The next evolution of AI won’t just answer questions – it will increasingly act on our behalf. Simon unpacks the rise of agentic AI, its potential to undertake complex tasks autonomously, and why human expertise, clear guardrails and effective oversight will be critical as organisations begin deploying AI agents.
Watch Simon’s keynote to understand what it takes to lead an increasingly agentic workforce.
David Finnegan – AI in Practice
The opportunity presented by AI is one thing; successfully applying it inside an organisation is another. David focuses on the practical side of adoption – connecting AI with real business challenges, workflows and people to turn experimentation into useful, sustainable capability.
Watch David’s keynote for a practical perspective on putting AI to work inside your organisation.