SBC Summit Americas: David Edelman, Former Aetna CMO and AI Expert Joins Event

SBC Summit Americas 2026 will welcome David Edelman, former Aetna CMO, Harvard Business School faculty member and bestselling author, for an exclusive keynote on how AI is transforming the way companies understand, reach and interact with their customers.

From developing pioneering concepts such as the Customer Decision Journey and Segment-of-One Marketing to advising Fortune 500 companies, Edelman has built an outstanding career shaping the way companies approach marketing, AI, and customer engagement.

What will The Talk be about?

The keynote talk will take place on Thursday, June 10 (10:40–11:00) as part of the "Leaders" session. Under the title Unlocking AI to Drive Growth, the keynote will explore how gaming companies can go beyond using AI as an operational tool and instead leverage it as a driver of business advantage.

Edelman will discuss how brands can transform both digital and physical customer journeys through personalization and automation at scale, while balancing engagement, accountability, and trust. Drawing on global examples from different sectors, it will also present a practical framework at CEO level to turn AI into a driver of sustainable growth.

"David brings a level of expertise that very few speakers can match, especially when it comes to connecting AI with real marketing strategies. This is exactly the kind of knowledge our audience is looking for right now," stated Rasmus Sojmark, CEO and founder of SBC.

Over the course of more than four decades, Edelman has built a strong reputation in marketing and technology, earning recognition from Forbes as one of the "World's Most Influential CMOs" for several years and a spot on Adweek's "AI Trailblazers Power 100" in 2025. She also has more than 1.1 million followers on LinkedIn.

About David Edelman

Edelman began his career in 1986 at Boston Consulting Group (BCG), working with customer data and laying the groundwork for his renowned 1989 paper, 'Segment-of-One Marketing', which introduced the idea of personalizing marketing for individual customers at scale. Later, he co-developed BCG's e-commerce practice before joining Digitas in 1999, where he focused on data-driven digital experiences using CRM and analytics.

In 2008, he joined McKinsey & Company, where he created and led the global Digital Marketing practice. During this period, he introduced the concept of the Customer Decision Journey on a landmark cover of Harvard Business Review, redefining the way companies understand and influence the journey from initial brand awareness to purchase and loyalty.

Commenting on his involvement, Edelman noted, "There's a misconception that AI can simply be added to existing marketing strategies, when in fact it requires a fundamental rethink. In this panel, I will discuss how companies can adapt their approach and use AI to deliver more relevant and personalized customer experiences."

In 2016, Edelman moved into corporate leadership as Aetna's first Chief Marketing Officer, where he led a major brand and digital transformation. He modernized marketing capabilities, repositioned the brand as a trusted partner in healthcare, and developed a comprehensive customer experience program, as well as contributing to the company's merger with CVS.

Since leaving Aetna in 2020, Edelman has focused on consulting through Edelman Advisory Services, working with CEOs and CMOs to use AI more effectively in marketing. Her work explores team structure, better use of data, and how to deliver more relevant customer experiences while maintaining a human touch and building trust.

In addition to his work as an advisor, Edelman contributed to the formation of the next generation of business leaders as a faculty member at Harvard Business School. He is also a recognized author, having co-written Personalized: Customer Strategy in the Age of AI, a USA Today bestseller that explores how companies can use AI and data to deliver more relevant customer experiences.

Edelman's participation is part of SBC Summit Americas' extensive conference agenda, which will feature 250 expert speakers spread across six stages, covering key topics such as leadership, sports betting and casino, payments and technology, affiliation, regulation and player protection. These sessions are part of the event's 'Knowledge Vault', designed to offer actionable insights to industry professionals.

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