IAB HK C25: Where Asia’s top marketers put “AI in Action”

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Artificial intelligence is no longer a buzzword—it’s the engine of the next wave of marketing growth. From hyper‑personalised experiences to automated decisioning and new revenue models, AI is reshaping how brands create, communicate and convert. For leaders who want to move beyond inspiration to impact, IAB HK’s C25 is the region’s must‑attend forum for putting “AI in Action.”

IAB Hong Kong convenes the region’s decision-makers to turn AI from promise into performance. On 23 October 2025 at the Hong Kong Convention and Exhibition Centre, C25 brings together C-suite executives, marketing visionaries and tech pioneers from across Asia. The programme goes beyond theory, delivering practical frameworks, live case studies and hands-on showcases that leaders can deploy immediately across finance, retail, media, travel and more.

A world‑class roster on stage underscores the event’s focus on execution. WPP’s Chief AI Officer Dr. Daniel Hulme opens with a provocation on how autonomous agents will reshape business and humanity. Google’s Geeti Bhargava dives into the new AI‑powered search experience and what it means for brand visibility. An AI leader from Meta explores unlocking new opportunities with AI in everyday business. Senior technologists from Amazon Web Services and Microsoft—Olivier Klein and Fred Sheu—join the conversation on scaling securely and responsibly. Baidu’s Wei Shi adds a Mainland China perspective on enterprise adoption. They’re joined by leaders from HSBC, Cathay Pacific, Nestlé, HKT, Airwallex, WeLab Bank, Shangri‑La Group and more, ensuring both global vision and local relevance.

C25 Organising Committee Chair, Tania Lau said, “Agentic AI has transcended its role as a supporting tool to become a transformative force, redefining how businesses operate, and roles are shaped. In Hong Kong, we're witnessing workflows revolutionized, roles reimagined, and new opportunities unfolding at an unprecedented pace. This evolution doesn't replace human creativity—it elevates it, empowering marketers to achieve more, drive groundbreaking innovation, and set new benchmarks for our industry.”

What’s new this year is a clear signal that C25 prioritises action. The inaugural Agentic AI Challenge puts autonomous AI agents to the test, with finalist teams demonstrating solutions that plan, execute and optimise complex marketing tasks—evaluated by an expert jury that includes leaders from companies such as Google and Adobe, with awards presented on the main stage. The VIP Speaker Lounge debuts as a premium forum for private networking and high-impact conversations, creating space for partnerships that move pilots into performance.