Speakers

Alam Shukla is the Founder and CEO of So What Labs, an AI-powered marketing technology company building the next generation of autonomous performance marketing systems. A technologist, entrepreneur and marketing strategist, Alam has spent nearly three decades working at the intersection of technology, data, analytics, advertising and business strategy. His experience spans marketing intelligence, digital transformation, data-driven marketing and the development of technology platforms designed to turn complex information into practical business decisions. Throughout his career, Alam has been particularly interested in a deceptively simple question: “So what?” With organisations generating more data, dashboards and insights than ever before, he believes the real challenge is no longer accessing information, but understanding what to do with it. That thinking led him to found So What Labs, initially combining marketing analytics, machine learning and generative AI to automatically identify insights and recommendations from marketing data. The company has since evolved significantly, with Alam leading its vision towards Autonomous Performance Marketing – intelligent systems that can think across marketing channels, identify and prioritise opportunities, recommend actions, execute decisions and continuously learn from the outcomes. At So What Labs, Alam works across product strategy, technology and AI architecture, with the company developing a connected intelligence layer across advertising, analytics, ecommerce, SEO, CRM and other parts of the marketing ecosystem. His broader vision is to move marketing technology beyond dashboards and AI assistants towards systems capable of actively helping marketers make and execute better decisions. Alam brings an unusual combination of technical understanding and commercial marketing experience to this challenge. Rather than viewing AI simply as another productivity tool, he is particularly interested in how it will reshape the operating model of marketing itself – changing the roles of specialists, agencies and marketing teams as execution becomes increasingly automated. He is also a strong advocate for keeping human judgement, creativity and accountability at the heart of this transition. His work explores not just what AI can automate, but what marketers should continue to own as intelligent systems become increasingly autonomous. At Technology for Marketing 2026, Alam will share his perspective on this emerging shift and what Autonomous Performance Marketing could mean for the future of the industry.