SBC Summit Americas 2026 will welcome David Edelman, former Aetna CMO and Harvard Business School faculty member, and a bestselling author, for an exclusive keynote exploring how AI is transforming the way businesses understand, reach, and engage their customers.
From pioneering concepts such as the ‘Customer Decision Journey’ and ‘Segment-of-One Marketing’ to advising Fortune 500 companies, Edelman has built a distinguished career shaping how businesses approach marketing, AI, and customer engagement.
The keynote will take place on Thursday, June 11 (10:40–11:00) as part of the ‘Leaders’ track. Titled Unlocking AI to Drive Growth, the session will explore how gaming businesses can move beyond using AI as an operational tool and instead leverage it as a driver of commercial advantage.
Edelman will examine how brands can transform both digital and physical customer journeys through personalisation and automation at scale, while balancing engagement, responsibility, and trust. Drawing on global cross-sector examples, he will also introduce a practical CEO-level framework for turning AI into a sustainable growth engine.
“David brings a level of experience that very few speakers can match, particularly when it comes to connecting AI with real marketing strategy. This is exactly the kind of insight our audience is looking for right now,” said Rasmus Sojmark, CEO and Founder of SBC.
Over more than four decades, Edelman has built a strong voice across marketing and technology, earning recognition from Forbes as one of the “Most Influential CMOs in the World” across multiple years and a place in Adweek’s ‘AI Trailblazers Power 100’ in 2025. He also has over 1.1 million followers on LinkedIn.
Edelman began his career in 1986 at Boston Consulting Group (BCG), working with customer data and laying the foundation for his widely recognised 1989 article, ‘Segment-of-One Marketing’, which introduced the idea of tailoring marketing to individual customers at scale. He later co-developed BCG’s e-commerce practice before joining Digitas in 1999, where he focused on data-driven digital experiences through CRM and analytics.
In 2008, he moved to McKinsey & Company, where he built and led the global Digital Marketing practice. During this time, he introduced the ‘Customer Decision Journey’ concept in a landmark Harvard Business Review cover story, redefining how businesses understand and influence the path from initial awareness to purchase and loyalty.
Commenting on his appearance, Edelman said, “There’s a misconception that AI can simply be layered onto existing marketing strategies, when in reality it requires a fundamental rethink. In this session, I’ll look at how businesses can adapt their approach and use AI to deliver more relevant, personalized customer experiences.”
In 2016, Edelman moved into corporate leadership as Aetna’s first Chief Marketing Officer, where he led a major digital and brand transformation. He upgraded marketing capabilities, repositioned the brand as a trusted health partner, and built a comprehensive customer experience program, while also contributing to the company’s merger with CVS.
Since leaving Aetna in 2020, Edelman has focused on advisory work through Edelman Advisory Services, working with CEOs and CMOs to use AI more effectively in marketing. His work explores team structure, better use of data, and how to deliver more relevant customer experiences while maintaining a human touch and building trust.
Alongside his advisory work, Edelman contributed to the next generation of business leaders as a faculty member at Harvard Business School. He is also a recognised author, having co-written Personalized: Customer Strategy in the Age of AI, a USA Today bestseller that explores how businesses can use AI and data to deliver more relevant customer experiences.
Edelman’s appearance forms part of SBC Summit Americas’ extensive conference program, which will feature 250 expert speakers across six stages, covering key topics such as leadership, sports betting and casino, payments and technology, affiliation, regulation, and player protection. These sessions sit within the event’s ‘Knowledge Vault’, designed to deliver actionable insights for industry professionals.
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