From SaaS to Agent-Driven Economy

For two decades, SaaS has been the dominant model: software delivered via cloud, with subscriptions, feature upgrades, and incremental extensions. It transformed how businesses buy and adopt software.

Now, a deeper shift is underway: agentic AI moves us from software-as-tool to agent-as-outcome. These are autonomous, context-aware systems that reason, act, and collaborate — effectively becoming the new “application layer.”

In this keynote, we’ll explore how this transition is reshaping business opportunities, how multi-agent collaboration will unlock new value, and how startups and incumbents must adapt (or risk being disrupted).

11:35 – 11:50 | Rethinking AI and how Agents impact Marketing, Business and Humanity | Solo Presentation - PPT

Daniel provides a radical new framework for thinking about AI, and discusses how organisations can practically adopt these AI and Agentic technologies and avoid being seduced by the hype.

Speakers:

• Daniel Hulme, Chief AI Officer, WPP

11:50 – 12:30 | Panel Discussion

Speakers:

• Daniel Hulme, Chief AI Officer, WPP
• Elisenda Bou Balust, Co-Founder & CEO, Cala
• Alvaro Martinez, CEO, Luzia
• Moderator: Ivan Landabaso, Partner, JME Ventures

12:30 – 12:45 Governing the Agent-to-Agent Economy | Solo Presentation - PPT

Speakers:

• Ariadna Font, Founder, Alinia