Will Fernandez

Will Fernandez

Co-Founder Defyner

Will Fernandez is the Co-Founder of Defyner, the brand engineering company that designs, develops and deploys production-grade agentic marketing systems inside clients' own infrastructure. Defyner's leading applied thinking on agentic marketing organizations has been featured in the likes of Harvard Business Review and has already helped to transform leading marketers across a wide range of industries including financial services, real estate, market research, tech, education, pharma, and CPG. Before founding Defyner, Will spent nearly a decade at WPP, where he became its youngest-ever Global Client Lead and EVP of Global Strategic Growth.

Day 1 | Tuesday 1st December

9:20 AM PANEL DISCUSSION & POLLING: From AI hype to reality: How can you use automation to improve efficiency and challenge supplier pricing without introducing risk?

  • Identifying where AI genuinely drives efficiency across sourcing, production, and analytics – and where it introduces risk
  • Understanding the hidden implications of AI: copyright, data ownership, environmental impact, and supplier accountability
  • Using AI as a procurement lever to challenge supplier pricing, efficiency, and commercial models

This session will combine a 30-min panel discussion with live audience polling throughout, using real-time responses to shape the conversation, surface common challenges, and benchmark AI maturity across the room. 

Panellists will focus on practical takeaways that you can apply back in your company. 

Check out the incredible speaker line-up to see who will be joining Will.

Download The Latest Agenda