Search Boost

Capitalizing on the Shift to AI

AI is here to stay. It’s transforming our world and revolutionizing businesses. In fact, Gartner estimates that by 2020, 85% of customer interactions will be managed without a human.

Is your brand prepared to capitalize on this shift?

On May 15, 2018, Catalyst and Bing hosted an insightful breakfast event in NYC,  exploring how marketers can utilize AI and automation in search marketing today so that they are ready for tomorrow. We went beyond the buzzword to share real-world examples of today’s practical AI applications and discussed the processes, technologies, and strategies you need to implement today in order to be future-ready.

Key Takeaways

  • Learn about the importance of leveraging automated bidding solutions
  • Discover advanced methods for audience targeting using AI
  • Understand key considerations around AI opportunities such as voice search, digital assistants, chatbots, and more


Microsoft Office
11 Times Square
New York, NY 10036


Tuesday, May 15, 2018
8:30 – 11:00 am | Doors open at 8:15am
The event is complimentary, but pre-registration is required.

Your Event Hosts

Bing and Catalyst


8:30 – 9 am: Registration

9 – 9:30 am: Breakfast, Networking, & Welcome from Catalyst & Bing

9:30 – 9:45 am: From Insight to Experiences: How AI is Transforming Digital Marketing

Marketers can no longer ignore that AI is transforming consumer behavior. Microsoft’s unique position on AI in the marketplace is that it is “human ingenuity amplified by intelligent technology.” In this session, learn how Microsoft is empowering people and brands through AI-driven intelligent agents, apps, and services. We’ll review key industry trends including the growth in chat bots, voice search, and personal digital assistants, as well as showcase how Bing is using machine learning to turn data into insights, create intelligent agents, and deliver operational efficiencies.

Anna Plotnikova

Speaker: Anna Plotnikova, Account Executive, Microsoft Search Advertising

Anna is a “searchie” at heart, having her entire career rooted in Search Marketing. Prior to joining Microsoft, Anna was at Hill Holliday where she helped drive the consolidation of Search, Programmatic and Social media buying. Now at Microsoft, Anna oversees half of the Boston Search market helping brands and agencies partner with Bing/ Microsoft to drive performance, testing and innovation. In the ever-changing Digital landscape, Anna is passionate about building and growing strategic partnerships.


Maddy BonnanzioMaddy Bonnanzio, Strategic Account Manager, Microsoft Search Advertising

Maddy has built her career in paid search, working agency-side before joining the Bing Ads team three years ago. She currently works as the Account Manager to the Catalyst Boston team, where she is passionate about keeping her teams on the cutting-edge of this ever-changing industry.


9:45 – 10:30 am: AI in Action: Today’s Opportunities & Tomorrow’s Possibilities (Panel)

The term “AI” conjures mental images of futuristic fantasy worlds. But, the truth is that AI is all around us. AI is already providing advertisers with competitive advantages, process efficiencies, and cost savings. Join our panel of experts as they discuss how to leverage AI and automation in your search marketing program today, and what you can do to position yourself for success tomorrow. Our panelists will share specific examples of how they’ve utilized AI to drive business results and will share predictions for AI’s continued evolution as a key component of search marketing.

Nick Tsaur, WayfairPanelist: Nicholas Tsaur, Senior Marketing Manager, Wayfair

Nick currently oversees the Wayfair Paid Search team, leveraging text and shopping campaigns to drive customer acquisitions and purchases across Wayfair’s portfolio of brands. His team is focused on utilizing technology and data to improve operations and management for paid search. Prior to joining Wayfair, Nick worked as a financial due diligence associate at KPMG assisting clients in buy-side and sell-side transactions.


Andrew Finkelstein, TVTYPanelist: Andrew Finkelstein, Head of Sales, TVTY

Andrew is a veteran tech executive who has worked across the digital space in a variety of sales and leadership roles. Andrew has held positions across start-ups including Clickable and Wildfire, which was acquired by Google in 2012. During his time at Google, Andrew worked within DoubleClick, Google’s programmatic division.  Andrew is currently employed at TVTY, where he founded their U.S. office in 2015 as their first employee and now serves as Head of Sales for the entire U.S.


Cara deBeerPanelist: Cara deBeer, Director, Paid Search, Catalyst

Cara is a Paid Search Director at Catalyst. Based in Catalyst’s Boston office, she has over 12 years of experience in the search marketing industry. Cara has worked on both agency side and client side with some of the largest and best-known brands in the world. She has run managed paid search campaigns across a wide range of verticals, from legal (most expensive CPCs in the industry, $300+) to tech to CPG and pharma. In addition to paid search, Cara also has SEO and paid social experience.


Dan Bergeron, Microsoft

Panelist: Dan Bergeron, Account Manager, Microsoft

Dan has been with Microsoft for three years and during that time he has served as the Account Manager for Wavemaker as well as Catalyst. Dan has worked on clients such as Altice, Hill’s Pet Nutrition, IKEA, Xerox, and more.



10:30 – 11 am: Speed Networking

Speed Networking at Search BoostMeet industry peers to discuss top marketing challenges, share best practices, and expand your professional network, all at Search Boost. Take advantage of Speed Networking to learn from your marketing peers as well as Search Boost speakers and panelists.

Register for Speed Networking here.

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