As AI transforms content creation, media deployment, and campaign optimization, the biggest challenge facing marketing organizations is no longer technology—it's decision-making. Drawing on Federico Salvitti's work with enterprise media and marketing organizations, this keynote explores how procurement can help organizations move from AI experimentation to enterprise-wide adoption by enabling faster, more coordinated governance across marketing, media, finance, and operations. Federico introduces practical concepts like "Atomic Budgeting" and "Atomic Initiative Management" to help procurement improve decision velocity while maintaining accountability and oversight. 

• Understand the maturity curve from AI experimentation to enterprise adoption  
• Apply Atomic Budgeting and Atomic Initiative Management to improve decision velocity  
• Strengthen governance and cross-functional alignment across marketing, media, finance, and procurement 

The traditional annual media budget is dying. Audiences move faster than forecasts, and marketers must constantly reallocate spend to respond. "Atomic Budgeting" offers a data-first model for continuous rebalancing, connecting marketing, procurement, and finance in near real‑time to support more agile spend decisions. Explore the technology, governance, and leadership changes needed to make atomic budgeting work—and how to align it with procurement's accountability framework.