Real-Time Context AI Marketing Strategy

At Tech.EU London, Evam CEO Doruk Mutlu delivered a keynote that cuts through the noise of an industry spending $200 billion a year on MarTech — yet still failing customers at a fundamental level.

Only 8% of consumers feel truly understood by the brands they interact with. Not because companies lack investment, tools, or talent. Because the architecture was built to select from the past, not respond to right now.

Doruk argues that in a world where AI has commoditized almost every capability, context is the last defensible advantage. Real-time signal detection, contextual decisioning, and instant action — not segmentation, not batch campaigns, not another integration.

This talk covers:

→ The gap between how brands see themselves and how customers actually feel

→ Why most MarTech stacks are practicing "digital taxidermy" — storing dead data, missing live intent

→ How Evam was architected around the customer moment from day one

→ What comes next: autonomous agents, nano-signals, and the Contextual Experience Layer