Human + AI: Redefining Creativity in Marketing (Virtual Only)

WELCOME REMARKS

Stephanie Fierman

EVP Brand & Media ANA

AI WON’T STEAL YOUR JOB, BUT IT MIGHT STEAL OUR CREATIVITY

Creativity is under siege. Algorithms and automation are lifting the floor of our work, but they’re also lowering the ceiling. We’re standing at a fork in the road: do we outsource too much to AI and march into a dystopian “Brave New World”? Or do we take control of the tools and build something weird, wild, and totally new? Pip will share how we’ve been breaking AI on purpose and turning it from a tool for answers into a tool for inspiration. He’ll demo how this works, backed by research done in collaboration with Google into the variation of creativity in the largest language models. This talk is about breaking the rules—reprogramming the smartest machines in the world to stop being right and start being inspiring.

Pip Bingemann

Co-Founder Springboards.AI

UNLOCKING GENERATIVE AI’S POTENTIAL IN DESIGN TEAMS

Learning and engaging with emerging tools is nothing new in design or team leadership, but the rapid pace of advancements in generative AI presents unique challenges. How do you balance staying ahead of the curve with maintaining productivity, without feeling overwhelmed and bogged down? In this talk, Kathryn will share how she and her teams have evolved over the past two years to integrate generative AI into their workflows for designing digital products. She’ll share practical mental models that go beyond using AI as just a copilot or production assistant, and offer actionable strategies to unlock its full potential for your team. Attendees will leave with fresh perspectives and tangible approaches to better incorporate genAI into their own processes and encourage their teams to do the same.

Kathryn Marinaro

Creative Director argodesign

FROM IMAGINATION TO ACTIVATION: HOW GENAI IS REDEFINING CREATIVITY AND MARKETING

In a world where content demands are rising exponentially, how can creators and marketers keep pace? Enter GenAI, a transformative force that turns imagination into activation. In this compelling talk, Chris Duffey, Head of GenAI at Adobe, reveals brands and agencies are leveraging GenAI to create personalized, on-brand content at scale, accelerating production cycles and unlocking unprecedented agility. He challenges the notion that AI replaces human creativity, showcasing instead how it amplifies human ingenuity to produce extraordinary results. This talk is a call to action for creators, brands, and businesses to embrace the potential of GenAI, not just as a tool but as a partner in reimagining what’s possible. 

Chris Duffey

Head of Global Partnerships, GenAI Adobe

SESSION 4

James Dow

Generative AI Creative Director The BrandTech Group

THE CREATIVITY SHIFT: DRIVING IMPACT THROUGH CURIOSITY AND AI

You may have heard the phrase “creative is the new targeting” — and for good reason. While targeting remains essential to reaching the right audience, the focus is shifting toward producing creative that truly engages and drives results. In this session, we’ll explore how AI is transforming the creative process, acting as a powerful enabler from ideation to execution. Discover how AI can help teams produce high-quality, engaging content more efficiently while freeing up time for more strategic pursuits. We’ll also look at how curiosity — the drive to explore, experiment, and adapt — can amplify the impact of AI and inspire new approaches to marketing. Uncover how AI and curiosity together can reshape your creative process, elevate your marketing, and position your brand for success in a rapidly evolving landscape.

Ashley Gilgrist

Product Marketing Lead Canva

WHAT WE LEARNED FROM 1,000+ AI-POWERED PROJECTS

In today's rapidly evolving creative landscape, the integration of AI tools is no longer just an option but a necessity for scaling output and enhancing production speed. At Superside, we've harnessed the power of AI across more than one thousand projects, collaborating with hundreds of brands to revolutionize design workflows and cut design time by 60%. In this session, Phillip Maggs, Director of Generative AI, will share the journey of empowering a creative team to thrive in an AI-enhanced environment. You'll gain insights into the practical challenges, the types of projects most suited for AI, and the strategies for upskilling creatives to effectively leverage these advanced tools. Whether you're aiming to optimize your own team's productivity or curious about the potential of AI in creative industries, this talk will provide a roadmap to accelerate your team's capabilities.

Phil Maggs

Director of Generative AI Excellence Superside

CLOSING REMARKS

Stephanie Fierman

EVP, Brand and Media ANA