Creative Impact Unpacked: Can Creativity Win Models as Well as Minds?

Speaker

Tom RoachVP Brand Strategy at JELLYFISH | Marketing Creativity Expert

About this talk

Marketers increasingly have two audiences - the human buyers they have always served, and now the agents and models that will drive the AI economy. What's the role of creativity in this new paradigm? Does it still act as a driver of business outcomes. This session features cutting-edge research that investigates creativity's role in persuading machines. In partnership with INSEAD, Jellyfish & Brandtech uncover whether LLMs possess a form of ‘creative receptivity’ - can they feel the creative spark of an ads as humans do? Analysis of hundreds of ads across multiple categories and geographies will feed into a creative blueprint for a world of dual audiences and AI-mediated consumer journeys.