Making Things That Make Things: A Playbook for the Intelligence Age

Speakers

Tiffany RolfeGlobal Chief Creative Officer & Chair | Transforming Digital Experience DesignNick PringleChief Creative Officer | R/GA

About this talk

At a moment when anyone can generate endless content with AI, the value of creativity is being questioned. The ad industry has long defined itself by the creative ‘things’ it makes – fixed deliverables. This session argues that creativity becomes more valuable in the age of AI. Instead of producing one-off campaign assets, we’re shifting to designing creative systems powered by taste, curation and strategic judgement – from one-off outputs to infinite idea engines; from making things to ‘making things that make things’. In this world, marketing becomes more like a product than an expense, and brands become living systems generating value through evolving, on-brand expressions over time. This shift requires a rewiring of mindset and process, offering practical guidance for brands, agencies and talent entering this new frontier.