Why creative tech fails without human-centred thinking

Real world truth:

Creative technology doesn’t fail because it’s broken. It fails because it doesn’t account for how people actually behave, especially under pressure.

The challenges:

Yoshi Kosaka is a London-based design engineer and creative technologist exploring the intersection of immersive media, mobility, and real-time interaction. By day, he crafts in-vehicle experiences at Ford, leveraging spatial design, XR, and rapid prototyping to reimagine how people engage with technology on the move.

Thomas is the owner of all creative production for Spotify's thrice-annual global acquisition and retention campaign. He leads everything from the creative strategy, through localization, scaling and delivery of more than 15,000 assets per campaign. These campaigns routinely bring in ~20M subscribers yearly across 100+ markets. He is an advocate of merging creativity with technology, to better achieve the visions of designers across all disciplines, and to engage users from all aspects.

Marco is the CMO and International Markets Lead at Hyphen-Group, where he drives the global marketing and positioning strategy for the Group. Experienced keynote speaker, Marco brings together Hyphen’s vision and expertise in digital and AI content transformation with his extensive fashion-tech background, developed through roles on both the agency side (WPP) and the brand side (Diesel, Pomellato).

Vincent is a technology expert with more than 15 years of experience in the computer software world. Initially trained in the field of engineering, he has been working for the last 8 years in project management helping Wedia clients to identify their marketing needs and challenges in order to set up personalized solutions that are perfectly adapted to enterprise-level contexts. Recently he joined the Wedia product team as pre-sales manager and continues his mission to provide tailored, premium digital asset management (DAM) solutions that exceed the standards of our clients.

Paddy Keane used to deconstruct paintings—turning stretchers into dowels, canvas into scrolls, forging alchemical tinctures to transform base ingredients into something precious. Now he does the same thing with technology.

Briana Thomas is the Lead Design Program Manager in Digital Imaging at Adobe, driving AI strategy within the Lightroom and Photoshop design teams. With a long-standing career dedicated to revolutionizing design and team dynamics within major technology organizations, she brings profound expertise in scaling operations and fostering creativity.

Paul Brennan leads the development of Content Hub at Sitecore. With over 20 years of experience in product management, Paul has been a key driver of innovation and efficiency in Sitecore’s DAM and Content Operations solutions.

Content Hub is a leading solution in the DAM market and is renowned for its adaptability and customizability, as well as its ability to streamline content workflows, integrate advanced technologies, and deliver secure, scalable solutions to some of the world’s largest companies.