Shared reflections from the room.

As generative AI becomes part of everyday creative production, brands are increasingly working across agencies and partners with different tools, guidelines and approaches. The result can be fragmented processes, inconsistent standards and unnecessary friction.

In this session, Gemma and Vinne will explore how brands can create a shared generative AI playbook across the agency village. They will cover principles, transparency, approvals, intellectual property, data and practical ways of working.

Challenging the traditional "us vs. them" mindset

Context

• The industry narrative has pitted external production agencies against rising in-house teams in a zero-sum turf war
• At a time when demand for personalised, high-volume content is insatiable, true innovation lies in breaking down divisions

Reset

Generative AI has quietly inverted the economics of creative work. Producing an asset is now nearly free, which means the bottleneck has moved downstream to everything that happens after creation: reviewing, approving, versioning, localising, tracking rights, and simply finding the right file six months later. Australian and APAC creative teams are discovering that ten times the output creates ten times the chaos, and that traditional ops models built for scarcity buckle under abundance.

Learning from Losing with AI

Context

AI is moving quickly from experimentation to expectation inside creative and marketing teams. But behind the headlines, many of the most useful lessons are coming not from flawless success stories, but from the pilots that stalled, the tools that under-delivered, the workflows that proved harder to automate than expected, and the moments where human judgement remained essential.

This Panel 

Creative Operations in a Changing Workplace

Happening Now: 

• In-house creative teams are under more pressure than ever
• Offshoring is eroding headcount
• AI is reshaping what's possible
• The push to democratise content creation is straining brand governance like never before

Response