We are in the midst of a significant shift across organizations and technology, and how value is defined. As AI continues to scale, so do important questions about its impact on the human experience at work. At the same time, employee expectations are evolving - particularly among creative teams - toward work that supports agency, originality, and meaning.

Pick two. That's been the deal in creative production for as long as anyone can remember.

Generative AI made us think the deal had changed. Marcia Howard, Senior Director of Creative Technology & Enablement at Target, was one of the first people at a major retailer to find out whether that was actually true.

In this session, she traces the full journey, from managing photo shoots across Berlin and New York, to running 3D CGI production, to standing up GenAI workstreams inside a large-scale creative studio in retail.

What she found along the way:

How Global Brands Build the Systems to Deliver Better Work, Faster and More Consistently

For global brands, scaling creativity takes more than great ideas. It requires the right teams, workflows, partnerships, and operating models working together seamlessly across markets.

The ‘How’ Conversation

As generative AI reshapes how we create, the question is no longer just what's possible; it's what we're willing to put our name on. 

Abhilasha explores how creative leaders can harness AI's power while keeping human judgment, brand integrity, and authentic representation at the center of every decision. 

A practical framework for using AI responsibly, so we can move boldly without losing the trust, authenticity, and human voice that make creative work matter.

Changing your name is the easy part. Getting 60 chapters and 600 people to actually adopt it is the work. 

When JDRF became Breakthrough T1D, the organization had to roll out a new identity across a nationwide network, all while operating in full public view. 

Arielle Cilaire of Breakthrough T1D and Emily Hughes of Orange Logic share an honest look at what it took to make the transition stick.

Covering:

Creative teams are under more pressure than ever. More channels, more formats, more volume, faster turnaround. While the tools and workflows built to support them have stayed largely the same. The result is a system straining under its own weight: time lost to repetitive production tasks, endless revision cycles, and compliance reviews that should never require human attention in the first place.

How Creative Leaders Decide What Tech Really Matters

Context

• Creative teams have more technology available than ever before
• But more tools don’t mean better outcomes
• In a market full of ‘AI-powered’ promises and constant innovation, the real challenge isn’t access to technology; it’s knowing what you really need and why

A panel to establish first principles

Better Together

Reality check
Hybrid models are no longer the headline. In 2026, the real differentiators are:

Time to have some lunch and visit the exhibition. See you back at 2 PM for the afternoon sessions!