In a world where every new tool is hailed as “transformative,” Creative Technology faces a unique challenge: how do we define a discipline that sits at the intersection of imagination, engineering, and cultural relevance, without being drowned out by hype?

A shared conversation with the audience, led by Julia Arenson.

Scaling creative work fundamentally changes how ideas are made, tested, and delivered. Traditional creative models struggle under volume, performance pressure, and operational complexity, often pushing teams away from exploration and toward safe, incremental outputs.

Creative tech has become essential to sustaining creativity at scale at King. Sian Finnis will share how the right tools and systems have relieved acquisition performance constraints, moved teams beyond “hero” thinking, and enabled broader, more continuous exploration. 

The challenge: 

Fans increasingly expect richer insight and interactivity when watching live sport. Meeting this demand involves solving difficult technical challenges, including: 

Extracting context from match footage

Surfacing insights in real time

Solutions: 

How GameSense at Sky is using AI to power real companion experiences that reshape the way fans connect with the game, including: 

When Unexpected Inventions Spark Real Conversations 

Some of the most impactful ideas begin as things that appear to have no purpose at all. 

In this talk, Mauro uncovers how unconventional, “Beautifully Useless” inventions can become the spark for meaningful creativity, provoking unexpected insights, inspiring new behaviours, and generating cultural momentum.