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:
- Token costs are real. Cheap looks different from the dream from two years ago
- Quality still lives and dies by who you put in the room, and when
- Speed is earned, not switched on. And the teams that skipped the process work are still paying for it
- Scaling technology on a shaky foundation doesn't eliminate the manual work. It just hides it
The triangle hasn't been solved. But the teams that built their process before they built their pipeline are the ones moving. This session is about what that work actually looked like.