Grounded in Marshall McLuhan’s insight that “we make the tool, and the tool remakes us,” event participants are invited to reimagine their roles, not just as advertisers, but as meaning-makers, provocateurs, and cultural architects, exploring how emerging technologies are redefining not only what it means to create, but also what creative work is expected to achieve.
As AI tools become more powerful, accessible, and intelligent, we face a choice: use them to optimize, or to provoke. Mihae Mukaida makes the case for the latter, arguing that the future of creative excellence lies in meaning-making, not just message delivery.