Mark Zuckerberg has claimed that AI will “kill agencies” by taking over the heavy lifting of ad creation and optimisation. But whether you're brand-side or agency-side, the reality is more complex — and far more human.
This session dives into the growing gap between what AI tells us has happened in a campaign and what’s actually driving performance.
As algorithms increasingly dominate reporting and media decisions, critical thinking risks becoming a lost art. This session explores why context still matters, how automated insights can mislead or oversimplify, and where human judgment adds irreplaceable value.
For brands, this means knowing when to challenge the machine — and when to lean on expert partners who see beyond the dashboard. For agencies, it’s a call to evolve: moving from execution to interpretation, from optimisation to strategic counsel.
Through compelling examples and practical takeaways, this session reframes the conversation around AI and advertising — not as a threat, but as an opportunity to redefine the agency-brand relationship and put intelligent critique back at the heart of decision-making.
