The discussion then turned to the role of AI in the creative process, with Finn emphasizing that AI shifts marketers' roles towards taste and judgment. He argued that AI facilitates experimentation and enables marketers to develop concepts independently, amplifying team efforts rather than replacing them. Both speakers agreed that AI does not replace creativity but rather enhances it, enabling a creative renaissance. They acknowledged the challenges of scaling AI, with Finn emphasizing the importance of leadership and transparency in integrating AI across teams.

Elav Horwitz discussed the changing landscape of client expectations regarding AI, noting increased openness to experimentation and evolving policies. She highlighted the importance of having the right experts to scale AI effectively and create impactful campaigns. Horwitz also stressed the need for curiosity and continuous learning among young marketers, arguing that playing with new technology is crucial for bridging gaps in knowledge. She mentioned WPP’s apprenticeship program for marginalized communities, which trains young innovators in AI and tech tools, demonstrating the value of diverse perspectives in driving innovation. Both speakers concluded that AI serves as a strategic amplifier rather than a replacement for human creativity, enabling teams to focus on higher-level strategic tasks.