Charlene Tassinari

You're not competing with AI, you're competing with other marketers who use AI. So how do you stand out in the age of universal access to information? These tools generate vast amounts of consumer data, but it’s a marketer's ability to interpret and utilize this data creatively that sets them apart.

In this talk, we’ll educate and inspire brands to nurture their creative thinking and embrace experimentation in order to create unique and memorable campaigns that capture consumer attention and drive business results. Using industry examples, we will: 

• Prove why every great marketing campaign begins with an insight and share the go-to AI and platform tools for marketers to generate insights for creative development.

• Share creative provocations for turning insights into campaign concepts that lean into the universal constants of human attention while also challenging industry and platform storytelling patterns 

• Showcase our multi-phased approach to on-going creative testing and learning 

While AI will continue to push the boundaries of the marketing industry, winning brands will invest in processes that foster human creativity and promote the deep knowledge and intuition that marketers bring to the table.