Carly Potock, Charlene Tassinari Canvas+Co

The secret to unlocking your brand’s creative advantage in the age of AI is not the technology, it’s your people. In this talk, we’ll reveal how great marketing teams will leverage this people-first superpower to unlock the full value of AI tools at their fingertips. While AI will impact nearly every part of the business, this talk focuses on what marketers can do now. Illustrated through examples, attendees will leave with: -A new perspective on the partnership between people and AI, including their critical marriage during the insights and ideation stages of campaign development -Ready-to-use prompts for leveraging AI to turn customer insights into creative concepts that drive business results -A renewed passion for the even-more-critical role of testing and a framework for continued learning As technology reaches new heights, winning brands will embrace new capabilities while simultaneously doubling-down on creating cultures and processes that foster human creativity.

How much possibility gets stuck in the idea stage? In this talk, we’ll share what we’ve learned from taking opportunities beyond the idea stage and turning them into high-impact businesses within Google/YouTube and as entrepreneurs. We’ll tell you how and why we: - Pitched and built YouTube's c-level advisory program for growing brands, securing multiple rounds of funding to expand globally and deliver our methodology to over 500 companies - Pivoted the team from a multi-million dollar sales engine to a creative product incubator to solve customer pain points at scale. These tools are now used by thousands of brands in Google Ads. -Unknowingly left our job security behind just weeks before a global pandemic to create a marketing consultancy for top brands Whether you are an entrepreneur building something new or an intrapreneur inspiring innovation within an organization, we will arm you with the tools and confidence to recognize opportunity, earn trust, and stay to your "why."