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Rethinking Marketing Creative in the World of AI
Marketing leaders reveal how AI creative tools are reshaping team budgets, workflows, and the balance between in-house production and agency work.
In the past six months, AI creative tools for image, video, and production have gotten quite good. And fast. That’s started forcing real conversations inside enterprise marketing teams like: where should in-house creative be focusing? Where is the best place to put budget in creative right now? Where do we still need the help of agencies? What does the future of a marketing team look like when marketers have access to more tools for self-serve creative with AI?
We’re bringing on marketing leaders who are using AI for creative production to share what’s actually changed inside their orgs. They’ll show us the tools they’re using, the workflows they’ve built, the team and budget decisions they’ve made, and plans for investing in creative in the future.
This conversation will be a mix of strategy (where does AI fit) and tactics (how are you using AI right now).
We’ll cover subjects like:
- How marketing leaders are reallocating creative budgets now that AI is in the mix
- Real AI-generated creative from B2B marketing teams: what they made, how they made it, what it replaced
- Where AI is genuinely good enough and where humans still win
- What the creative function actually looks like inside a modern marketing org
- Any examples of where AI hasn’t worked for creative and common mistakes
This session is brought to you by ElevenLabs.
Speakers
Carter Elkin-Paris — Senior Producer, Global Brand Studio, UiPath
Dave Gerhardt — Founder, Exit Five
Liz Yoselowitz — CMO, Brainlabs
Luke Harries — Head of Growth, ElevenLabs
Vicente Casellas — Senior Creative Director, Bitly
Frequently Asked Questions
Should B2B marketing teams reallocate creative budget toward AI tools?
This session covers how marketing leaders are actually making that budget decision right now — where they’re shifting spend and where they’re holding steady, rather than treating it as an all-or-nothing switch.
Where is AI genuinely good enough for marketing creative, and where do humans still win?
That distinction is a core focus of the session — separating tasks where AI creative tools already produce usable work from ones where human creative direction still matters.
What does the creative function look like inside a modern marketing org now?
The session covers how the creative function itself is changing shape as teams gain access to more self-serve AI tools for image, video, and production.
What are common mistakes teams make using AI for creative?
The session includes examples of where AI creative hasn’t worked, alongside what did, to give a realistic picture of the tradeoffs.
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