Legal teams are working to establish best practices for AI-generated content. “There are tried and true production and creative practices we can apply,” Callif noted. Keeping detailed records of AI prompts and confirming that content is based on licensed or original material helps to mitigate risk.

The future of AI-powered marketing

AI’s biggest impact may lie in its ability to improve—not replace—human creativity, according to panelists. “The real shift is how AI is changing the way we think,” Bonin Bough, co-founder and chief strategy officer of Group Black said. “It’s not just a tool for automation. It’s a tool for innovation.”

As AI continues to change, brands must strike a balance between automation and authenticity. “Consumers still crave human connection,” Mahoney shared. “AI can help scale personalization, but it’s up to brands to ensure the experience feels real.”

Featured Conversation Leaders

• Hannah Elsakr, Global Head of New Business Ventures and Founder, Firefly for Enterprise, Adobe 
• Bonin Bough, Co-Founder and Chief Strategy Officer, Group Black 
• Dustin Callif, President, Tool of North America 
• Will Lee, Chief Executive Officer, ADWEEK 
• Kelly Mahoney, CMO, Ulta Beauty 
• Jen-Ai Notman, VP Marketing, Blogilates 
• Anna Rose Pardue, Director of Communications, Morning Consult 
• Mohan Ramaswamy, Founding Partner, Work & Co. Clayton Ruebensaal, Chief Creative Officer, Comcast