I have been grappling with technologically driven changes to culture, society, the economy and - throughout my different professional and academic experiences - marketing, communications and publishing, for many years. Each and every time I have seen success come from approaching these with strategic patience and perspective, an open mind and an experimental mindset, and a sense of urgency to try things out. Since Generative AI burst onto the world stage at the end of 2022, I have been building, within TBWA, conceptual frames of reference, tutorials, processes, prototypes and products.

As part of the worldwide team spearheading our efforts and initiatives I have focused on customizing AI tools that augment our talent as well as on AI Branding and Creativity Roadmap for some of our clients:

• FEED AI, a social media and creator marketing GPT custom trained on proprietary disruptive case studies, embedding all of the up to date platform best practices, for strategic research and thinking, ideation and content generation (text & image).

• AI PERSONA MAKER, a rapide fire market research GPT that offers to create reliable research personas for conversational insight mining, live pre-testing, and drafting more robust research briefs.

• AI CREATIVITY & BRANDING ROADMAPS, charting courses that help brands leverage short term, efficiency oriented, GenAI initiatives into medium term, market oriented, GenAI initiatives - owing to scalable ways of working, updated data strategies and processes, custom or proprietary stacks of AI services and products.

• AI TRAINING, within TBWA\University, talks, seminars and classes on uses of GenAI across our functions and projects.