Few industries have embraced AI as rapidly and comprehensively as marketing. From data-driven targeting to automated content creation and distribution, AI-powered tools have fundamentally reshaped how campaigns are conceived, produced and delivered.

In this keynote, Max Penk (TEKTITE) offers an inside perspective on this transformation, drawing on hands-on experience from one of the earliest adopter industries. How have workflows, creative processes and decision-making changed in recent years? What new opportunities and limitations have emerged? And what can the audiovisual industry learn from a field that is already operating at scale with AI-driven production?

Providing both overview and an interesting point of comparison, the session offers insight into how AI is at the center of a structural shift and what that might mean for the future of storytelling and content creation.