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Creative Ops Events: Creative Summit at Web Summit Recap | Upcoming Creative Operations Summit
Published 19 days ago • 6 min read
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Insights from Creative Summit @ Web Summit in Vancouver: May 27th-30th, 2025
Discount Code for Creative Operations Summit in New York: June 17th, 2025
Discount Code and Early Bird Pricing for Creative Operations Summit in Los Angeles: November 13th, 2025
Creative Summit @ Web Summit Recap
(left to right) Max Ottignon, Jason Brown, Liz Zack; Moderator: Erin Gee
Reflections: Creative Fire, Real Talk, and the Future of AI
Web Summit brought together global thought leaders for dynamic conversations on technology advancements, AI, startups, investing, and more. I've summarized the common themes shared. Below are three major takeaways from Creative-focused sessions, I believe you may find of interest.
1. Creative Branding: The Power of Consistency Over Trends
“[Changing your brand because it feels boring is often a personal problem, not a strategic one]. ” - Max Ottignon, Ragged Edge
One recurring theme across branding talks was differentiation through consistency. It’s easy to think your brand feels boring because you live in it every day—but your audience? They only glimpse it. That’s why the urge to constantly “refresh” can be a trap.
"It's not what your brand assets are, it's how you show up with them" - Liz Zack, PepsiCo
In this conversation, an analogy was shared of Nike's product and marketing strategy shift, to follow Trends over emphasizing their uniqueness, which then allowed other performance brands (think ON, Hoka) to enter a space they once dominated.
Nike was called out as a cautionary tale. Their pivot away from performance-first messaging to chase algorithmic trends reportedly hurt both brand clarity and market share. The takeaway: understand culture, but don’t become a trend chaser. Stay relevant, not reactive.
2. AI Is the New Pencil (Not the Artist)
Tools like AI aren't a cheat code, they’re an accelerator. Oak Felder, hitmaker and speaker, drove this point home with humor and clarity. He sees tech as something that gets you from A to B faster—not a shortcut, but a vehicle. That resonated hard.
“If it helps you express yourself faster, use it. That’s what tools are for.” - Oak Felder, Songwriter and Producer
This response came out of the mediator-led question, "Is AI Cheating?". One of my favourite comments to come out of summit was by Oak Felder, when he spoke about not gate-keeping information and tools from others.
"It's not dangerous to give people access to this technology - it's dangerous not to. We need the ideas, you never know who the next Michael Jackson, or Oak Felder(he chuckled) is going to be." - Oak Felder, Songwriter and Producer- Grammy Nominated Producer.
Oak Felder, Grammy Nominated Producer. Moderator: Kakul Srivastava
From music apps like Splice to AI-assisted design workflows, the next generation of creativity will be fueled by accessibility, not gatekeeping.
This theme was common throughout panels, as in a different conversation yet same topic the following highlights were shared in discussion.
“AI won’t replace creatives—but creatives who use AI will replace those who don’t.” Max Ottignon, Ragged Edge
as well, to reinforce this concept, in an earlier panel
"To use AI still require the right abilities, the right thinking patterns, the right skills, the right skills to actually inform the tool in order to get out what you're intending to get out." - Jason Brown, Pearlfisher
Overall, I didn't hear fear or reluctance to AI taking over creative roles from the perspective of creative leaders. Instead, an embracing of it to find efficiencies in our process, and a reinforcement that AI is ultimately a tool, in which you still need an operator - just like a camera needs a photographer, or a pencil needs a hand to draw.
3. The Role of the Creative is Evolving.
" Our roles as designers, will start to move towards director , producer, editor, and it all still requires a viewpoint. There is an element around design that is entirely a human thing." Robert Brunner, Ammunition
The creative industry is evolving. Today, designers are expected to wear multiple hats: storyteller, strategist, builder. We’re not just crafting pixels—we’re directing the entire experience.
The creative role today is more empowered—and more demanding—than ever. We’re no longer confined to execution; we’re driving strategy, owning outcomes, and influencing business decisions. It’s not just “make it pop”—it’s “make it perform.” As directors, producers, and editors of the brand story, we’re expected to connect the dots between message, medium, and moment.
It requires range, agility, and a deep understanding of how design, content, and culture intersect. And while the toolbox has expanded—AI, analytics, automation—the heart of creativity remains human.
"We enable users to leverage the knowledge they have...2-3 people can build a product now that the playing field has been levelled with the evoluation and access to technology." - Max Lytvyn, Grammarly.
Max Lytvyn. Moderator: Christine Haughney Dare-Bryan
Overall Highlights and Thoughts
Leaders in Creative are not concerned about AI taking over roles. We need humans with feelings and emotions
The topic of AI "aka AI Fatigue" is a real thing. The average attendee I spoke to felt it was repetitive and not much new information taken away from it as expected.
If you want to be in a room with some of the brightest, innovative, and ambitious people of our time, this is the place to be. Non-stop innovation, and possibilities of what can be, in one place.
How to Actually Get the Most Out of a Conference
Web Summit was massive. Here’s what helped me navigate it:
Have a North Star. Whether it’s networking, learning, or visibility, - pick a goal each day as a priority to follow. When facing conflict on whether to attend a Meet Up or sit in on a session, let your goal be the decision maker when you're conflicted on what to choose.
Research speakers beyond their job titles. The distinction can help to decide between competing panels.
Build your daily “must-meet” list. It's easy to get caught up in the day or sit in on panels. If you highlight 1-3 must see/meet for the day, you will feel good and anything beyond that is a bonus to winning the day.
Take the break. Your brain needs time to process ideas, and recharge your social battery. It's okay to step away from the over stimulation. Find a local coffee shop, reset, then return.
Ask yourself: will you really watch the recordings later? (If you will that's amazing. Just be honest with yourself. If the answer is no, do your best to be present in your select few daily tasks. Attend sessions you're excited to know most about, live the experience while you can. It's okay if you don't see it all.)
If you’re planning to visit Web Summit next year (or any big event), bring a clear purpose, stay open to unexpected conversations, and resist the urge to chase every shiny moment. The real value? It’s often found in the in-between.
Henry Stewart: Creative Operations Summits - NY & LA 2025
New York
Creative Operations Summit New York 2025- June 17, 2025 Join 300+ professionals for the must-attend event for Creative Operations, Photo Studio, and Content Studio leaders. Agenda now live – hear from creative leaders at L’Oréal, Uber, Wayfair, Airbnb, Revlon, and more. 30+ expert speakers, real-world case studies, and actionable insights focused on the future of creative production and operations. Topics include:
Scaling creativity in a high-speed, AI-driven world
Balancing efficiency with creative excellence
Optimizing teams, tools, and tech to protect the creative process
Why attend:
Deep-dive into the latest trends reshaping creative ecosystems
Learn from in-house leaders at top global brands
Network with peers facing similar challenges
Sharpen your strategy through panels and interactive sessions
Creative Operations Summit Los Angeles 2025 - November 13th, 2025
In a world driven by speed, scale, and more recently, AI - does creativity still have room to breathe?
Explore why Creative Matters more than ever. As businesses race toward efficiency and automation, we ask the big questions:
Is "good enough" really good enough?
Can technology support - not stifle - creative excellence?
How do we protect the space where ideas thrive?
Join the leaders redefining the intersection of People, Process, and Technology to ensure creativity remains the driving force behind content, campaigns, and brand experience.
Super Plus Early Bird Registration is on until June 27th
I'm an educator who loves to talk about business & entrepreneurship, tools and technology in design, and creative brand execution. Subscribe to my newsletter.
the Creative ops monthly. For creative project managers, producers, operators and anyone else interested in the operations, the work behind the work, of the creative team. save the date The Creative Operations Network Meetup. Thursday, June 12th - Evening, DT Vancouver. More details will be shared in the upcoming weeks. Learn More CREATIVE TECH In the News In the world of creative management, the only constant is change. Just when you’ve mastered a platform, Asana drops new automations,...