AI language models like ChatGPT have been at the centre of attention over the past year – but how can we, as creatives, use them to improve the industry? AI’s capability for self-improvement is obviously key – and the possibilities are enormous: chat-based interfaces, models that can speak on brand or – as Nike has done already – integration into a company’s digital ecosystem. Join this session to find out how AI will shape brands’ product offerings – and how you can learn from leaders in this space.