The AI and Creativity Intersection; "The best people with the best tools do the best work"

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Weighing up the right balance for human-machine collaboration, Andy Hood from WPP shares what he believes to be the right formula combing people, platform and skills, saying, "AI did not create this work, PEOPLE created this work, using AI."

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Following a roundtable on AI at IBC2025, Marcin Remarczyk, Head of Media Consulting EMEA at Cognizant, shared the talking points that were top of mind for the media and entertainment leaders in attendance.

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