About the webinar
AI hasn't just arrived in creative production. It's already inside the tools brands and agencies use every day. But access to the tools is not the advantage. In this session, Jan Urbanec, Creative Director at Proboston, takes a strategic look at what's actually changed, what hasn't, and where the real competitive edge now sits.
This is a session for marketing leaders who want to build an informed perspective on AI in creative production, without the hype.
What You Will Take Away?
- Why execution is no longer the bottleneck, and why that puts more pressure on the idea, not less
- How Proboston uses AI in real campaigns: from synthetic campaign heroes and virtual casting to content localization and asset scaling
- Real case studies: T-Mobile CZ, IKEA, Hyundai, Kinetic Goose, and a Canadian agriculture brand
- Where AI genuinely struggles, and where human creative direction, 3D, and compositing still do the heavy lifting
- The five principles Jan stands behind: what changes with AI, and what doesn't
Five Takeaways From the Session:
- AI changed production possibilities, not the principles of great advertising
- Content is not the limited resource, attention is
- Scale without craft creates noise
- The strongest model is hybrid
- Brands need partners who understand technology and creative quality equally
