BIMA House Day 2: The Global vs Local Compromise Is Over: How AI and human creativity are reshaping global campaign production by Jellyfish

Global marketing has always been a trade-off: consistency versus cultural relevance, speed versus craft, scale versus cost. Too often, strong creative ideas are stretched, simplified, or slowed down to work across markets.

Scaling a big idea globally has always meant compromise. We’ll explore how AI and human creativity together offer a different model, one where ideas don’t get diluted as they scale, but diversified, becoming more contextually relevant without losing what made them powerful.

What to expect:

• In this session, you’ll see how AI and human creativity can work together to build and scale a global idea across markets.
• A live demonstration of a human + AI creative workflow
• How AI agents can accelerate localisation without flattening ideas
• A practical look at real-time creative production in action

Who is it for?

• Marketers looking to adopt AI as part of their communications strategy.

Speakers:

Tom Roach

Lucas Stanley

Adrian Thomas

Andrew Stone

Charlotte Westley