AI

What excites me most about the role of AI in creative strategy is how it’s transforming our ability to uncover insight and scale storytelling without losing authenticity. As a strategist, I’ve always seen creativity as the intersection between data and empathy - and AI enhances both. It allows us to interpret audience behaviours in real time, automate production workflows, and then refocus human energy on narrative, ethics, and emotional resonance. I’m particularly interested in how AI can support purpose-driven storytelling making sustainability, diversity, and complex social topics more accessible and personalised to global audiences.