AI is no longer a creative sidekick, it’s becoming the engine. As the line between human-led and machine-led creativity blurs, marketers are rethinking how ideas are conceived, produced, and scaled. This panel brings together perspectives from an AI-first creative agency, an emerging brand, and a tech leader to explore how AI is being integrated into real creative workflows: from briefing and insights to production, versioning, and localization. Moving beyond hype, the conversation will examine what should be automated, what must remain human, why early-stage brands often move first, and how marketers can harness AI without losing emotional depth, cultural relevance, or creative integrity.