Back for 2025, the AI and Innovation stage, in partnership with DEPT® was jam-packed with content across all three days of MAD//Fest. From practical use case examples in campaigns, to what the future might hold, this stage was packed to the brim with insights about AI. To give you a taste, we’ve highlighted three of our standout sessions on this stage:

Day One, 1 July: From Brief to Breakthrough: How AI unlocked the impossible for Original Source

Original Source needed a disruptive way to engage and drive salience with consumers. By working with their creative agency, and with a fresh approach to spotlight nature and natural fragrance, hear how Original Source balanced human process and creativity with AI generation  and efficiency to create a campaign that disrupted category norms with high energy moments.

Check out the full keynote from Alex Glen, Head of Shower Portfolio UKI at PZ Cussons and Dave Billing, Executive Creative Director at Fold7 to hear the story in more detail! 

Day Two, 2 July: Evolution of Digital Commerce to the Omniverse powered by Human Creativity + AI

Kicking off the content on Day 2 of the AI and Innovation stage was Swagat Choudhury, Global Digital Commerce Director, Mars Snacking highlighting the evolution of the consumer journey as powered by technological advancements. With the introduction of conversational commerce, AI powered recommendations, and social commerce, it has never been more important to stay on top of the latest developments in ecommerce. 

Listen to the rest of Swagat’s keynote to hear these crucial insights and more.

Day Three, 3 July: Watch-out: AI at work and education - shift and GEO (Generative Engine Optimisation)

In this fireside chat session, Amy Wright, Global Head of Creative Strategy at Automated Creative sat down with Ekaterina Golovanova, Digital Director at L'Oréal to break down the importance of using AI as an assist device and support network within your teams, working and throughout education.

All the AI + Innovation Stage sessions are now on our YouTube channel. Great to watch whilst you’re on the beach, on the train, or at work!  And over the course of the summer and next few months, we'll be summarising and highlighting several of the standout keynotes, so you can have a weekly dose of marketing inspiration!