AI Won't Steal Your Jobs, Creators Might
We live in a world where many brand, marketing and agency folk are fearful of losing vital roles in creative fields to emerging technology and the likes of AI. However, amongst the development of technology, there’s also a new contender that is being introduced: creators. Creators have gone from executing briefs to rewriting them and in many cases, they’ve become a treasure trove for audience insight and data.
This panel unpacks how brands and agencies can embrace the full potential of creator partnerships by understanding their value, integrating them into their strategic and creative process earlier and why marketers may be looking at a world where the floor is shared with creators.
Key takeaways:
- Why brands need to listen to creator insights
- How creators can help brands tap into culture with authenticity
- Practical ways to give creators more creative control without losing brand alignment
Mark Bellamy is Strategy Director at NewGen, where he leads strategy across brands like Pepsi, Tropicana, Hasbro, and Activision. Mark works closely with brands to position them at the heart of culture and conversation, understanding how they can build brand social up, putting community at the heart of their growth strategy.
Zoe Brookes leads the Brand Partnerships division at InterTalent, where she connects exceptional talent with standout brands across the entertainment, lifestyle, and digital spheres. With a sharp eye for commercial opportunity and cultural relevance, she plays a pivotal role in delivering campaigns that resonate across TV, music, gaming, sport, comedy, and the creator economy.
Since joining InterTalent, Zoe has led major talent-brand collaborations for the likes of Maddie Grace Jepson, Sarel, Tom Trotter, Brookie and Jessie, Vinnie Jones, Ross Kemp, Kelly Brook and more.
Known for her relationship-first approach, Zoe fosters long-term partnerships rooted in trust, creativity, and performance.
Chris Baber is a much loved TV chef and author known for making home cooking simple, joyful, and accessible. After winning BBC One’s Yes Chef, he became the face of family food at Marks & Spencer and published his bestselling cookbook Easy.
Beyond the kitchen, Chris is a trusted consultant and brand ambassador for leading names including HexClad and Aston Martin, advising on marketing strategy and content behind the scenes. With over 200,000 followers and a talent for connecting with audiences, Chris brings energy, authenticity, and commercial insight to every stage he steps on.
Jay’s ever-evolving style and strong presence in the fashion community have made him a standout voice in the industry. With a clear sense of personal identity and a genuine connection with his audience, he continues to carve out a space that feels both trend-forward and authentic.