A key takeaway from the APAC Super Summit 2025 session, "How to Thrive in the Era of Creative AI," is the emphasis on integrating AI tools to enhance creative processes and marketing efficiency. The session highlighted the importance of leveraging AI technologies like MidJourney and ElevenLabs to streamline ad creation and testing, enabling faster results without immediately expanding creative teams.

This approach underscores a broader shift in the marketing landscape, where AI is not just a tool for automation but a collaborator in the creative process. By adopting AI-driven strategies, businesses can accelerate content production, personalize customer experiences, and make data-informed decisions, all while maintaining a human-centric approach to creativity.

In essence, thriving in the era of creative AI involves embracing these technologies to augment human creativity, fostering a culture of innovation, and staying agile in a rapidly evolving digital environment.

My key takeaways from the APAC Super Summit 2025 session, "How to Thrive in the Era of Creative AI"  were how to embrace AI and explore what's possible. Also, in this data-heavy era, how data analysis and attribution models need to be updated so we can better analyse, optimise our campaigns, and demonstrate results.

How to Thrive in the Era of Creative AI: I found Daniel’s insights into AI content creation particularly interesting - as an exhausted marketer who has to be an expert in everything constantly and instantly (one minute creating finance dashboards, then working on an email strategy, then social captions… IYKYK), AI has been absolutely critical to overhauling our content and creative process this year and our team and organisation has embraced it, but I hadn’t even considered that we could use it to outreach to other audiences across different languages, and I love the mindset that AI is only going to continue getting more and more accurate. We’re now FINALLY starting to become the data-driven team that I want us to be.

(P.S. You can tell that this feedback wasn’t written using AI because it’s my rubbish cluttered brain dump :P)

Biggest Takeaway: “How to Thrive in the Era of Creative AI”

The session was incredibly valuable, offering sharp insights for marketers constantly looking for smarter, faster ways to create better content.
To thrive in the Creative AI era, marketers should embrace AI tools to enhance creativity, cut time and costs, and fast-track campaign testing—with minimal setup and without growing much headcount.

AI is evolving from a basic automation tool into a true creative partner—driving faster content production, deeper personalization, and smarter decisions. The future of marketing lies in blending human creativity with AI-powered efficiency to stay agile and ahead in a rapidly changing digital landscape.

Big kudos to Daniel for the inspiring session!

Firstly, a huge thank you to the Supermetrics team for organising SuperSummit 2025 - truly insightful sessions across the exceptional lineup of speakers! 

One of the most interesting sessions to me was the "Opening Remarks & The State of Marketing: The 2025 Marketing Data Report" which provided three key takeaways that deeply resonated with my current role.

1. Don’t be a data hoarder - streamline your data. This is a timely reminder to all of us that being marketers, it isn’t all about collecting more data “just in case”, because it ultimately ends up being data clutter, confusion and inefficiency. It creates noise instead of insight, drives up storage and management costs, and slows down decision-making. Most importantly, it erodes trust when affiliates are working with inconsistent or duplicated data. Instead, we should focus on streamlining data, consolidating sources, and prioritizing quality over quantity — ensuring that what we keep is accurate, timely, and actionable.
2. Create your one source of truth (SSOT) to trust your data. I find this especially relevant in my current role where we are actively working towards this goal, and it’s not just about centralising data — it’s about making sure that data is reliable, accessible, and aligned with business goals. A true SSOT empowers marketers to make confident, data-driven decisions that fuel strategic growth.
3. Figure out the right measurement strategy to prove the effectiveness. Even with clean, centralized data, we need the right frameworks and KPI metrics to evaluate performance effectively. Without the right frameworks and KPI metrics, even the best data can’t tell the full story. These insights are not only practical—they are transformative for any data-driven marketing team.

Thanks again to the Supermetrics team for hosting such a well-organized and insightful virtual summit. Even in just one day, the sessions delivered a ton of value. I’m looking forward to applying these takeaways in my work and learn from fellow marketers as we navigate the evolving marketing landscape together!

Takeaway from the very inspiring “How to Thrive in the Era of Creative AI” session

One major insight for me was that we might be entering a bit of a creativity crisis, especially in B2B, where a lot of work is starting to feel kind of similar, and a bit forgettable. With AI moving so quickly, the real challenge might not just be how we use it, but how we can scale creativity without losing the heart of it.

It seems like we’re no longer expected to do all the heavy lifting ourselves. Instead, our role is changing we’re becoming more like strategic managers of AI agents that function almost like tech stacks: fast, efficient, and scalable. I honestly found that quite exciting (and a little overwhelming too!).

I was also really fascinated by the idea that AI can now simulate qualitative research with 95% accuracy using synthetic personas. That could save so much time and effort. But still, what really stuck with me is that the most meaningful, memorable ideas are often the ones AI can’t quite predict. The ones that feel a bit weird, emotional, or just very human.

So yes, I’m definitely seeing the value of AI, but I think our creative instincts still matter a lot. Maybe even more than before.

We talked about how traditional market research is starting to feel outdated. It’s expensive, slow, and often based on small or unreliable sample sizes. Synthetic research, on the other hand, is faster, much cheaper, and can scale massively. It lets you ask unlimited questions to unlimited synthetic buyers, and still delivers about 95% of the insight you'd get from real human qualitative research.

AI plays a big role here. We can now train AI agents to do tasks like content audits, competitor research, keyword analysis, and even build creative mockups. For voice and avatars, HeyGen and ElevenLabs were recommended — they’re useful tools for scaling creative or simulating audience reactions.

We also looked at an experiment showing a 50% uplift in product views (from 2% to 3%) when AI-optimised creative was used. No big changes in application or submission rates, but the lift in engagement is still promising.

Another key point: growing the audience size has a direct impact on revenue. The test showed a 25% uplift with 50% audience scale, and a 50% uplift at full scale.

Finally, we ran through the "Digital Growth Engine" model. It’s a structured framework combining data integration (like CRM and marketing data), automated decision-making (segmentation, lead scoring, etc.), and activation (paid media, email, outbound calls). It’s all about building smarter, more scalable campaigns from start to finish.

Thank for the summit and it is very helpful!

Love Data & Digital Marketing: connect me on LinkedIn: https://au.linkedin.com/in/toby-c-064763151

I enjoyed the first session, which focused on a report comparing how people from APAC and Global responded to the questionnaires. The key takeaways from each topic were insightful. It helped me see the bigger picture and identify the trends between APAC and Global.

Another WOW session for me was "How to Thrive in the Era of Creative AI." The AI-powered creative showcase was truly impressive and inspiring, as I doubted whether I was talking to the AI.

One particularly heart-touching session was about measuring the personal journeys of 160 Paralympic athletes through 160 unique stories. It was a very powerful and meaningful use case in converting the digital growth engine to the vision of 2032.

Kin’s session provided a strong showing of what happens when tech-savvy meets money. His insights were backed by solid evidence.

The final session, where the brand’s marketers met agencies, was insightful. It was great to see different perspectives on how data can be centralized and architected across platforms to drive effective business outcomes.

Thank you, Supermetrics, for hosting such a meaningful event.
Looking forward to the next one!

Really insightful session! My key takeaway is that the future of marketing lies in finding the right balance between AI-driven productivity and creative quality.

I appreciated the focus on how brands can stand out by clearly defining what makes them unique, especially on platforms like LinkedIn. It was also helpful to see how generative AI is being adopted more broadly in B2B marketing and the importance of training teams to adapt. I’m excited to explore how we can blend AI with proven tactics to elevate our content strategy.

It was eye opening to better understand that we are not the only ones suffering with data analysis and that either too little or too much data can always lead to additional problems on and off platforms. I’m looking forward to what might be the solutions to tackle cross-platform based tracking issues that we might face.