In our most recent Digital Marketing Practitioner Seminar, we had the pleasure of welcoming Judith Seidl from PWC Austria for a session titled "Creative Intelligence: Artificial intelligence in marketing and creative practice." The talk focused on how AI is not just a tool for automation, but a partner in crafting stories that resonate on a global scale.

Judith provided a deep dive into the creative workflow, demonstrating how platforms like Midjourney can be used to bridge the gap between initial ideas and final content. Rather than simply generating finished products, she showed students how to use AI for brainstorming and iteration, allowing a more fluid content creation process.

A key theme of the discussion was the concept of using AI humanely. Judith emphasized the importance of being "commercially safe" and keeping a "human in the loop" to second-guess and refine AI outputs. By maintaining this balance, practitioners can ensure that the technology amplifies human creativity rather than replacing the critical thinking required for high-level marketing.

We would like to thank Judith for sharing her expertise and helping our students navigate the intersection of technical intelligence and creative practice!