\"As algorithms and AI increasingly automate the \"\"what\"\" and the \"\"how\"\" of marketing, what is the enduring value of human creativity, and how do we prove its worth?
Agility requires not just adapting our tools, but fundamentally rethinking how we define, nurture, and measure creative value in a world increasingly guided by machine logic.
Today, we're going to talk about the intersection of brand creativity and artificial intelligence. We’ll explore:
- Why brand distinctiveness becomes a critical differentiator when algorithms favor homogeneity.
- The new operational model for creative teams, where human judgment guides machine-speed execution.
- Strategies for building lasting brand memory in a media landscape optimized for short-term performance.
To help me discuss this topic, I'd like to welcome, Jason Ippen, Vice President, Brand Strategy & Content at Georgia-Pacific.
About Jason Ippen
Jason Ippen is Vice President, Brand Strategy & Content at Georgia-Pacific, where he leads brand strategy, innovation and marketing for a portfolio of some of the country's most recognized consumer brands. Over the course of more than 16 years with the company, he has held leadership roles across brands including Quilted Northern, Sparkle and Vanity Fair, helping drive growth through consumer insight, product innovation and brand building.
Jason has more than 25 years of experience spanning consumer packaged goods, marketing and general management. He earned an MBA from Columbia Business School and a bachelor's degree from Colgate University.
Jason Ippen on LinkedIn: https://www.linkedin.com/in/jason-ippen-1120086/
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