Harnessing creativity before AI takes over

Harnessing Human Ingenuity: Navigating AI’s Impact on Creativity and Connection at Web Summit Lisbon 2025

At Web Summit Lisbon 2025, Mr. Steve Antoniewicz, SVP at The Drum, moderated a panel with Ms. Maira Genovese, Founder & CEO of MG Empower, and Mr. Javier Meza Robayo, President, Marketing & Europe CMO at The Coca-Cola Company. The session, “Harnessing creativity before AI takes over,” explored AI’s role in enhancing human creativity and the enduring importance of genuine human connection in marketing and brand experiences.

Mr. Robayo asserted that AI would not replace human connection, a fundamental human craving. He clarified that AI boosts efficiency and content creation at scale, but it doesn’t alter marketing’s core “why.” The objective remains understanding human needs, aspirations, and emotions to inspire and create relevance. Human intuition and feelings, he stressed, are irreplaceable in this process.

Both leaders advocated for a proactive, experimental approach to AI. Mr. Robayo highlighted Coca-Cola’s strategy of fostering a safe environment for experimentation, viewing mistakes as essential learning opportunities. Ms. Genovese, representing MG Empower, emphasized agencies’ need to test and learn, integrating AI responsibly to meet client demands while upholding service quality and ethical standards, balancing brand push with consumer needs.

Trust in AI, the panelists agreed, hinges on ethical deployment and transparency. Mr. Robayo underscored values like accountability, fairness, and privacy, citing Coca-Cola’s AI-generated Christmas ad, where explicit disclosure of AI use was paramount. He acknowledged that minor errors are inevitable in rapidly evolving technology, framing them as part of the learning process that drives continuous improvement.

Regarding AI’s promise of “faster, better, cheaper,” Mr. Robayo noted the industry is currently achieving “faster and better” outcomes. He predicted substantial cost reductions would only materialize in several years, requiring a fundamental redesign of organizational processes, structures, and partnerships to fully capture AI’s value, drawing a historical parallel to the long-term integration of electric energy.

Ms. Genovese discussed industry-specific AI applications. Luxury brands prioritize craftsmanship and emotional connection, necessitating a nuanced AI approach. In the beauty sector, AI enhances brand experiences, such as virtual try-ons, demonstrating how technology can augment human interaction and engagement. Both panelists expressed excitement for AI’s potential to unlock new forms of creativity and deliver profoundly human consumer experiences.

To ensure teams remain proficient, Mr. Robayo explained Coca-Cola’s strategy of actively “jumping in” and experimenting with AI, fostering public debate to push boundaries. Ms. Genovese added that MG Empower utilizes AI to optimize processes and scale content creation, particularly with influencers, while meticulously maintaining quality, local nuances, and compelling storytelling, alongside thorough risk assessments and privacy considerations.

Offering final advice, Mr. Robayo urged the audience not to let technology obscure their core purpose, reiterating that the “why” of human connection and relevance remains constant. Ms. Genovese concluded by emphasizing that human connection and emotion are timeless trends, asserting that AI is a supportive tool designed to enhance, not diminish, these essential aspects of human experience.