BMMA: The Power of AI – Augmented Creativity

Not another AI trends session. No speculation about the future. Just a deep dive into real-world AI-powered creativity, how it actually works in today’s campaigns, sharing a real case.

Discover how Generative AI is transforming the entire agency value chain—enhancing creativity, strategy, and execution. This session takes you behind the scenes of a groundbreaking campaign by Publicis Groupe Belgium, illustrating AI’s real-world potential to craft impactful campaigns where creativity comes first, and the machine follows.

Why take part?

1. Step by step, we’ll walk you through the process—from strategy to ideation to execution—sharing real insights from real people:
2. A Strategist on AI’s impact on brand thinking
3. A Creative on using AI to push ideas further
4.  A look at how AI is Transforming agency workflows and business.

You’ll get involved, too. Bring your laptop or phone, with an AI tool open (ChatGPT, Perplexity, Gemini, DeepSeek, etc.), and get ready to explore.

• 1h30 of concrete Belgian use case + time for discussions
• A chance to challenge and discuss how marketeers are already integrating AI to build impactful campaigns.
• Understand the foundations shaping the industry as it scales in 2025 and beyond.
• Join us for a real case, with real people – not robots.

The session is led by:

• Naïm Baddich – Creative Director
• Jorinda Hasa – Senior Brand Strategist
• Matthieu Vercruysse – Chief Transformation Officer