Marketing Futures

WELCOME (11:00AM – 11:15AM EST)

The Marketing Futures Committee sits at the crossroads of inspiration and application. We are a collective of marketers, innovators, entrepreneurs, and agency professionals with a single goal -- creating a better tomorrow for our industry.

I. LLMS AREN'T BUILT FOR CREATIVITY. SO WHAT DO MARKETERS DO ABOUT THAT? (11:15AM- 11:45AM)

How creative is AI, really? As generative AI reshapes the creative landscape, marketing leaders face a critical choice: tools that mimic the past, or platforms that unlock new thinking. In this session, Carolyn Murphy, General Manager at Springboards, will talk through how to unlock original and unexpected ideas from AI, why some AI platforms just aren't meant for strategic advertising, and why human creativity matters now more than ever.

Speaker:

Carolyn Murphy, General Manager, Americas, Springboards.ai

II. THE PRACTICE OF INNOVATION: A PREVIEW (11:45AM- 12:00PM)

In 2026, the Marketing Futures Committee will bring the Practice of Innovation to life, providing marketers with a reliable framework to assess and integrate new trends and technology in a thoughtful, strategic manner, all while avoiding "Shiny Object Syndrome." Marketing Futures head Mike Berberich will give an overview of what ANA Members can expect, and some tips and best practices members can start using now.

Speaker:

Mike Berberich, Senior Director of Content Strategy and Marketing Futures, ANA