From craft to code: commercial creative storytelling in the age of AI
About the session
AI is helping teams produce more work, faster than ever. So how do we keep the human connection and emotion that make that work matter?
Jen Dobbie has spent her career at the intersection of creativity and technology, building brands for fast-growing tech businesses. In this session she'll share how she got there. She'll then look at the problem at an architectural level: how to design creative systems that adapt to speed and scale while keeping people and emotion at the centre.
Jen will also share recent case studies, including IKEA, showing what creative thinking can do when it's applied beyond marketing and advertising. She'll bring the perspective of a woman in tech and creator of the Flip the Focus podcast, which brings together founders, funders and leaders in Australian tech.
The session will be conversational, with a moderated Q&A throughout and open questions from the audience at the end.
Bring your questions
This session is built around you. When you register, please share the question you'd most like Jen to answer. We'll open with a few prepared questions, then hand over to the audience. Some ideas to get you thinking:
Where should AI sit in the creative process, and where should humans stay firmly in charge?
How do you keep brand consistency and quality when AI lets teams produce far more content?
What does "creative excellence" look like when anyone can generate content in seconds?
How should creative teams build AI capability and confidence without losing their craft?
How do you brief, review and judge AI-assisted creative work?
What skills will matter most for copywriters, designers and creative leaders in the next few years?
How do you make the business case for investing in craft when AI promises cheaper and faster?
Key takeaways
A practical way to think about the balance between human creativity and AI tools in commercial creative work
Where AI adds real value across the creative workflow, and where human judgement still makes the difference
How to protect craft, quality and brand consistency while increasing speed and volume
What great commercial storytelling looks like in an AI-accelerated environment
Ideas for building creative capability and confidence in your team as the tools keep changing
About Jen Dobbie
Creator and Host, Flip the Focus Podcast
Jen combines leadership, content and design judgment, and commercial discipline to raise quality, improve consistency, and make it easier for teams to deliver work that performs.
Jen is one of fewer than 10% of Creative Directors in Australia who are women. She created and hosts Flip the Focus, a LinkedIn Must Listen podcast now in its third season, which brings together funders, founders and leaders in Australian tech. She has won more than 20 global awards for creativity, strategy and content, and speaker and mentor at SXSW Sydney. She was also the inaugural recipient of the AdNews Golden Hammer award as a Champion for Change in Creative Tech.
She recently started as Director, Digital Creative Excellence & Capability at Telstra.
Past AIMG APAC speakers:
David Berkowitz, Fractional CMO, AI Marketing Strategist - Founder of AIMG
Guneet Singh, Marketer at Google, Microsoft and Samsung: NotebookLM Masterclass
Siok Siok Tan, Award-winning filmmaker, innovator and bestselling author or "AI for Humanity" discussing Discover Human-AI Symbiotic Intelligence (HASI)
Treasury Wine Estates - How Treasury Wine Estates is Transforming the Wine Industry with GenAI
Sidi Lemine - Founder of Jade Kite - Upgrading AI moderated qualitative research with AI Emotional Recognition
AI Growth Academy - Kathrine & Steven Toms, AI Search: How to stay visible in 2026
She Is AI - Amanda Jeffs - Founder and CEO, From Chaos to Clarity: Designing Future-Ready Marketing Cultures in the Age of AI
AI Her Way - Dr Nici Sweaney - Gender Equity in the AI-Driven World
Praveet Kochhar - Co-founder & CPO of KOGO Tech Labs, The Future of Work is Autonomous
Caroline McCarten, founder & CEO - yourfilm, Human in the Frame: AI-Generated Video, Human-Led Content, and Why the Difference Matters
Gurleen Khurana, Co-Founder and CEO of SimplifyGenAI, Build your own marketing agent: a live, hands-on session for SEO, content and email