AI Is Here. Now What? Insights from an Amazon Creative Studio

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About the Session

AI is everywhere — but how do we use it without losing what makes creative work matter?

Join Jocelyn Chang, Creative Director of Generative AI at Amazon Devices Brand Studio, for an inside look at how one team is navigating the real-world challenges of AI adoption. Learn how they’re building practical frameworks to integrate tools like Adobe Firefly while upholding creative standards, legal requirements, and brand integrity. From early concepts to production-ready content, explore how creative teams can evolve with AI while staying grounded in what makes their work human.  

Key takeaways:

  • How one Amazon team decides when — and when not — to use AI
  • Real-world use cases for Adobe Firefly in concepting and production
  • Approaches to creative, legal, and brand concerns
  • Tactics for upskilling talent and leading sustainable change

Technical Level: General Audience

Category: Generative AI

Track: Creativity and Marketing in Business

Audience: Art/Creative Director, Graphic Designer, IT, Content Manager

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