Everyone’s using AI now. To write, to edit, to speed things up, to “generate ideas”. But let’s be honest: it hasn’t magically made anyone more creative. This session is a straight conversation about what AI is actually doing inside creative work right now. Where it genuinely helps, where it flattens ideas, and where it just creates more noise. We’ll hear from experts in media and content who are using it every day; not in theory, but in real workflows, under real pressure, with real deadlines. And we’ll get into the uncomfortable bit: if everyone has access to the same tools, what actually makes work stand out anymore? No hype. No hand-waving. Just a proper look at what’s changing, and what isn’t.