Generative AI has made almost anything possible on a product page. Customers, regulators and the industry itself are now asking what should be done. This roundtable is built around three questions, each a little more pointed than the last.

What is actually worth generating once we count the full effort behind a convincing image?

What does a shopper need in order to trust a product page, now that disclosure is becoming a legal obligation rather than a choice?

And who is the product page really for, when customers are increasingly sceptical and AI shopping assistants are starting to browse on their behalf?

No prompts, no automation deep-dives, no "AI innovation" talk.

This attendee-led discussion is for those who need to zoom out from all the AI and tech conversation, and focus on the other realities of running a studio - team dynamics, stakeholder alignment, budgeting, creative quality, floorplan layout, and anything else that is top of your mind!

The flow of the discussion is defined live by the group. We'll keep AI out of it (unless it inevitably comes up) and make space for the conversations that don't always get stage time, but matter just as much.

Leading a creative team is hard. Leading it under growing pressure to create more, faster, and for less is harder. Now add the task of honoring a brand's long-standing DNA, customer affinity, and heritage while pushing to modernize and innovate, and it can feel like mission impossible.

Hosted by Thea Ellis, Senior Manager Creative Services at Barbour, a brand where heritage is at the heart of everything, this roundtable is an outlet for studio leaders to share their challenges, trade solutions, and tackle the questions keeping them up at night, in a tight circle of peers who get it.

Join this attendee-led discussion focused on the reality of implementing AI inside organizations.

Across dozens of teams, the same patterns are emerging: workflows aren't designed for hybrid approach, quality is hard to achieve at scale, approvals lag behind production speed, and the legal concerns keep blocking initiatives.

This is a space and time to surface what's actually breaking, share where things are getting stuck, and exchange ways teams are actually making it work.

Digital twins open new creative and commercial possibilities for brands, but they also raise hard questions about consent, likeness, and fair use.

Led by Laura Winson, CEO of the model agency ZBD Talent, this session explores AI from brand, agency, and model sides. How many images can be generated? Which poses are a "yes"? What happens to a digital twin when the contract ends?

In a small group, you'll help shape the contract terms and good-practice standards the industry needs, touching on ethics, data privacy, and diverse talent along the way. You'll leave knowing what agencies will ask before saying yes, and how to work with models and AI in a way that's commercially smart, fair, and built on trust.

Creating beautiful visuals isn't enough to make the studio an equal business partner. It takes working hand in hand with merchandising, e-commerce, and brand, and showing how content moves the numbers.

In this roundtable, studio leaders get candid about what happens where teams meet: late samples, shifting briefs, unclear approvals, and the constant tug-of-war over timelines and quality. Share what's working, what's breaking, and how you're tying your team's work to business metrics.

You'll leave with practical ideas for aligning teams earlier, proving the studio's commercial impact, and turning the studio from a service desk into a strategic partner.

Every brand has its visual language: the way light falls, how a garment drapes, the attitude in a pose. Translating that into AI-generated imagery is a creative skill.

Cristina Calvet, AI Art Director at Pixelz, works with brands worldwide to carry their brand DNA into AI-generated PDP and campaign visuals, and she knows what gets lost, what holds up, and what makes AI output unmistakably on-brand. Get a behind-the-scenes look at how an AI art director actually works, from briefing and building visual references to guiding, refining, and quality-checking AI output. Bring your questions, doubts, and experiments.

You'll leave with a sharper sense of how to protect and extend your brand's visual identity as AI becomes part of the creative process.