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How brands and agencies are leveraging AI for content creation

Artificial intelligence is transforming the creation of advertising and communication content. Discover during this Exchange Community Content how brands and agencies are already using AI to enhance efficiency, accelerate production, and boost creativity.

Exchange Community

Introduction

During this Exchange Community Content on 28 March, we will explore how artificial intelligence is reshaping the creation and production of advertising and communication content for both brands and agencies. How can marketing teams and creative agencies strategically use AI to make their campaigns more effective, agile, and scalable?

Through inspiring and hands-on discussions, we will discover how advertisers and agencies are already integrating AI into their creative processes and workflows. We will also explore how they strike the right balance between automation and creative control. An ideal moment for advertisers and experts to share insights on the practical use of AI.

Confirmed presentations and keynotes :

  • Creative and AI: A Bionic Future – Leon Jacobs, Senior Experience Director, Empathy Lab by EPAM (formerly Emakina)
  • From creation to production of advertising with AI: a practical approach – Gert Pauwels, Creative Director, AdSomeNoise
  • How brands' marketing teams are creating communication assets with AI: Proximus case

Language

The presentations will be given in English.
Participants may ask questions in the language of their choice.

Schedule

On Friday 28 March:
9:30 - 12:00
Gert Pauwels Creative Director at AdSomeNoise
Leon Jacobs Senior Experience Director at Empathy Lab by EPAM (formerly Emakina)

Exchange Community

12:00 - 13:00

Networking with lunch

Speakers

  1. Gert Pauwels

    Gert Pauwels

    Creative Director at AdSomeNoise

    A lifelong advertising enthusiast, Gert Pauwels has worked in strategy, client service, creative direction, and management at BBDO, Leo Burnett, TBWA, Accenture Song, and his own digital startup, Atmosphere. Now at AdSomeNoise, he is on a mission to build the agency of the future—breaking silos and integrating strategy, creativity, development, and media under one roof. With a team of 40+ talents, the agency blends digital expertise with full-funnel marketing to tackle tomorrow’s challenges. For Gert, innovation happens where things are broken—and he’s ready to rethink the industry with those bold enough to join.

  2. Leon Jacobs

    Leon Jacobs

    Senior Experience Director at Empathy Lab by EPAM (formerly Emakina)

    Leon Jacobs is a seasoned creative leader and storyteller, currently serving as Senior Director of Experience Design at EPAM Continuum in Brussels. His career began in advertising, working globally as a copywriter and creative director before expanding into service design—a key component of brand expression. Today, he leads a multidisciplinary team of strategists, writers, designers, filmmakers, and innovation specialists, bringing brands to life through the latest technological advancements. Passionate about making complexity feel accessible and inspiring, Leon blends storytelling and design to craft human-centred solutions that drive meaningful change in an ever-evolving world.

Register

No tickets available.

Prices

The UBA Exchange Communities are privileged moments where managers and experts discuss specific topics to help their brands evolve. Participation is free and exclusive to UBA brand members. Experience sharing is at the heart of these sessions.

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