HOST
London
LOCATION
9
ATTENDEES
Marketing
INDUSTRY
UNITED KINGDOM, OCTOBER 2025 — Creative Leaders Round Table Dinner The Ortus Club in association with Superside, recently held an executive roundtable for modern marketing teams that discussed how Creative Leaders can preserve their artistic vision and scaling creative excellence in the digital era, as technology continues to become more prevalent within marketing. The round table was held in one of London’s finest venues and allowed a group of Senior Marketing Executives the opportunity to discuss finding the right balance between Artificial Intelligence and Human Creativity in the current marketing landscape.
THE SETTING
An Intimate Setting For Meaningful Conversation
This dinner took place in the private dining room of Broadwick Soho. It is an intimate & welcoming environment. The warm red walls & low lighting create a friendly & welcoming atmosphere. The tables are wooden with neat linen, cutlery & a green leather chair. Each detail, from the fresh flowers to the soft light, gives the guests that feeling of relaxation they need, creating a place where they can disconnect, reflect and connect.
The Superside cocktail was delivered with some style, adding a personalised touch to the evening. A supper that was creative in both design and delivery of food, including an Evesham asparagus with truffles and a Hereford beef fillet with peach and vanilla mousse; each dish was created to match the creativity at the table.
Interested to find out how the event was shaped and the work that went behind it?
THE GUESTLIST
Leaders Shaping The Future of Creativity
The executive roundtable consisted of many of London’s biggest marketing brands represented by CMOs, Creative Directors, VP of Brands and Head of Marketing. These marketing leaders came from major technology, media, retail and professional service organisations to share their own experiences and views with respect to the evolution of how creativity is being used in today’s AI-driven marketing environment. The roundtable discussed how the creative process has evolved – not only as a production function but as a critical part of creating brand equity at a time when more use of artificial intelligence (AI) and automation is becoming more common.
Guest List:
- CMOs from leading technology and media companies
- Creative Directors from major retail and lifestyle brands
- VPs of Brand from global professional services firms
- Heads of Marketing overseeing creative strategy and innovation across industries
THE DETAILS
Thoughtful Details That Made The Night Special
The night embodied The Ortus Club’s focus on quality and hospitality. With every aspect of the evening, table settings and the curated menu, intended to provide a welcoming, thoughtful and relaxed environment for everyone to enjoy.
A fun and unique element to the night was the charms made by each guest during the event. Superside partnered with Pup Up Jewellery in London to allow guests to take part in a fun, hands-on experience, creating their own permanent charm bracelets. Each guest had the help of designer Giorgia Trebbi and her team of artisans to guide them through the process and create a personal keepsake representing the blend of craftsmanship and creativity (the central theme of the night).
THE TOPIC
How AI Is Changing Creative Work
The participants were discussing how artificial intelligence was affecting the way creative work and marketing and knowledge sharing are done. The participants did not view AI as something that would replace jobs in the area; they viewed it as tools for creative teams to get through their work faster and at higher efficiency levels. The participants also touched on what new forms of collaboration will look like, the increased need for content, and the requirements to have systems that will allow for larger-scale creativity.
All of the participants were in agreement that in the age of AI should serve as an assistant to the human team, helping with decision making, speeding through some of the laborious tasks, and giving the creative teams more time to develop and plan the creative aspects of a project.
THE INSIGHTS
As shown by the discussion, improving creative performance in the age of AI has nothing to do with developing a relationship between humans and new technologies, but rather how we relate to those technologies. The group of leaders concluded that, in the future, AI will be used to support human creativity, as opposed to replacing it; AI will speed up and simplify tasks, allowing teams to have more time to think about ideas, create stories, etc. They also stated that, today, creativity is involved at all levels of the process of marketing (not only design). In order to really innovate, companies will have to allow their creative departments to take risks and apply AI in ways that encourage and do not limit their imagination.
KEY TAKEAWAYS
- A.I. as a Partner: The participants of this panel agreed that A.I., in its right use, will enhance creativity for people working on teams, not replace the human element of their work. A.I. allows teams to see ideas visually; it can speed up design; and allow marketers to get the idea behind their concept to market quickly.
- Efficiency & Sincerity: While A.I. makes work more efficient, leaders stressed the importance of maintaining a company’s authenticity or “emotional” connection through their brand voice.
- Creative Departments: Strategic Partners: Leaders also stated that creative departments should be viewed as strategic partners (versus just a content production department). For companies to maximize the benefits of A.I. they need to empower their creative departments to experiment, collaborate, and provide a balanced approach to creativity.
- Internal Innovation Barriers: Many of the leaders expressed that many internal rules, as well as the conservative nature of many company cultures, limit the innovative potential of using A.I. Companies will only realize the full value of A.I. by trusting technology and rethinking how they manage creative work.
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