Inspiration: Inspiring Minds #2 | Scotland

The Human Story in an AI World

As AI transforms how brands research, create and distribute content, the fundamentals of great storytelling have never mattered more. This Inspiring Minds session brings together three distinctive perspectives to explore how brands can harness new technology without losing the originality, emotion and human insight that make stories meaningful.

Stay cool is still the main rule. 

AI is exciting: it makes any idea possible. But AI is also boring: it won’t have the outlandish idea, it won’t (intentionally) make you laugh, it won’t say something you remember forever. When technology can generate mediocre output at the fastest speed, lowest cost and greatest volume, it’s time for us to be our imperfectly human best. Embrace idiosyncrasies, collaborate selectively, think deeply and take fun seriously. The playing field has been levelled and now misfits have the advantage. Stay weird, stay cool, and let AI be your bitch. 

In the session, Kirsty North, Founder, Fantasticate will cover:

 where to use AI in the creative strategy and concepting process, and where to knuckle down to some good old brain crunching

specific uses of AI in execution and delivery to make small budgets go further

how Fantasticate and Thistly Cross combined human insight, instinct, data and AI to get big returns on a modest investment.

How do you use AI to create impact on something that can only truly be experienced in real life? AI has the potential to create brands, content and engagement – but what is its place in a DTC membership organisation that sells whisky based on individual experience?

Madeleine Schmoll, European Content Manager, The Scotch Malt Whisky Society will explore the tightrope of being a DTC brand in an AI-driven world exploring the unique challenges and possibilities within whisky.

Lloyds Banking Group and Leith will reveal the story behind the McTominay Note and explore how a brand can respond to a defining cultural moment with creativity, relevance and purpose. The session will examine how an iconic piece of Scottish sporting history was transformed into an idea that captured public attention, generated participation and demonstrated the power of timely, emotionally resonant storytelling.

This event is FREE for all Nembers and £85+VAT for non Members. Register now to book your spot.