In this conversation, Ian Paget and Stef Hamerlinck discuss the evolution of brand building, the integration of AI in branding, and the significance of mascots. Stef shares his journey from graphic design to brand strategy, emphasizing the role of AI in enhancing creativity and efficiency in brand marketing. They explore the process of creating mascots, the importance of character design, and how brands can leverage AI tools to generate engaging content. The discussion highlights the future of branding, where creativity and technology converge to create memorable brand experiences.