In this episode of The Digital Edge, host Mark Reed-Edwards talks with Tom Williams, Global Creative Director at Incubeta, to explore the evolution of creative in the age of AI. Moving beyond the "prompt engineering" hype, Tom explains why traditional art direction and storytelling remain the essential anchors for high-quality brand creative. From leveraging tools like Veo 3 and Seedance 2 to maintaining brand governance through custom AI frameworks, this conversation explores how to use technology as a creative partner to scale imagination without sacrificing the "human-centric" narrative that drives true consumer trust.

FAQs:

Q: How does creative work differently in the AI age, and how do you set yourself up to have a digital edge? A: Creative has shifted from being limited by budget and time to being limited only by imagination. We’ve moved from taking weeks to visualize a concept to doing it in hours. The "digital edge" comes from treating AI as a creative partner that handles scale and speed, while humans provide the art direction, craft, and storytelling that machines can’t replicate.

Q: Do you find yourself part creative director, part prompt engineer when engaging with these platforms? A: "Prompt engineer" is just a new label for Art Direction. I approach a prompt the same way I would brief a photographer or cinematographer—using technical language about composition, lighting, and mood. You get out what you put in; if you provide a hazy brief to an AI, you’ll get hazy results. Technical skill matters, but the ability to concisely communicate a vision is the real driver.

Q: How do you balance output and performance while keeping the human touch with AI so omnipresent? A: We have to remember that AI is the tool, not the product. Audiences don't like being lied to, and they lose trust the moment a brand uses AI to cut corners or pull the wool over their eyes. We maintain the human touch by using AI to tell "truthful" stories that adhere to physics and realism, ensuring the consumer remains at the heart of the narrative.

Q: If you could share one piece of hard-earned wisdom you’ve learned, what would it be? A: Skills, tools, and technologies can all be learned, but dedication and the drive to push yourself are much harder to teach. Raw talent isn't enough to get ahead in this industry—you have to be humble enough to know when you need to improve and flexible enough to adapt when the world changes. If you work hard and help those around you, you’ll win more than you lose.

In this episode of The Digital Edge, host Mark Reed-Edwards speaks with Stephanie Firth, Senior International Digital Marketing Manager at Cricut, about how marketing is evolving from a click-driven model to one centred on attention. Managing a category-creating brand across 11 international markets, Stephanie explains how marketers can guide algorithms with the right data and creative while still relying on human insight to build meaningful brand connections. The conversation explores how AI is helping teams scale creative, test faster, and adapt to the realities of the “infinite scroll” - while also highlighting the continued value of storytelling, brand understanding, and smarter measurement beyond last-click attribution. The result is a practical perspective on how marketers can balance efficiency, experimentation, and human creativity to drive sustainable growth in an increasingly automated landscape.

FAQs:

Q: How does AI change the role of marketers today? A: The role of marketers is evolving from manually optimizing campaigns to guiding algorithms with the right data, audiences, and creative. AI helps scale testing, creative production, and campaign optimization, but marketers still need to provide the inputs and strategic oversight that allow platforms to learn and deliver results.

Q: How does marketing shift from a click-based economy to an attention-based economy? A: Metrics like click-through rates are no longer the only measure of success. Marketers also need to consider whether their content is capturing and holding attention. Signals such as video view duration, engagement, and time spent interacting with content help determine whether audiences are genuinely connecting with a brand

Q: How does AI help marketers scale creative and experimentation?A: AI can be used to increase the volume and variation of creative assets so teams can test different hooks, visuals, and messages more quickly. This allows marketers to learn faster about what resonates with audiences across platforms and markets, while still maintaining a strong creative strategy.

Q: How does measurement need to evolve beyond last-click attribution?A: Marketers need to look beyond purely last-click measurement and consider incrementality, attribution modeling, and the full customer journey. This helps reveal how different channels contribute to brand awareness, audience growth, and long-term demand.

In this episode of The Digital Edge, host Mark Reed-Edwards chats with Amy Crowther, President, Americas for Incubeta, to explore the evolving landscape of digital marketing. From her career path starting in the UK to leading global strategy in Australia and the US, Amy shares her unique perspective on building agencies that are fit for the future.The conversation dives deep into the intersection of AI and humanity, discussing why true digital transformation requires moving beyond silos toward total connectivity. Amy explains how brands can navigate the "messy starting point" of AI integration by focusing on systems, road-mapping, and foundational data.FAQs:

Q: How do you build an integrated, AI-powered agency fit for the future?A: Building an agency for the future requires a shift away from silos and toward total connectivity. It involves creating a foundation where the "right hand talks to the left hand," integrating media, data, and creative teams. This ensures that AI isn't just a "shiny object" for speed, but a tool used within a clear system and roadmap focused on profitable growth and client-centricity.Q: How does data-driven creative impact digital marketing performance? A: Data acts as a vital feedback loop for creative strategy. By testing specific hypotheses - such as using eye-tracking to determine if faces in ads distract from the product - brands can see dramatic shifts in efficiency. For example, ensuring brand consistency across all assets can lead to a 4x to 6x impact on media performance, while optimizing ad composition based on real-time data can significantly increase engagement rates.Q: Why does human behavior remain the "grounding" element in an AI-driven world?A: While the mechanics of advertising and the tools for buying media have changed, fundamental human decision-making remains the same. People still make choices based on visceral feelings, habits, and nostalgia. Success requires using AI to enhance efficiency without losing the proven storytelling techniques that connect with the human brain and establish long-term brand memory.Q: How do leaders maintain a competitive edge in an industry moved by AI?A: Maintaining a competitive edge means surrounding yourself with deep expertise to keep pace with the rapid rate of innovation in systems and connectivity. It requires a "team-first" mentality, where leaders acknowledge that modern marketing is as much about organizational change as it is about advertising. Success comes from the self-awareness to know where your skills end and where a specialist's expertise begins.

In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Jonathan Greene, Co-Founder and CEO of RocketSource by Incubeta.

Together, they explore the data silos and security risks that can emerge as organizations begin adopting large language models (LLMs). Jonathan explains why the solution lies in deploying enterprise-grade LLMs. By using a secure, private, cloud-based solution such as Gemini Enterprise, businesses can bring their internal knowledge together in one place and support more informed, confident decision-making.

Listen in as they unpack how enterprise LLMs can help break down silos, organize data effectively, and enable a connected “enterprise hive mind” that improves efficiency and collaboration across the organization.

FAQs:

Q: Why are data silos and security risks a concern when using consumer LLMs?A: When employees use consumer LLMs independently, data may become siloed, unorganized, and unintentionally exposed. Without a centralized, secure system, organizations risk leaking information and making disconnected AI investments across teams.Q: What is an enterprise LLM?A: An enterprise LLM is a large language model deployed within a private, secure cloud environment that connects to a company’s internal knowledge and data. It enables teams to query trusted information safely and align around a shared system.Q: What is the foundation of building a competitive advantage with AI?A: The foundation is a well-structured internal knowledge base and organized private data. By documenting processes properly and systematizing data, organizations can deploy AI more effectively and unlock greater value.Q: What is the best approach to future-proofing AI architecture?A: The best way to future-proof AI is to keep your knowledge base and private data within cloud infrastructure you control, then connect different AI models to it as needed. This model-agnostic approach allows flexibility while maintaining security and governance.

Discover how AI is reshaping the future of digital marketing in the first episode of The Digital Edge Season 2. Host Mark Reed-Edwards is joined by Michael Ossendrijver, Chief Growth Officer at Incubeta, for a deep dive into the evolving role of artificial intelligence, human intuition, and integrated marketing strategies.In this conversation, Michael shares why curiosity and rapid experimentation are now essential for marketers looking to stay ahead. Together, they explore how breaking down silos between media, creative, and data can unlock real business value - and why 2026 could be a pivotal year for brands ready to rethink traditional models.Whether you’re a marketing leader, strategist, or simply passionate about digital innovation, this episode offers practical insights into building future-ready marketing that balances technology with humanity.

FAQs:

Q: Why are data silos and security risks a concern when using consumer LLMs?A: When employees use consumer LLMs independently, data may become siloed, unorganized, and unintentionally exposed. Without a centralized, secure system, organizations risk leaking information and making disconnected AI investments across teams.Q: What is an enterprise LLM?A: An enterprise LLM is a large language model deployed within a private, secure cloud environment that connects to a company’s internal knowledge and data. It enables teams to query trusted information safely and align around a shared system.Q: What is the foundation of building a competitive advantage with AI?A: The foundation is a well-structured internal knowledge base and organized private data. By documenting processes properly and systematizing data, organizations can deploy AI more effectively and unlock greater value.Q: What is the best approach to future-proofing AI architecture?A: The best way to future-proof AI is to keep your knowledge base and private data within cloud infrastructure you control, then connect different AI models to it as needed. This model-agnostic approach allows flexibility while maintaining security and governance.

In this Advice Line episode of The Digital Edge with Andy Arnett, we dive into essential best practices for brands navigating the evolving landscape of Google and ChatGPT. Andy shares key insights on how the fundamentals of building trust and authority remain crucial, and why E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is still at the core of Google's algorithms.

Incubeta is a global marketing agency empowering ambitious brands to outperform. With 18 offices worldwide and over 20 years of experience, we partner with leading brands like L’Oreal, ING, M&S, Les Mills, and Hyundai to transform complexity into clarity and deliver sustainable growth with transformative strategies and award-winning execution.

In this episode of The Digital Edge, host Lisa Morton, Marketing Director, sits down with Ash Rain, APAC Client Director at Incubeta, to unravel the mysteries of marketing measurement.They dive into the "gold standard" of measurement—the powerful combination of Mixed Media Modeling (MMM), experimentation, and attribution. Ash explains why you can't just rely on one and how weaving them all together is the key to building an accurate reflection of your campaign investments.

*You'll learn:*

Why "garbage in, garbage out" is the most important lesson for leveraging AI.The critical mindset shift marketing leaders need to make to truly excel.Tangible takeaways for optimizing your approach to measurement and building trust with stakeholders.Tune in to discover how to move beyond basic metrics and start showing the real business impact of your marketing efforts.

*Follow Us*Stay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/3X46SAo*About Incubeta*Incubeta is a global marketing agency empowering ambitious brands to outperform. With 18 offices worldwide and over 20 years of experience, we partner with leading brands like L’Oreal, ING, M&S, Les Mills, and Hyundai to transform complexity into clarity and deliver sustainable growth with transformative strategies and award-winning execution.

Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Damien Bennett, Incubeta’s UK Chief Strategy Officer. Renowned for building sustainable solutions for key digital marketing challenges, Damien explores how businesses can switch up the narrative around marketing - turning it into a business function worthy of investment, rather than a costly ‘must have’.

Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX

Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Vanessa Bolosier, Incubeta’s Creative Strategy Director, and Jessica Hondolero, VP, Creative Solutions at Clinch on The Digital Edge. Both at the forefront of creative execution, Vanessa and Jessica discuss creative solutions that take marketing from a cost center to a profit center - helping businesses grow, accelerate and thrive.

Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX

Join Lisa Morton, Incubeta's Group Marketing Director, as she sits down with Global CEO of Incubeta, Jacques Van Niekerk on The Digital Edge to discuss the key marketing challenges and strategies for sustainable growth in 2025. Discover how to move beyond "Growth at All Costs" and focus on competitive, long-term success. Learn practical tips for marketers to prove near-term results, build equity, and strengthen relationships with finance and leadership. Get insights on the future of digital marketing, the role of AI, and how to "Outperform" expectations. Don't miss this essential conversation for CMOs and business leaders looking to drive tangible business value.

Follow UsStay in-the-know and follow us on:- LinkedIn: https://www.linkedin.com/company/41646 - Facebook: https://www.facebook.com/IncubetaGlobal - Twitter: https://twitter.com/IncubetaGlobal - Instagram: https://www.instagram.com/incubetaglo... - Website: https://bit.ly/42dl7oX