Georgina Kay
Head of Marketing,
Mash Media
For me, it's about pairing curiosity with capability. AI hasn't replaced creativity in my work; it has amplified it.
I use AI in 3 ways: efficiency, personalisation and data analysis. Such as to analyse complex event data, from session attendance and feedback to call-for-paper trends, to uncover patterns that inform our conference programme and marketing strategy. This allows my creativity to leap from insight, not assumption. For example, AI analysis of attendee behaviour helped reshape multiple theatres and pavilions for Confex 2026
But the human layer is where the real magic happens. I use AI to speed up research, test messaging, and explore new ideas, but the storytelling, humour, and community understanding still come from lived industry experience.
Creative intelligence also means experimenting publicly. Through short-form video, social content and industry talks, I translate emerging tech like AI, automation and data into ideas event professionals can actually use.
For me, AI is only as creative as you let it be. It's the intern that gives us more time to think bigger, connect dots faster, and build experiences that truly resonate with our audiences.
I use AI in 3 ways: efficiency, personalisation and data analysis. Such as to analyse complex event data, from session attendance and feedback to call-for-paper trends, to uncover patterns that inform our conference programme and marketing strategy. This allows my creativity to leap from insight, not assumption. For example, AI analysis of attendee behaviour helped reshape multiple theatres and pavilions for Confex 2026
But the human layer is where the real magic happens. I use AI to speed up research, test messaging, and explore new ideas, but the storytelling, humour, and community understanding still come from lived industry experience.
Creative intelligence also means experimenting publicly. Through short-form video, social content and industry talks, I translate emerging tech like AI, automation and data into ideas event professionals can actually use.
For me, AI is only as creative as you let it be. It's the intern that gives us more time to think bigger, connect dots faster, and build experiences that truly resonate with our audiences.
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