Perla Bloom
Global Marketing Strategist, Sr Manager,
Expedia Group
My work sits at the intersection of culture, creativity and technology, so I see AI less as a tool for automation and more as a way to expand creative innovation.
Through my newsletter Culture Meets What's Next, I regularly decode cultural signals shaping tomorrows brands, from the shift from campaigns to world-building, to how brands increasingly operate as ecosystems of content, experiences and IP. AI helps accelerate this exploration and I use it to synthesise cultural signals, interrogate audience behaviour and explore multiple creative directions quickly, allowing more time to focus on the human work of meaning-making.
In practice, this means pairing AI-powered insight with creative instinct and taste. AI can surface patterns across culture at speed, but creativity comes from connecting those signals into ideas that feel culturally relevant and emotionally resonant.
This approach has shaped work ranging from launching global gaming IP such as Battlefield 2042 to developing entertainment-led destination storytelling like Local Lens for Panama's Destination Marketing Organisation.
For me, creative intelligence isn't about replacing imagination with algorithms, but about using AI to widen the landscape of possibility, while human creativity decides and shapes which ideas truly deserve to exist in culture.
Through my newsletter Culture Meets What's Next, I regularly decode cultural signals shaping tomorrows brands, from the shift from campaigns to world-building, to how brands increasingly operate as ecosystems of content, experiences and IP. AI helps accelerate this exploration and I use it to synthesise cultural signals, interrogate audience behaviour and explore multiple creative directions quickly, allowing more time to focus on the human work of meaning-making.
In practice, this means pairing AI-powered insight with creative instinct and taste. AI can surface patterns across culture at speed, but creativity comes from connecting those signals into ideas that feel culturally relevant and emotionally resonant.
This approach has shaped work ranging from launching global gaming IP such as Battlefield 2042 to developing entertainment-led destination storytelling like Local Lens for Panama's Destination Marketing Organisation.
For me, creative intelligence isn't about replacing imagination with algorithms, but about using AI to widen the landscape of possibility, while human creativity decides and shapes which ideas truly deserve to exist in culture.
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