Sep 9, 2026 · 25 min · 10 segments
In this Cannes special episode of Future Proof, Dr. Nicki Morley is joined by Marcella Wire, VP Marketing Denmark at Carlsberg Group, to explore how AI is changing the way brands innovate. From…
Marcella WireGuest
Nicki MorleyHost
So definitely I see, I, I did a talk a while back, and I, I just made a sentence.
I was like, for me it's AI is a brush, and the human will continue being the artist.
You need to stay in control, but it will allow you to do things you wouldn't be able to do without it.
I think it's opening a lot of doors, but you still need to figure out what makes sense to go through, when not to.
It can help you synthesize data, but you still need the critical thinking that sometimes could get lost on the way.
So I think it's how do you balance to use it for the things where it enables, but still never lose the humanity.
'Cause I think AI is also, everything will become very bland, and everything will become the same.
And I think in innovation, in branding and marketing, like you want, you want to make something that is unique, that is differentiated, and then you need the human touch.
So definitely I see, I, I did a talk a while back, and I, I just made a sentence.
I was like, for me it's AI is a brush, and the human will continue being the artist.
You need to stay in control, but it will allow you to do things you wouldn't be able to do without it.
I think it's opening a lot of doors, but you still need to figure out what makes sense to go through, when not to.
It can help you synthesize data, but you still need the critical thinking that sometimes could get lost on the way.
So I think it's how do you balance to use it for the things where it enables, but still never lose the humanity.
'Cause I think AI is also, everything will become very bland, and everything will become the same.
And I think in innovation, in branding and marketing, like you want, you want to make something that is unique, that is differentiated, and then you need the human touch.
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3 of 7
Six Months Becomes Three Days
AI is already compressing months of work
AI Is the Brush
AI is a tool, not the decision-maker
AI's Sameness Problem
AI speeds innovation while creating dangerous sameness
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