Event Recap: Tobias Lööf, VP Product at the Biggie Summit

AI isn’t just another tool in the creative toolkit –  it’s changing the very rules of advertising. At this year’s Biggie Summit, our VP of Product, Tobias Lööf, took the stage to explore one of the most exciting shifts in the industry: how AI is reshaping creativity.

His session highlighted how artificial intelligence is not only accelerating processes but fundamentally transforming how creative work is imagined, executed, and evolved.

Time back for ideas

For too long, much of creative work has been consumed by tasks that don’t feel very creative at all, resizing assets, formatting for platforms, following up on approvals. These are the jobs that keep campaigns moving, but they also drain time and energy away from strategy and imagination.

AI is now changing that equation. With the ability to generate dozens of concepts in minutes, automate production, and streamline coordination, teams can finally shift focus back to ideas and storytelling. “This is about giving creatives time back to think, and that’s where the magic happens,” Tobias explained. The true impact isn’t just efficiency, it’s the return of space for inspiration.