FQ AI Summit 2026
Creative Review and AI Predictions
How to review creative work for reasons, give feedback that separates taste from fact, and discuss AI predictions calmly.
My notes from attending the FQ AI Summit in New York, November 10, 2026.
Creative judgment and brand work
- What should I ask a customer when the numbers show what happened but not why?Ask Customers About the Decision Your Data Cannot Explain
- What can an AI customer roleplay teach a customer facing employee?Practice One Customer Conversation Skill With an AI Roleplay
- How can past brand work improve an AI brief without copying an old campaign?Choose the Relevant Past Brand Work for an AI Brief
- How can colleagues outside marketing improve a creative brief?Invite Another Discipline to Question the Creative Brief
- What should a brand template include if more people are producing content with AI?A Brand Template Should Show What People May Change
- What should a team do when a creative review ends with a vague no?Clarify a Rejected Creative Direction Before Generating More Options
- What is the difference between a creative decision and an optimization decision?Define What Optimization May Change Inside a Creative Decision
- How do we avoid approving an idea just because the prototype looks finished?Review the Concept Before the Production Quality Persuades You
- What should a creative review ask for besides which version people like?Ask Reviewers for Reasons Before Asking for a Preference
- How do we stop early creative feedback from turning into a final approval debate?Label the Stage of Creative Work and the Question Being Asked
- How can a team protect creative attention during a busy workday?Schedule Protected Focus Time Inside the Work Plan
- How can we consider an experiential idea when our planning model favors established channels?Give an Unfamiliar Marketing Channel a Fair Test
- How do we write a brand guide people can use on cases it doesn't list?Put the Reason Behind the Brand Rule in the Guide
- How should a team organize conflicting feedback on AI assisted copy?Separate Factual Corrections From Taste in Creative Feedback
- How can a brief name an audience and avoid stereotyping people?Set the Reader's Task and the Piece's Limits in the Brief
- How do we keep a collaborative draft from splitting into several final versions?One Editor Owns the Final Revision of a Shared Draft
- What examples should we give an AI writing workflow?Teach an AI Writing Workflow Your Brand With Approved Examples
- How do we keep quick campaign results from deciding every creative choice?Compare Quick Campaign Results With the Longer-Term Outcome
Views on AI from the Ice-T conversation
- How do I learn about AI when I am uncomfortable with parts of it?Try One AI Task and Say Exactly What Concerns You
- What should I ask when the business case for AI sounds inevitable?Map the Business Incentive Behind an AI Proposal
- How can I talk about my value without pretending my job will stay the same?Keep a Record of the Parts of Your Work You Want to Protect
- How should a creative team assess a new AI feature?Try the Creative Tool Before Rebuilding the Creative Process
- What should I do with a prediction that my industry will look completely different?Write a Technology Prediction as a Scenario With a Review Date
- How do I avoid making assumptions about younger customers and AI?Learn What Customers of Different Ages Think of One AI Experience
- What should I still be able to do if an AI tool or phone is unavailable?Build a Backup for the Knowledge You Have Outsourced
- How can a manager talk about new creative tools without discounting years of skill?Acknowledge What Creative Change Costs the Practitioner
- Does interest in an AI generated performance mean audiences no longer value people?How to Read Audience Interest in an AI Generated Performance
- What needs deciding before a team experiments with someone's digital likeness?Review a Digital Likeness as Its Own Assignment
- How do I keep a conversation about AI from becoming either panic or promotion?End an AI Conversation With One Decision Your Team Can Make
- What should I watch for when someone compares AI to photography, synthesizers or navigation tools?Translate a Familiar Technology Analogy Into Questions