With two keynotes and a live creative brief, the event showcased how client needs, designer insights, and AI tools combine to deliver extraordinary results.
An Evening of Creativity and AI in London
On September 25th at 6pm, Rhapsody hosted an exclusive evening in the heart of London, bringing together 30 industry leaders and creatives to explore the evolving role of AI in content creation. The event featured two inspiring keynotes and a live creative brief solved on stage, offering guests an inside look at how the intersection of human creativity and artificial intelligence is shaping the future of marketing and storytelling.
The Human Layer: Built with AI, Redefined by Us
The evening centred around the importance of the human layer in creative content creation. While AI offers speed, efficiency, and the ability to scale like never before, it is the human element that ensures content remains authentic, emotionally resonant, and strategically aligned.
Alexander Woellwarth, Vice President of AI at Rhapsody, delivered a keynote entitled “The Human Layer. Built with AI. Redefined by Us”. He emphasised that AI should never be seen as a replacement, but rather as a collaborator:
AI has the power to accelerate content production, but it’s people who bring meaning, emotion, and direction. The most impactful creativity happens when technology amplifies human imagination, not when it tries to replace it.
— Alexander Woellwarth, Vice President of AI at Rhapsody
AI for Peak Season: Faster, On-Brand Assets at Scale
For brands heading into Black Friday and Christmas, AI unlocks rapid, on-brand content adaptation without sacrificing quality. Product visuals can be re-styled for different audiences and channels in minutes; headlines and offers can be versioned for A/B testing; and localisation, sizing, and format changes can be automated across retail media, paid social, CRM, and ecommerce placements. The result is a shorter path from brief to market, with teams spending more time on offer strategy and conversion and less time on repetitive asset production.
AI-driven content creation lets retail brands focus on what matters most in peak season sales and delivery instead of getting stuck in the grind of asset preparation. We can turn one strong idea into a complete set of channel-ready visuals and copy, fast, while staying true to brand guidelines. And it’s not too late, there’s still time to stand up high- impact Black Friday and Christmas campaigns that look great, land clearly, and ship on schedule.
— Chad Gomez, Chief Revenue Officer at Rhapsody
From Brief to Brilliance: The Creative Process in Action
Attendees were treated to a live demonstration of how Rhapsody approaches AI-powered creativity. The journey began with a client brief, followed by consultations and probing questions from the creative design team to uncover deeper insights. These ideas were then translated into live AI prompts, refined and iterated in real time. Finally, the results were given human finishing touches, ensuring the work carried both impact and emotional resonance.
It was clear from the energy in the room that people were eager to experience what AI can do for creativity. Our team was working live during the event to show how these tools enable fast starts and quick ideation on challenging creative briefs. For Rhapsody, utilising AI tools is all about enabling our creatives to get the shortest possible route between the vision in their mind and the execution of that idea for the client.
— Jamie Bitmead, Creative Lead at Rhapsody
The Live Creative Brief: From Idea to Impact
One of the evening’s highlights was a live creative brief solved on stage in real time. The challenge: make the iced coffee cup the hero, guided by the mood of a confident, vibrant, urban red-haired girl. The goal was to capture her holding and smiling with the drink across varied settings and creative angles, alongside bold, youthful product- only shots that placed the cup in aspirational, lifestyle contexts.
The process unfolded step by step and we’ve captured it below in a carousel of images that mirrors the creative journey. From the initial briefing, to the designer consultations and deep questions, through rounds of live prompting and iteration, every frame shows how human direction shaped the output.The final slide reveals the striking result: a red-haired girl sipping confidently from the iced coffee cup: a bold, vibrant, and youthful image that proves what’s possible when human creativity and AI capability work hand in hand.
For more information visit www.rhapsodymedia.com.
