On 9 June 2026, I took part in the "AI jako katalizator zmian: nowa era strategii i kreatywności w reklamie" panel, organised by AdScool together with IAB Polska. The conversation was moderated by Jarosław Kuźniar, and the panel also included Olga Adamkiewicz (RTV EURO AGD), Aleksandra Gawlas-Wilińska (Henkel Consumer Brands) and Olgierd Cygan (Future.Company).
What I talked about:
- It is worth starting the conversation about AI in a company with early adopters, who "nie zawsze są na tych najwyższych poziomach, tylko są często najniżej". They experiment and look for improvements themselves, making it worthwhile to invite them to discussions.
- Starting only from the top and imposing solutions creates resistance among people. It is better to invite them to collaborate, show them there is a safe space for mistakes, and explain which company data we keep out of the tools.
- Before moving on to strategy, it is worth analysing the AI Act, because in marketing "będziemy musieli oznaczać te treści". Then, we need to establish the rules for using AI and ensure people feel secure, focusing on the benefits of automation to replace fears like "zaraz nas zwolnią".
- Models are trained on general data. Customising a model to my needs usually takes me two or three days, because our taste and approach have to be added to it first.
- When asked how to win when everyone has the same tools, I answered: "Cały czas człowiekiem". A lot of work can be automated, "ale najpierw to człowiek decyduje, jak to powstaje i co chcemy uzyskać".
The full recording is available below, and you can find the event description on the AdScool website.
Frame from the AdScool panel broadcast