On 29 April 2026, I spoke at the Balkan eCommerce Summit in Sofia. At the Inter Expo Center, on the DELTA CLOUD stage, I gave a presentation in English titled "Scaling Creative Production with AI".
I discussed three challenges familiar to every e-commerce team: always being short on time for photoshoots, constantly needing more photos from a shoot, and consistently having too many graphics to produce at once. For each of these, I demonstrated how AI provides a solution, extending all the way to automating the entire production. My takeaways:
- The industry assumes that AI creatives deliver lower performance. The campaign data I presented shows otherwise.
- AI turns a single packshot into an entire library of creatives. The quality of the brief sets the boundary.
- Automation scales whatever you put into it. A flawed input process results in flawed content on a large scale.
- A creative production system should merge data with brand book guidelines, brand tone, and the expertise of the creative team.
- AI is there to enhance the team's capabilities and complement human skills and talent.
You can find a summary of the session on the Balkan eCommerce Summit website.
Photo: Balkan eCommerce Summit
Slides from the talk
