TLDR: Laurent Thevenet, Head of Creative Technology, APAC at Publicis Groupe, is set to deliver a keynote on ‘Automated Imagination’ at the Content Marketing Summit 2025 in Seoul. His session will explore how AI agents are transforming creative processes, shifting the focus from AI for efficiency to AI as a growth engine, and redefining the role of creatives as ‘architects’ of intelligent systems.
Seoul, South Korea – Laurent Thevenet, the esteemed Head of Creative Technology, APAC at Publicis Groupe, is slated to be a prominent speaker at the Content Marketing Summit 2025, taking place in Seoul from August 19-20. Thevenet’s highly anticipated session, titled ‘Automated Imagination,’ promises to delve into the transformative impact of artificial intelligence on the creative industry, particularly how AI agents are shaping intelligent creativity.
During his address, Thevenet will articulate a significant paradigm shift among C-suite leaders, moving beyond the conventional use of AI for mere efficiency gains towards leveraging it as a powerful engine for growth. This evolution, he posits, fundamentally alters the mandate for every creative professional. According to Thevenet, the creative landscape is rapidly entering an era of ‘automated imagination,’ where AI agents are no longer just tools but active collaborators in the intricate processes of idea generation and execution.
His presentation will illuminate how these intelligent agents empower marketers and creatives alike, fostering a synergistic blend of technology, craftsmanship, and storytelling to unlock unprecedented avenues for growth. Thevenet challenges the prevailing notion that the primary skill for creatives lies in crafting clever sentences for text prompts. He asserts, “The idea that our primary skill as creatives is writing clever sentences into a text box is already becoming obsolete. A well-crafted prompt will always have value, but the most valuable skill is no longer ‘prompting’; it’s stepping into the role of a creative architect who orchestrates multiple AI agents. The next frontier is ‘agentic systems’ – a dialogue between architect and AI agents. This has profound implications: in a world of augmented imagination, what is our responsibility and ultimate value as an industry?”
The session will further elaborate on the necessary steps creators must undertake to evolve into these ‘creative architects,’ providing real-world examples of agentic systems in action. Thevenet is also expected to unveil a strategic roadmap designed to reshape content marketing, emphasizing the critical intersection of human intuition and autonomous intelligence.
The Content Marketing Summit 2025 marks its 10th anniversary, serving as a pivotal platform for exploring the creative forces that are redefining storytelling, music, and entertainment on a global scale. Hosted in Seoul, recognized as the epicenter of the K-wave and K-content phenomena, the summit will also explore how modern marketers are pioneering innovative methods for creating engaging content. The event’s program includes a full-day tour immersing attendees in Seoul’s dynamic K-content scene.
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Laurent Thevenet brings over two decades of experience as a creative technology leader, operating at the nexus of art, data, and engineering. His extensive career includes delivering large-scale digital campaigns, products, and physical installations across the APAC and Middle East regions for a roster of global brands such as Nike, Uber, Google, Netflix, YouTube, Telstra, Toyota, Heineken, and Honda. His groundbreaking work has garnered significant recognition at numerous regional and global award shows.
