The day opened with a strong policy lens, grounding the conversation in the rapidly evolving EU regulatory landscape. Participants heard directly from Werner Stengg, Cabinet Member to Executive Vice-President Henna Virkkunen at the European Commission, and Nathalie Vandystadt, Lead Coordinator for Communication and Outreach at the EU AI Office. Their insights set the tone for an informed and constructive dialogue on the AI Act, enforcement, and what “regulation-ready” innovation means in practice for agencies operating across borders. Attention then turned to how AI is already transforming creative workflows and competitive advantage.
Afternoon keynotes from Tracey Pilon, EMEA & LATAM AI Acceleration Director at Microsoft, and Caio Franchi, Head of Creative Works, Northern Europe at Google, explored how agencies can move beyond experimentation to embed AI responsibly into everyday practice. A clear takeaway emerged: what once felt like a future trend is now a real differentiator for agencies ready to embrace change.
Creativity took centre stage in a session on storytelling and production, with filmmakers Mac Chakaveh and Andy Hart sharing how AI is being used as a creative partner in cinema. Their perspectives offered powerful parallels for the communications industry, challenging assumptions about authorship while reaffirming the irreplaceable role of human vision.
The day concluded with a dynamic AI Roundtable on Agency Perspectives, chaired by Andie Garford-Tull, and featuring leaders from Publicis Groupe, WPP Media, Acxiom, pastel, and Heartificial Intelligence. The discussion reinforced a shared conviction: putting people first in AI conversations is essential to unlocking better creativity, smarter innovation, and sustainable business value.
To close the gathering, participants visited the FARI AI for the Common Good Institute, where cutting-edge research and real-world testing demonstrated how AI can be developed responsibly, transparently, and with societal benefit at its core.
With this AI Hub Gathering, EACA reaffirmed its role as a platform where policy, practice, and creativity meet—helping agencies across Europe navigate AI with confidence, responsibility, and ambition.