In this conversation, Alex Griffiths, Sr. Customer Success Director at Celtra, sits down with Dan Hunt, Creative Automation Centre of Excellence Lead at ICP, to unpack how brands are really dealing with creative scale today. They discuss the growing pressure to produce more content across more channels, why creative operations often become the bottleneck, and what teams overlook when introducing automation or AI into existing workflows.
Dan shares ICP’s perspective on diagnosing production challenges beneath the surface, distinguishing between when automation is the right answer and when AI genuinely adds value, and why governance, templates, and upstream planning matter more than chasing the latest tools. The conversation also covers real examples of workflow transformation, from enabling local market teams to reducing production friction through better structure and collaboration.
