Disrupting the Narrative - AI and the New Storytelling Frontier

Generative AI is transforming how all industries create content and connect with audiences. As consumer expectations shift towards immersive, personalised and adaptive environments, conventional development and advertising approaches, often disruptive by design, are losing their relevance. The priority now is to build dynamic, cost-effective real-time digital spaces that can support continuous, meaningful engagement. How does generative AI enable the creation of photorealistic game environments and branded experiences faster and more affordably than traditional methods? What technical and creative challenges must be addressed to integrate branded content into games, making the engagement feel more relevant not disruptive to the player’s experience? What strategic changes do brands need to make to keep pace with a new generation of AI-powered, in-game experiences across multiple platforms - from content and trademark controls to user protection? What does this mean for the future of the game makers, publishers, agencies and advertisers – how are roles evolving and what do we need to prepare for now?