Can AI Help Brands Become Immortal?

As AI becomes part of the creative process, how might it change the way brands express who they are? Can technology learn a sense of taste? Bringing together perspectives from the Royal College of Art, Google, ByteDance and DayBrew, this panel examines what creative judgement might mean as a computational problem. What can machines learn from the decisions a brand makes? Where do human designers remain essential? And does encoding identity allow a brand to evolve—or risk freezing it in time? The conversation will consider what it really means for a brand to endure: how creative intent can be carried across changing teams, platforms and generations; where human designers remain essential; and whether AI can support continuity without turning a living identity into a fixed formula.