Limited access — Attendance is curated
Creative
Executives
Summit
The AI Shift
The exclusive gathering for Senior Creative and Studio Operations Leaders navigating the shifting industry of e-commerce content creation.
Walk Away Ready to Lead
Establish Authority
Return with the industry-wide perspective needed to become a grounded AI voice inside your company.
Drive Results
Identify where to focus your AI efforts to boost speed and output without losing the human touch.
Lead Change
Gain the clarity required to guide your team through the AI shift with confidence and a steady hand.
Learn Directly From Global Leaders
Connect with a curated group of senior leaders who are navigating the exact same high-stakes challenges.
2025 Summit Highlights
Last Year’s Success
Last year’s debut summit exceeded every expectation. We’re carrying that same energy and expertise into our next chapter.
Satisfaction Score
4,9/5
The Network
"It’s great to have an event like the summit where you can connect with people like me who face the same challenges — that’s incredibly valuable.”
Melody Deas-Watson — Head of Studio, Bash
The Attendee Experience
Who Attended
Agenda
Program Overview
Across three days, you’ll experience a steady rhythm of sharp industry sessions, social activities, and intentional downtime. It’s a balance designed to give you the space to observe, the insights to lead, and the time to build real connections over curated dinners.
The Program is in development.
May 11, 2026
Day 1
The ticket for attending the summit includes a two-night stay in one of Camp Lucy’s luxurious guest rooms. Check-in is open between 15:00 and 17:00, giving you time to settle into your accommodation and collect your event credentials so you are fully prepared for the summit.
Stop by for a drink and casual conversation. An optional gathering designed to help you build connections within the community before we start.
Gather for our opening meal. Enjoy a curated dining experience while setting the stage for the days of innovation ahead.
May 12, 2026
Day 2
We’ll begin by setting the stage for the summit, laying out the core themes and the road ahead for our days together.
Chris Duffey is a globally recognized AI product and platform leader responsible for the design, governance, and scale of enterprise AI systems where alignment, trust, and market impact converge. At Adobe, he is accountable for AI system behavior across product strategy, platform evolution, and go-to-market, supporting AI platforms used by millions of users and thousands of enterprises worldwide. Adobe Firefly has generated more than 27 billion model generations in two years, driving enterprise adoption of AI platforms with institutional impact.
Culture moves fast. Customer expectations move even faster. In this keynote, Matthias Haase shares how teams can rebuild content operations for this new pace, using AI to turn signals into content decisions and content decisions into measurable impact.
AI-enhanced imagery, video, and 3D formats can make product stories more relevant and personal, helping customers find what they love while driving stronger engagement.
Matthias Haase will unpack Zalando’s journey in scaling these formats:
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where AI adds real value
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why human judgement is still essential
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and how to move quicker without losing customer trust.
Some content looks right. The stronger work lands right. In AI production, the real advantage is not only speed. It's the ability to respond to the moment while staying on-brand.
Built around a recent cross-channel activation, this talk shows how trend relevance, brand language, and performance can move as one.
When Doug McMillon (CEO of Walmart since 2014) stepped down recently, he did not have bad numbers or a crisis of confidence on his hands. Instead, he cited that a whole new breed of leadership was required to take the business to agentic commerce. With Gen AI lending itself so strongly to creative content production, the new question for Studio, Creative & Agency leaders is now clear: Exactly what kind of leadership is now needed to steer teams to scalable agentic AI automation?
In this session, drawing on some early wins and losses within the ever-subjective world of fashion, Nick Goodchild will try to answer that very question using specific examples across the following:
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From Operational Commander to Systems Thinker
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From Approving Outputs to Approving Inputs
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Human & Agentic AI Orchestration – including structures and managing C-Suite
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Decision Velocity vs. Disagree & Commit – the new AI mindset for agency and studio teams
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“Will I lose my job?” – how to convince the team and answer that difficult question with conviction
Join Nick as he unpacks why tech is not the difficult bit and how empathetic leadership is now more necessary than ever.
This is your time to connect with the estate and your peers on your own terms.
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Creative & Heritage: Watercolor Class and History Tour.
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Adventure & Sport: Archery & Hatchet Throwing, Guided Hiking, Fishing, and Outdoor Sports.
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Connections: Our Coffee Lounge is open all afternoon—the perfect setting for focused 1:1s and new connections.
*Activities are subject to minimum participation, and the final selection will be confirmed closer to the event.
Gather with your peers and enjoy a seasonal menu crafted by the in-house culinary team, using local ingredients to create the perfect setting for meaningful conversation and connection.
May 13, 2026
Day 3
Get an active start to the day. Join a Sunrise Walk to explore the trails or join an inspired Yoga & Meditation class to get energized. It’s an informal way to enjoy nature and prepare for a productive day ahead.
*Activities are subject to minimum participation, and the final selection will be confirmed closer to the event.
AI is no longer a future bet. The challenge now is proving where it delivers real business value.
In this session, Nicolas Griffioen shares how AI is being used in production today to reduce costs, maintain performance, and unlock new revenue opportunities through localization. From swapping high-cost production without impacting sales, to driving measurable lifts through culturally relevant content, this session focuses on what actually works.
He will also unpack the practical realities behind the scenes, including how teams are balancing AI with traditional production, and how they are addressing concerns around product accuracy, fit, and return rates.
A clear, experience-driven look at how to move from experimentation to proven impact.
A candid discussion with senior creative operations, studio, and content leaders who are past experimentation and into real implementation. We’ll explore:
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Where AI is delivering measurable impact today
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Where it’s not living up to expectations
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The internal change management required to make AI stick
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What surprised them most once tools hit production
- Breakout A: Change Management & Creative TrustBringing teams along without eroding culture or confidence.
- Breakout B: From Tools to PlatformsIntegrating AI into real systems, not isolated experiments.
- Breakout C: Governance, Guardrails & OwnershipWho owns what when AI enters the workflow, and why it matters.
- Breakout D: AI & Content Strategy: Create Once, Use Everywhere (For Real)A conversation about how AI is changing upstream content strategy, not just execution. Focused on editorialization, modular content, reuse across channels, and where strategy needs to evolve before production starts.
- Breakout E: Where AI Shouldn’t Be Used (Yet)A deliberately contrarian session focused on restraint. Leaders share where AI introduced risk, degraded quality, or created rework, and how they decided to pull it back.
Session details coming soon.
A working session that helps attendees translate summit insights into action:
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Where to focus first
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What to deprioritize
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How to sequence change without disruption
Participants leave with a clear, realistic next-step roadmap.
We wrap up the summit by distilling the most important insights. The session and the summit will conclude between 15:00 and 15:30.
Speakers
Chris Duffey
Head of AI Innovation & Strategy
ADOBE
Keynote
Matthias Haase
VP Content Solutions
ZALANDO
Keynote
Nick Goodchild
VP, Global Brand Transformation
TOMMY HILFIGER
Speaker
Ali McLeod
VP, Product Content & Innovation
SAKS GLOBAL
Panelist
Clair Carter-Ginn
Partner
FORECAST AGENCY
Panelist
Heidi Tuneberg
Former Senior Director, Production & Business Affairs
BEST BUY
Panelist
Nicolas Griffioen
Former New Tech & AI Lead
G-STAR RAW
Speaker
Joann Gambino
Head of Photo and Video Studio Production & Operations
OLD NAVY
Facilitator
Jon Till
Group Studio Director
DEBENHAMS GROUP
Speaker
Elliott Quashie
Lead Motion Designer
DEBENHAMS GROUP
Speaker
Torsten Orendt
CEO & Founder
ORENDT STUDIOS
Speaker
Tobias Beckert
Director, New Business
ORENDT STUDIOS
Speaker
Joseph Lamb
Principal / Owner
LAMB MAKES IT LLC
Panelist
Thomas Kragelund
CEO & Co-Founder
CREATIVE FORCE
Speaker
Tejs Rasmussen
CTO & Co-Founder
CREATIVE FORCE
Speaker
Eric Fulmer
CEO
SHOTFLOW
Speaker
James Lewis
Director of Consulting
CREATIVE FORCE
Speaker
Coming Soon
Chris Duffey
Head of AI Innovation & Strategy
ADOBE
Keynote
Matthias Haase
VP Content Solutions
ZALANDO
Keynote
Nick Goodchild
VP, Global Brand Transformation
TOMMY HILFIGER
Speaker
Ali McLeod
VP, Product Content & Innovation
SAKS GLOBAL
Panelist
Clair Carter-Ginn
Partner
FORECAST AGENCY
Panelist
Heidi Tuneberg
Former Senior Director, Production & Business Affairs
BEST BUY
Panelist
Nicolas Griffioen
Former New Tech & AI Lead
G-STAR RAW
Speaker
Joann Gambino
Head of Photo and Video Studio Production & Operations
OLD NAVY
Facilitator
Jon Till
Group Studio Director
DEBENHAMS GROUP
Speaker
Elliott Quashie
Lead Motion Designer
DEBENHAMS GROUP
Speaker
Torsten Orendt
CEO & Founder
ORENDT STUDIOS
Speaker
Tobias Beckert
Director, New Business
ORENDT STUDIOS
Speaker
Joseph Lamb
Principal / Owner
LAMB MAKES IT LLC
Panelist
Thomas Kragelund
CEO & Co-Founder
CREATIVE FORCE
Speaker
Tejs Rasmussen
CTO & Co-Founder
CREATIVE FORCE
Speaker
Eric Fulmer
CEO
SHOTFLOW
Speaker
James Lewis
Director of Consulting
CREATIVE FORCE
Speaker
Coming Soon
Chris Duffey
Head of AI Innovation & Strategy
ADOBE
Keynote
Chris Duffey is a global AI leader at Adobe, driving the strategy behind Adobe Firefly, which has powered over 27 billion model generations. His work focuses on building trusted, enterprise-grade AI that transforms how brands create and scale content at velocity.
Matthias Haase
VP Content Solutions
ZALANDO
Keynote
Matthias Haase is VP Content Solutions at Zalando. Together with his team, Matthias is responsible for delivering best in class content experiences for Zalando’s customers. He oversees Zalando’s own onsite content production as well as Zalando’s Style Creator Program, Content- Curation, Localisation & Tech. Matthias started his Zalando journey leading the Zalando Studios and has then taken over the restructured unit after leading the Creative & Campaign Management at ZMS Creative, part of Zalando’s 360° marketing unit Zalando Marketing Services (ZMS). Before starting at Zalando, Matthias worked at UFA and Stargate Studios and led his own marketing agency. He studied at the German Film School Elstal.
Nick Goodchild
VP, Global Brand Transformation
TOMMY HILFIGER
Speaker
Ali McLeod
VP, Product Content & Innovation
SAKS GLOBAL
Panelist
Clair Carter-Ginn
Partner
FORECAST AGENCY
Panelist
Heidi Tuneberg
Former Senior Director, Production & Business Affairs
BEST BUY
Panelist
Nicolas Griffioen
Former New Tech & AI Lead
G-STAR RAW
Speaker
Joann Gambino
Head of Photo and Video Studio Production & Operations
OLD NAVY
Facilitator
Jon Till
Group Studio Director
DEBENHAMS GROUP
Speaker
Elliott Quashie
Lead Motion Designer
DEBENHAMS GROUP
Speaker
Torsten Orendt
CEO & Founder
ORENDT STUDIOS
Speaker
Torsten Orendt is the founder and CEO of Orendt Studios, one of Europe's leading providers of content production. Together with his team, he develops data-driven, visual content for well-known names in the fashion industry, such as Hugo Boss, Puma, and Zalando - from photo and video productions to CGI, virtual production, and AI-Solutions.
Torsten Orendt started as a one-man photo studio in 1999. Today, Orendt Studios has grown into an international player with 250 employees at several locations in Europe.
Tobias Beckert
Director, New Business
ORENDT STUDIOS
Speaker
Tobias works at the intersection of digital content, brand strategy, and AI-powered production. He built K.I.N.D. within Orendt Studios and leads it as Director, overseeing product development, go-to-market strategy, integration, and consulting for AI-driven content solutions. He enables companies to build scalable content systems that combine efficiency, editorial quality, brand relevance, and commercial impact, while driving the transformation from conventional to AI-powered content operations.
Joseph Lamb
Principal / Owner
LAMB MAKES IT LLC
Panelist
Thomas Kragelund
CEO & Co-Founder
CREATIVE FORCE
Speaker
Tejs Rasmussen
CTO & Co-Founder
CREATIVE FORCE
Speaker
Eric Fulmer
CEO
SHOTFLOW
Speaker
James Lewis
Director of Consulting
CREATIVE FORCE
Speaker
Coming Soon
Summit Archive
Highlighted Sessions From Past Summits
Keynote
Unlock the Power of AI and Creative Thinking for Your Business
Panel
From Pilot Projects to Enterprise Scale: Lessons from AI's Early Adopters
Keynote
Inside Tommy Studio's AI Taskforce
Workshop
AI Innovation Showcase
Venue
Camp Lucy, Austin
The program sets the stage, but the experience goes further. Keynotes and tactical clinics take place at Ian’s Chapel at Camp Lucy, a world-class venue in the Texas Hill Country, located just 40 minutes from Austin-Bergstrom International Airport.
The setting is a deliberate part of the summit. Insights move from the session rooms to the outdoor spaces, where discussions continue over shared meals. It is a grounded environment designed for stepping away from the daily agenda to focus on the future of creative operations.
Accomodation
Accomodation
Your summit pass includes a two-night stay from Monday, May 11, to Wednesday, May 13, 2026.
You will be hosted in one of Camp Lucy’s luxurious overnight lodging options, situated directly on the estate to keep you close to the sessions and networking.
We have bought out all guest rooms exclusively for this summit to ensure our group remains together throughout the experience.
Please note that we cannot guarantee a specific room type or location in advance.
Location
Location
Camp Lucy,
3509 Creek Road,
Dripping Springs,
TX 78620
Nearest Airport:
Austin-Bergstrom International Airport.
Official
partners
