Careers Reimagined: AI and the New Rules of Creative Work

The creative industry is at an inflection point: AI is transforming how work gets done, and with it, how early careers are built. In this session, Alex Cuevas, Head of People at BBH USA, offers a candid, practical perspective on how organisations are adapting and explores what it takes to build a relevant and resilient career in this new landscape.

This session examines why purpose, adaptability and human creativity are now critical differentiators, how AI can act as a creative collaborator rather than a threat, and what leaders truly look for in emerging talent today.

Attendees will leave with guidance on how to position themselves as creative problem-solvers – equipped to build relevance, resilience and impact in a fast-changing, ideas-led industry.

• What does it mean to build a career today in an industry defined by constant change?
• In a world where AI automates tasks, what human capabilities will actually accelerate growth and distinguish creative potential?
• How does the next generation get in and stay ahead in a radically changing industry?