Steve Babaeko challenges agencies to focus on creative mastery, not AI access
As conversations around artificial intelligence continue to dominate the global advertising industry, X3M Ideas CEO, Steve Babaeko, has urged agencies to shift their focus away from technology itself and toward the human skills that truly create competitive advantage. Speaking at the inaugural IAA Slam during the 2026 Cannes Lions International Festival of Creativity, Babaeko delivered [...] The post Steve Babaeko challenges agencies to focus on creative mastery, not AI access appeared first on The Sun Nigeria .
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Steve Babaeko challenges agencies to focus on creative mastery, not AI access Why it matters: Research is moving the AI stack right now, and this update helps explain what changed for builders. Source: The Sun Nigeria https://a2zai.ai/bytes/steve-babaeko-challenges-agencies-...
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