Celeste Booth is Head of Creative Operations at Superside, where she leads the design of scalable systems for complex creative delivery across workflows, tooling, planning and governance. With a background in agile planning, delivery operations and operational strategy, she focuses on how AI is reshaping creative work and the operating models behind it.
Most enterprise creative teams have added AI to their workflows. In many cases, though, the underlying workflows have barely changed.
In AI-enabled teams, artificial intelligence helps generate concepts, draft copy and create versions of an asset, while briefing, approvals and performance analysis still happen across disconnected systems and departments.
