A bold statement: AI and technology are finally colliding with creativity in a way that changes the game for marketing. Iris’ new Innovation Director, AI and Technology, Charlotte Bruton, embodies this shift, bringing senior expertise to Iris’s creative micro-network to drive innovation at the intersection of tech and storytelling.
Background and role: Bruton joins Iris from Clemenger BBDO/CHE Proximity Australia, where she led technology and AI initiatives for global clients. With more than two decades in advertising and digital marketing, she has steered predictive analytics, generative AI systems, and immersive experiences—examples include Samsung’s Clash of the Commuters Fortnite campaign and the Galaxy Flip Flipvertising activation. At Iris, reporting to global Chief Creative Officer Menno Kluin and working with CEO Zoe Eagles, she will direct the agency’s innovation agenda—from AI adoption and emerging-tech strategy to rapid prototyping and creative showcases.
Her perspective on joining Iris: Bruton was drawn to Iris’s outsider, bold, curiosity-driven culture. The London-based team’s independent spirit resonates with her experience leading AI projects in Australia. She views Iris as a place where creativity, culture, and technology collide—and that collision is where she does her best work.
Where she starts with innovation: Her approach centers on culture and mindset. Innovation must live in the messy middle where creativity, technology, and culture intersect. She wants everyone—strategists and technologists alike—to think differently and to treat experimentation as a natural part of the process, not an afterthought. From there, the focus shifts to action: rapid ideation, fast testing, and momentum-building prototypes that actually move client outcomes. The objective is to ensure technology serves creativity, not driving it the other way around. And true to Iris’s ethos of participation, the work isn’t just internal; it’s about creating spaces for communities to shape and engage with what’s being built. The goal is to establish a solid foundation—curiosity, courage, and a readiness to translate creative tech into meaningful results—before chasing the latest shiny tool.
Current excitement in marketing innovation: Bruton believes we’re at a pivotal moment when creativity and technology finally move in sync. It’s no longer about tacking tech onto an idea at the end; it’s about embedding technology at the creative core from the outset. People are ready and eager for this shift. She’s particularly energized by the new participation these tools enable—co-creation, interaction, and audience-driven shaping of campaigns. Mixed reality, voice interfaces, immersive experiences, and generative AI aren’t mere tools; they’re pathways to genuine emotion and cultural impact. And the field remains ripe with unexplored possibilities as brands move beyond traditional methods.
Guidance on choosing lasting technologies in the marketing mix: The decision should always come back to people and culture. If a technology aligns with real human behavior and promotes participation rather than mere noise, it deserves consideration. The enduring value lies in repeatability, scalability, and measurable impact beyond a wow factor. It isn’t enough to buy new tech; brands must cultivate the capabilities—people, processes, and culture—that bring it to life. In Bruton’s view, technology that amplifies creativity and fosters active participation is the most likely to endure.
Common Gen AI mistakes in marketing communications: A major pitfall is treating generative AI as a substitute for human creativity rather than a collaborator. That misstep strips work of emotional resonance. Another flaw is jumping in without a clear purpose or plan, using AI simply because it’s trendy. When expectations don’t align with reality, delivery suffers and the effort becomes noise rather than impact. Rather than using AI as a one-off stunt, the most powerful applications weave Gen AI into the creative process as a strategic enabler—sparking new forms of participation and connecting culture and creativity in unprecedented ways.
Best use case observed: The most compelling examples embed technology as part of the creative experience itself. Coca-Cola’s Create Real Magic campaign invites digital artists to use a custom AI platform built with OpenAI and DALL·E to generate branded art from Coca‑Cola assets, turning fans into co-creators and making the brand feel alive in real time. Nike’s approach blends Serena Williams’ archival footage across eras to create a real-time, emotionally resonant narrative about growth and legacy. Heinz’s Draw Ketchup engages people to draw ketchup; when those drawings feed an AI image generator, the results still produce Heinz bottles, demonstrating brand strength through creative collaboration. Starbucks’ Deep Brew AI has delivered evolving refinements that showcase iterative, data-driven improvement.
Future vision: Bruton envisions campaigns that learn from audience input, evolve in real time, and build culture as they unfold. When creativity becomes living, responsive, and shared, technology ceases to be a mere tool and becomes a co-creator in the creative process.
