AI-Vertising Takes Center Stage at MAD STARS 2025 in Busan
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Busan, South Korea - August 20, 2025 – The 2025 Busan International Marketing Advertising Festival (MAD STARS 2025) is set to explore the burgeoning intersection of artificial intelligence and the advertising industry. The festival,scheduled for August 27-29 at the busan Signiel Hotel and Haeundae,will focus on “AI-vertising,” examining how AI is reshaping marketing,advertising,and digital content creation.
Asia’s Premier Advertising Event
MAD STARS, recognized as Asia’s largest international festival for marketing, advertising, and digital content, will host over 40 domestic and international experts. Discussions will center on the evolving relationship between AI technology, consumer engagement, and the crucial role of human creativity. This year marks the 18th iteration of the event, promising a comprehensive look at the future of the industry.
Keynote Speakers to Address the AI Revolution
The conference will feature keynote addresses from two prominent figures: Jonghyun Kim, CEO of Cheil Worldwide, and Alex Abrantes, North American CCO of Iris worldwide. Kim will present a strategic framework for balancing AI’s capabilities in optimization and repetition with the interpretive and innovative power of human creativity. Abrantes will explore “Creative Intelligence: Were Human emotion Meets AI Thinking,” emphasizing the enduring importance of human-centered creativity in a technologically advanced landscape.
Did You Know? The global AI in advertising market is projected to reach $17.8 billion by 2027, demonstrating the rapid growth and investment in this transformative technology [[1]]?
A Diverse Program Covering Industry Trends
The first day of the conference will include a session with the festival’s four jury presidents - Alex Abrantes,ashish Chakrabarti,Alejandro Di Trolio,and Tawana Murphy Burnett – offering insights into the judging process and emerging trends. Additional lectures will cover a wide range of topics, including FAST (Free Ad-Supported Streaming TV), consumer experience design, content automation, and DOOH (Digital Out-of-Home advertising).
Experts like Annie Point Media CEO will discuss innovations in advertising-based OTT platforms. Representatives from Snapchat, TBWA, and Mezo Media will present case studies on AI-driven personalized content strategies. Baek Seung-rok, CEO of CJ Mezzomedia, will focus on marketing conversion through an “AI to AX” approach, while Rita Maria Spielbogel of DDB Vienna will analyze the structural changes AI is bringing to the creative industry.
Conference Schedule Highlights
| Day | Focus | Key Speakers/topics |
|---|---|---|
| Day 1 | Industry Overview & Emerging Tech | jury President Dialogue, FAST, Consumer Experience, DOOH |
| Day 2 | Creativity & Human Emotion | Pancho Gonzalez (Inbrax), Yongtae Kim (SMC), Nino Gupana (LEGO OLA) |
| Day 3 | Brand Leadership & Strategy | CMOs from Coca-Cola, Toss, Twosome place, and more |
Balancing Technology and Creativity
The second day of MAD STARS 2025 will emphasize the importance of human emotion and creativity. Pancho Gonzalez of Inbrax will advocate for preserving creative intuition in an increasingly automated environment. Yongtae Kim of The SMC will showcase AI agent applications in content production, while Nino Gupana of LEGO OLA will highlight the unique value of human creation.
Pro Tip: To stay ahead in the evolving advertising landscape, marketers should prioritize continuous learning and experimentation with AI tools, while always maintaining a focus on authentic storytelling and consumer connection.
CMO Insights and Practical Strategies
The final day will feature presentations from CMOs of leading Korean brands,including Coca-Cola,Toss,Twosome Place,SOCAR,Ourhome,and Tving.Sangsoo Lee, Marketing Director at Coca-Cola Korea, will share insights on emotional branding through color strategy. Hyungbin Kim of Toss will present a data-driven approach to brand experience design. Hyesoon Lim, CMO of twosome Place, will discuss leveraging Gen Z culture for brand innovation.
Digital Out-of-Home and Content Creation
the conference will also address advancements in digital out-of-home (DOOH) advertising, with presentations from INNOCEAN, Shinsegae Property, Hyundai Futurenet, and Grape Media Network. Content creators ’Orbit’ (a science communicator) and television personality Noh Hong-chul will share their perspectives on AI-assisted content creation and the power of unpredictable, emotionally resonant content.
What role do you see for human creativity in a world increasingly shaped by AI-driven advertising?
MAD STARS 2025 aims to provide a comprehensive exploration of the future of advertising, emphasizing the need to maintain and strengthen human-centered creativity and emotion in a technology-driven world. Detailed information about speakers and the conference schedule is available on the official website: www.madstars.org.
The advertising industry is undergoing a seismic shift driven by advancements in artificial intelligence. Generative AI tools are now capable of automating tasks previously handled by human creatives, from copywriting and image generation to video editing and campaign optimization. This trend is expected to accelerate in the coming years, leading to increased efficiency and personalization in advertising. Though, it also raises crucial questions about the role of human creativity, the ethical implications of AI-generated content, and the need for marketers to adapt their skills and strategies.
Frequently Asked Questions About AI in Advertising
- What is AI-vertising? AI-vertising refers to the use of artificial intelligence technologies to automate and optimize various aspects of the advertising process.
- How is AI changing the role of marketers? AI is automating repetitive tasks, allowing marketers to focus on strategic planning, creative advancement, and building stronger customer relationships.
- What are the ethical considerations of using AI in advertising? Concerns include data privacy, algorithmic bias, and the potential for misleading or manipulative advertising practices.
- Will AI replace human creatives? While AI can automate certain tasks, human creativity and emotional intelligence remain essential for developing impactful and authentic advertising campaigns.
- How can marketers prepare for the future of AI in advertising? Marketers should invest in learning about AI technologies, experimenting with new tools, and developing skills in data analysis and strategic thinking.
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