Embracing creativity and technology: Insights from EVERSANA INTOUCH’s CCO at Adobe MAX
In an era where technology is transforming the creative landscape, Susan Perlbachs, Chief Creative Officer at EVERSANA INTOUCH, offers valuable insights into the future of creativity and design. She sat down at Adobe MAX, to share her perspective with us on how tools inclusive of generative AI are reshaping creative teams, operations and the very nature of content creation.
Adapting operations with generative AI
Technology adoption is transforming teams, and the key to success lies in balancing the enthusiasm of early adopters with the caution of others. Susan highlighted Adobe’s approach to generative AI, particularly Adobe Firefly, for its ability to address industry concerns while unlocking creative possibilities.
At EVERSANA INTOUCH, fostering a culture of learning and readiness is paramount. Tech-forward team members take the lead in hosting brief sessions, ensuring the entire team stays informed about digital shifts. This proactive approach not only equips teams with the tools they need but also promotes collaboration and adaptability in the face of change.
Harnessing purpose-driven creativity
Purpose-driven creativity is a non-negotiable in consumer communications, particularly in health care. In an industry where audiences can easily tune out, compelling marketing is essential.
Health care brands, like those in any industry, must vie for limited attention. Creativity and craftsmanship provide a rare competitive edge, drawing people in with content that is clear, impactful, and well-executed. In health care, applied creativity becomes even more vital, delivering life-improving information while keeping audiences engaged.
Building design teams for the future
EVERSANA INTOUCH prioritises hiring design team members who embrace new technologies and demonstrate insatiable curiosity. Candidates who seek efficiency, innovation, and creative flair stand out as future-ready professionals.
Curiosity has long been a valued trait for Susan when selecting team members. With AI and advanced tools now readily accessible, the opportunities for creative exploration are more expansive than ever before.
Future predictions: Efficiency, adaptation and the role of tech
Looking ahead, creativity and technology will work hand in hand, with clients increasingly focused on achieving more with less. Susan acknowledged that while fears about losing creative control initially arose, they are beginning to subside.
Today’s technological evolution is similar to the introduction of computers, which sparked similar anxieties before ultimately empowering creatives. While tools will continue to evolve, the core values of creativity—craftsmanship, clarity, and impact—remain steadfast. Change, as she sees it, builds on these foundations rather than replacing them.
The future of leadership in a world of AI
The leaders of tomorrow are those who embrace AI to its fullest potential. Reflecting on insights from Adobe MAX and her own leadership journey, Susan argued that hesitation is no longer an option. AI won’t replace people, but professionals who leverage it effectively will stand apart.
With AI offering unparalleled efficiency and innovation, forward-thinking leaders have a unique opportunity to unlock its benefits. Leaders of the future are those who don’t just adopt AI but integrate it seamlessly into their creative processes.
The opportunities of generative AI are endless. Discover your toolkit for creating the future with Adobe Firefly, integrated in Adobe Photoshop and Adobe Express.