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Storytelling in the Next Creative Renaissance: AI Meets Human Ingenuity

Anny Havercroft

We know from research the entertainment-centric nature of content on the platform drives 15% higher brand affinity and 14% higher purchase intent. Yet, due to the uncertain economic environment, marketers are striving to do more with less – and the obvious reflex is to scale back budgets on creative ideas. But decades of marketing hindsight have demonstrated that brands that disrupt in a downturn are the ones rewarded with possibility. True impact today isn't about adaptation; it's about cutting through the clutter of endless media formats to create and foster meaningful, community-driven stories that enrich culture. This approach takes boldness, and that often means embracing the new wave of tools powered by AI to pave the way forward. We invite you to take a deep-dive into a new suite of TikTok technology that works hand-in-hand with human ingenuity, allowing the best minds in our industry to return to doing what they really love: create.

Hashtag:

#CreativeRenaissance #AIandIngenuity #CreativeMadeEasyonTikTok

Anny Havercroft

APAC Marketing Solutions Lead and Head of Global Business Marketing SEA

TikTok

Singapore

Anny leads APAC Marketing Solutions and is Head of Global Business Marketing SEA at TikTok. Prior to joining TikTok, she has held positions including Director of Brand Innovation & Marketing at Yahoo as well as leading digital strategy and innovation in leading UK and Australia media agencies consulting to major companies such as Procter & Gamble, Dell, Universal Pictures and Allianz. Her award-winning campaigns and marketing leadership saw her recognised as one of AdNews Australia ‘40 under 40 top media industry talent in 2023, Top 50 CMO in 2020 according to CMO Magazine Australia, Best of the Best Top 10 Best Commercial Directors according to B&T 2023.

Being a passionate supporter of startups and scaleups, Anny is also active in this community as a member of advisory boards and backer of female entrepreneurs.

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