AI in media | MPTS 2025
AI whisperers vs. AI sceptics: The battle for media’s creative soul
The media landscape is at a turning point, with two distinct perspectives emerging – those who view AI as a creative partner and those who perceive it as a threat to human creativity.
At the Media Production & Technology Show (MPTS), Yemi Olagbaiye, Director at Softwire, will explore real-world examples of AI’s successful integration across content creation, audience engagement, and workflow optimisation. By using historical parallels and contemporary case studies, this session transcends binary thinking to explore how thoughtful human-AI collaboration presents the most promising path forward.
Key challenges will also be addressed, including the “uncanny valley” of AI-generated content and the difficulty of measuring the elusive “human spark” in storytelling.
By exploring potential futures – from full automation to hybrid models and regulated approaches – attendees will gain valuable insights into how AI can enhance rather than replace human creativity.
Join us to discover how your organisation can find its “Goldilocks Zone” – where AI supports creativity without overshadowing it.
Session details:
- Date: 15 May 2025
- Time: 14:20 – 15:05
- Location: AI Media Zone (Gallery Level)
Meet the speaker
Yemi Olagbaiye
Director, Client Portfolio
Yemi is a senior commercial executive working in the digital transformation space for Softwire, a leading professional services technology consultancy. With over 15 years of experience, Yemi has partnered with top brands, businesses, and emerging startups to achieve growth through digital innovation and cutting-edge technology. Specialising in the Media & Entertainment sector, Yemi has helped organisations navigate the complex intersection of content, technology, and audience engagement, delivering impactful solutions that enhance both customer experiences and business outcomes.
As a seasoned digital strategist, Yemi has been pivotal in shaping and delivering Softwire’s go-to-markets, including Generative AI and Product CX, and in driving the adoption of emerging technologies across the Media & Entertainment landscape. Yemi’s collaborative approach with clients and stakeholders ensures the effective use of technology, tooling, and talent to transform businesses and deliver lasting value.
