Discover How AI is Transforming Marketing, Creative Work, and Digital Product Design

Design teams are beginning to use tools like Claude Code for more than early exploration. This year, many have started shipping design work directly in code. How can you direct coding agents to produce high-quality design work? How does this change the designer’s role?

Matias presents a set of emerging principles for agentic design. He examines how designers can frame intent, give agents the right context and constraints, and build tight feedback loops. He also explores what design and product organizations need to change as agentic tools repshape how software is built.

GenAI can now simulate user responses and generate synthetic research data without a single participant. In regulated industries like banking and insurance, where real customer data can’t be used freely, this isn’t just convenient; it’s sometimes the only ethical option available.

Through cases from regulated industries Anna shows what simulated data delivers and what it quietly leaves out. The results are fast, plausible, but structurally shallow. AI interprets human behaviour the way a tourist interprets a foreign culture: it reads the visible signals confidently and misses the meaning underneath.

But tourists can become locals. It takes time, presence, and willingness to sit with what you don’t yet understand. As GenAI makes surface-level insight cheap and fluent, the real advantage in design moves to the interpretive work no model can do. 

The question isn’t whether to use GenAI in research. It’s whether you’re willing to invest in understanding how your users actually make sense of their world, or whether you’ll just settle for the postcard version.

Increasingly your customer gets what they came for without touching your interface, and the same request no longer produces the same result twice. Drawing on production work across medical search, recruitment, professional services and B2B data, Joni looks at where design still has leverage: the context the system reasons from, the moments it should ask instead of guess, and the interfaces worth building even inside someone else’s.

Never before in human history has it been possible for anyone to simply ask for something to exist, and then it just…exists. The inputs can be anything, the outputs can be anything, and the whole process can be repeated, iterated, combined, translated, and chained together indefinitely. But when anything can be generated in seconds, the hard part isn’t making things, but rather answering a deceptively simple question: is it good? This talk explores the practical ways we can wield AI and design systems together to confidently answer the question of “Is it good?” with “yes!” We’ll dig into what this new era means for our digital world and human creativity writ large.

By October 2026 Superside will have shipped 20 000+ AI creative projects – probably more than anyone in the world. This keynote is the field report: the dos, the don’ts, the expensive mistakes, and the patterns that only show up at volume. Why AI without context creates more work, not less. Why the teams seeing real ROI built systems, not tool stacks.

Most “AI for creatives” talks show you a tool and a finished asset. This one shows you the wiring in between. Valtteri tears down a set of production workflows OstraconAI runs for its clients — using Claude Code as an orchestrator that generates on-brand assets programmatically, then routes and ships them automatically through n8n.

Tiago Pinho shares what he has learned from leading AI adoption at NoA | Åkestam Holst in Stockholm — voted Swedish Agency of the Year seven times, with 500+ industry awards to its name. He talks about AI’s impact on the company’s culture and creative process, and the way big ideas come to life.

Finally change! For too long, we’ve been stuck in outdated creative methods & output. But like with every new innovation, we face the same crossroad: See it as an existential threat, a “Black Mirror” scenario. Or see it as a “WhiteCanvas”—an unprecedented opportunity to redefine creativity, unlock deeper relevance, and forge authentic human connections.

Jouke Vuurmans shares his vision for harnessing AI in the ever-evolving landscape of design and creativity. With over two decades of experience navigating tech-driven evolutions, Jouke will rally to be aggressive, bold, and massively optimistic as we lead the charge into this exciting future, while remaining mindful of our human instinct to resist change.

In this session, you’ll get tangible, real examples and applications of how AI will improve our creativity, inspirational creative work made in partnership with AI tools, and tips, tricks & insights to truly change the way you work.

You are welcome for networking & drinks also if you just take part in the Morning session.