Grand One AI Day 2025 speaker
Umberto Onza
Design Director, GenAI & Product Design, TBWA\Helsinki, NEXT
Umberto is an internationally awarded design leader and AI expert with more than 15 years of experience in design, innovation and technology. As Design Director for GenAI & Product Design at TBWA\Helsinki’s innovation unit NEXT, he helped organisations and creative professionals adopt AI and integrate it into brand building, product development and creative workflows.
His recognised AI projects include Magic Stories for McDonald’s and the short film The Kalevala. Umberto also served on APFI’s AI and the Future Committee and TBWA\Worldwide’s global AI task force.
Creative Control in the Age of AI
Umberto explored how AI can support creative teams in ideation, design, content creation and brand consistency. The talk considered changing team structures and workflows, including brand-driven tools and customised agents that help keep scaled content distinctive and aligned.
The session also highlighted the continuing human role as creative director and shared practical examples for protecting quality.