"What a fantastic IBC it was, the opportunity to exchange ideas, discuss challenges, and explore new possibilities was truly invigorating. The energy at the event, from the stages to the meeting rooms and even the infamous beach bar, was palpable."

Reflecting on the conference's key themes, Simon outlined three central takeaways:

• Cut time, not creativity. "AI is not the job-stealing monster some fear it to be," SImon stated. "When properly implemented, AI acts as a creative assistant, allowing us to streamline processes and focus on what truly matters - the creative work itself. The real metric to track here is time saved."

• Consolidation equals progress. "We're in an era where smart consolidation is key," he explained. "It's essential to assess your business's position, aligning resources, equipment, and processes with AI technologies and streamlined workflows. IBC showcased many amazing partners who can help achieve this, leading to increased productivity and growth."

• Embrace innovation. "The phrase 'but that's how we've always done it' is a roadblock to progress," Simon emphasised. "We need to shift our mindset and ask: How can we make this happen? Who can we collaborate with? What tools do we need? And how do we up skill our teams to embark on this journey? IBC demonstrated that the support and resources are readily available, we simply need to take that first step."

In closing, Simon expressed gratitude for the experience. "Thank you IBC, thank you Amsterdam, and thank you to all the friends, both old and new, I had the pleasure of connecting with." His words resonate with the optimistic spirit of innovation that permeated IBC, reminding us that the future of creativity is bright...if embraced!