This session will address the current AI innovations driving change in marketing and confront the critical legal and ethical questions facing ad agencies, from intellectual property rights to the substantiation of AI-driven claims. Through the use of a case study detailing how U.S. Bank partnered with Supergood to leverage its proprietary AI platform, Supercharger, to develop, test, and launch a successful brand campaign, the session will demonstrate how combining AI-driven data analysis and predictive testing with human strategic and creative insight leads to not only more efficient and effective marketing outcomes, but also a more rigorous and defensible process.