The session addressed one of the most urgent challenges facing food and beverage brands today: brands are producing more content than ever, yet fewer ideas are truly remembered, loved or able to drive growth. AI has made it faster and cheaper to generate images, videos and copy, but marketing effectiveness has not always improved at the same speed. Consumer attention remains limited, while competition for that attention has become increasingly intense.

In his speech, Adams Fan pointed out that the real question is not whether brands should use AI, but how brands should redefine what truly valuable creative content means in an age of content abundance. Drawing on years of frontline creative experience, he shared how brands can still create work with impact, emotion and cultural relevance, even when content production has become increasingly automated.

Rather than focusing on technology for technology’s sake, the speech offered a practical framework for marketers: how to use AI without losing human insight, brand emotion and creative judgment.

The FBIF2026 Marketing Innovation Forum, themed “Great Momentum Ahead,” brought together leading decision-makers and innovators from the global food and beverage industry. Speakers included executives from Nestlé Japan, Mondelēz International, Shuanghui and Eastroc Beverage. The forum also explored topics such as data-driven growth, creator marketing, consumer insight and content productization.