One theme that resonated throughout this year's MFA EX is that our industry holds the ability to make a significant impact, but with that comes true responsibility to prioritise our environment and demonstrate inclusivity in everything we do.

Although the Inspiration X sessions have been a personal favourite – taking the stage and facing a crowd of 800-plus people in Melbourne with your out-of-the-box idea is commendable – my three top takeaways combine Gen AI, relationship-building and sharing dreams. It may sound like an odd combination, but let me explain.

AI is here to stay. You can love it or hate it, but you can’t ignore it.

'AI could replace 300 million jobs. Is yours included in the list?' I am sure you have seen these clickbait headlines before, but Toby MacLachlan from Initiative Australia, in his session Good Chat, How AI Can Prompt a More Inclusive Media Industry pointed out that it is all about changing your point of view and how you look at it.

Start looking at AI as a ‘friend rather than a threat’. Ask it to critique your work and harness AI's capabilities to better understand and serve diverse audiences.

It also highlighted the industry's responsibility to ensure that AI is used to promote diversity and inclusion rather than perpetuating bias.

ChatGPT has stolen our hearts, hasn’t it? I have saved hundreds of reels on the cool things AI can help me do and I keep obsessing over its capabilities all the time. Use AI to help your EQ and not replace it.

Genuine care and empathy go a long way in building strong relationships.  

Gemma Hunter from Myer shared her journey on how she advocated for focusing on people and being representative of the audience in the Customer Obsessed or People Focused session. Being people-focused and making people feel heard goes a long way in creating memory structures in their minds, leading to better business results in the future.

Brad Szmerling from CHEP Network reflected on his learnings from the Spice Girls on how this holds true for workplaces.    

1. Provide Autonomy
2. Reduce burnout
3. Show genuine appreciation for those around you

The best results are achieved when clients and agencies share not just briefs, but also dreams.

Setting clear expectations between the client and the agency is pivotal. The Media Marriage Crisis session by James Ledger from The Client Relationship Consultancy and the team from PHD shared their perspectives on how it is crucial for agencies to over-communicate, show more credibility, and demonstrate a strong understanding of the core business of the client.

This sync-up would automatically push the boundaries for trust, creativity and risk-taking for both parties. This set the tone for the session by Jennifer Lohan on Eating Risk for Breakfast. She reiterated that when clients and agencies share their dreams, they open doors to new ideas, embrace greater levels of risk, and forge alliances that can lead to innovative breakthroughs.  

One of the things that stuck with me long after I left the venue was said in last session on Inspiring the Next Generation: "It is all about leaving everything you do, in a better place than you found it."

I strongly believe that adaptability, sustainability and inclusivity will be key drivers of success in this evolving media landscape. As media and advertising professionals, it's our responsibility to navigate these changes and continue to push the boundaries of creativity and impact for our clients.