Max's keynote highlights AI's transformative potential in marketing, focusing on APAC. Drawing from Jung von Matt's work with Hyundai, he shows how generative AI revolutionizes creative excellence and marketing efficiency. Case studies illustrate how #genAI tools enable brands to create resonant campaigns, leveraging AI for ideation, personalization, and execution. These tools accelerate and redefine content production, raising quality standards. He explores how AI-powered tools reshape content creation, particularly in culturally diverse region like APAC. He discusses AI's broader implications on the marketing industry, examining agency evolution and emerging trends like hyper-personalization. Max emphasizes a balanced perspective, combining optimism with humility, essential for sustainable growth and innovation like #GenAI.