A note from Andrew
Start with the change you want in the room.
AI is showing up in almost every brief. But the most useful starting point is not the tool. It is the change you want in the room.
In the first half of 2026, we saw AI help people make something personal, move from interest to action and talk honestly about risk. None of that worked because AI was fashionable. It worked because the idea, the content, the technology and the delivery were designed as one experience.
Here are three questions worth carrying into your next brief.
Discover · Alibaba Cloud
What would make the technology worth someone's time?
Alibaba Cloud wanted ATxEnterprise visitors to experience Qwen, not watch another AI demonstration. We connected registration, Qwen-powered portrait generation, branded artwork and live printing in one journey.
The lesson: people did not queue for a model. They queued for a personal result they could hold, keep and share.
- Register
- Create with Qwen
- Print live
- Keep and share
Create · Dell Technologies
Where should attention lead next?
Dell Technologies' AI at Scale programme connected a practical conversation about data, governance, sovereignty and control to a defined next step. The audience journey—from acquisition and the registration process to the three-camera fireside, live webinar and follow-up—was designed as one programme.
The lesson: attention matters when you give it somewhere useful to go.
Activate · Palo Alto Networks
What kind of conversation builds trust?
For Palo Alto Networks' Singapore programme, one large room created shared context around AI-era security. Experience zones and two focused 20-person roundtables then gave public-sector and enterprise leaders space to work through the implications for their world.
The lesson: design the scale of the conversation to match the level of trust the subject needs.
Make complexity feel simple
Regional ideas only work when delivery feels local.
One coordinated operating environment.
NOW's Thailand team (NCTH) supported the conference following an 18-week planning runway, with six days onsite. The team managed end-to-end conference logistics and planning, including venue and room coordination, offsite venues and activities, AV coordination, and onsite manpower support, bringing all the elements together to help make the event a success.
One regional proposition, made relevant in the room.
The invitation, registration journey, creative, event production and follow-up worked as one local programme: 56 registrations, 40 attendees and a 72% attendance rate.
Before you add AI, ask:
1. What should people feel or do?
2. What becomes newly possible?
3. What useful next step follows?
Let's get together, now.
Bring us the brief you haven't solved yet.
If it needs audience insight, a sharper story, smart technology and regional delivery to behave like one team, that's our kind of problem.
Start a conversation