Bold claim: Creative tech is shaping the future of marketing, and Iris’s new Innovation Director is proof that the industry is not just talking about AI—it's integrating it at the core of ideation. Charlotte Bruton steps into Iris’s creative micro-network as director of innovation, AI and technology, signaling Iris’s commitment to marrying top-tier expertise with seasoned talent to push innovation forward.
Bruton arrives from Clemenger BBDO/CHE Proximity Australia, where she steered technology and innovation, driving AI and machine-learning initiatives for global clients. A recognized futurist and strategic thinker, she brings more than two decades of experience in advertising and digital marketing, with hands-on work in predictive analytics, generative AI systems, and immersive experiences. Notable projects include Samsung’s Fortnite-based “Clash of the Commuters” and the Galaxy Flip activation “Flipvertising.”
Reporting to global chief creative officer Menno Kluin and collaborating with CEO Zoe Eagles, Bruton will guide Iris’s innovation roadmap—from AI adoption and emerging-tech strategy to rapid prototyping and creative showcases.
In an interview, Bruton shares why she joined Iris, her take on Gen AI adoption in practice, and what excites her about the current wave of marketing innovation.
Creative Salon: What does the director of innovation, AI and technology role add to Iris?
Charlotte Bruton: This moment in our industry is defined by a convergence of rapid tech progress, strategic thinking, and creative capability. The role centers on seizing every opportunity tied to emerging and generative technologies, with a hands-on emphasis on embedding creative technology into the idea-generation process from the start.
My goal is to position creative technology as a core part of ideation—not an afterthought. This means a holistic approach where ideas, culture, and tech are blended from day one; AI, voice, digital experiences, and machine learning become tools for shaping concepts, not merely for execution. It’s about rapid prototyping, bold testing, and embedding tech-minded thinking at the heart of creativity.
Why Iris drew you there?
I was drawn to Iris because of its outsider mindset—bold, curious, and unapologetically creative. It feels like we’re riding a momentum that will define 2026 as a year of real impact. After leading AI and ML projects in Australia, Iris’s independent, almost renegade spirit resonated with me. The view may have shifted from Sydney’s harbor to London, but the attitude remains the same: creativity, culture, and technology collide, and that intersection is where I do my best work.
How would you start shaping innovation at Iris?
Culture and mindset come first. Innovation can’t be parked in the margins; it must live in the messy zone where creativity, tech, and culture collide. I want everyone—from strategists to technologists—to embrace experimentation as a natural part of the process, not a novelty.
From there, action takes over: moving ideas quickly to testable prototypes that actually move client needles. The aim is to make technology serve creativity, not the other way around. And because Iris embraces participation—“Participate or Perish” is in the DNA—innovation isn’t just internal; it’s about creating spaces for communities to influence what we build. Rather than chasing the latest gadget, I’m focused on laying a solid foundation: a curious, brave culture that makes creative tech meaningful.
What about marketing innovation excites you now?
We’re at a remarkable moment when creativity and technology finally align in real-time. For years we talked about this convergence; now it’s happening. The emphasis is no longer on tacking on tech at the end but on weaving it into the creative fabric from the outset, and the industry is not only ready but eager.
The most thrilling part is broader participation—co-creation, interaction, and real-time influence on the work. Mixed reality, voice, immersive experiences, and generative AI aren’t just tools; they’re channels for genuine emotion and cultural resonance. And there’s a vast, still largely unexplored frontier: while many are clinging to old methods, there’s a huge opportunity to redefine what creative innovation can be.
How should marketers assess which technologies will endure in the marketing mix and avoid chasing every shiny trend?
For me, the answer starts with people and culture. If a technology aligns with real human behavior and fosters participation rather than noise, it’s worth considering. Fads fade, but authentic connection endures. Look for tech that can be seamlessly integrated into existing workflows and scaled, delivering value beyond just a wow moment.
It’s not only about the tools; it’s about the capability behind them. Innovation isn’t something you buy off the shelf; you cultivate the people, processes, and culture that let it breathe within your business.
Ultimately, I’d bet on tech that amplifies creativity and invites participation over the next novelty. That’s the stuff that sticks.
Are there common mistakes marketers make when adopting Gen AI in their comms?
Yes. A major pitfall is treating generative AI as a replacement for human creativity instead of a collaborator. When AI stands in for genuine creative expression, the work loses emotional resonance.
Another issue is jumping in without a clear purpose or plan, using AI simply because it feels mandatory. That mismatch between expectations and reality leads to muddled outcomes and results that are more noise than impact.
We’ve all seen AI used as a stunt rather than integrated into the creative process in a meaningful, sustainable way. The real power of Gen AI comes when it’s used strategically—to spark new forms of participation and to connect culture and creativity in novel ways. That’s when it elevates the work instead of becoming a gimmick.
What’s the best use case you’ve seen so far?
The most exciting scenarios are ones where technology isn’t just assisting the creative—it becomes the creative itself. When AI becomes a platform for participation, that’s where the magic happens.
Consider Coca-Cola’s Create Real Magic initiative, which opened brand assets to the public and let people use a custom AI tool built with OpenAI and DALL·E to craft branded art. This shifted fans from audience to co-creators, making the brand feel alive in real time. It’s a powerful example of creative democracy where technology gives everyone a seat at the table.
Nike’s use of AI to blend Serena Williams’ past and present footage into a real-time matchup is another vivid example. The result isn’t just clever tech; it tells a human story about growth and legacy, marrying emotion with innovation.
Heinz’s Draw Ketchup campaign is another standout: asking people to draw ketchup, then feeding those results into an AI image generator to produce Heinz-branded bottles. It’s a simple, elegant proof of brand strength through creative technology. I’m also impressed by Starbucks’ DEEP BREW AI, which continues to reveal fascinating progress with each iteration.
These cases illustrate what’s possible when AI, storytelling, and participation collide. The real dream is a campaign that learns from audience input, evolves in real time, and builds culture as it goes. That’s the moment I’m most excited about—when creative output becomes living, responsive, and shared rather than static.
