The HS Creative Tech New York 2024 event was buzzing with industry insights, powerful stories, and some refreshingly honest takes on the future of creative technology. Our CEO, Rich Summers, attended, soaking up the panel discussions and mingling with creative tech leaders and visionaries. We’re excited to share the highlights from the panel “Beyond buzzwords: Practical steps for creative tech success,” led by the fantastic Claire Carter-Ginn, a partner at Forecast Agency.
With insights from panellists Ali McLeod, Scott Lux, Dan Oros, and Juliana, this talk cut through the hype and got down to the nitty-gritty. Here are the moments that got us nodding and thinking about how they apply to what we do here at Lets Flo.
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Strategy first, technology second—always
One of the best pieces of advice from the panel was to start with a game plan and make tech decisions from there. Juliana shared her experiences at FARFETCH, where excitement around trendy tech like 3D and virtual try-ons was high, but the team knew they needed a solid roadmap to turn that enthusiasm into actual results. Tech without a strategy is like a paintbrush without a canvas—it looks promising but doesn’t get you anywhere.
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Teamwork makes the dream work (for real)
Scott Lux from Esprit got real about how cross-functional collaboration is non-negotiable in today’s tech world. As he put it, siloed teams are the enemy of success. Every department needs a seat at the table when rolling out new tech—especially as brands juggle e-commerce, marketplaces, and social channels. By breaking down these silos and having creatives, techies, and marketers work together, brands can better align on goals and push forward with a unified vision.
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Spoiler alert: APIs aren’t magic
If you’ve ever been told that “an API will fix everything,” you’ll appreciate the reality check. Everyone wants “seamless integrations,” but Scott pointed out, relying on APIs alone won’t magically connect your tools. Sure, they connect tools, but actual integration requires thoughtful planning and ongoing support. With a strategic integration plan, you can avoid creating a mess of disconnected systems. Scott and Ali McLeod stressed that smooth interoperability isn’t about piling up tools but rather about curating a tech ecosystem that works together.
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AI isn’t the end goal (but it sure can help)
Dan Oros brought advised companies not to make AI the “goal.” The hype is real, but the focus should be on making AI a tool to optimise repetitive tasks rather than a shiny object on your dashboard. Ali McLeod chimed in, sharing how AI is perfect for automating tedious tasks that don’t need a human touch. In the world of creative production, where speed and efficiency are game-changers, this approach allows brands to deliver without burning out their talent. Scott suggested forming an AI governance committee to ensure responsible AI use and provide a forum for ongoing learning and discussion about emerging technologies.
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Budget for the rollout, not just the software
Technology is only as good as its rollout—a point Claire made with her own story. She explained how a lack of on-site support led to low adoption during a tool implementation at a previous job. “Without time for people to actually learn the tool, even the best tech falls flat,” she said. Budget for training and support because without it, you risk ending up with a powerful tool that no one’s using.
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Encourage strategic experimentation
Innovation thrives when experimentation is encouraged—but it must be strategic. Claire urged brands to balance risk with practicality by focusing on initiatives that align with long-term goals and measurable outcomes. Ali also suggested involving “early adopters” within the team to spot promising new applications and uncover potential issues early on.
Sometimes the right solution is a combination—enterprise solutions with a few key point solutions that actually move the needle, not a stack of 100 tools.
Juliana Vail, Creative Technology & AI Consultant
In summary: Strategic, collaborative, and purpose-driven
This talk gave everyone much to think about, especially on balancing innovation with practicality in creative tech. From fostering collaboration and defining clear goals to responsibly exploring AI and automation, the panel offered invaluable guidance on successfully navigating this evolving field. Tech is only as good as the strategy behind it.
At Let’s Flo, we’re more excited than ever to keep these insights in mind as we build smarter, more cohesive solutions for our clients. Here’s to making tech a true ally in creative work—and to more inspiring conversations like this one at HS Creative Tech!
