ADFEST 2026 explores Human+ theme in Pattaya's creative revolution
ADFEST 2026 began on March 19 at the Royal Cliff Beach Hotel in Pattaya, Thailand. This year's event centres on the theme Human , spotlighting the role of humanity in creative industries. Speakers and panels explored storytelling, AI, emotional intelligence, and cultural trust over the three-day festival.
The opening sessions set a strong focus on genuine connection in creative work. Oliver Atkinson from Casual stressed how immersion and authenticity shape powerful storytelling. Meanwhile, a panel of past Gerety Awards judges examined current trends in inclusion, innovation, and narrative techniques.
AI's growing influence took centre stage in multiple discussions. Ian Forrester of DAIVID and Matus Balogh of CreativeX analysed how artificial intelligence is reshaping creative data and workflow efficiency. Jaeho Oh from PYLER later addressed the need for 'seatbelts and safeguards' in AI-generated video content, warning of risks in unchecked automation. The festival also turned attention to emotional and cultural dimensions. Teodora Migdalovici of TheAlternativeSchool introduced *Design Feeling*, a concept prioritising human attention over metrics. Another session, *Feeling is the New KPI*, argued that emotional intelligence should guide creative decisions more than traditional data. The talk *Candies From A Stranger* further examined how cultural intelligence and trust influence international collaborations. Gaming and regional creativity were highlighted in *Game On, Plus*, a panel showcasing Filipino innovation in gaming and marketing. The discussions reinforced how local perspectives can drive global creative trends.
ADFEST 2026 brought together industry leaders to reaffirm the importance of human-centred creativity. From AI safeguards to emotional storytelling, the talks offered practical insights for balancing technology with genuine connection. The festival's Human theme will likely shape future conversations in marketing, design, and media production.
