During the Adobe Summit in Las Vegas, marketers from all around the world shared their ideas on how to integrate generative AI in their marketing strategy. But who owns an AI generated photo? And should every technical possibility be allowed? Waldo Smeets, Head of Digital Strategy & Solutions at Adobe attended the event.

And: AI-professor Geertrui Mieke de Ketelaere believes artificial intelligence could be a powerful tool but only if it is being used in a trustworthy and sustainable way. But what does that mean in practice? Mieke is the Adjunct Professor Sustainable, Ethical and Trustworthy AI at the Vlerick Business School.

In this episode presenter Klaas Weima talks with Mieke and Waldo about the possibilities and possible downsides gen AI.