For two decades, Marcus Byrne has watched advertising reinvent itself from the inside — at Ogilvy, Leo Burnett, and beyond — and now he turns that accumulated judgment toward the most unsettling question of the current moment: what happens to human creativity when machines are invited into the room? Appearing on the UNLEARN podcast ahead of October's AI Video for Media & Advertising Summit in Sydney, Byrne offers not a verdict on AI but a discipline — a way of thinking about integration that refuses to trade craft for convenience. His is a voice shaped by enough wins at Cannes and D&AD to know