Samuel Barreto is a global marketing leader, speaker, and brand strategist working at the intersection of sport, culture, and business. He currently leads global marketing initiatives at PUMA, shaping campaigns and brand narratives across international markets.

In this session he reveals how his first AI campaign came to be, exploring how his team came to the decision to use AI, and ultimately asking how, used carefully, AI can transform storytelling today. The campaign in question brought to life the legacy of the iconic Portuguese football player Eusébio da Silva Ferreira, with AI-driven storytelling allowing the team to overcome the limited availability of archival visual material and create a more immersive narrative experience.