Siobhán is the Creative Director & Co-Founder of They Are Creative, a studio that specialises in surreal commercial content. She uses AI imagery & video to bring bold & unexpected concepts to life. She believes that human taste and creative vision are at the centre of how these tools should be used. As an Adobe Firefly Ambassador, she’s passionate about demystifying AI for women in the creative industry. Through workshops, educational content, and her work with Adobe, she’s on a mission to make sure women aren’t just present in the AI conversation, but shaping it.