Onur Kece, founder and Chief Creative Officer of The Refreshment Club, joins Margot Bletterie to share how AI is radically changing creative work and why it’s time to stop fearing it.

With over 20 years in advertising, Onur breaks down how his agency uses generative AI not as a replacement, but as a creative amplifier.

From fast-moving cultural campaigns to ethical dilemmas, this episode is a masterclass in AI-powered marketing for those who care about original, disruptive work.

You’ll learn:

• How The Refreshment Club uses AI across strategy, ideation, and execution

• Why “topical advertising” helped generate a ROI for their in-house brand Heimstone

• How to make generative AI work without losing creative originality

• Why creative teams must shift from content factories to insight-driven storytelling

• What skills marketers need to stay relevant in the AI era

• Why the best ideas still come from humans—and how AI helps bring them to life

Chapters:

00:00 Introduction

01:15 Why creatives fear AI—and how to overcome it

06:30 AI-powered 360 marketing

10:40 The real power of AI in insights and ideation

14:10 AI ethics, originality, and consumer perception

19:00 Building reactive, culturally relevant campaigns

24:00 Team structure and evolving creative roles

29:00 Advice for creatives: how to start with GenAI

33:30 Why AI puts creativity back in the spotlight

Learn more about Onur Kece: https://www.linkedin.com/in/onur-kece/

School of Future Fundamentals: https://sff.therefreshment.club/

The Refreshment Club: https://therefreshment.club/

Subscribe to The AI Social Club Podcast for more conversations with AI leaders:

• Website: https://www.thesocialclub.ai/

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• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ai-social-club/id1793045703

• LinkedIn:

https://www.linkedin.com/in/margot-bletterie/

https://www.linkedin.com/company/the-ai-social-club/

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