Busan, South Korea, 'MAD STARS 2026' Looks at How AI Is Changing Marketing and Creativity

MAD STARS 2026, one of Asia’s largest international events for marketing, advertising and digital content, will take place in Busan from August 26 to 28, bringing together global industry leaders to discuss how AI, creativity and culture are changing marketing.

Under the theme “AMPLIFY,” this year’s conference will feature around 40 sessions covering generative AI, human creativity, fandom, culture, brand growth and consumer engagement.

One of the keynote speakers is Raja Rajamannar, former Chief Marketing and Communications Officer of Mastercard. In his session, “The New Frontier of Marketing,” Rajamannar will discuss how technology, data and cultural change are reshaping traditional marketing. He will also introduce his concept of “Quantum Marketing” and explain how marketers should prepare for a new business environment.

Another keynote speaker is Tara McKenty, Chief Creative Officer at AKQA. Together with AKQA Managing Director Justine Leong, she will explore how AI and other technologies are changing storytelling and creative work, and how technology can help expand human imagination.

Other speakers include creative and marketing leaders from TikTok, Google, Monks, Publicis London, Ogilvy South Africa, Digitas, Netflix and Unilever Carver Korea.

Sessions will examine issues ranging from AI ethics and copyright to fandom, social-first marketing and brand transformation. Netflix will also share how it uses fan interest and reactions to create stronger storytelling, advertising and brand partnerships.

Supported by Korea’s Ministry of Culture, Sports and Tourism and the Busan Metropolitan City, MAD STARS 2026 will be held at Signiel Busan and other locations in Haeundae. The three-day event will include conferences, exhibitions, award ceremonies, competitions and networking programs.