The Creative Threshold: AI, Disruption, and the Human Spark

By: Andy Beach, Technology strategist and the former CTO of Media & Entertainment at Microsoft

Abstract:

In this keynote, Andy Beach—media strategist and advisor at the intersection of storytelling and AI—explores the creative threshold we’re now crossing. As generative technologies disrupt everything from authorship to audience expectations, we’re faced with urgent questions: What remains uniquely human? How do we harness these tools without losing the spark that drives creativity? This talk challenges hype, reframes disruption, and offers a grounded vision for how creators, companies, and culture can navigate this moment—not just with caution, but with purpose.

Bio:

Andy Beach is a technology strategist, advisor, and author specializing in the intersection of AI, media, and digital transformation. As the former CTO of Media & Entertainment at Microsoft, he led innovations in cloud production, AI-driven workflows, and content archives, helping studios, sports leagues, and media companies navigate technological disruption. Currently, Andy advises emerging companies in AI-driven storytelling, content production, and media technology, including FlikForge, Slink It, and others developing next-generation media solutions. He is also writing on the evolving impact of AI in media, technology disruptions, and the future of content creation, exploring how each major technological shift reshapes audience engagement and industry models. A frequent speaker at global media conferences, Andy provides thought leadership on AI-enhanced content creation, interactive storytelling, and the evolving media landscape. He serves on the board of The Alliance for Media & Entertainment and collaborates with industry leaders to develop innovative strategies for the future of media.