Ecom Leaders: The New Creative Landscape with Meta

On December 9, 2025, we welcomed 60+ e-commerce leaders for a seminar with Meta in Stockholm, where we explored the question: How do you stay ahead in the evolving creative landscape?

On 9 December, s360 and Meta welcomed 60 brand and retail leaders to Meta’s Stockholm office on Malmtorgsgatan for a morning focused on one question: what does great creative look like when AI accelerates both production and competition?

The session brought together breakfast networking and two keynotes from Yannick Hougaard (Agency Partner, Meta) and Adam Clarke (Group Head of Studio, s360).

The agenda centred on how the creative landscape is changing, what Meta’s latest algorithm shifts mean in practice, and how teams can build a creative model that scales.

Here are the key takeaways:

1. The creative landscape is changing quickly

Creative is not a finishing touch. It is increasingly the growth lever. Brands that adjust their operating model early are better positioned to keep pace as formats, placements, and expectations evolve.

2. AI is becoming part of the workflow

The strongest results come when AI supports the team: speeding up iteration, improving throughput, and helping teams test more variations without compromising quality.

3. Meta’s latest updates increase the bar for volume and diversification

Meta’s algorithm shifts put more weight on creative quality, diversification, and volume. For brands, that typically means more assets, produced more often, with a clearer system for refreshing and learning.

4. Creative delivery is moving towards a modular, data-led model

A scalable approach is emerging: modular assets built for rapid testing across Meta surfaces, supported by a steady cadence of production and a clear feedback loop from performance data.

5. High-performing brands use AI to augment

The brands pulling ahead are not swapping creativity for automation. They are using AI to improve speed, structure, and experimentation while maintaining strategic direction and craft within the team.

Speakers

• Yannick Hougaard, Agency Partner, Meta

• Adam Clarke, Group Head of Studio, s360