At ADFEST 2025, the conversation around creativity and technology is more relevant than ever. Among the key voices shaping this dialogue is Max Lederer, Chief Innovation Officer at Jung von Matt, who is set to explore the transformative power of Generative AI in the APAC region. With an impressive career spanning over two decades and a deep-rooted passion for innovation, Max has been at the forefront of integrating AI into creative processes.
In an exclusive interview with Shamima Nasrin Sumi, Founder & Chief Editor of Best Ever Ad, Max shares his insights on how AI is not just a tool for automation but a catalyst for groundbreaking creativity. From real-world applications to the evolving role of agencies in an AI-driven era, he discusses what brands need to know to stay ahead in this rapidly changing landscape.
You’re a big fan of AI — what has your journey with it looked like so far?
AI at Jung von Matt started as an exploration but quickly became a necessity. We’ve gone from simple automation tools to fully integrated AI solutions that drive creativity, strategy, and execution.
Personally, I’ve loved seeing how AI has enhanced ideation rather than replaced it — our teams now use AI not just for efficiency, but to unlock new creative potential.
Bias in AI is a well-known challenge. How are you finding the tools you’re using in terms of cultural diversity?
This is a major focus for us. We actively test and train models to remove bias and ensure diversity in AI-generated content. In APAC, we use localized AI models that understand cultural nuances, ensuring representation isn’t just an afterthought but an integral part of content creation.
How do you see agencies evolving in response to the growing use of AI?
Agencies will become tech-first creative hubs. AI will transform workflows, redefine roles, and create new disciplines, such as: AI Creative Directors who train models to generate culturally relevant concepts
–Data-driven strategists using AI insights for hyper-targeted campaigns
–AI video producers creating dynamic, real-time content
How can Jung von Matt support brands who are just starting out with AI?
We love working with brands who are at the beginning of their AI journey. Our biggest strength is combining creative thinking with deep technological understanding, which helps us translate AI into real, usable business impact. Whether it’s developing the right strategy, setting up the first pilot project, or finding the right balance between automation and creativity: we guide our clients step by step.
We offer hands-on tools, customized workflows and expert teams who know how to make the complex feel simple. It’s not about big promises, it’s about finding the use cases that matter and making them work.
What’s your advice for brands that are new to AI but want to get started the right way?
Start small, but start smart. AI doesn’t need to be overwhelming. You don’t have to build your own model from scratch or dive into deep tech on day one. What you need is a creative partner who understands both your brand and the potential of the tools.
We we help brands identify real, practical opportunities for AI within their existing structures. That might be content generation, creative scaling, social listening, or performance optimization. From there, we build momentum together. The key is: don’t treat AI like a trend. Treat it like a new member of the team – one that’s here to stay.
As AI continues to shape the future of creativity, Max Lederer’s perspective offers a balanced and strategic approach—one that embraces innovation while ensuring human ingenuity remains at the core. His insights at ADFEST 2025 serve as a guide for brands and agencies looking to leverage Generative AI for enhanced efficiency, personalization, and storytelling.
With AI moving beyond the hype into practical, real-world impact, the key takeaway is clear: those who learn to harness its potential will drive the next wave of creative excellence.
