Brands are investing in AI to accelerate content production, but legacy systems, siloed teams and unclear ownership often slow progress. The challenge is less about technology — and more about alignment, strategy and decision-making.

In 2025, Beiersdorf partnered with CRC to transform its content production model, leading to the creation of B.Engine, a new operating model designed to work across teams and brands.

In this session, Beiersdorf and CRC will share key lessons from their journey, including:

• What a clear production strategy should include

• How to align stakeholders across functions

• How to choose the right partners and technology

• How to build a scalable, future-facing model

A practical session focused on what it really takes to drive production transformation.