Sabrina Godden-Tuma is a Global Creative Director at Vodafone, AI design instructor at ELVTR, and a leading voice on creative AI integration. She is known for implementing AI tools at scale while maintaining creative excellence within one of the world's largest telecommunications companies.

Sabrina's work focuses on the thoughtful integration of AI in creative processes, exploring topics such as human-AI collaboration, creative workflows, and maintaining authenticity in AI-assisted design with an emphasis on purpose-driven implementation rather than technology for its own sake.

We chatted with Sabrina at Canvas8's breakfast briefing, where she shared insights on the future of creative AI and its implications for businesses seeking to balance technological advancement with authentic human creativity.

Breakfast Briefings are Canvas8's highly coveted roundtables -- a chance for members to listen to thought leaders, innovators and cultural leaders in an intimate setting, followed by an exclusive Q&A.

For those who couldn't attend, Stefan Kelly, Senior Behavioural Analyst at Canvas8, has shared a few key takeaways from Sabrina's talk, providing valuable insights for brands, businesses, and creative thinkers.

Focus on the 'why,' not just the tools In an era where AI adoption is accelerating, Godden-Tuma emphasizes that organizations must prioritize purpose over novelty. Businesses should identify specific creative pain points before implementing AI solutions, ensuring technology serves vision rather than driving it. This approach prevents the "shiny object syndrome" many companies experience when adopting AI tools without clear strategic objectives.

Embrace AI as a creative thought partner Rather than viewing AI as either a threat or a replacement, organizations can gain competitive advantage by incorporating AI tools directly into ideation processes. By treating AI as a collaborative voice at the table, creative teams can access unexpected perspectives while maintaining human judgment over final decisions. This balanced approach acknowledges that while AI excels at generating variations, humans remain essential for understanding emotional resonance and cultural context.

Identify repetitive tasks for AI implementation The most successful AI integration begins with pinpointing time-consuming, repetitive work that drains creative energy. By deploying AI for tasks like creating multiple versions of assets or scaling content across languages, businesses can redirect human talent toward higher-value creative thinking. This strategic reallocation of resources allows organizations to enhance both efficiency and creative quality simultaneously.