THE SHOW MUST GO ON: Shaping the Future of Creative Strategy in the Age of AI and Sustainability

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Graduate School organized Executive Talk 2026, bringing together executives and leading media experts from the country’s top media organizations to share their perspectives on the role of humans in content creation amid the rise of AI and sustainability trends

Graduate School organized Executive Talk 2026 (Ep.3) under the theme “THE SHOW MUST GO ON: Navigating Creative Strategy Through AI and Sustainability,” offering in-depth insights into how the media and content industry is adapting in an era where AI technology and sustainability concepts play an increasingly important role in driving the creative industry. The event was held at Imagine Lounge, 2nd Floor, A3 Building, Bangkok University, on Saturday, June 6, 2026.

Master’s and doctoral students from both Thai and English programs attended the talk, reflecting growing awareness of the transformation taking place in the modern media industry. Executives and experts from the national media industry joined to share their real-world experience, including:

  • K.Niti Chaichitathorn (Pom Pam), Assistant Managing Director, GMM TV, and student of the MCA-SBC program
  • K.Putthachat Jindawong, Editor-in-Chief, Thairath Online
  • K.Kanokporn Prasitphol, Director of Digital Media Bureau, Thai PBS
  • K.Kawinop Phantharuek, Host and News Anchor, Thai PBS — serving as moderator

During the event, the speakers reflected on the “media transition in the AI era,” which has changed not only how content is produced but also the “mindset” behind creative content development. The discussion also emphasized the concept of Sustainability in Media, highlighting that modern media production must integrate creativity, technology, and social responsibility to produce content that is not only current but also mindful of long-term impact. Under the key question — “When AI can create, what role do humans still play?” — three main perspectives were presented:

  • The Best: Humans act as curators and value-judges, selecting from the vast number of options AI generates, using deep critical judgment.
  • The Highlight: Humans create distinctive identity and vision, blending data into new creative ideas.
  • The Reality/Insight: Humans interpret deep insight — something AI still cannot fully replace.

While AI enhances creative potential, “human value” remains rooted in the ability to think, analyze, interpret, and give contextual meaning to information. Executive Talk 2026 (Ep.3) served not only as a platform for knowledge exchange with national-level experts, but also helped strengthen graduate students’ vision and understanding of the direction of modern media — preparing them for careers in a content industry truly driven by AI and sustainability.