Volume Conference 2025: Five Lessons Learned

How will artificial intelligence change the way we think, create and market? That was the topic when industry professionals gathered for a conference in Bergen on November 4, 2025.

Here are five useful points that we in Gasta join us:

1. Creativity wins

AI can automate a lot, but it cannot replace our ability to think in new ways. When we leave too much to machines, we lose creativity and critical thinking. In the future, focus , reflection , and the ability to create something real will be among the most important competitive advantages for small and medium-sized businesses.

2. Data shows the past, not necessarily the future

All AI is trained on data, and that data is always historical. It tells us what has worked in the past, but not necessarily what will work in the future. To create campaigns that actually work , we need to combine analytics and experience with insight, intuition, and an understanding of human behavior. It’s not just about what people do, but why they do it.

3. AI works best with humans

Research shows that most AI-generated ads are ineffective because they lack human insight. The best marketing happens when technology and creativity work together. AI can do the analysis, while humans add empathy, context, and ideas that create value.

4. Fast doesn't necessarily mean good

Automation makes it easier to deliver more , but not necessarily better . Technology should be used to free up time for strategy, quality, and good ideas, not just to produce more in less time. The key is to use AI to deliver better, not just faster.

5. Dare to stand out

When everything becomes streamlined and perfect, we lose what makes communication interesting. Audiences want warmth, humor, and honesty. Brands that dare to stand out build trust and attention over time.

Want to improve your marketing? See what Gasta can offer or get in touch .

We were also at the Volum conference in 2024 - see last year's summary here.