On August 15th, 2026, N2T1 Hall at Van Lang University was packed with rows of design students, young creatives, and branding enthusiasts for the talkshow “Brand Identity in the AI Era: Redefining Creativity and Strategy.”

The session brought together creative leaders across agency models, with Duy Nguyễn (Co-Founder & Executive Creative Director of M – N Associates) taking the stage to pull back the curtain on how advanced AI tools, human-led strategy, and visual design intersect in modern studio practice.

The team shared how AI tools can supercharge spatial exploration, material realism, and concept iteration, sharing real-world case studies including M – N Associates’ rebrand work for QSAM, Metis and Oggi. Rather than replacing human intuition, AI acts as an accelerator, redefining roles across design, strategy, and leadership to push creative boundaries further.

Beyond workflow optimization, the event brought together key perspectives from Alex Đặng (Founder & Creative Director at Layo Lab), Lại Nguyễn Tín (Founder & Creative Director at ChoChoi Creative), and Trần Anh Thư (National Training Lead). Together, the speakers shared their personal journeys, practical industry methodologies, and guidance on staying adaptable in a rapidly evolving design ecosystem.

What the panel unpacked on stage wasn’t just about tools, it was a conversation on how to maintain a distinct creative voice when algorithms can generate visuals in seconds. Every speaker made one thing clear: while AI can generate endless assets, strategic thinking, storytelling, human empathy, and authentic brand vision remain distinctly human.

In an industry increasingly saturated with instant execution, the real differentiator shifts from the speed of visual output to the depth of strategic intent. AI can synthesize existing patterns, but it cannot invent lived experience, cultural nuance, or genuine emotional friction, the core elements that give a brand identity its soul. Navigating the AI era isn’t about competing with algorithms on efficiency; it’s about leveraging technology to clear operational overhead, allowing designers to double down on rigorous research, sharp positioning, and purpose-driven storytelling that truly connects.