What happens when artificial intelligence meets human creativity, brand legacy and responsible storytelling?
In the first episode of SMARTIES Studio, Rohit Dadwal sits down with Kayhan Dural and Mutlu Bozkurt Besimzade to unpack the thinking behind an extraordinary AI-powered campaign that won SMARTIES X 2025 Best in Show Award and brought the ideas and legacy of Sakıp Sabancı into a new era.
Created to mark the 20th anniversary of Sakıp Sabancı’s passing, the project evolved from a commemorative initiative into an AI-powered conversational platform and podcast built on months of data gathering, extensive testing and close consultation with family, colleagues and legal teams.
The conversation goes beyond the campaign to explore some of the most important questions facing modern marketers:
• How is AI reshaping marketing and creative communication?
• What does responsible AI look like in practice?
• How critical is data to building authentic AI experiences?
• Where do guardrails, ethics and human oversight fit in?
• Can AI and human creativity still be separated?
• Will every brand eventually have its own “AI brain”?
Go beyond the case study and discover the strategy, challenges, decisions and human effort behind award-winning work.
