Much like mastering a high-performance machine, unlocking the true power of AI requires trust, understanding, and the courage to push beyond fear. In this fireside conversation, Rafa Flores, Chief Product Officer at Treasure Data, shares his journey from building AI systems on the technical side to applying them in the creative world—revealing how understanding the “engine under the hood” transforms the way we innovate. Through a deeply personal reflection that bridges engineering and artistry, Flores offers lessons learned from developing and deploying AI technologies and how those insights have reshaped Treasure Data’s approach to creativity. The result is a compelling perspective on how marketers, brands, and storytellers can move past hesitation and embrace AI as a powerful catalyst for experimentation, innovation, and human potential.