Pete Steiner is Head of Creative Labs at Code and Theory, where he leads the design and development of AI agents that work alongside creatives. Over the past few years of deep experimentation, he has seen that while intelligence scales, judgment doesn't, and he believes the people more valuable, not less. His agents are built around that idea, giving designers, strategists and producers more room to do the work only they can do.

Recent work includes leading ai.rwaves, a five-day live AI-powered radio broadcast covering advertising industry news at Cannes Lions, and building agentic systems for clients including Amazon, ConEd, and 5.11.

His thoughts have been featured in Adweek, Ad Age, Little Black Book, and The Drum. He frequently runs innovation workshops for Fortune 500 brands, including a recent AI agents session at Social Media Week, with a focus on building an R&D culture and finding the value in each failed experiment.