Jeff Bowerman: Fast-forward future with DEPT’s creative AI work

At SXSW in London, Jeff Bowerman, Executive Creative Director (VP, Creative) at DEPT, shared insights into how the agency combines creative thinking with cutting-edge technology. DEPT has grown rapidly through mergers, acquisitions, and organic expansion, now operating across five continents with a team of 4,000 people representing over 85 nationalities.

Jeff Bowerman: “What sets us apart is that we’re not just certified – we’re recertified. That matters.”

Originally from Byte, a social media agency acquired by DEPT four years ago, Bowerman now works from the London office and supports clients globally. With capabilities spanning creative advertising, UX, e-commerce, data, and AI, the agency’s goal is clear: to address client challenges at the core.

Jeff Bowerman: “We don’t just respond to briefs – we solve problems. Maybe the solution is a TV ad, but maybe it’s a smarter media strategy.”

Turning insight into impact: AI as creative accelerator

Bowerman showcased DEPT’s work with global brands like eBay, Google, Just Eat Takeaway, and Foot Locker. A standout case was Foot Locker, where DEPT used AI to address a high product return rate.

Jeff Bowerman: “We targeted customers less likely to return products and recommended items with low return rates. The result: a significant drop in returns through smarter media targeting.”

DEPT’s efforts have been widely recognised, with four consecutive Network of the Year awards at the Webby and Lovie Awards. Despite not being a formal network, DEPT is gaining industry respect as an independent agency competing with giants like WPP and Dentsu.

Jeff Bowerman: “Last year, we were named one of Forrester’s top ten commerce and media service providers. As a privately owned agency, that really meant a lot.”

Five ways DEPT uses AI to supercharge creative work

AI is at the centre of DEPT’s future-facing strategy. Bowerman outlined five real-world applications that move beyond hype:

Selling ideas better: AI tools like ChatGPT and MidJourney help teams visualise ideas instantly, replacing moodboards made from film stills or stock images.
Storyboarding: AI-generated visuals now replace week-long manual storyboarding. DEPT used this for a Just Eat x Netflix campaign.
Concept testing: Animatics created with AI allow DEPT to test scripts with real users before pitches. One example featured a dramatic voiceover for Wise.
Rapid prototyping: Combining data and storytelling, AI tools enable faster iterations and increased confidence in time-sensitive projects.
Client engagement: AI-enhanced content helps DEPT demonstrate the effectiveness of ideas with precision and clarity.

Jeff Bowerman: “We like to see ourselves as underdogs – a bit of a best-kept secret. But we’re starting to get noticed.”

His closing message: in a market with tighter budgets, more channels, and higher expectations, embracing technology is no longer optional—it’s essential to staying relevant and delivering impact.