Biography
Caro is a partner at Bubka, where she helps brands and companies drive sustainable growth. Based on research developed in collaboration with Ghent University, organizations gain sharp insight into which sustainability initiatives truly create impact, and how to translate them to their stakeholders. With the help of AI, these insights become easy to apply in practice, enabling brands to move faster and more effectively. From strategy to storytelling and concrete initiatives, Caro helps organizations turn their sustainable ambitions into credible and tangible progress.
Introduction
Data-driven creativity: a case study in credible sustainability communication
Can AI make creativity better? Bubka says yes—when humans stay in the loop. Their collaboration with Lidl reveals how AI-powered credibility analysis amplifies creative teams and transforms message performance. Discover the methodology that bridges data and storytelling, turning insights into impact. A case study in data-driven creativity that actually works.
Most sustainability communication fails—not because of poor creativity, but because of a credibility gap we couldn’t measure or fix. This talk shows how we closed that gap. Working with Lidl and Ghent University, we transformed three years of academic research into Luna, an AI agent that scores communication against five proven drivers of credibility. The result? A “human in the loop” methodology where AI handles rigorous analysis at scale, while creative teams bring interpretation, nuance, and authenticity.
3 Key Takeaways
1. Scientific credibility measurement at scale
Walk away with the five research-backed drivers that determine whether audiences believe your sustainability message—and understand how AI can analyze all your content.
2. Data as creative fuel, not creative constraint
See how objective credibility scores eliminate guesswork and subjective debates, freeing your team to focus on what actually works—backed by concrete evidence of improvement.
3. Why “human in the loop” is your competitive advantage
Learn the collaborative rhythm where AI measures and humans interpret—the only approach that delivers both data-driven effectiveness and authentic storytelling that connects.
