Rethinking creativity and measurement with AI

How are businesses supposed to grow when technology is moving faster than regulation, customer expectations keep shifting, and AI is changing the rules in real time?

In this episode, I sat down with Derya Matras, Vice President of EMEA at Meta, to talk about what growth really looks like for businesses operating in Europe, the Middle East, and Africa right now.

This was a fascinating conversation because it went far beyond the usual talking points around AI and advertising. Derya brought a broader view of the pressure many businesses are under today, from macroeconomic uncertainty and political complexity to changing consumer behavior, tighter margins, and the need to adapt to a world where AI is now part of everyday decision making.

What really stood out to me was her point that this moment is about far more than adopting new tools. It is about culture, leadership, and having the discipline to know what you are actually trying to achieve.

Derya spoke about the importance of having a clear North Star goal, getting the foundations right, and making sure businesses are not simply adding AI into broken systems or unclear strategies. Because as she put it, AI can make everything more powerful, but it can also amplify mistakes. That is such an important point, especially at a time when so many companies are racing to show they are doing something with AI without always knowing what success should look like.

We also explored how Meta sees its role in supporting growth across Europe's digital economy. Derya shared insights into how Meta's platforms are helping businesses of all sizes reach customers in ways they simply could not do on their own.

For large companies, that may mean better measurement, faster optimization, and more personalized engagement. But for smaller businesses, the stakes can be even higher. She shared examples that brought those numbers to life, including entrepreneurs using Instagram and WhatsApp to reach global markets, support their families, and create jobs in ways that would have been out of reach just a few years ago.

Another part of the conversation I found especially interesting was the tension between innovation and regulation in Europe. Derya was honest about how complicated and fragmented the environment has become, and how that complexity can slow progress or delay the rollout of new products.

At the same time, she made a strong case that Europe still has a real opportunity ahead if it can find the right balance. That balance matters not only for big tech companies, but for startups, small businesses, creators, and the wider economy that increasingly depends on digital tools to compete and grow.

We also talked about creativity, measurement, AI assistants, wearables, and even how these technologies are beginning to shape life at home as much as at work. It all made for a conversation that felt very current, but also deeply practical.

So as AI becomes woven into advertising, business operations, and everyday life, are organizations truly building the foundations they need to benefit from it, or are they still chasing the next shiny thing? And what do you think Europe needs to get right to make sure innovation and opportunity can keep moving forward?