Matthew Arnold is chief innovation officer at VML South Africa. He leads large-scale AI adoption, automation and creative technology innovation at enterprise level. He has driven AI adoption across more than 85 percent of a 550+ person organisation, embedding advanced AI into everyday creative, strategic, technical, and operational workflows.

A core focus of his work is augmenting human creativity. He uses AI and emerging technology to enhance brainstorming, unlock new creative directions, accelerate ideation, and elevate the quality and volume of creative output across copy, design, video, and experience development.