Barn AI – behind-the-scenes with Arla’s in-house creative agency

About the Event

Would you like to gain an inside look at how a major organisation actually built an AI programme? Well, look no further.
Join us for an exclusive Masterclass offering a behind the scenes look at how Arla’s in-house creative agency, The Barn, built and scaled their internal AI programme.

In this session, we will be joined by special guests Ian Crocombe, CEO at Deft and Trine Danielsen, Global Head of Consumer Data & Digital Development at The Barn, who will take us through a guided deep dive into the practical experience, decisions, and outcomes of their AI adoption.

The session will cover:

• The strategic vision that set the foundation, from early audits and capability mapping to establishing a clear north star for AI adoption.
• How Arla empowered their teams including talent development, specialised training, and pilot initiatives that turned potential into practice.
• Arla’s bespoke AI workbench, revealing how custom tools and internal data were brought together to support creativity, efficiency, and responsible innovation.

Benefits of attending:

• Learn from a real, end-to-end AI transformation case study
• Gain actionable insights on AI enablement
• See how a bespoke AI workbench (Barn AI) was created
• Understand governance, safety and brand protection in AI
• Be inspired by what’s possible

Who is this masterclass for?

This Masterclass is for creative leaders who want to gain fresh insights, frameworks, and inspiration to help guide their own in-house creative AI journey.

About our speakers

Trine Danielsen, Global Head of Consumer Data & Digital Development, The Barn

Trine leads consumer data and digital development across Arla’s in-house agency, The Barn. She is responsible for building the Barn OS data foundation, strengthening digital capability, and ensuring teams can work faster and more effectively through better tools, insight pipelines, and AI-enabled workflows. Trine plays a central role in the Barn AI programme, guiding how use cases, governance, tools and people development come together to deliver stronger brands with more agility and precision.

Ian Crocombe, CEO, Deft

Ian is the CEO of Deft, helping marketing leaders understand change and unlock the value of AI for their teams. Clients include Arla Foods, TeamViewer, Cisco & Tesco Media. Previous to this, Ian served as the Director of Meta Creative Shop for Global Clients, managing a worldwide team and collaborating with brands such as Adidas, L’Oréal, and VW.