More than 1,200 marketing, creative, product, growth and technology professionals from Israel’s tech industry gathered last week at Tel Aviv University for Creatives & Conversions TLV 3, a conference focused on the changing state of marketing in the AI era.
The event reflected a shift in the industry’s conversation. After several years in which professional gatherings were dominated by the question of which new AI tool had just been released, this year’s focus was less on technology for its own sake and more on how marketing teams can work, create and generate growth in an environment where the rules are changing quickly.
Ten speakers from companies including Navan, Meta, Natural Intelligence, McCann, Connecteam, Wiz and Figma addressed the conference, sharing case studies, lessons from campaigns and practical playbooks from their day-to-day work. Alongside the main stage, 11 professional workshops offered participants hands-on tools rather than general inspiration.
One addition this year was the Catalyst Startups area, a platform for 10 Israeli startups working in marketing and AI. The initiative was intended to expose early-stage companies developing tools for marketers and connect them with industry professionals.
Beyond the formal program, the conference also underscored the continued value of in-person professional communities. At a time when much of business communication takes place through Zoom, LinkedIn and WhatsApp, organizers sought to create a space for marketers facing similar pressures, from staying relevant in the AI era to delivering stronger results with fewer resources.
For many participants, the event offered a pause from the daily race of tech work and a chance to meet colleagues, exchange ideas and compare approaches to a profession that could look very different within a year or two.
The conference was organized by Roy Naar, former vice president of marketing at Oribi, which was acquired by LinkedIn in 2021, and founder of Growth Marketing Pros, a community of thousands of tech marketers in the Israeli ecosystem. The community operates throughout the year through meetups, professional events and knowledge-sharing initiatives.
Creatives & Conversions TLV was created as part of that effort: a forum for practical, candid discussion about marketing from people working in the field.
The message that emerged from the stage and the hallways was clear: technology will continue to change, tools will keep evolving and the marketing profession itself may look different in the coming years. But creativity, critical thinking, community and the ability to learn from peers remain central to the work.