In a world where artificial intelligence can generate flawless presentations, trailers and sales pitches in a matter of minutes, standing out has become harder than ever. That was the starting point for the masterclass “Pitching in the AI Era – How to Cut Through”, led by Justin Scroggie, Chief Creative Officer at The Format People, known in the industry as “The Format Doctor”. With a practical and direct approach, the executive broke down the format sales process to get back to basics: understanding the buyer and building a genuine connection.
Far from rejecting AI, Scroggie proposed integrating it as a strategic tool. From simulating questions from potential buyers to refining the pitch, technology can help lay the groundwork. However, he was categorical: “the deck is not the pitch”, and a good sizzle reel (even one generated by AI) does not replace conversation. For the specialist, the real difference still lies in the human ability to listen, adapt and build trust.
One of the central themes was the importance of thoroughly researching the person on the other side of the table: understanding their editorial line, their current successes and even their personal interests. “It’s very easy to choose the wrong channel,” he warned, recalling cases where the same idea generated opposite reactions depending on the person being addressed.
He also emphasised the need to “make the intangible tangible”: to describe the format accurately, explain its origins and always present it in the present tense. Ultimately, beyond the tools themselves, selling a format remains, above all, a matter of empathy, storytelling and timing.
