Peter Steiner
Head of Creative Labs, Code and Theory
Peter Steiner is listed as Head of Creative Labs, Code and Theory. Peter spoke at Adobe MAX 2026 in November 2026 (speaker, “The Rise of the (New) Creative Technologist”).
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About
Pete Steiner is Head of Creative Labs at Code and Theory, where he builds AI agents for creatives. AI has flipped the economics of creative technology: custom tools that once took months and big budgets can now be built for a single project or team. Pete's team embeds with designers and strategists to build those tools, based on a simple lesson from years of experimenting: intelligence scales, but judgment doesn't. His recent projects include ai.rwaves, a five-day live radio broadcast from Cannes Lions covering advertising industry news, run by a creative director and produced by a team of agents. He has also built agentic systems and generative content engines for Amazon, Con Edison, IBM and 5.11. Pete runs innovation workshops for Fortune 500 brands including T. Rowe Price, Chase and Eli Lilly, helping teams build R&D cultures that get lasting value out of experimentation. He has taught hands-on AI workshops for marketers at Social Media Week and Brandweek, and his work has been