We recently connected with Yukun Bi and have shared our conversation below.

Yukun, appreciate you joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

The biggest trend and most talked-about one right now is the use of AI. Whether or not it’s the most transformative, it’s certainly commanding the most attention. AI is showing up across every corner of the industry, but in marketing and advertising specifically, it’s already changing the game.

For a lot of agencies, the adoption of AI has been both exciting and intimidating. On one hand, it makes design, video editing, copywriting, and many other executional tasks much faster and easier. On the other hand, that speed raises very real concerns, especially in the creative space. People are worried about being replaced. And in some roles, those concerns aren’t unfounded.

But the truth is, not everything can be replaced. Creative ideation, strategy, brand planning, anything that requires deep human insight or the ability to analyze human psychology, those roles are still irreplaceable. What’s changing is the execution. The “how” of making something, not necessarily the “why” behind it.

That shift opens up real opportunity. One example: development teams. By leveraging AI, their workflows have sped up dramatically. Projects that used to take weeks now take days. And time is money. But what’s interesting is that the industry hasn’t really caught up to that change in how it bills for work. Many agencies are still charging traditional rates, even though they’re completing work faster and with fewer people. So theoretically, those using AI efficiently should be more profitable.

Another opportunity, and this one’s a game-changer, is how AI enables people without design skills to visualize their ideas. Before, we’d rely on imagination. You’d pitch an idea and hope the client could see what you were saying. Now you can show them. Create vivid videos, realistic visuals, and tangible examples. There’s no more ambiguity. That alone has solved one of our industry’s longest-running issues: subjectivity. Now, concepts are a lot more objective. They’re easier to grasp and easier to align with.

So yes, the fear is real, especially for those in roles that AI can partially or fully replicate. But the efficiency, accessibility, and clarity that AI brings are already reshaping how we work, pitch, and think. The trend isn’t coming, it’s here.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Yuki Bi, and I’m the co-founder of Helios Worldwide, a next-generation brand consultancy rooted in performance, purpose, and cross-cultural innovation. I’ve been working in the advertising and branding industry for over 20 years, helping businesses, both legacy and emerging, navigate change, tell powerful stories, and connect with their audiences in more meaningful ways.

My journey into this world started when I was 21, working at a Canadian marketing firm. I didn’t grow up dreaming of working in advertising, but the more I got involved in strategy and brand storytelling, the more I fell in love with the craft. I spent seven years leading a major financial services account, but eventually felt the pull to step away and see more of the world. That sabbatical through Asia turned out to be life-changing. It led me to new opportunities in China, an unexpected and honestly intimidating move at the time. Though I’m ethnically Chinese, I hadn’t grown up there, and the idea of navigating that environment professionally was daunting. But as China’s advertising industry started opening up and evolving rapidly, I decided to take the leap.

That leap led me to roles at Publicis and WPP, where I focused on digital consumer journey and brand planning for global brands. In 2013, I joined Hylink, where I would spend the next 11 years and grow into a senior leadership role. It was there that I expanded into media, working across categories like automotive, CPG, fashion, and beauty. One of my proudest milestones came in 2014, when I led the team that secured the China regional account for a global luxury beauty brand. It was the first time a local Chinese agency had won representation over the traditional holding groups, a moment that challenged the status quo and raised the bar for what local teams could achieve on the global stage.

In 2016, I co-founded the agency’s international business and helped launch its North American operations in Los Angeles with my business partner, Humphrey Ho. Our goal was simple: bring the speed, creativity, and innovation we’d seen in China to the U.S. market, where things had started to feel a little stuck. That venture has since evolved into Helios Worldwide.

At Helios, we help brands evolve, expand, and stay relevant. We offer everything from brand strategy and cross-border marketing to creative campaigns and business transformation. A lot of what we do is about solving brand disconnect, when companies outgrow their original positioning or struggle to translate their brand across cultures and markets. We come in to help clarify the narrative, strengthen the experience, and make sure the brand is driving business value.

What sets us apart, I think, is that we’ve built something that sits at the intersection of East and West, of legacy and next-gen. We don’t just chase trends, we help brands stay ahead of them. We’re small, but senior. Agile, but deeply strategic. And we genuinely care about building something long-term, not just checking boxes.

At the end of the day, I’m most proud of the people I’ve worked with, the talent I’ve helped grow, and the brands that have trusted us to guide them through periods of change. If there’s one thing I hope people take away from our work, it’s that brand isn’t just how you look or sound—it’s how you show up. And we’re here to make sure that when you do, you show up with clarity, purpose, and staying power.

We’d love to hear about how you keep in touch with clients.

When I read this question yesterday, I actually sat with it for a bit. It’s one of those things that feels second nature; you don’t always realize you’re doing it because it comes naturally.

But if I had to break it down, trust is number one. Trust is earned, not given. And that’s something I’ve learned over time. Loyalty is built through trust.

Relationships are at the heart of it. Whether it’s a client, a vendor, or just an acquaintance, treat them like a human. Put yourself in their shoes. Be relatable. Be honest. Be upfront.

And of course, deliver results. Trust is built through consistent performance. That’s the foundation.

Then there’s personal character. That matters. People should think of you when they hit a challenge. Your name should come to mind when a problem arises. That’s how relationships last.

Also, loyalty goes both ways. We don’t just expect our clients to be loyal to us; we’re loyal to them. We don’t poach their competitors. We don’t leak proprietary information. In an industry where it’s easy to cross lines, we don’t. And that builds loyalty in return.

Any advice for growing your clientele? What’s been most effective for you?

A few things. Word of mouth is huge. Building a strong network or “Rolodex” has always been important.

But more than that, it’s about how you show up. It’s about consistent, high-quality work. That leads to referrals. And referrals are gold.

We also have a strong PR team, and that matters. You can’t just do good work in the shadows. You need people to know about it. You need visibility. It has to be done in an honest, thoughtful way. Unfortunately, in our industry, not everyone plays by those rules.

Another big one is mindset. We have a culture of “yes.” When we’re presented with a problem, we don’t say “we can’t.” We say, “let’s find a way.” There’s always a way. Be creative with the solution. No red tape. That mindset builds trust and opens doors.

Lastly, we stay focused. We know our verticals. And we know that growing within connected industries is much more sustainable than trying to be everything to everyone. So we double down where we have expertise, and grow outward from there.

Contact Info:

• Website: https://heliosww.com/
• Linkedin: https://linkedin.com/in/yukun-yuki-bi-08638153

Image Credits

Yuki Bi