AI has created a lot of buzz since it has the potential to affect business and our behavior. AI has been a part and parcel of marketing and advertising for a while. To formulate business strategies, AI platforms and tools have been used on data. There are predictive algorithms for business strategies and campaign optimization. The advent of LLMs and generative AI has led to applications in consumer insights, strategy and creative.

There are two dimensions to AI in business. One is the way we work, and second is the work that is created. AI brings efficiency in the business process with its tools. In the work, AI tools are used to imagine and create magical ideas.

Agencies will continue to invest in technology. A layer of AI will be infused across the organisation. AI will make people more efficient and productive. Many things that we will be doing tomorrow are not being done today. There is no conflict between technology and creativity

In advertising, one requires soft skills of understanding human emotions and needs. Advertising can bring about behavioral shifts. This is done through creativity. Technology is here an enabler. It brings creative ideas to life. It tests these ideas. It iterates faster. One needs both — technology as well as creativity.