Goafest 2023 has kicked off, emphasizing this year’s theme, “Future of Creativity.” The event focuses on how creativity will evolve with the boost from technology and Artificial Intelligence (AI). The first session featured industry leaders discussing how innovation, technology, and human talent will drive the advertising and marketing industry’s growth. The panel included T Gangadhar, co-founder and CEO of Tilt; Josy Paul, Chairman of BBDO India; Anusha Shetty, CEO of Grey Group India; and Dheeraj Sinha, CEO of Leo Burnett.
Unlike other new products that take time for consumers to adapt, AI has been embraced almost immediately, seamlessly integrating into daily tasks. This widespread acceptance can be attributed to AI’s essential role in today’s world and its ability to make life easier. Josy Paul highlighted the significance of emotional intelligence (EI) alongside AI, stating that the emotional aspect makes technology truly valuable to individuals.
AI has revolutionized the advertising and marketing industry, simplifying tasks such as crafting catchy taglines, creating content, and leveraging data-driven marketing. Creativity is evolving to break through the noise and clutter, requiring the inclusion of technology, product innovation, and social media trends.
However, the fear of job replacement among young talent due to AI was also addressed in the panel discussion. T Gangadhar emphasized that it’s not a competition between man and machine but a collaboration, comparing it to cricket where machinery runs singles and doubles, while human intelligence hits fours and sixes.
Paul expressed the importance of embracing change, allowing oneself to collide with anything new, and surrendering to new technology for personal growth and reinvention. The session also highlighted the significance of investing in and empowering young talent for the industry’s future stability and success. Dheeraj Sinha stressed that the future of any business depends on nurturing talent, and the industry must create an environment where young professionals can thrive.
In the search for new talent, agencies seek a unique blend of qualities, including visionary thinking like Jesus Christ, artistic talent like DaVinci, predictive scientific minds, and the ability to understand the lay of the land. The recruitment process focuses on finding individuals with an elastic mind, capable of adapting to new challenges.
The evolving landscape of technology and creativity necessitates new rules, methods, and structures within organizations. Anusha Shetty emphasized the need for fluid structures that embrace openness, diversity, and the ability to tackle conflicts effectively, while hierarchy plays a minimal role.
The future of creativity in the advertising and marketing industry is uncertain but filled with opportunity, offering an open landscape where any individual can thrive.