Artificial intelligence has reshaped industries at an extraordinary pace, automating processes, analyzing vast amounts of data, and even generating creative content. From composing symphonies to designing advertising campaigns, AI is encroaching upon spaces long considered bastions of human ingenuity. But can AI truly replicate the depths of human creativity, or is it merely an advanced tool designed to enhance human potential?
This question took center stage at Storyboard18’s Global Pioneers Summit 2025, where leading industry figures debated the role of AI in the future of marketing. The panel included Daniel Hulme, CEO of Satalia and Chief AI Officer at WPP; Ruchira Jaitly, Chief Marketing Officer of Diageo India; Sanjay Menon, Managing Director of Publicis Sapient India; and Rohit Bhasin, President and Head of Affluent, NRI Business Banking, and CMO at Kotak Mahindra Bank.
While AI excels at pattern recognition and operational efficiency, creativity remains a deeply human endeavor—rooted in emotion, cultural nuance, and lived experience. As Hulme put it, AI is revolutionizing the marketing supply chain, from ad creation to content distribution. Yet, in a world where ads can be generated and tested within seconds, he argued that human creativity remains the ultimate differentiator.
“Machine learning can predict activation and optimize content across channels,” Hulme said. “But in the end, the only true differentiator is human creativity.”
Nowhere is this distinction more apparent than in the premium lifestyle sector. Jaitly of Diageo India pointed out that marketing high-end products, such as luxury spirits, depends on experiential storytelling and emotional engagement. While AI can refine personalization—predicting a consumer’s whiskey preference, for instance—it cannot replicate the sensory and emotional depth of human-driven marketing.
“Consumer decision-making is inherently irrational,” Jaitly said. “Breaking through to what drives those emotions—what influences decision-making—is not something an algorithm can fully grasp. Phase one of AI was all about efficiency. Now, we’re entering phase two, which is about data and acquisition. But the heart of brand loyalty lies in human connection.”
In the banking sector, AI is already proving indispensable in refining marketing strategies. Bhasin of Kotak Mahindra Bank noted that traditional banking marketing often bombards customers with irrelevant offers. AI can address this by analyzing transaction patterns to deliver personalized propositions at the right moment.
“Financial institutions sit on a wealth of first-party data, unlike industries reliant on third-party sources,” Bhasin said. “This data presents both an opportunity and a challenge. AI enhances efficiency in marketing, but its real power is in predictive analytics – understanding customer behavior and delivering relevant, real-time offers.”
Yet, even as AI advances, the essence of marketing remains deeply human. Jaitly highlighted that authentic storytelling, cultural context, and emotional resonance are elements AI has yet to master. The future, she suggested, lies in synergy, where AI sharpens insights and enhances efficiency while human creativity crafts meaningful connections.
For Menon of Publicis Sapient India, the real power of AI extends beyond automation. It is about transformation – redefining business models and unlocking previously unrecognized opportunities.
“AI is often equated with efficiency, but its true potential lies in discovery,” Menon said. “It connects uncorrelated data points, uncovering insights that were once unattainable. Relying solely on AI for automation is like owning a gold mine and using a spoon to dig—it limits its full potential. The real promise of AI is not just optimization, but reinvention.”
As AI continues to evolve, one truth remains: creativity, with all its unpredictability and emotional depth, is distinctly human. The future of marketing is not a battle between AI and human ingenuity, but a partnership—where technology amplifies human potential, and creativity remains at the core of meaningful engagement.
More about the Storyboard18 Global Pioneers Summit
The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.
The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.
From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.
In today’s rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.