Creativity vs AI – The Future of Branding & Communication | India Hot Topics #ai #shorts

Añadido: 2026-05-10

[00:00:26]Hi friends, welcome to the brand side.

[00:00:29]Yet another episode brand tag where we have our special guest Mr. Ankur Bwa.

[00:00:34]>> Hi Isra.

[00:00:35]>> Hello Ankur.

[00:00:36]>> Hi Sarat. How are you?

[00:00:38]>> I'm fine. Thank you so much. Yeah. So today's topic is none other than creativity and artificial intelligence.

[00:00:45]And what we have with us is can machine replace brand thinking? If yes, what's going to happen with the jobs? What people are going doing right now? the creative writers, the the copywriters, directors, content creators, it is changing the entire landscape. So, Ankor, my first question to you today is if we look at AI from this perspective, what is your opinion about it?

[00:01:11]>> AI obviously has been a breakthrough uh in terms of uh you know how you look at things or how you kind want to do your things. You know uh if you talk about our industry AI has been quite disruptive. Uh there were murmurss of uh technology coming in handy like you know uh when traditional advertising was there it was more uh very print oriented or you made some videos and all as the times move post the millennium thing happened the computers came in really handy and the way you had designing work and you know your video production also uh you know improved a lot and now with this AI thing coming in you know from the last one or 2 years, you know, people are kind of trying out crazy things, you know, uh uh they've been doing really some uh really cool stuff and but yes, uh on the hand side uh you know there has been talks of is AI going to replace uh our creative fraternity, our way of thinking, our way of working.

[00:02:17]So AI has come with a lot of mixed bag you know it's like a mixed bag of feelings you know if you want to really dive deep into what's AI and what's the possibility does AI have because AI is infinite you know AI doesn't have a beginning or an end point you know we actually frankly didn't see it coming so soon so fast so quick on the table and uh we don't know where it's going to when it's going to end because we don't see any end personally I don't see any end >> I I don't see any end around what I really feel is you know it is going to have a it's an evolving stage for AI also but few questions you know uh in a last episode you said a very simple words you know you said most brand do not have a voice they just have noise that they are making now when the AI is around do you think are we getting more noise or finally we're getting better clarity of grand and their thinking.

[00:03:18]>> I think we are still the same. Uh it's it's just the rat race being made a little more glamorous with the AI. Um I think most of the agencies, most of the marketing consultants or social media agencies or whatever you want to call yourself, you know, you are a video producer or whatever. So everybody is, I think, seemingly taken up key. I'll do AI. I have AI. I'll give you AI solutions. But nobody's cutting through.

[00:03:47]Nobody's thinking through. Everybody is just clocking their hours just joining the red race keynote. I know AI, so I'll give you AI solutions. That's it.

[00:03:56]Because nobody as I said, you know, it's just pure noise. You know it's too much of clutter happening because every other >> I and every now and then you will see that there are so many new branding agencies are cropping up. They say that we do AI, we do this, we do that and not just that they use all the tools to create all those gimmicks. Even even there are agencies there are people who are more blatant um they have started seeing themselves key we are an AI empowered agencies we are AI empowered consultants because >> you look at any piece of communication that's happening in the market today uh because u me being a writer myself I know when there is a AI thing so we can make out because AI writes it it gives you like tons of copies but uh somewhere down the line it doesn't have that finish or that human touch to it you know because see AI uh chat GPT or any other thing you know you just get the free downloaded stuff and you can just create u any a abd anything you just plaster it on your brand communication and you just roll it out so and at the end they said my business is going on I'm getting numbers whatever the numbers are or I'm getting my revenue so I'm not bothered about it so AI is Just like you know if I can say uh >> saying that we do not bother about it.

[00:05:20]It's a tough t word actually if you ask me really.

[00:05:23]>> No it's it's like that brand new it's like it's like that brand new topic that you >> you know it doesn't going to matter or it doesn't impact. I think it is you know I'm this is my perception of the business that's over the last 6 months or so. Uh it's like as I said it's like a new brand of chocolate that you give out to the children and everybody is after that candy you know.

[00:05:47]I also want that piece of candy. I also want to taste it and you know I want to do wonders with it. So you know there are uh >> but you know that as advertising change perception. So if you're giving new candy of course you know if >> no see I see I'm not I'm not against I'm not against AI. I am my thing is how you're using AI because see there is something called human intelligence and there is artificial intelligence.

[00:06:12]>> Yeah. See whenever you're whenever you're going out to buy any fruit juice.

[00:06:17]So normally we don't bother to flip it around and see if there are natural preservatives or artificial preservatives. So AI is like a piece of juice. We just have got this juice. We have just taken it up. You know we don't see we we have kind of shut down our natural intelligence and we are kind of more you know getting into art because I think this is more like an escape. We don't want to do hard work. What you're trying to say is that we need to go through the you know basic ingredients of it. What it contains, how it is being preserved, what is of it. So all those elements >> my fear is my fear is we have actually shut the doors on our thinking. We have stopped thinking as a human beings. We have left it to the to the AI because see AI is also it's like very mischievous in terms of you know AI is in front of you, AI is front of me. So you know as you do your prompts or your thinking so AI will just gather information and just vomit out whatever has been uh processed. So I think somewhere down the line it's it's quite a tech marvel that's come to our lives but we also need to be judicious enough to use our brains to kind of >> yeah work it together one thing is very clear let's address it we need to address it let's address that the elephant is there in the room now AI can generate you know you talk about ad copies you talk about brand campaigns you talk about social media content you know it's all very tough for saying that you know AI can't do that particular thing or this particular thing you need to train it also that's obviously we'll we'll cover that as well but you know what is left for creative professionals you know how how do we justify our work I mean that's a tedious task you know it is not just uh uh doing work but to proving again and again even after so many years that you know if you get your work done from me is is going to make a lot of difference don't you think so what do you say on that >> I think we have to be really smart enough or as I say adapt being adapt corruptive to this technology is going to take you further like you know I can't close my eyes or no one can close their eyes AI is not happening or AI is not there we can't be so naive in saying because AI is there and it has got into uh the work structure yes I admit you know it has made lives easier because if you just want some anything so you can just quickly u you know get on AI and start doing stuff so yes my point is We have to work hand in hand you know it has to be >> hand in hand I I that's more like an assistant you make it more like an assistant but yes you need to understand that as well you can let me challenge you you know uh let me let me challenge that and and and not just that I mean let's say there's a there's a situation where where there is a new startup you know coming up and then he says that you know I'm looking at you know promoting my brand so instead of hiring an agency where I have to do a initial you know time spending with them making them understand the product need market this that all the you know uh the various bars of this particular you know industry the data that I need to feed them so why don't I feed my own uh brain I mean my AI brain and generate you know 100 copies probably in 10 minutes with AI >> the question is why should I he has a question why should I hire those heavyweight champions you know why why should I have them So how how do we how do we counterback?

[00:09:48]>> See even uh I'm sure you must be using chat GPT or claude like you know even at the end of the response they do say uh even the chat GPT is quite uh you know forthcoming when it says key we can also make mistakes. So please do check before you kind of copy paste that stuff and put on onto your thing. So uh AI is uh kind of yes it's very fast but uh slowly but surely it's also replacing a lot of people you know because you know people have got that feeling key the work that you know 10 people used to do you know AI can do that you know that single AI source can take care of of jobs in just minutes >> had many trainy writers below you who used to work for you okay you r draft this I give you a separate idea to proud of that. Now if you ask AI you know he understands you very well he tells you you know what kind of field you want what kind of I have got I suggest you five fields I suggest there's a suggestion coming that's even more challenging now are we saying that AI is going to replace execution process is that true >> no it has to be handheld you know AI can't do anything on its own okay >> AI can give you solutions AI can give you faster solutions AI can show you the way but to make it more kind of rounded and uh to bring it to the finishing line. Yes, human human intervention has to be there because as I said AI is a tool AI is not a replacement. If if you're thinking AI is going to replace us um I don't know where it's going to lead to but I think AI is more empowering us you know it has to we have to see it as a more of an empower rather than overpower you know >> so idea is to address it like a tool rather than you know uh as a solution.

[00:11:40]See as a as a as a human being we have a tendency to be very submissive. Okay.

[00:11:45]Anything that is that is greater than us we tend to key okay this is this is going to rule us. But u I think as a as a creative professional or for that matter anyone on the planet who are doing things or want to make things happen they have to really smartly use this AI tool. you know rather than being very submissive and saying okay you do the job I am just doing my gardening or cooking some dishes or making coffee and AI is taking care of the coffee but I think you have to be smart enough and judicious enough and >> we have to be fair enough also smart enough because tomorrow you might find out you know owning a robo who who can probably you know do all your work and you probably be doing gardening I mean for that matter >> you see people are still doing their job because see uh there is AI hasn't completely overtaken the planet of people who are workers. You're still behind the mic. There is still an office running which you are there. I'm still sitting and doing my work which means an AI is not key. It's like you know it came in yesterday or day before yesterday. AI is still there. But yes, I'm saying key uh I think now is a good time to test our intelligence or how much how how much we can stretch our imagination or our power of thinking. I think AI is also throwing a challenge at us. You know we are more superior more powerful than you. You know we can do more faster work. So I think you know if we take it like a competition I think uh this time also gives us a good chance to test ourself as as humans you know as creators you know as producers or whatever you want to call yourself you know so I think you know with the with the coming of artificial intelligence at times people are watching themselves you know as if they have really uh gone hway or what they did practice for so many years is now you know coming just like that and and and it is going to be a very uh this thing you know so ideally u what perception audience should make out of it rather because this particular podcast is being viewed not only by the industry guys but also by the brands who want who are who are willing to come to the market or startup stage stage yeah >> AI is also kind of targeting the inherent thing of our humans which is basically our laziness.

[00:14:11]>> Yeah.

[00:14:12]>> You know, you know, there is something called being reactive and being proactive.

[00:14:17]>> Yeah.

[00:14:19]>> Most of us are being very reactive when the AI thing is happening. You know, we are just reacting to things. Okay. So, AI can do this, so let's use AI. AI can do this, so let's do that. we are not being very kind of uh proactive in terms of key how that tool is doing something and we can help use the tool in doing something which will be kind of adding to our work to our stature to our you know whatever things that we do so I think most of the people most of the players are very being very reactive being rather than being very proactive you know we're just letting it happen just sitting back and being uh just watching things happen and being reactive all the time. So I think somewhere down the line we as mature people and uh who are good got got a good head on our soldiers I think it's high time to think for ourselves uh and work out a way where we don't let AI overpower you know it's like the classic Terminator movie that we saw like say 30 where >> the robots were all over the place and we just looked out for a savior to come back from time and save us. I think >> yeah but one one thing one thing is there in my mind I mean understanding that yes there were movies in the past that we saw and we now you know feel that you know those kind of things are seriously coming our way now and we see them coming because with the change and you know the reduced gap between the technology and the usage has really uh widened the brain uh where working has gone more smarter and more active in uh in our time. So, but one thing I would like to know ankor from you is you know understanding that AI can do everything probably one can think of in our industry but that any one thing that you would say that no matter how advanced it becomes particularly this particular thing cannot be done by AI you know just just one thing which comes to your mind >> I think I think I think u u something like the pure human emotions that bonding you know when it comes to kind of uh when I adapt you know AI can move like us uh AI might think like us but can AI cry like us or can AI make faces like us or being u you know that's a matter of concern yes but I'm surely AI will be evolving into humans but somewhere down line when it comes to making human connections I think AI has a lot of catching up to You know >> one thing that you're trying to say is that yes a brain can be planned programmed taught >> it can be manipulated.

[00:17:06]>> How do how do how do one teaches emotions to the brain because it's not >> nobody can nobody can teach you emotions.

[00:17:14]>> That's what I'm saying. So it's not brain's work. So if it is not brain's work then brain cannot train emotions you know we cannot train emotions to the brain. But is creativity actually about only writing in our industry or probably you know understanding you know >> creativity I think creativity other things >> creativity is all about making a change through something you know anything any any kind of action you write or you draw you make something you create something you uh motivate someone to do something or people so I think that's creativity it's not just about writing or you know or creating something or just making faces blindly. So I think somewhere down the line creativity is all about making a change and also how that creative uh you know turns into a moment into a moment and then people might get inspired from that creativity. So I think that's creativity for you.

[00:18:10]>> A moment movement to a emotional emotion to a engagement and engagement to an action perhaps this group that he was saying ab everybody is like just blindly following AI but you know every other day you open YouTube or your phone or you go out you're out in the mall >> things coming up and people are saying that you know gone are the days you forget this software you forget that software now is going to do everything for you. You think of it, you just tell the tell the brain and the brain is going to solve it. But one basic understanding that I want to you know know from you perhaps you would give me a better idea on this or put throw some light on it. How human psychology is being drafted uh or trained uh you know given that particular impression to the artificially trained brain. Do you think that is that moments will also come when the when the when the system can probably uh react to a situation? There are a lot of scary things also that's uh that's happening around AI like you know a few days back I was reading an article where a guy in UK gave up his life I think he was going through some family problems so he started chatting with an imaginary character in Chad JPT so you know that character started giving him advice you know how you should build yourself and finally that character you know artificial character said you know you it's time to become a robot like us.

[00:19:37]So you have to give up on your human body and so he committed suicide thinking that AI will save.

[00:19:43]>> Yeah, that's how you say.

[00:19:44]>> So AI can manipulate.

[00:19:46]>> Yeah. So see but that also that also kinds of also reaffirms the fact you know how you're interacting with AI because when you start interacting with AI AI also starts reading you because >> if Sedhart today starts kind of feeding something your feelings to AI you know over a period of time AI will know how Sedhhat is going to think tomorrow or he's thinking right now or he's doing next or what so he can manipulate you easily. So but then again then again you know it's all human intervention it's all human feeding that needs to be done.

[00:20:19]So AI is incomplete without us and we also at this time we're also incomplete without AI. So, >> so do you understand we need to have certain boundaries, certain guidelines, certain appliances for such tech oriented uh things because you know I was go the other day I was going through um a document and I came to know that you know uh uh I was I was going through various contents and I I went through and uh one which came to my mind and which was saying every country you talk about region like China, you talk about UA, the the the Middle East and you talk about India. So all these countries are now uh you know imposing their children to go through artificial intelligence as a courseware. Uh now when that comes to you and um uh how how scary it becomes or how effective it becomes I mean there are two ways I mean to the there are two faces of the same coin I must say you know it can be scary it can be beneficial also. So how do you react to that? It's scary. Yes. Because uh we need to have some boundaries because as I said, you know, AI is limitless and if you don't set the boundaries, it might cross it and might interfere. It's it's already interfere in in our lives. I mean, there is a joke flying, you know, AI is going to take up our jobs >> and AI is going to take up our emotions.

[00:21:43]AI is going is going to get into our relationships. So, AI is going to replace everything. So uh >> yeah if that is happening then uh education how it is going to impact that as well. Yeah, people are still so charging for solutions, you know, but then again see this is like an endless discourse you know we can go on debating about the good and bads of AI but my point is always key you know uh in workplace we all collaborate you know we have been collaborating with lot of people with different expertise so we can we can always look at AI as an expertise and we have to see key how well we can use that you know see human brain also is limitless because uh in today's era people are using AI more for doing harm than doing good because you know if I if I go into political uh campaigns or political work people are using AI to malign people are using AI to create fake stories fake videos fake nar narratives, you know, which is doing more harm because yes, there are people using AI for good work, you know, like say for geo tagging or geo monitoring or doing research or you know creating some uh you know plans and road maps but uh I see people using AI for more harm rather than for more good.

[00:23:18]>> Compliance is one thing that you certainly suggest you know there has to be compliance set by the government.

[00:23:22]There has to be certain boundaries set by the user.

[00:23:25]>> But I feeling I I I feel we are just scratching the surface of AI right now.

[00:23:30]>> Yeah. And one thing which comes to my mind is today you know there was a time when we used to see campaigns coming our way and you know some teasers used to come and then suddenly something happens and we see at you know various levels be it the radio or a television or press or print media. So there was a campaign used to be planned. Now in today's date what I've seen is that brands are doing lot of things. Everyone is posting certain things. They are making re writing captions and so many things but people and but all of them they it's going to have a very less recall value.

[00:24:06]So do you think are we really evolving at that point or it's it really making uh just the noise and uh just just another content and probably no shelf life. I think it it's it's pure noise as you rightly said uh with too much of content comes in too much of clutter and with too much of clutter in front of your eyes even your mind gets clutter you know it's like that u uh the classic case of uh trying to get your attention you know so I think then again the right message the right visual the right communication will always be at the for forefront but again uh people are doing lot of things with AI um even we have seen lot of social media campaigns or videos going haywire because they have just left it to AI key you do the work we'll just sit back and enjoy so we can >> work coming out in the market >> I remember sorry I remember you know I'm sorry I'm bothering you once uh just just barging here one thing I remember you know in the times in the in the you know initial times we see uh where the campaign directors or the campaign owners are so to call the creative directors the basic think tanks behind the brands.

[00:25:19]Okay, they used to think about the brand, take a break, go out, only think about brand and people and connect and come up with something which is highly innovative. But in today's uh today's era where we where we have a very less of thinking and uh too much of noise, don't you think that industry is actually going to a black hole? I mean where uh where one is going to lead? I mean it's it's a dark area that we have.

[00:25:48]See buff I believe although AI has no end um this process is surely going to end because I think after a point of time there'll be saturation you know pe people will again um you know these are all fads or some kind of things that normally happen because after before 2000 there were very less intervention of computers >> you know the millennium era came >> there was a lot of digitalization that happened in terms of work and all a lot of old things were getting replaced. I think same thing is happening right now with AI. You know, a lot of working has changed. Uh the speed has increased.

[00:26:29]There's lot of interventions that are happening. But yes, we have to adapt and uh uh we have to move. Yes, that's that's a reality check that we have to do on ourselves rather than just sitting back and wondering key what will AI do?

[00:26:43]Is AI going to take up our our jobs or you know >> also you know now with this this evolution happening around next door uh I want to know since you have been working for corporates founders brands startups uh do you think now nowadays in today's era people are brand our clients are cautious enough to understand and value creativity or they are just focused on their you know run of run-of-the-mill where they just want to you know finish the work and just completing It's a mixed bag. There are clients who want to do good work. There are clients who want to just go run the mill. And I think the industry is fortunate enough to have this balance. Else we'll just go downhill. So we have some very good clients who still believe key idea is the hero rather than just churning out stuff from AI because AI with the current perception AI is like it's cost uh it it saves a lot of cost.

[00:27:42]uh it's uh you know you can work on a lean army of people and uh you know it gives you few amazing things in lesser time but still uh so people are in that trap of doing a lot of if I can if I can put up put out that word it's a lot of that's going it's happening in the market today but still there are brands thankfully who are doing good stuff you know they know key idea is the king they want to do it the more traditionally way so yes there is hope but uh with the time taking away more and more people are using AI as a as a tool uh to do some very substandard stuff. So but but yes it's a it's a it's a mixed balance of works that happening. So when I I I still remember Ankor you know there were times you know when a client used to say that you know um make it more creative you know when you present a work to a client he will say make it more creative uh without knowing what it means how how does it impact a creative person is very well clear to you and to me but with the era of artificial intelligence next door do you think uh making it's also helping the the creative army to probably create more uh uh you know versions of the same creative to make it impressive and then push it and let it grow because at the end of the day even agencies are now running short of um uh obviously the the money has gone down the it has shrunk to a next level and then the team has shrunk to a next level and expectation of the market is that you act more smarter and there has been a very uh uh you know very uh deep difference and gap between the work life balance which is expecting I'm sure you must also be experiencing the same and many of the other people who are around uh in the industry have reporting have been you know talking about all this so there do you think AI can really uh make a life easier as well?

[00:29:50]Um AI yes uh it is it has brought a lot of change as you said you know um as you it has sped up the work you know and with AI a lot of people are queued on to AI it will be false to say you know there are people who don't know AI there are people who are everybody knows AI and what AI is capable of doing >> so yes u u as I said when the work is done faster with minimum of intervention. So clients and also agencies and also whoever is on the brink of doing businesses they know key you know it can be done easily more faster. Um I'm I I can't vouch for accuracy you know because AI does make mistakes. So we have to be really concerned about you know what you what are you trying to set out in the market in terms of message or brand promotion.

[00:30:44]So yes, a lot of things are there but yes, we are in for an interesting time as we move ahead. So you know I don't know in the next uh podcast I think there'll be two robots named Sedat and Ankor sitting and doing podcast. So so that's a that's a new possibility that I can see.

[00:31:03]>> No with AI coming next door you know now the brands are also become very smart most of the things that they try to do themselves. So uh has that made our job easier or really tougher? I mean it's a very simple and very uh you know focused question to you.

[00:31:18]>> See uh it's done both actually >> it's easier because the work is being done fast and actually if you look at from a brighter way you you can do a lot of things you know now you know key okay I have a very strong tool so it also is also helping people open up their minds.

[00:31:38]So in a way yes it has also kind of pulled the plug out of the innovations that we had key will will we be able to do it or what what's next is it possible is it possible you know like a like a typical VFX for example or uh creating some some magic out of pictures initially we used to take the picture put into post-prouction all your animation used to happen so it used to take days and days right so you know it very well >> yes >> so now it's just a matter of minutes you know you have some idea you just type it out get the picture put it in AI get the right tool with some money investment and you can see the magic happening so in that ways yes AI is doing good and also it kinds of tells you you know it's time to open up and think more do more but yesh it's scary key you know lot of things AI can do it on on by by itself so a lot of jobs are going down. You know people are redundant with skills.

[00:32:41]But yes u I would say it again 100 times or maybe million times. uh I think that whole ideation bit you know that human touch human drive has to be always there >> there but you know understanding now looking at the future of creative professions I mean it's very important >> and future see future advertising again I would say uh we are moving more and more digital more personalized more immersive you know we are spending less time at home and more time outside home >> yeah I mean if you understand I mean we spending much less less time with our families and focus more on creative and you know understanding those which will deliver us.

[00:33:23]>> I think as humans we are becoming lonier by the day. So we are trying to find an escape. So digital is the space where we can escape you know we can just share our >> identity and we can do things that people won't have thought of doing in maybe say last in you know 10 years back or down the line.

[00:33:40]>> So advertising also marketers also clients also are trying out new things.

[00:33:45]evol evolution is happening you know it's it's happening uh one question which comes to me uh Ankurer is that there are new entrance to the industry uh you know people uh who want who wants to join as creative writers designers brand strategist what one piece of information that you would tell those entrance you know what they should focus on uh while entering the industry and uh how they can stay more relevant in the AI era >> I think they shouldn't stop learning >> okay >> they should be you know it's see AI also is giving AI is also opening doors to learning because you know >> AI at the end of the day it's a it's a tool as I say you know if you think from a point it's going to replace you then it's going to replace you if you think it's a tool that will help me do better then you can do it see it's all perception as I said >> I was I was coming to that question only it's what you are answering my question came very straightforwardly you know it is you want to tell them to learn that tool >> and never lose your thinking >> exactly >> because your thinking is going to command >> so it's like best of so best of both the world it's like you have your understanding you have your point of view or knowledge or whatever and here you have AI that's an all powerful tool so when you merge it so you know there's a potent mix of uh thing that you can actually bring on the table so I think uh learning learning from my when I'm saying key never stop learning is key to keep yourself sharp and also be adapt to the you know the tool that's there so I think >> few things which are >> so it's like it's like typical uh when um you know it's like our food habits you know when when Magd came to India it didn't survive >> for a reason because it's it was seen as an American brand so it didn't survive in India so when they came back to India. So it started making paneer burgers or masala tikka burgers. So it adapted to that market.

[00:35:50]>> Aloo tiki burger and all that >> aloo tiki burgers and whatever. So people started okay burger but Indian taste it's amazing. So I'm just trying to give a metaphor you have your set of brain you know amazing things that you've got and here is a tool.

[00:36:08]>> Combine it and see the magic happen. So I think so you should not stop uh pushing yourself in terms of how you're learning things or how you're gathering things. Plus we should be also be aware about how what's AI up to or how you can use AI.

[00:36:24]>> So don't let the AI do things for you but you have to work together. It's like a relationship, right?

[00:36:29]>> Yeah. So it's it's more like you know um keep learning new tools as the industry is changing.

[00:36:36]>> Be adaptive, be smart. You had GPT, you had Cloud A, you you had you know um uh perplexity and so many others which are coming. Perhaps every now and then if you look at the system, you go to YouTube, you go to explore more about AI, you will find every day a new tool is coming for a different reason. Okay.

[00:36:59]But one thing as you suggesting them is never stop learning. And second better takeaway for from episode is that you know never leave your thinking go >> and also and also one piece of advice would be key don't be so uh kind of taken back back you know AI is doing a lot of things I think you have have to just stick to the stuff that you need and you don't have to be overpowered by thinking there are so much to do you know just stick to what you know how you can do and how you can deliver that's it you know because I think the magic will happen because I think somewhere down the line we are not going to be redundant. You know I'm sounding like an optimist but yes uh this is how we are we are as humans >> how we have survived for so many years I mean let's understand it that way we have >> we have we have survived world wars we have survived uh >> kind of uh you know disease >> there was this millennium scare I think 26 years back when we were switching from 1999 to 2000 so there was this whole scare about key there'll be some millennium bug from somewhere you know Timbuktu coming to your computers and spoiling things but it didn't happen >> problem Y2K problem that was called YK >> Y2K correct so I think AI people shouldn't be fearing AI you know because I think that fear cycus is also driving people nuts you know what is AI going to do people are just clueless they are just running around like headless chickens so I think if if if it's a tool just hold it and see how we can you know use it to your better thing you know it's like phone normally if you see no how phones have evolved. Initially it was just for calling then they say let's uh what else it can do you know you can do your banking you can do your traveling you can do your dining you can do your shopping you can >> you can even do photographing >> sorry >> you can even do photography now with phones you know >> yeah so initially it was just for talking and now see what it has turned to so same here so you have a tool called AI so it's up to you how you use it if you see if you want to become the slave of AI AI most welcome if you want to master the AI most welcome if you want to work with AI so there are three scenarios so there are no fourth way so it's like be a slave work with it or kind of >> master it also maybe probably think of creating another AI which will do something another very creative another uh you know new era that probably can help and as we say that you know it is it is a human thinking that defines value so perhaps you're right there and I really appreciate from here we have certain uh you know questions for you which comes as a rapid fire round that I would say so um you know I would need a very quick answer so understanding from you you know we have AI is an opportunity or a threat >> it's an opportunity >> copy something or design something >> sorry come again >> so you either you copy or you design >> I think you should design not copy >> so when we say viral your value which is more important >> value all the time. So uh one brand doing it right today.

[00:40:17]>> There are numbers of number of brands but I think uh I think influencers uh I would call the human influencers the the trending brands today because I think people are more fancy people are fancing more about influencers rather than brands you know.

[00:40:34]>> So so we saying influencers right let's >> yeah influencers are the I think uh the Yeah. Yeah. The whole Jenzi is kicked about influencers.

[00:40:45]>> People are talking influenc even the stars are wary about influencers. So yes.

[00:40:50]>> So so one thing creatives must stop doing today.

[00:40:55]>> Again learning or I think they should stop fearing and just go out there must do learning.

[00:41:02]>> Yeah. Yeah.

[00:41:03]>> One skill that will never die.

[00:41:07]>> Keep dreaming. I think dreaming is a skill now because I think we have to be hopeful because uh I think you >> it's more like you're saying your habit becomes your skill. If that becomes one thing it's going to be very effective right?

[00:41:21]>> Yeah I think we we have talked about all the skills but I think uh we uh in in in last few years we have stopped talking about our real thinking skills like being hopeful being uh adaptive or something. So I think uh these are soft skills that we need to have you know being hopeful you know I think we should not be giving up at this moment.

[00:41:43]>> Yeah.

[00:41:43]>> Or maybe 10 years down the line.

[00:41:45]>> Never gave up for so many years. We have never gave up for so many generations.

[00:41:50]How can we give up now you have to understand we never gave up to corona which came which and went off you know even if we say that today it exists within us.

[00:41:59]>> It had preautions.

[00:42:00]>> It had precautions but I think AI also has its own thing. Yeah, I think so.

[00:42:05]Yes. So, one final question which is for you now. In our world full of AI generated content, what will make a brand truly stand out?

[00:42:17]I think the brand should stick to what it believes rather than just giving into what others are saying. It's like see as a every brand is a human being, right?

[00:42:26]So, uh it's always says key listen to yourself, listen to your heart and uh don't let what's happening around you affect you. If if you're a true brand, we know what you're selling and what you're trying to do. I think just keep on following that because see one thing people say you know uh start following trends but trends are very temporary.

[00:42:47]Both the word starts with a t temporary and trends. So it'll just stay on for a few days and it'll just go away. But I think uh there's this question about viral or value. So value is something which is always etched on to you. So you're known by what values you bring, right?

[00:43:05]>> Because you're not known by the kind of clothes you wear. You'll be known by the person you are.

[00:43:10]>> Yes. True. True. So I think >> I think the brands will be always remember. So what it stood for are then what flavors it brought to the market.

[00:43:18]So Nike is always known by the the name not by the the kind of shoes because if I ask you there'll be like 30 40 types of shoes. you'll not be able to name them but you know Nike >> Nike >> so you know you know say HL or say whatever you know >> it's a or Tata for for example >> so I think I think it it's it's always the value it's always what you believed in uh holds true for you rather than whatever gimmicks you play out in the market so same goes for AI so you know >> so one thing is quite clear to us u as we proceed in whatever discussion we had from u from AI versus creativity point of view. Uh maybe the future is not AI versus humans or maybe it's AI with humans. Who knows how it's going to shape in tomorrow, tomorrow's date. Uh but one thing which is very clear is that we all will have to evolve as a better human and that is only going to happen when we accept technology in its right direction, right way and right weight.

[00:44:25]>> Correct? So here so here uh from the brand side we don't just talk brands uh we don't just decode what actually build them but we actually do what is actually needed by the industry from the industry by the industry. So from here Sadhhates Naya signing off with Ankur of course.

[00:44:45]Thank you so much all of you.

[00:44:46]>> It was lovely talking to you >> and I'm sure ours would have enjoyed this talk and I request you to uh please like, subscribe and share and I'm sure it's going to help every one of us who from industry who's looking at the industry and people who get motiv motivated from industry. So uh with that we sign up for uh the brand side and thank you very much for watching us and we see you until then in the episode yet another episode with Ankur so much.

[00:45:15]Thank you Ankur and I really appreciate your time and value you added to our you know audienc's thoughts and I'm sure they it will evolve it will make them evolve better and help every one of us to be a you know marching army for the advertising industry.

[00:45:31]>> Sure. Thank you.

[00:45:33]>> Thank you. Lovely. Thank you, Sid.