AI aids copywriters, enhancing their work, not replacing jobs

The advent of Gen AI and platforms like ChatGPT and Google Bard have ignited ongoing debates about the impact of AI on creators' creativity and efficiency. At the e4mdentsu Digital Advertising Report 2024 unveiling event, experts convened to delve into the topic of 'Creativity in the Age of Gen-AI: Intelligence that Enables Imagination.'

The panel comprised Pierre de Greef (Chief Digital Marketing Officer - Pernod Ricard), Catherine Flynn (Director, Agency Development & Marketer Education, APAC - LinkedIn), Apoorva Maheshwari (Head of Marketing - Bestseller), Ram Suresh Akella (Executive Director Marketing - Maruti Suzuki India Limited), and Rahul Dutta (Director – Marketing - Microsoft India), chaired by Amit Wadhwa (CEO - dentsu Creative India).

Amit initiated the discussion by acknowledging the reality of Gen AI and its impact on creativity, posing the question of the positive and negative aspects. Akella, expressing his non-expert perspective, noted the surprise among developers at the capabilities of these technologies. He emphasized the need for future regulation given the efficiency gains but also the risks, such as deep fakes.

Flynn expressed optimism, citing data that highlights AI's economic boost while cautioning about the potential gender gap widening. Greef highlighted AI's impact on learning and personalization, emphasizing its active role in shaping campaigns, impacting both consumers and execution.

Maheshwari highlighted the rapid adoption of AI in marketing, enabling insights, better briefs, and diverse campaign options. The panel discussed AI as an initiator and enhancer, especially for copywriters, and delved into AI's role in optimizing media campaigns.

The conversation shifted to ethics, with Datta emphasizing its importance in maintaining trust. The panel concluded with predictions for 2025, envisioning a world of responsible AI use, value creation, and collaborative problem-solving.