In a recent exploration of AI’s role in creativity, industry leaders emphasized its integration into workflows and campaign development. Using tools like ChatGPT, OmniAI, and Veo 3, agencies like TBWA and Ogilvy leverage generative AI to prototype ideas swiftly and enhance visual storytelling, as seen in award-winning campaigns. Though nearly 90% of advertisers are adopting GenAI for video ads, concerns about overreliance on AI impacting core creative skills persist. Executives like Laurent Thevenet and Sagar Jadhav acknowledge AI’s transformative potential while stressing the importance of human oversight in crafting authentic narratives. As proprietary AI platforms emerge, agency workflows are shifting to incorporate in-house production. However, industry experts agree that while machine learning enhances efficiency, the essence of groundbreaking creativity remains distinctly human. Ultimately, the future lies in a balanced partnership where AI serves as a tool, not a substitute, for human ingenuity.
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