A Journalist Reveals Creativity, Sustainability and Spirituality – We reveal the unrevealed.
AI assists creativity, but human originality remains the true differentiator. We spoke to Vinod Kunj, Founder & CCO: Thought Blurb Communications.
AI: a Powerful Collaborator Not a Creative Substitute
Have you used AI in your work?
Yes, we use AI selectively across research, language exploration, trend mapping, early-stage ideation and production assistance. But in advertising, tools are never the differentiator, people are. The patterns of people are what AI feeds on. So, we need people who are capable of being original. At best, AI is a good partner, even a powerful collaborator. It is not a substitute for imagination, judgement or originality.
Given the proliferation of AI, what does the future hold for the advertising field?
AI will dramatically change the operating model of advertising. Many repetitive and process-heavy tasks will become faster, leaner and more automated. The industry will see quicker turnaround times, sharper data interpretation and far more personalised communication at scale. But paradoxically, this may make genuinely human creativity even more valuable.
The future of advertising may therefore belong to agencies and creators who know how to combine technological capability with human sensitivity. The winners will not be those who simply use AI, but those who know what not to outsource to it.
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There have been discussions among US book authors that using AI is unethical in their work and soon they plan to make it illegal. How is it in advertising?
Last week, we interviewed a candidate, and upon finalisation, we gave her an assignment, which she promptly submitted. We realised it’s AI assisted. We don’t have any beef with that but we thought we’ll give her a live assignment, to be done in office without the support of the internet. She failed miserably and dropped out of our consideration set.
Vinod says – Moral of the story: You enslave a tool. You do not become its slave.
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