1 week Ago
Artificial Intelligence (AI) has reshaped industries at an extraordinary pace—automating processes, analysing vast amounts of data, and even generating creative content. From composing symphonies to designing advertising campaigns, AI is increasingly encroaching upon spaces long considered bastions of human ingenuity. But can AI truly replicate the depths of human creativity, or is it simply an advanced tool designed to enhance human potential? At Storyboard18’s Global Pioneers Summit 2025, industry leaders gathered to discuss the evolving role of AI in marketing.
Daniel Hulme, Chief AI Officer at WPP, highlighted how artificial intelligence can enhance marketing efficiency while also boosting human creativity. He explained that his work at WPP focuses on using AI to improve the entire marketing process, aiming to maximise return on investment. According to Hulme, AI now enables rapid ad creation, testing campaigns on simulated audiences, predicting success using machine learning, and refining content across multiple platforms.
Ruchira Jaitly from Diageo India shared how AI’s role in marketing has evolved. Initially focused on improving efficiency—such as ad targeting and cost reduction—AI is now entering a second phase centred on data-driven personalisation. She gave an example of how AI correctly predicted her preferred scotch flavour—even one she hadn’t tried before.
Watch accompanying video for more. Also Read | Media Dialogues | Showcasing India to the world: Diageo’s commitment to Viksit Bharat.
