APAC agency leaders on making the switch to AI
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APAC agency leaders on making the switch to AIMay 2023
There’s been a lot of buzz around human expertise, AI, and what it all means for marketers. So we asked five agency leaders to share their experiences of adopting AI in marketing, including how they manage clients’ expectations of AI and agency talent as their work evolves.
“Our people bring the ability of human creativity, ingenuity, and intuition,” says Deepika Nikhilender, APAC CEO at Xaxis (GroupM Nexus). “And when that gets overlaid on the power of AI, we can make magic happen.”
Don’t miss their tips on how they’re successfully navigating the evolving AI-powered marketing landscape, building dream teams, and nurturing innovation.
Laurent Thevenet: We are seeing a lot of conversation opposing machines and humans.
Deepika Nikhilender: Human intelligence and artificial intelligence must tango together to achieve an elegant impact.
Sunil Naryani: With AI today, a lot of dreams and ideas can actually become a reality.
Neha Tejuja: There is fear that AI will take our jobs, but if we use it well as a tool, we can actually learn and upskill and it can help us create jobs.
Naryani: By focusing on what makes us uniquely human, agencies can really ensure that their work resonates with the end consumers at a deeper level.
Bharat Khatri: I think agencies can continue to bring a lot of solutions, brand strategy to understand what's the brand purpose that we can build for better customer loyalty as well as increase the long term profitability.
Nikhilender: We started off using AI very specifically in the optimization area, but over time we realized that it has an amazing value. Our talent was able to focus on more strategy, and upstream work, allowing us to move from rigid and risk averse, to a more agile and adaptive kind of culture.
Thevenet: We keep telling our teams not to be robotic. If there is one thing people should not do right now and in the future is to try to compete with machines.
Nikhilender: Diversity is such an important factor in how we bring in the talent to work on the challenges of the future. Our people bring the ability of human creativity, ingenuity, and intuition. And when that gets overlaid on the power of AI, we can make magic happen.
Naryani: There is an increasing need to integrate the tech and the creative talent. Given these domains are coming together, there will be an increasing emphasis on cross-functional collaboration and delivering more of a T-shaped professional.
Thevenet: We have been doing a lot of training around creative AI internally at our agency and across the market. One thing we have noticed is that it's great to talk about it, but the best thing we can do today is to get our hands dirty. There is nothing like practical usage to understand how far you can push this new technology.
Tejuja: "Intelligence is knowing the answer, but wisdom is asking the right questions."
Khatri: AI is not a silver bullet solution and marketers need to exercise caution, ensure that the use case of AI is ethical, transparent.
Naryani: With AI's ability to analyze large volumes of data, we can now test a lot of ideas rather quickly. It's like having a safety net made of data giving you the confidence to kind of leap into the unknown.
Tejuja: Clients are open to innovation when you can show them the value it delivers. What this basically goes to show is we should try and follow the 70-20-10 rule of innovation, where 70% of the investment goes into things that we know are proven and work, 20% into new developments, and 10% into initiatives that might seem a little out there or a little crazy at first.
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