As we stand at the cusp of a transformative era in marketing, the intersection of creativity, data, and technology is no longer a distant vision but a present reality. The shift towards AI-driven creativity is not just inevitable but essential, as agencies navigate this new landscape. This convergence of innovation demands that agencies embrace technology boldly, as resistance to these advancements risks obsolescence.
Nitin Gupta, founder and MD, Asymmetrique talks to BrandWagon Online about the rise of AI heralding a new phase of fragmentation within the industry, AI driven solution specialists emerging, and a landscape where innovation is not solely dependent on human talent. (Edited excerpts)
How has AI transformed the creative process in marketing, and what unique opportunities does it offer for enhancing creativity in today’s landscape?
The term ‘transformation’ itself can be quite loaded, especially with something as dynamic as AI. We’re still in the early stages of AI, so while we’re seeing some impressive experiments and flashes of brilliance, it’s mostly still experimental.
For example, if you look at some of the campaigns using AI creatively, there are notable instances like Cadbury’s recent Rakshabandhan campaign. They used AI to let people recreate childhood memories with their siblings on gift boxes, which was quite innovative. Last year, they had a campaign featuring Shahrukh Khan where AI was used for personalised voice and video promotions. Nike also made waves with an AI-driven campaign involving Serena Williams, recreating a 1999 Wimbledon match that earned a Cannes Grand Prix. That was an outstanding use of AI, but it’s worth noting that such innovations are often limited to brands with significant resources. In our own experience, we used AI creatively in a pitch for a real estate client by modulating a voice to simulate how Deepika Padukone would sound as their brand ambassador. It was a small-scale but impactful use of AI. So, while AI is certainly disruptive and offers exciting possibilities, it’s not yet at a point where it can be considered fully transformational on a broad scale. The transformation will come as these technologies become more integrated and accessible across the industry.
You mentioned using AI to modulate voices for a pitch. What ethical considerations do you think are crucial when using AI for modulating voices or similar innovations? How important is consent in these scenarios?
I completely agree. When using AI in public-facing work, obtaining explicit consent is crucial, and we always ensure clients sign off before any AI-generated content is published. However, in our recent pitch, we used AI for an internal showcase only, so there were no copyright or consent issues involved.
The ethical concerns surrounding AI are significant. For instance, unauthorised deep fakes, like those involving public figures or politicians, raise serious privacy and consent issues. This improper use of AI, including criminal activities, mirrors earlier technological advancements like Bitcoin, which faced scepticism and misuse before gaining broader acceptance. Just as influencer marketing now requires transparency with paid content, similar regulations for AI-generated content will be necessary to ensure ethical practices and brand approval before going public.
In what ways do you see AI complementing human creativity? Can you provide examples of campaigns where AI has been used to enhance rather than diminish human creativity? There is often concern that leveraging AI for creating ads and content could undermine human creativity. What is your perspective on this issue?
AI is making waves in the creative industry, and some examples, like the Serena Williams campaign, are truly groundbreaking. That campaign even snagged the Cannes Grand Prix, showing just how powerful AI can be when used innovatively. AI has been around since the 1960s, but back then, IBM called it “augmented intelligence” rather than “artificial intelligence” because the idea was always to enhance human abilities, not replace them. Today, AI is helping creatives by taking over repetitive tasks, maintaining consistency, and sticking to brand guidelines, which frees up more time for brainstorming and creative work. That said, we’re still in the experimental phase with AI in creativity. For example, while AI can generate impressive content, there have been hiccups, like AI-generated food images on Zomato that ended up being misleading. The excitement around AI is high, but we’re still waiting for more reliable, large-scale applications. As technology advances, though, by 2030, we might see AI become an even more integral part of the creative process.
Given that some argue that AI-driven marketing prioritises efficiency over creativity, how does Asymmetrique balance these two elements in its work? How does the use of AI help maintain creativity while improving efficiency?
I don’t think efficiency and creativity are at odds; in fact, they complement each other quite well. With the rapid pace of today’s digital world, clients expect quick turnarounds because the content doesn’t stay relevant for long. AI helps by taking on repetitive, time-consuming tasks, which means creatives can spend more time on the innovative aspects of their work.
Think of it this way: AI can raise the baseline for what’s considered high-quality work by handling mundane tasks and ensuring consistency. This means that every piece of content is already starting from a higher level of quality. However, the real magic happens in the creative process itself. AI can’t replace the big ideas and unique insights that come from human creativity. So, rather than seeing efficiency and creativity as competing goals, I see them as working hand-in-hand. Efficiency helps us meet the demands of a fast-moving market, while creativity drives the ideas and concepts that truly resonate with audiences.
With AI generating creative content, how do you ensure that originality and ethical standards are maintained? Given that AI can produce similar outputs for different users, how do you make sure that the content remains unique and doesn’t fall into redundancy?
It’s definitely challenging to ensure originality and uphold ethical standards with AI-generated content. Let’s be honest—agencies are still figuring out how to structure this effectively. Since generative AI relies on the internet, its outputs are often based on existing sources, which raises concerns about how original the content truly is. Regulation could play a role in addressing these issues, but finding a balance is tricky. We live in a world where excessive regulation can stifle innovation, so it’s about striking the right middle ground. Moreover, with the rise of virtual influencers and AI-generated personas, it’s not always clear-cut what’s right or wrong. These tools still serve their purpose for brands, but they raise questions about transparency and authenticity. Consumers also play a crucial role here. They’re becoming more savvy and can often recognize AI-generated content. So, there’s an onus on both creators and consumers to elevate the standards and navigate this evolving landscape together.
How do you measure the success of AI-driven creativity in marketing? Are there specific metrics or KPIs you find particularly insightful for evaluating the impact and effectiveness of AI-generated content?
When it comes to measuring the success of AI-driven creativity in marketing, the metrics and KPIs remain largely the same as those used for traditional campaigns. The primary focus for clients continues to be the consumption of content and the resulting actions, such as clicks, transactions, or downloads. Essentially, whether content is generated by AI or through conventional methods, the ultimate goal is to engage the audience and deliver tangible results. However, as AI becomes more integrated into marketing strategies, there may be additional considerations. For instance, brand studies and consumer surveys might reveal perceptions about originality. Consumers may evaluate brands based on how unique or authentic they find their content. If AI-generated content is perceived as less original or too mechanical, it could impact the brand’s overall image and consumer preference.