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Brand World Summit: The art of storytelling- Man vs AI – ET BrandEquity


Technology through automation and AI is one of the most disruptive forces in the modern world. Moderated by Pooja Jauhari, chief executive officer of The Glitch, the panel discussed the dichotomy between man and Artificial Intelligence (AI) in the creative workspace. Jauhari kickstarted the session with the prompt: Japanese agencies are AI powered creative directors, can AI actually consistently produce creative breakthroughs?

Deepali Naair, chief marketing officer, India and South Asia, IBM, opined that AI is augmenting humans. AI has a major role to play in such a complex world, where millions of transactions happening, it enables us to make sense of all these transactions.

“This is not AI versus man but AI and man,” said Ravi Santhanam, chief marketing officer, HDFC Bank. He puts forth a humanistic view stating that man can use data and AI to inspire creativity, but AI cannot produce a story that one and all will fall flat over.

Read all insightful sessions from leading industry experts at the Brand World Summit 2020

Narayan Sundararaman, head marketing, Bajaj Auto, stated, “I don’t think the big idea is going to come from this entity. What is going to come out is adaptation and mirroring, to do things on scale.” On weighing in if AI can produce creative breakthroughs like man, which connects with human beings, it’s still science fiction for him.

“Currently AI is a co-creator. While the human storyteller creates the screenplay, the plot and dialogues, AI can predict and tell us how the audience will react. It is a supporter and not a creator as yet,” remarked Hitu Chawla, chief marketing officer, Microsoft India.

Srinivas Adapa, chief marketing officer, Burger King India, believes there is a good chance that AI will produce works of art in the future.

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