At Goafest 2025, Indian advertising leaders discussed significant industry changes like AI disruption and network consolidation. Keynote speaker Rishad Tobaccowala emphasized that AI's importance parallels electricity’s, reducing its uniqueness in favor of human creativity. He suggested that agencies must adapt their mental frameworks to thrive in this changing milieu. The event underscored that the Indian advertising sector's evolution mirrors global trends in technology and structural transformation, revealing an urgent need for agencies to innovate and embrace new paradigms for success.
AI will be like electricity - essential but not a differentiator - and true advantage will come from HI (human ingenuity).
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