Redefining Creativity in the AI Era: What Does 'Creative' Mean for India?
Brand Makers
S
Storyboard•19-01-2026, 12:52
Redefining Creativity in the AI Era: What Does 'Creative' Mean for India?
- •The digital age and Gen AI are challenging the traditional definition of creativity, impacting how ideas are executed and who defines them.
- •Industry experts like Neville Shah emphasize AI as an execution tool, not an ideation engine, stressing that human empathy and clarity of thought remain crucial.
- •Arvind Krishnan and KV Sridhar highlight that while platforms and formats evolve, the core essence of creativity—defeating habit through originality and solving problems—remains constant.
- •The rise of creators and algorithms has shifted power dynamics; creators own audiences, while algorithms manage content distribution, not creation.
- •The article discusses how 'eccentric humor' in campaigns isn't new but amplified by digital platforms, and warns against short-term, celebrity-led ads that overshadow brand recall.
Why It Matters: Creativity's core remains human ideation and problem-solving, despite AI and evolving digital platforms.
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