Tech will conquer you if you don't

WITH THE ADVERTISING industry, especially the creative function, facing its toughest threats from tech giants like Google and Meta, as well as the looming challenge of AI, an issue of major concern on and off the Goafest stage, was that the whole business of advertising might be teetering on the edge.

- CHRISTINA MONIZ

In a session on creativity, Ashish Khazanchi, managing partner of Enormous, said, "The industry is faced with two choices at this point — you either let technology conquer you or you maximize its potential and conquer it."

In today's times, there is a need for creativity to demonstrate immediate impact rather than nuance.