The new identity crisis

PICTURE THIS: YOU walk into a design agency. The visuals are breathtaking, the narratives sharp, the strategy meticulous.

- AMYN GHADIALI

At its core, advertising is still about compelling stories told in unexpected ways.

Creativity remains stubbornly, beautifully human. AI can write copy, generate visuals, and forecast CTRs, but it can’t feel culture, sniff the zeitgeist, or instinctively know which idea will ripple through society. We’ve all seen AI-assisted campaigns that technically tick boxes but emotionally fall flat.