Universal McCann battles against bland branding

Lim: The idea is not to eschew AI entirely, but to use it with intent and ensure that we lead with human ingenuity.

THE emergence of artificial intelligence (AI) and automation has no doubt been a transformative force in the realm of advertising and media, enabling new heights of efficiency and optimisation.

However, brands and marketers face a double-edged sword in using these tools. Streamlined workflows and optimised processes can come at the cost of creativity and vibrancy.