How Generative AI is reshaping creative strategy

By Rohit Sakunia, Founder, ArtE Mediatech

Generative AI is no longer the future. It’s already here, in our agencies, in our brainstorms, in our work files, and our Google Docs. From personalised marketing campaigns to real-time visual storytelling. But here’s the catch: Gen AI is not going to replace creativity. It will reshape how we get there in practical.

The brief will continue to be important and will matter the most, as always. The consumer insight will still be the king. But the journey from “what if” to “this works” will get faster, leaner, and way smarter.

So what aspects will change? Here’s a look to understand better:

Speed will be your new mood board: 

When I would get a mood board or a visual board artist to do one, they would seek two days. Then came in AI tools like Midjourney, DALL·E ...