Storyboard18 YoungGuns | Future of advertising lies in the confluence of tech & humanity, says Piyush Pandey

In today's fast-paced world, characterised by increasingly shorter attention spans, advertisers and marketers have emerged as the experts of engagement. They possess the magical ability to shape concepts into campaigns that provoke laughter, tears, and occasionally introspection about the direction of humanity.

At the Storyboard18 YoungGuns event, CNBC-TV18 honours the trailblazers and innovators of the advertising and marketing industry.

Addressing the audience at this occasion, Piyush Pandey, Executive Chairman of Ogilvy India, emphasised the role of technology, particularly AI, in aiding advertisers rather than dominating them. He underscored the importance of infusing a human touch into advertising endeavours.

“Advertisers are in the world of technology. Beware of technology because when you are using artificial intelligence (AI), some real intelligence is also required. Somewhere where you use your own touch, somewhere you need to touch the hearts. If you look at the best of technology led advertising, you will find that there is something touching your heart somewhere. No audience is going to see your work and say how did they do it? They will first say, I love it. Then experts may say how did they do it. So there will be scenarios where technology will help you, but don’t let it lead you,” Pandey said.