Vikas Mehta, the Chief Executive Officer of Ogilvy Africa, has shared his views on the relationship between Artificial Intelligence (AI) and human creativity, noting that the two are not in competition but rather complementary.

Mehta, who gave this insight during his presentation as a keynote speaker at the recently held MARKETING EDGE National Marketing Stakeholders’ Summit, said while AI provides tools to streamline and enhance certain creative processes, human creativity is essential to deliver emotionally resonant and culturally relevant content.

According to him, AI can efficiently handle data-driven tasks such as generating insights, optimizing campaigns, and automating repetitive elements. This he said allows creative professionals to focus on strategy, storytelling, and the deep emotional connections that machines cannot replicate.

“AI is a powerful enabler, but it cannot replace the human touch required for truly impactful creativity. The future of marketing will rely on the symbiotic relationship between human creativity and AI’s analytical power.

“While AI brings speed and precision, human creativity ensures the heart and soul of campaigns remain intact, driving deeper consumer engagement”, he stressed.

With AI taking care of regular tasks, the Marketing expert projects a future where creative minds have more freedom to innovate, experiment, and push boundaries that will result in more dynamic and  personalized campaigns.

He also believes that brands that learn to harness the strengths of both will lead the charge in the marketing industry.