Balancing AI and Human Talent: How Advertising Leaders Are Redefining Creativity and Jobs

Amid AI Upheaval, Advertising Leaders Seek Balance Between Talent and Technology

As AI-driven layoffs continue across the tech sector, advertising leaders emphasize the importance of embracing AI alongside skilled talent instead of fearing it. The key to staying competitive lies in using AI as a support system that enhances creativity and strategic thinking.

Amitesh Rao, CEO of Leo, explains that AI plays two clear roles: it frees up talent, investment, and costs, enabling creative teams to focus on what they do best—creative thinking. This perspective challenges the common fear that AI will replace human creativity.

AI as an Enabler, Not a Replacement

Since early 2025, the tech industry has seen waves of layoffs driven by AI adoption and efficiency goals. Advertising agencies have observed these shifts with concern, especially about automation replacing creative and operational roles.

However, leaders like Ashish Bhasin, founder of The Bhasin Consulting Group, suggest a different approach. Instead of fearing AI, the focus should be on upgrading people’s skills to improve the quality and output of their work through technology.

Amitesh Rao and Anil Nair, co-founder of Glassbox Ventures, agree. Rao highlights that AI enhances creativity by providing quick access to insights that traditionally relied on market research and intuition, opening new avenues for creative ideas.

Practical AI Use in Indian Advertising

Indian brands have already experimented with AI’s creative potential. For example, Nihilent Limited used generative AI to recreate India’s national anthem using cloned voices in 2023. Other brands like Zomato, Britannia, and Shaadi.com have leveraged AI to fine-tune their messaging.

KV Sridhar, global chief creative officer at Nihilent Limited, points out that the real impact depends on whether organizations adopt AI effectively—not just individuals. Productivity gains come when entire businesses integrate AI into their workflows.

Will AI Replace Talent?

Despite growing automation, Bhasin stresses that strong talent remains essential. Effective AI use requires skilled people. Leo and its holding company Publicis have invested heavily in AI while continuing to expand their talent pool.

Rao predicts changes in talent structures, expecting a shift toward gig and freelance work rather than large full-time teams. Nair suggests agencies must redesign their operations to combine AI with human expertise, moving up the value chain to focus on strategic ideation.

Some roles will be more vulnerable, especially media operations, support roles in creative and client servicing, and functions in finance, HR, and legal. Planners, strategists, and designers may be less affected, but jobs dependent on scale and speed face higher risk.

As AI tools evolve, especially large language models, existing roles and structures will continue to change.

Human Oversight Remains Crucial

Sridhar predicts substantial AI disruption in mechanical advertising functions like account planning, research, media buying, and data analytics. Still, human imagination and skill are needed to guide AI and achieve the desired outcomes.

He draws a parallel to the introduction of computers in India’s banking sector, where initial fears of job losses gave way to job creation and new opportunities as the industry adapted.

Adapting to AI in Advertising

Some professionals are already adapting. Satyabrata Das from Laqshya Media Group shared how a media planner at GroupM who lost his job learned AI tools like ChatGPT, Midjourney, and Canva AI to stay relevant.

Das predicts new hybrid roles emerging, such as AI curators or conversational designers, who blend creative skills with AI expertise. Bhasin agrees that AI will become an essential tool across advertising, provided teams are trained and upskilled properly.

However, Sridhar expects the immediate impact of AI on advertising and marketing to be moderate over the next 18 months as agencies undergo structural changes and enterprise adoption of AI grows.

Those who invest early and truly integrate AI beyond surface-level use will come out ahead.

Learn More About AI Skills for Marketing Professionals

For marketers looking to upgrade their skills and stay competitive in an AI-driven landscape, exploring targeted AI training is a smart move. Resources like Complete AI Training’s certification for marketing specialists can help you build practical knowledge and apply AI tools effectively.

Staying informed and adaptable is key to thriving as AI reshapes the advertising industry.