AI is already part of the everyday parlance of marketing. A panel composed of industry professionals and scholars convened at the second instalment of IWMBuzz Media Summit, Kolkata, to deliberate on this, and they all reached a common inference: AI is revolutionising the marketing scenario, but it does not interfere with the reasons that cause it. At most, it is a savvy aide, whereas at least, it assumes the role of a facilitator that overlooks the presence of a human on the other side.
The panel discussion was led by Shantanu Banerjee (Dollar Industries), joined by Sarfraz Akhter (ITC), Aakash Mishra (Donear Group), Abhishek Pratap Singh (Digital Abhiyan), Prof. Ujjwal K Chowdhury (Techno India University), Debarshi Chakravorti (Interactive Avenues (IPG Mediabrands India), and Indranil Mitra (MullenLowe Lintas Group).
During the entire panel discussion, the same idea resurfaced: AI is a help, not a substitute for human labor. It is true that AI generates headlines in no time, performs complex data searches, proposes graphic contents and even forecasts clients’ likes and dislikes. However, it does not experience emotions. It cannot comprehend the slight nuances of various cultures. Fast time is not the main factor of innovation; it is a matter of experience, innate feelings and the courage to take risks. AI may generate a myriad of ideas but it is still the task of the human being to discern the one that truly resonates.
Personalization is no longer just limited to sorting people by age or where they live. Now, it’s about catching moments in the present. AI helps brands tune in and respond quicker, making things feel more personal and less like an ad. Use it right, and people feel seen. Use it wrong, and it comes off as robotic or even a little creepy. But who is going incorporate that balance? Well, that is where we need human intervention.
AI is also changing how marketers track and tweak campaigns. Instead of waiting until everything wraps up, they can adjust on the fly. That’s a big win for speed and flexibility, but it means you’ve got to pay attention. Move too fast with no one watching, and you end up with bad timing, off messages, or, worse, ethical slip-ups.
The conversation also turned towards education. Fast changes are happening in the classroom. Marketing students are learning how to write prompts and use AI tools along with the basics. Classrooms are more like workshops now, and teachers are acting as guides rather than just imparting knowledge.
However, the panel finally gave a rather reassuring thought to everyone. The use of AI might affect the way we work, but the reason for our work will always remain unchanged. Brands still need storytellers. The human aspect is still required for the campaigns. People would like to be understood and not just categorised. Who knows what the future of marketing would be? The one who can combine the speed of AI with the warmth of a real human will determine it. The impact will not be in terms of volume but in terms of significance.
Note: The transcription and summarisation above have been partially generated with the help of AI.
Watch the session here to experience a full-fledged, insightful session:
The second edition of IWMBuzz Media Summit in Kolkata was presented by Swastik Stories, powered by Dangal TV, Workmates and OTT Play. Associate partners Havas Play, Nett Value Media and Tribes. Partners—White Apple, Just Lateral Think Ink, Decalogue and The Heritage Academy. An initiative by IWMBuzz Live.
