September 7, 2025

Creativity has never been just about simple expression – it's a powerful tool for building identity and culture. Today, brands act like great storytellers, bringing culture and values right into our lives. But now, creativity faces a new boss: Artificial Intelligence (AI). Is AI a friendly helper or a tricky disruptor? Let's dive in! AI can quickly mix and match what humans have already created. Every word or picture AI makes is based on our own stories, histories, and data. The magic here is speed and polish. Still, real fairness and fresh ideas need more than fast copying. AI loves the safe and known. It’s brilliant at remixing what’s already there but struggles with jumping into the unknown – that bold, crazy leap unique to human creativity. Philip Larkin, a famous poet, once said the best drafts are blank notebooks – full of endless possibilities. AI fills those pages instantly, while humans wait for that special spark to strike, often suddenly and mysteriously. For example, if you ask AI for a poem about life’s journey, it might say: 'The path is the destination/ Enjoy the journey, not just the end point.' Sounds neat but safe. If I write it, I might say: 'Paths call me to travel,/ But when the destination lies within,/ Where is the journey?/ I want to pause./ And listen to my own sky.' This is more than words; it's my soul speaking. AI shines at polishing the known but can't touch the 'avyakt' – the unspoken, the hidden feelings and thoughts that drive true imagination. As Indian poet Harivansh Rai Bachchan beautifully said, "Sabse sundar geet racha nahin gaya ab tak..." meaning the most beautiful song or smile or flight is still yet to come. Brands that last don’t just polish what exists; they speak what people didn’t even know they wanted to hear. AI can predict trends but can’t break patterns or surprise us. Every real creative leap – in art, design, or ads – was once a wild, illogical step away from what’s typical. Brands need to keep that daring spirit alive. But beware, creativity and persuasion have a thin line between magic and manipulation. Anton Chekhov’s 1886 story 'A Misfortune' shows this well: a woman is pulled quietly by unspoken feelings stirred by her husband’s friend. Chekhov doesn’t say if she gives in but captures how persuasion works sneaky and subtle. Today’s brand marketing, driven by AI and data, also nudges us quietly. This power comes with a big responsibility – cross the line, and brands lose not just sales but *trust*. Marketing tools are precise – targeting us when we’re weak or hopeful. It’s easy to use these moments just to sell. But treating audiences with respect and meaning takes care and discipline. The best brands earn trust by honoring people’s feelings and culture, not just by clever tricks. Trust is the ultimate treasure in business, far beyond short-term wins. Brands that connect with people’s true values build a relationship that lasts even in tough times and commands loyalty. Without trust, a brand is just noise with money. As data and AI grow smarter, human creativity must still dare to break rules, dream wildly, and create fresh culture. This blend of tech and heart is the recipe for brands that don’t just survive but rule the future. (This article first appeared in Navbharat Times on August 11. Opinions are those of the writer and not of www.economictimes.com.)

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Tags: Creativity, Ai impact, Brand trust, Human expression, Marketing ethics, Culture,