Goafest 2025, one of the most highly anticipated events in the Indian branding and marketing world, recently concluded with a bang. The event featured engaging sessions on branding, AI, Gen Z, star-studded conversations, and vibrant performances. However, one particular speaker’s statement about AI strategy for brands caught the attention of many.
Rishad Tobaccowala, the Chief Growth Officer at Publicis Groupe, boldly declared that having an AI strategy is the worst thing for brands. This statement may seem counterintuitive, considering the current hype around artificial intelligence and its potential to revolutionize marketing. But Tobaccowala’s reasoning behind this statement offers valuable insights for brand leaders and decision-makers.
According to Tobaccowala, AI is often used as a buzzword in the marketing world, with many brands jumping on the bandwagon without fully understanding its capabilities and limitations. He emphasized that instead of focusing on AI, brands should focus on creating a strong branding strategy and telling compelling stories that resonate with their audience.
He also warned against relying too heavily on data and algorithms, stating that they can only provide a narrow view of the consumer and may not always capture the full picture. Tobaccowala believes that human intuition and creativity are still crucial in building a successful brand.
Creatore’s Take
As a premium Indian branding agency, Creatore understands the importance of creating a well-rounded branding strategy that goes beyond AI and data. While technology can certainly enhance brand efforts, it should not be the sole focus. Our team believes in the power of digital storytelling to create meaningful connections with consumers and build a strong brand presence in the Indian market.
Furthermore, it is essential for brands to stay true to their identity and values, rather than simply following the latest trends. In today’s fast-paced digital landscape, it can be tempting to jump on every new technology and marketing tactic. However, brands must carefully consider how these strategies align with their overall brand vision and goals.
In conclusion, while AI may have its benefits, it is not a one-size-fits-all solution for brands. As Tobaccowala pointed out, having an AI strategy without a solid branding strategy in place can be detrimental to a brand’s success. As brand leaders and decision-makers, it is crucial to carefully evaluate the use of technology and prioritize creating a strong, authentic brand that resonates with consumers.