Rishad Tobaccowala, author of "Rethinking Work" and longtime industry visionary, joins us on the AI Inside podcast to explore the seismic shifts AI is bringing to advertising and creativity. We dive into the evolution of the ad industry, the rise of outcome engines, and why agencies are more like cockroaches than dinosaurs. Rishad shares why creativity remains essential in an AI-driven world, how brands are built through emotion and storytelling, and what the future holds for both human and machine collaboration.
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CHAPTERS:
00:00 - Podcast begins
01:47 - Introducing Rishad Tobaccowala and his background
03:12 - The evolution of advertising: three connected ages
10:18 - Why agencies are survivors: cockroaches, not dinosaurs
11:11 - Challenges for agencies: outcome engines, billing models, and creativity
15:05 - The enduring value of creativity and human expression in an AI world
19:03 - How brands are built: emotion, storytelling, and the continent/world fallacy
20:53 - Rishad's conversation with Sir John Hegarty about what defines creativity
28:11 - How ad technology shifts in the wake of AI agents
33:10 - The new mass media: influencers, reaggregation, and authenticity
39:01 - Smart uses of AI in advertising today
45:41 - Will AI-generated ads via tools like Veo 3 dominate TV and media?
47:16 - The future of work: jobs vs. work in the age of AI
48:17 - Democratization of creativity and the rise of small companies
00:00 - HUGE thank you to Rishad Tobaccowala
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