AI Inside Rishad Tobaccowala: Rethinking Work
21 snips
Jul 5, 2025 
Rishad Tobaccowala, author of 'Rethinking Work' and a marketing visionary, discusses the transformative impact of AI on advertising. He emphasizes that agencies today need to adapt like 'cockroaches' rather than 'dinosaurs.' Creativity remains vital even as technology evolves, with brands thriving on emotional storytelling. Rishad also explores the rise of influencers and the importance of personal growth in leveraging AI while maintaining genuine connections in the industry.
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Three Ages of Advertising Evolution
- Advertising has evolved through three connected ages driven by internet and technology innovations.
- The current third age emphasizes AI, real 5G, augmented reality, and broken trust influencing marketing.
Agencies as Adaptable Survivors
- Agencies are survivors like cockroaches, adaptable and persistent through industry shifts.
- AI and outcome engines pose new challenges to traditional agency billing and creativity models.
Creativity and Emotion in Branding
- Creativity and emotional storytelling remain essential for building brands despite AI advances.
- Data-driven marketing alone isn’t a differentiator; brands thrive on human emotion and anticipation.
