In marketing departments and creative agencies across India, a new tension has taken hold. Generative AI has become a trusted helper for writing captions, drafting campaign ideas, analyzing consumer data and producing dozens of design variations in minutes. Yet the same tools that speed up work have triggered an undercurrent of anxiety. Many professionals worry that AI could dilute originality or replace parts of their creative roles. The question now echoes across brainstorming rooms and production studios: did AI kill creativity, or is it reshaping it into something new
Recent data captures the mood clearly. Surveys show that many Indian advertising and marketing professionals worry AI might reduce creativity in their work. At the same time, a large majority of companies adopting generative AI say it has improved speed and productivity. Indian businesses report strong gains in content ideation and production, with many attributing faster turnaround times to AI tools. Yet these benefits come with an admission: blending AI with human creativity is proving challenging for teams still adjusting to the pace of automation.
Marketing leaders see both sides in their daily work. Productivity has improved, but so has uncertainty. A significant number of Indian marketers say they intend to increase their use of AI in the year ahead, yet less than half feel confident they fully understand how to use the tools effectively. This confidence gap, combined with pressure to deliver at AI driven speeds, has intensified the fear that creative thinking might be overshadowed by automated output.
Still, many industry voices argue that these fears, while understandable, overlook how AI can amplify rather than replace human creativity. One of the strongest advocates for this view is Karan Khanna, Chief Operating Officer at Huella Services. According to him, the fear around AI is more psychological than practical. “The fear of AI replacing creativity is still real. But in truth, AI enhances creativity. It gives you the data confidence to experiment more, fail faster and scale what works. The opportunity lies in collaboration, not man versus machine, but man with machine.” His own teams have seen skepticism turn into curiosity, and curiosity turn into conviction, once they experienced how AI could remove bureaucratic blockers and reduce time spent on repetitive tasks.
At a recent marketing summit, CRED founder Kunal Shah shared a similar perspective. He does not believe AI magically replaces creative thinking. Instead, he argues that AI gives creative professionals more material and more perspectives to work with. “True creatives will thrive. AI offers prompts, feedback and new perspectives. But those who rely on rote processes will be exposed.” Shah believes AI is an accelerator for creative talent because it helps gather insights and references quickly. But he is clear that meaning, nuance and emotional impact still come from human interpretation.
Creative agency leaders echo this idea, though with an important caveat. Akshay Kapnadak, Chief Creative Officer at Infectious Advertising, warns that if agencies use AI to bypass original thinking, they risk losing the very craftsmanship that distinguishes strong creative work. “If you are being lazy and using AI to completely replace critical and original thinking, then that is a problem.” But he also acknowledges AI’s strengths. “AI is great when it is used to make labour intensive, expensive and complex tasks easier. When you have creativity and originality backed by AI, there is no telling what is possible.” For Kapnadak, AI’s value lies in enabling teams to explore more directions before choosing the final idea.
Some creative founders are using AI not for shortcuts but for expanding artistic possibilities. Vivek Anchalia, founder of Amazing Indian Stories, calls AI a “creative collaborator.” He says AI allows his team to explore concepts that would have been too expensive or time consuming to attempt with conventional tools. However, he insists the story still begins with a human idea. “AI amplifies vision, but the vision itself must remain human.” His team uses AI to test looks, tones and directions, but the emotional backbone of each project is still crafted by writers, directors and artists.
On the brand side, marketers are using AI for scale. During the 2024 cricket season, Zomato used AI to automatically generate hundreds of personalised ad variations for local restaurants. The platform created unique visual assets and micro targeted captions at a scale that would have required an entire studio week in the past. Some retail and fintech companies are running similar pilots, using AI to generate multiple versions of product banners or app visuals. These examples show AI acting as a multiplier for output, helping marketing teams deliver mass personalisation while still applying human oversight to ensure brand tone and accuracy.
Even so, concerns persist. Many marketers worry that AI produced content may become too similar or lack cultural nuance. Senior marketing leaders often speak about the risk of a “sea of sameness,” where content becomes uniform because AI models draw from similar data patterns. Others worry that over reliance on algorithmic suggestions could lead to campaigns that feel optimized but not original. There is also the issue of brand safety. Teams remain cautious about using AI generated human faces or composite visuals in ads without careful review to avoid misrepresentation or loss of consumer trust.
Marketers also report skills gaps within teams. Many feel comfortable generating drafts with AI tools but less confident guiding them creatively. Without strong briefs or clear brand voices, AI outputs can feel generic. Several Indian companies are investing in training programs to help teams improve prompt writing and learn how to steer AI systems effectively. Marketing leaders say these skills will soon be as essential as editing or visual design.
Despite the anxiety, the data shows that AI is becoming deeply embedded in creative workflows. Large percentages of Indian companies now use AI for brainstorming, scripting, designing and content production. Many report that AI tools help overcome creative blocks because they offer more ways of looking at a problem. Creative teams say that AI gives them a faster starting point, enabling them to explore variations before refining the most promising ideas. This hybrid workflow, where humans lead and AI assists, is becoming a common formula in agencies and brand departments.
Experts predict that job roles will evolve, not vanish. Creative directors may spend less time reviewing drafts and more time shaping strategy. Designers might focus on art direction rather than manual layout. Copywriters could become editors and concept leads instead of starting from scratch on every asset. Agencies and brands are forming internal guidelines on how AI should be used in ideation, production and post production. Many are adopting a human in the loop approach to ensure creative quality and brand integrity remain intact.
The Indian market has specific dynamics that make this conversation more nuanced. India is multilingual, culturally varied and emotionally expressive. AI models sometimes struggle with local idioms, humour or regional contexts. This means human creative judgment remains essential. As Indian marketing leaders frequently note, no matter how advanced AI becomes, it cannot fully interpret cultural nuance. Human creatives who understand local behaviour and emotion remain irreplaceable in shaping communication that resonates.
There are also signs that creative expectations are rising. Marketing chiefs globally say future strategies will rely even more on creativity and empathy. In India, where storytelling and emotion often drive brand loyalty, marketers see this shift as an opportunity. They believe AI can help teams become more efficient while allowing more time for insight driven creativity. Many leaders argue that AI gives creatives the chance to move away from superficial tasks and toward strategic thinking.
Across interviews and industry studies, the message is consistent. AI has not killed creativity. It has changed the environment in which creativity operates. Automation handles volume, but humans handle meaning. AI speeds up drafts, but humans shape the narrative. The creative work that succeeds in the AI era is the work that combines human imagination with machine efficiency.
As one senior Delhi based marketer put it, “AI gives us a starting point. But the spark still has to come from a person.” This balance is becoming the new normal in India’s creative industry. Marketing teams that learn to use AI as a collaborator rather than a crutch are likely to thrive. Those that avoid AI completely may lose speed and relevance, but those that over rely on AI risk losing originality.
In the end, Indian marketing teams are discovering that the real question is not whether AI kills creativity. It is how teams can evolve so that creativity grows stronger, not weaker, in an AI driven world. The early evidence suggests that the best creative work still comes from human insight, amplified by technology rather than overshadowed by it.
Disclaimer: All data points and statistics are attributed to published research studies and verified market research. All quotes are either sourced directly or attributed to public statements.