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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