Nicolas Geahchan, Senior Creative Director, Saatchi & Saatchi MEAArtificial intelligence has become a powerful force in the advertising world. It can analyse massive datasets, predict consumer behaviour, optimise ad placements and even generate copy or visuals.
In short, AI has a high IQ — some estimates place ChatGPT’s verbal IQ as high as 155, putting it in the top 0.1 per cent of human test-takers. But in an industry where emotion drives action, one question looms large: Can AI truly understand and create with emotional intelligence?
Creative core of advertising
At its heart, advertising is not just about selling — it’s about connecting. The most memorable campaigns don’t just inform; they move people.
Think of Publicis Groupe’s Working
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