‘Authenticity is still a brand’s most valuable currency’: Prasoon Joshi on AI, culture and creativity
From decoding rural idioms for Coca-Cola’s campaigns to advising brands on artificial intelligence’s role in the creative process, Prasoon Joshi has long been at the intersection of culture, commerce and communication. Joshi, who is chairman, McCann Worldgroup, Asia Pacific, and CEO & CCO, McCann Worldgroup, India, believes that authenticity remains a brand’s most valuable currency. During an interview, he tells Geetika Srivastava why human leap beyond data will continue to define creativity. Excerpts:
