LAUREN ABRAHAMIAN WHEN AI IS LIKE A CAR AS GOOD AS ITS DRIVER

Lauren Abrahamian, project leader at Publicis, thinks that “AI is like having an intern who’s quick on their feet, always available, and doesn’t ask for coffee breaks. It helps with gathering insights, brainstorming ideas, and handling some of the heavy lifting.” She even laughs it off with “the best part? AI won’t need days off.” Seriously however, for Abrahamian “AI acts as a creative partner, but it still relies on us humans to provide direction and ensure the final work aligns with the brand’s vision and emotional connection with the audience."

AI has become for Abrhahamian, “a partner for me, especially in the early stages of brainstorming. I use it to generate ideas, get inspired, and find new angles that I might not have thought of before. It’s also very helpful for my research: whether I’m exploring new trends or gathering market research and different types of data, AI gives me a fresh perspective.” On the client-side, Abrahamian would want to offer them something “that adds extra value to the client such as custom auto-generating data dashboards”. Interestingly she thinks that “on the creative side, though, we find that most clients still have reservations about using AI generated images. Ownership and copyright around AI-created content are still unclear, so clients tend to be cautious. We always aim to balance innovation with our client’s comfort levels and priorities.”

Perhaps Abrahamian found the perfect analogy for AI, “it’s like a car—it’s only as good as the driver. In advertising, we’re the ones in the driver’s seat, helping clients figure out what they really want, asking the right questions, and setting the creative tone.” For her, it is obvious that “AI can offer some cool ideas, but it’s not about to replace the strategy, gut feeling, or human touch that helps people connect. At the end of the day, only humans understand other humans, and without us, AI is only a robot.” Interestingly, Abrahamian is among the dissenting voices, “while AI can streamline, it’s only cost-effective when integrated with a clear purpose, helping us work smarter rather than just automating for automation’s sake”. The freedom engendered by technology is a double-edged sword for her, she thinks that “on one hand, technology has given us more freedom, more access to information, better global connections, and the ability to create. But on the other hand, it’s also opened the door to privacy concerns, surveillance, and digital manipulation.”