Tumi Rabanye | Managing Partner | Strategy | Leagas Delaney South Africa | mail me |
I do not consider myself an early or late adopter of technology. I need the right nudges to start exploring. After trial, I enjoy playing and learning new applications. Recently, our business unit started exploring Artificial Intelligence (AI) tools to enhance strategy delivery. These tools will help internally, for clients, and with new business prospects. This experience inspired this article.
The rise of AI in advertising has sparked heated debates about its role. Critics argue that AI threatens strategic thinking by replacing human ingenuity. Others believe AI is not an enemy but an invaluable ally. It enhances productivity and allows space for critical thinking.
AI does not replace emotional intelligence or social intelligence. Instead, it empowers strategists to focus on data-driven insights. These insights, combined with human connection, inspire creativity.
AI as a catalyst for productivity
Like most industries, advertising demands efficiency and time investment. AI helps by relieving time-consuming tasks, allowing better insight generation. It frees time for strategists to explore and play. This process builds an effective creative bridge.
AI-driven analytics platforms handle the heavy lifting in consumer data processing. They identify trends and invite strategists to apply social intelligence. AI-generated prompts helped me stretch my thinking further and faster. Rapid data processing saved time and enabled richer client conversations. This empowerment led to more informed decisions. I am learning how predictive analytics enhance consumer behaviour exploration.
AI-driven automation takes over repetitive, low-value tasks. This shift allows strategists to focus on higher-order thinking. Strategic thinking is the core reason I love this field.
Leveraging AI for strategic insight
AI does not stifle strategic thought; it amplifies it. By managing tedious computational work, AI grants strategists more mental bandwidth. Instead of handling manual research and analysis, strategists focus on meaningful data interpretation.
Strategic thinking requires creativity, problem-solving, and adaptability. AI cannot replicate these human skills. AI provides insights but relies on humans to refine questions and synthesize information. The final decisions remain human-led. The fusion of AI insights and human intuition creates a dynamic synergy.
For example, AI suggests optimised ad placements, but strategists align them with brand storytelling. AI recommends content formats based on past performance. However, only humans craft compelling narratives. Collaboration is key. AI supplies tools, while humans provide vision.
Unlocking emotional intelligence and social awareness
Advertising is about resonating with audiences on an emotional level. AI, despite its sophistication, lacks cultural and ethical awareness. Emotional and social intelligence remains uniquely human.
AI in strategic thinking does not grasp human emotions that drive decisions. Human strategists craft empathetic and inclusive messaging. Emotional intelligence is vital for connecting with audiences in ways AI cannot replicate. A brand’s reputation depends on understanding human emotions and societal expectations.
Similarly, social intelligence helps identify emerging cultural trends. Recognising subcultures, generational attitudes and regional differences requires human empathy. Lived experiences provide awareness AI cannot authentically replicate.
Enhancing strategy with AI-powered tools
Success in strategy requires leveraging AI as a powerful assistant. AI accelerates critical thinking, judgment, and strategic oversight. However, the core of advertising remains rooted in human storytelling and connection.
My top three observations from this learning journey are:
- Invest in AI literacy – Familiarise yourself with AI tools. This knowledge unlocks efficiency in critical thinking and ideation.
- Embrace AI for efficiency – Use AI for data-heavy tasks, information packaging, and formatting.
- Create a culture of collaboration – The future depends on seamless AI-human collaboration. Both must enhance each other’s strengths.
AI-driven innovation in strategic planning
AI is not an adversary to strategy but an ally that enhances productivity. AI in strategic thinking allows strategists to focus on meaningful and impactful work. This work connects with people on a human level. AI cannot replace humans but may replace those who refuse to embrace it.
