By Tumi Rabanye, Managing Partner – Strategy at Leagas Delaney South Africa
I do not consider myself an early adopter of technology, nor do I consider myself a late adopter. I’d say I’m one of those that need just enough of the right kind of nudges to get me to trial and thereafter, I quite enjoy the playing and exploration stages of learning a new application. One such opportunity occurred this week, when as a business unit, we commenced our exploration of the AI based tools that will enhance our delivery of strategy internally, for our clients and new business prospects. This experience inspired this article.
The rise of artificial intelligence (AI) in advertising has sparked heated debates about its role in creative strategy, campaign execution, and the future of human-driven marketing. Some critics argue that AI threatens strategic thinking, replacing human ingenuity with automation. An alternative perspective is that AI is not the enemy of strategy but an invaluable ally – it enhances productivity, allows room for critical thinking, and does not substitute the emotional intelligence (EQ) and social intelligence that a human offers. AI empowers strategists to focus on what truly matters: data driven insights matched with irreplaceable human connection, to inspire creativity.
A Catalyst for Productivity
Like most industries, advertising moves fast, it is an industry that demands efficiency with output and that takes time. But the introduction of AI potentially relieves us of the time-consuming tasks, freeing up critical thinking time better used for quality of insight and incisive ideas. Very importantly it liberates and gives the strategist back time for the critical task of playing and exploration, that enables them to build an effective creative bridge.
The heavy lifting done by AI-driven analytics platforms helps process consumer data, identifying trends and invites the strategist to use their own social intelligence to correlate or corroborate the information. From the prompts delivered by the AI tools I’ve used, I had the benefit of stretching my thinking sooner and further than I had been able to before. The rapid data processing not only saved me time but also enabled a richer conversation with my clients, empowering us to make more informed decisions. I’m learning the benefit of prompts and using predictive analytics, powered by machine learning, to better explore consumer behaviours and user journeys.
With AI-driven automation tools, take-over of repetitive, low-value tasks enabled me to redirect my efforts toward higher-order thinking, the very reason someone like me would have fallen in love with strategy to begin with.
Liberating Critical Thinking
Rather than stifling strategic thought, AI amplifies it. By handling tedious and complex computational work, AI grants strategists more mental bandwidth to tackle big-picture challenges. Instead of being bogged down by manual research from multiple sources, data analysis and then synergising information strategists are able to dedicate their energy to interpreting data in meaningful ways.
Strategic thinking involves creativity, problem-solving, and adaptability — skills that AI cannot replicate. AI provides the insights, but relies on the human desire to engage, to persistently ask and refine the questions, synthesise information, and make the final decisions. The intersection of AI-generated insights and human intuition creates a dynamic synergy where strategy is both data-informed and emotionally resonant.
For instance, AI can suggest optimised ad placements, but human strategists must determine how those placements align with brand storytelling. AI can analyse past performance and recommend content formats, but only human creatives can craft the narratives that inspire and connect with audiences. The key lies in collaboration. AI supplies the tools, while humans provide the vision.
Unlocking Emotional Intelligence and Social Awareness
Advertising is not just about reaching an audience; it is about resonating with them on an emotional level. AI, while highly advanced, misses nuances such as cultural context, social and ethical consideration, and human emotions. Emotional intelligence (EQ) and social intelligence is the preserve of the human behind the machine.
AI cannot fully grasp the depth of human emotions that drive decision-making. Human strategists help craft messaging that is empathetic, inclusive, and aligned with societal values. Emotional intelligence is essential to tap into human experiences in ways that AI alone cannot replicate. A brand’s reputation requires a deep understanding of human emotions and societal expectations, skills that remain uniquely human and core to the role of a strategist.
Similarly, social intelligence plays a vital role in identifying emerging cultural shifts and trends. Understanding subcultures, generational attitudes, and regional differences requires lived experiences, empathy, and an awareness that AI cannot authentically replicate.
The Future of AI and Human Collaboration
In my humble assessment, success as a strategist demands that we leverage AI as a powerful assistant in order to accelerate critical thinking, judgment, and strategic oversight. The core of advertising, brand storytelling and connection, will remain firmly in human hearts and hands.
The top three observations I am making from my own learning journey are: To maximise the benefits of AI, strategists should:
- Invest in AI Literacy – familiarise yourself with AI tools and their capabilities as it will unlock your own expediency towards critical thinking and incisive ideation
- Embrace AI for Efficiency – utilise AI to handle data-heavy tasks, information packaging and effective formatting
- Create a Culture of Collaboration – The future lies in the seamless collaboration between AI and human intelligence, where both entities enhance the other’s strengths
Where to From Here?
AI is not the adversary to the discipline or role of strategy; it is an ally that accelerates productivity. AI frees us to focus on what truly matters: crafting meaningful, impactful work that connects with people on a human level. Essentially, AI cannot replace humans, but it has the potential to replace humans who do not embrace it and learn how to use it proactively.
ABOUT THE AUTHOR: Tumi Rabanye is Chief Strategy Officer at Leagas Delaney South Africa with experience in various sectors including broadcast, telecoms and financial services. Leagas Delaney is an independent communications agency with offices in London, Hamburg, Milan, Shanghai, Johannesburg and Cape Town.
For more information about Leagas Delaney Group South Africa, enquiries can be directed to info@leagasdelaney.co.za
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