Embracing AI Boom

Creativity is the name of the game for Jayanth Jonathan, Senior Manager – Video & Creative Strategy, Social Beat. Winner of the BW Marketing 30Under30 Awards, Jonathan believes in the power of cutting-edge technology to make things easier and better, including brand promotion and marketing.

“I see a lot of small-time, very nascent brands killing it with the way they position themselves and then there are players who are legacy players who don't get it right,” says Jonathan, who sees artificial intelligence and machine learning as shaping the marketing industry today.

“It's very interesting to see that trial and error is resulting in so much. I feel like AI is only here to help, it's going to make things better and easier,” he adds.

Talking specifically about AI, Jonathan says, “AI has always existed, in its own small way. All these years AI has always played a little role. Learning is decentralised now; anybody can have access to anything and learn anything. It's a great time for AI to boom, and I think it's a great time to live.”

Jonathanplans to get into film making some day. “For me, I see films as my end game after I've had my time with the advertising industry. It gets very exciting because there's a lot more room for film and video in the industry right now,” he says.

His advice to future generations of marketers: “Don’t be afraid of being a misfit. I feel like I've been a misfit all my life and I'm sure there's always a way out and we start enjoying what we do. So have fun with life.”