We’ve Always Been Early Adopters Of New Tech: Binaifer Dulani, Talented

In an age where creativity and innovation are paramount, Talented vouches for bringing seamless integration of technological advancements with artistic brilliance. As Binaifer Dulani, Founding Partner & Creative at Talented speaks to BW Businessworld, she reveals the thought behind the agency's name - “We’re named after our people.”

Campaign Spotlight

Amongst their notable campaigns for brands like Google, Cleartrip, Myntra and MakeMyTrip, Britannia's '1947% More History' initiative shone through its innovative approach merging creativity and technology. The campaign marked Independence Day by offering an experience honouring freedom fighters by leveraging AI and AR. Reflecting on the campaign, Dulani asserts, “Our biggest victory was setting the stage for what was possible with AI - in its stone age era back in June 2023 - which meant training and tuning models to let go of their biases.”

Tech-driven Creativity

Emphasising the role of technology in elevating ideas and streamlining tasks, Dulani says, "Technological advancements are a fantastic way to jumpstart the creative process and AI is an integral part of our workstreams." She further explains, "We’ve always been early adopters of new tech - never to chase a clickbait or a headline, but to delegate the bland tasks so that our energy can be focussed on high-quality creativity."

Talented is on a route to capitalise on emerging opportunities, leveraging technology to amplify the creative prowess of its team. However, with AI's potential, Dulani underlines, “While it’s true that AI is likely to take on the load of ‘BAU’ that could be a threat to retainer models; agencies that set high internal standards and reward left-of-centre thinking will stand out.”

Is AI a Roadblock or not?

Anticipating the challenges in the AI age and highlighting the importance of creative skills, Dulani believes that the conversation around AI is shifting from 'it will never replace creative people’ to ‘it is the biggest transformation in capability since the advent of the internet.’ Moreover, she remains optimistic about the future. "It does feel like AI will generate more specialised jobs than claim them, and help India’s start-up revolution", she observes.

Looking ahead, Dulani envisions an even deeper integration of creativity, technology and innovation in the services the agency offers. She suggests, "There is an opportunity for us to train AI models with the highest quality thinking that is available aplenty on our floors and watch how those experiments work." She further adds, "It’s also an opportunity for us to break out of the agency model to hire more hands and be able to achieve more with a talent-dense team."