‘Having an AI strategy is the worst thing for brands’ – Rishad Tobaccowala at Goafest 2025

“The worst thing a brand can do (in the age of machines) is have an AI strategy,” said Rishad Tobaccowala, a noted author and a senior adviser to Publicis Groupe, during a session on how to stay relevant in the age of machines at Goafest 2025. He added: “The question you should ask: ‘How does the entire strategy of your company change because of AI?” Tobaccowala averred that artificial intelligence’s (AI) potential is yet to be realised fully.

This was one of the key sessions held on the first day of Goafest’s 18th edition at the Taj Cidade De Goa. In his address to the assembly, Tobaccowala warned that the cost of knowledge, along with the cost of experience, was going to come down to zero. “If knowledge is free, then it makes no sense to have an AI strategy,” he said and urged companies to think like “an immigrant”, like an outsider and an underdog. It is only then, according to him, that one can think of new ways of doing things.

Tobaccowala opined that storytelling would be the differentiating advantage that brands must leverage to stay ahead of the curve. “... the focus should be on communication skills like learning how to present and learn how to write effectively. The new world of AI requires creativity, curiosity, communication, and convincing.”

Tobaccowala told Campaign that ad agencies have “find a way to attract, retain, and train talent for an AI age.” In other words, he called for organisations to invest deeply in themselves and give people access to tools. He also urged agencies to deploy an AI-first outlook for their projects.

“You figure out how AI generates the answer before you come up with the answer,” Tobaccowala explained, adding that agencies need to rethink their organisational design and what new services they need to add that are not dependent on the number of hours spent working on a project.

Engaging the Gen Z

Day 1 of the event also had a panel discussion titled 'Ignite the Z factor' on building brands for a Gen Z audience. Moderated by the independent journalist Anuradha Sengupta, the panellists included Amarjit Singh Batra, managing director, Spotify India, Geetika Mehta, managing director, Nivea India, and Vikram Mehra, managing director, Saregama India.

L to R: Amarjit Singh Batra (Spotify), Anuradha Sengupta (moderator), Geetika Mehta (NIvea), and Vikram Mehra (Saregama)

Batra of Spotify India informed that Gen Z was not just his brand’s target audience but the core of its existence. “More than 50% of our audience is under the age of 24–25 years. Our creators are young, and so are the listeners. Gen Z is a key demographic for us. We also see high interest from them in our early career programmes. They want to work and grow with us,” he said. He highlighted the generation’s appetite for authenticity and experiences. “They are an interactive generation that looks deeply into brands. Once convinced, they are incredibly loyal. They value authenticity and dislike sugar-coating. They are open to new experiences and receptive to change,” he said.

Geetika Mehta of Nivea India explained how this generation has pushed brands to evolve, demanding both substance and sensitivity. “Gen Z is not distracted—they are discerning. Their radar for inauthenticity is razor-sharp. Staying relevant means constantly renovating ourselves to fit into their ever-changing world,” Mehta said. She further pointed to the evolving purchasing power and values-driven behaviour of Gen Z. “They are informed, vocal, and willing to spend on brands that reflect their values. Sustainability, purpose, and credibility are no longer good to have—they are expected. Our biggest challenge is unlearning what we knew and learning to speak their language,” she said.

Saregama India’s Vikram Mehra reflected on how Gen Z’s digital-first upbringing was shifting content consumption and brand preferences. He said, “We grew up with limited screen time. For Gen Z, life is the screen. Almost 80% of our digital engagement now comes from them. Understanding them is critical for our survival.” Mehra made a compelling case for letting go of legacy thinking in favour of empowering younger voices.

Mika Singh mesmerised the audience with his lively performance on Day 1

“This generation sees through gimmicks. Celebrity endorsements don’t cut it anymore—it is the micro-influencer with shared values who wins their attention. To stay relevant, we have handed creative control to younger team members. They get it. Our job is to enable, not dictate,” he said.

The panel was unanimous in revealing where Gen Z lives online—social media and mobile-first platforms. “They are everywhere, but mostly on their phones. Our best insights come from social listening. What are they saying about us? What music are they sharing? What do they meme? That’s where the real feedback lies,” Batra noted. According to Nivea’s Mehta, direct college outreach and real-life conversations have helped her organisation humanise its brand in Gen Z's eyes. “We don’t just look at spreadsheets; we visit campuses, sit down with students, and converse with them. It’s raw, honest, and extremely valuable,” she said.

Stories from the sidelines

South Asia’s biggest advertising, media, and marketing festival kicked off with lamp lighting and champagne popping ceremonies followed by a performance by Mika Singh. Prasanth Kumar, president of AAAI and CEO of South Asia at GroupM, addressed the assembly.

Charismatic Kareena captivated the assembly with her vibrant energy and candid conversation.

The first day also saw the Bollywood actress Kareena Kapoor Khan commanding the stage and dazzling the audience with her vibrant energy. During a fireside chat session, she reflected on her evolving mindset, career longevity, and the philosophy behind her belief, “Main Apni Favourite Hoon.” (I am my favourite).