South Africa, Sept. 3 -- New tools have made it faster to design, produce, edit, and distribute ideas, but few have changed the creative process as fundamentally as generative AI. Today, a campaign concept can be turned into hundreds of visual executions in minutes. Images can be created, copy refined, and variations tested before a traditional production team has even opened its first file.

But, when anyone can create anything at the click of a button, is there still value in learning how to create something meaningful?

The answer requires us to look at advertising as a craft, rather than as a production line.

Good advertising has always been about bringing together creativity and discipline. It is about finding a meaningful insight, ...