South Africa, Feb. 25 -- In this grand transition, many see AI in advertising as a generator of pretty pictures. But let's face it, they are looking down the wrong end of the telescope.

Why do they think this? Because most 'creative' work done by AI is underwhelming, due to the homogenising nature of LLMs. And, because the real revolution is happening in the agency's "underbelly."

In my mind, the integration of AI tools is not just about competing with global giants, but about leapfrogging legacy systems to build a more inclusive and efficient digital economy. Our focus is on automating the "grunt work": research, data sorting and briefing that used to take weeks.

Using AI at Brave, in consultation with our customer brands, we slash ca...