South Africa, Feb. 23 -- In terms of technology, generative AI is often little more than a sophisticated autocorrect. Where autocorrect predicts the next word based on statistical probability, generative AI employs the same mechanism at scale, offering the most likely output for any given prompt. Competent? Certainly. Distinguished? Rarely.

Consider this scenario. A brief arrives: create a brand communication concept for the bottled water brand Simple Sips. Feed this to a generative AI model, and it will identify the obvious associations (simplicity, purity, ease), and return something like this:

"The anti-complexity campaign: Water, without the drama. Whilst most bottled waters sell you a personality or performance-enhancing lifestyle,...