Mumbai: While AI will drive automation and efficiency at scale, the real competitive advantage will come from organisations that deeply integrate AI into workflows, collaboration and decision-making. Meaningful creativity is rooted in honesty, curiosity, consistent practice, and lived human experience. Meaningful creativity is rooted in honesty, curiosity, consistent practice
These points were made at a GoaFresh Session on Rewriting Intelligence: How AI is Resetting Brands, Creativity & Consumer Trust by Shubranshu Singh, Member of the Board of Directors Effie LIONS Foundation & Forbes Most Influential Global CMO 2025 highlighted on how AI and machine learning have been evolving for decades, but the biggest shift today is AI’s ability to communicate through natural language, making interactions far more intuitive and accessible.
Padma Shri Prasoon Joshi, Chairman, Omnicom Advertising India and Chairman, Prasar Bharati, set the tone with a call for authenticity, discipline, and original thinking, emphasising that meaningful creativity is rooted in honesty, curiosity, consistent practice, and lived human experience. Reflecting on his journey in writing and storytelling, he shared how years of discipline helped him master rhythm, cadence, and creative instinct, while noting that although AI can process what already exists, true creativity lies in the unexpressed and unseen.
He encouraged young creatives to discover their authentic self and create from lived experience rather than imitation, urging them to embrace their roots and individuality, and stating, “Stay original. Stay authentic. Because if you lose authenticity, you have nothing.” He concluded by highlighting the idea of “seeking,” where perspective shapes creativity and determines whether one finds positivity, inspiration, and meaning, reinforcing that creativity ultimately stems from honesty, curiosity, discipline, and human experience.
While AI will drive automation and efficiency at scale, the real competitive advantage will come from organisations that deeply integrate AI into workflows, collaboration and decision-making. In an AI-driven world, originality, credibility and emotional memory will become even more critical for building enduring brands, as consumers increasingly rely on creators, communities and conversational platforms for discovery and engagement. As digital ecosystems evolve rapidly through mobile-first behaviour, short-form content, and AI-powered search, brands must stay culturally aware, responsive, and consistently engaged to remain relevant in the future.
In addition to the sessions, the masterclasses on Day 2 offered delegates deeper insights into the evolving intersections of technology, creativity, storytelling, and performance marketing, further enriching the learning experience at Goafest 2026.
Whistling Woods International hosted a masterclass titled ‘Reimagining Filmmaking in the World of Artificial Intelligence’ led by Chaitanya Chinchlikar, Vice President, Business Head, Chief Technology Officer & Emerging Media Head.
Google conducted a masterclass titled ‘Reset. Rethink. Reignite: How to Grow in the New Era of AI Search, featuring Neha Nupur, Head of Search & Shopping, Google India, and Radhika Mehta, Performance Specialist, Google India.
LIONS / WARC presented a masterclass titled ‘The Pace Principle: The Case for Growth for Indian Marketers – a WARC masterclass on growth, brand and performance in India’. The session was led by Sujeet Kulkarni, Global Strategist, and Biprorshee Das, India Editor. JioHotstar conducted a masterclass titled ‘Infinite Stream, Reimagined with AI’ led by Bhaskar Ramesh, Head, Entertainment Sales, Digital, JioHotstar.
Finally, it was time for the BIG FM Presents Advertising Rocks Grand Finale, powered by ABP Network – BAE by ABP Network Initiative. The high-energy finale celebrated creativity and talent from across the advertising and media industry, bringing together music, entertainment, and performance on one stage. The competition was judged by Neeti Mohan, Bollywood Singing Diva; Padma Shri Prasoon Joshi, Chairman, Omnicom Advertising India and Chairman, Prasar Bharati; Manta Sidhu, Founder and Director – Culture Connect India & The Music Academy Gurgaon; Subhash Kamath, Former CEO, BBH India & Former Chairman, ASCI; and Merlin Dsouza, Founding Partner, Brand Musiq and Director of Music Mode, Composer-Director, Pianist, and World Leadership Inspirational Award-winning Musician.
The winners for Advertising Rocks Season 4 were Rahul Sarodi (White Rivers Media), Bodhisattwa Banerjee (VML India), and Ruben Dsilva (ASCI), and Monobina Bhattacharya (Oilver InHouse India Private Ltd).
The evening also featured an exclusive ‘C Suite Soiree’ presented by LinkedIn.
As the day progressed, the focus turned to recognising creative excellence with the ABBY Awards 2026 Powered by The One Club | The One Show. SET India & Sony SAB Presents the Abby One Show Awards, Powered By Republic, in Association with Mobavenue, honoured winners across categories, including Broadcaster, Public Relations, Design, Direct, and Technology. Sharechat | MOJ Presents Abby One Show Awards, Powered By Republic, in Association with Mobavenue, further celebrated excellence across Digital & Digital Craft, Young Maverick Abby Award, Health Abby, and Sustainable Development Goals Abby categories, recognising some of the most innovative and impactful work from across the industry.
The gala dinner was presented by Lemma, and the After Hours Party with Lost Stories was presented by Spotify Advertising.
