How to develop creative talent for a sustainable and AI-driven future

Looking ahead to 2035, consumer behaviour is set for a dramatic transformation.

The recently unveiled Consumer Vision 2035: The Era of the Insight-to-Foresight Pivot report by dentsu offers a look into this future. It highlights how AI, climate change and cultural shifts will reshape our world. This study, which surveyed 30,000 people and 20 experts across 26 countries, identifies critical trends businesses must navigate to stay relevant and thrive.

One standout from the study is that people feel increasingly comfortable with using AI to manage everyday tasks. By 2035, half of global consumers expect to use AI clones for shopping, administrative duties and communications. AI gatekeepers will revolutionize the consumer experience by managing routine purchases, filtering ads and participating in focus groups to relay consumer preferences to brands.

This shift towards AI-managed consumerism signifies a broader acceptance of technology as a daily staple. Businesses must evolve by developing AI-driven solutions that interact seamlessly with these AI gatekeepers, ensuring their products and messages reach the right audiences. The challenge lies in crafting meaningful connections in an automated world, necessitating a deep understanding of consumer needs and strategic use of AI.

By 2035, four in five global consumers anticipate needing to adjust their daily activities due to environmental changes and brands will look to adopt more sustainable practices and communicate their environmental commitments transparently.

As climate change intensifies, sustainability is transforming from a virtue into an imperative for profitability. Consumers will favour brands that go beyond mitigating negative impacts on the environment to offering restorative solutions. Companies that pivot quickly to sustainable practices and showcase their efforts transparently will build stronger, more loyal customer bases.

In a world influenced by AI and shaped by climate concerns, emotional engagement will be a key differentiator for brands. Currently, 70% of consumers report that their shopping decisions are influenced by mood at the time of purchase. Consumers are seeking more impulsive and emotionally resonant experiences, making it crucial for brands to connect on a deeper level.

Businesses must hone their ability to anticipate consumer moods and preferences, creating compelling narratives and experiences that resonate emotionally. A foresight mindset to develop predictive solutions that proactively address consumer needs and desires will be essential for brands to stand out in an AI-filtered and culturally reshaped landscape.

Considering the transformative trends highlighted in the Consumer Vision 2035 report, nurturing the next generation of creative talents who can adeptly navigate the complexities of a future driven by technology and AI is crucial. Initiatives bridging academia and industry, such as the dentsu Z advertising competition for college students, provide vital platforms for young innovators to showcase their skills and creativity in real-world scenarios.

Engaging university students in real-world challenges ensures that emerging talents are prepared to grow with technological advancements. Expanding to include diverse titles, such as new media artist, AI geek, cultural interpreter and social gamer, reflects a comprehensive approach to nurturing a wide range of skills for the future marketplace.

The role of fostering innovation and creativity in shaping future success cannot be overstated. Competitions and talent programmes attract top talents, providing unparalleled opportunities to engage with industry leaders, gain invaluable practical experience and actively contribute to the evolution of marketing and transformation services – equipping young professionals with the skills and adaptability needed to thrive in an AI-integrated world.

AI will revolutionize the workforce, influencing accessibility and equity. Rather than displacing human effort, AI serves as an enabler, shaping the future job landscape positively, not only with the creation of new jobs, but also with transformative changes to existing roles, like the emergence of app developers and data analysts during the mobile phone revolution.

“We have been hiring creative technologists for over a decade to enhance digital advertising and experiential campaigns with AI,” explains Yasu Sasaki, Global Chief Creative Officer of dentsu. According to dentsu's Creative 2023 CMO survey, 75% of chief marketing officers (CMOs) believe AI will never fully replace the essence of human creativity and 81% of CMOs agree that customers are willing to pay a premium for human-created content. So, while AI can augment creativity, human ingenuity remains central and irreplaceable.

Following this perspective, dentsu China launched the DIG (dentsu Idea Generator) project to fully integrate AI into its processes, starting with common marketing needs, like creative thinking, photo and video design, and enhancing capabilities in writing, drawing and video production to boost the team's efficiency.

Navigating these uncharted waters requires embracing three principles: anticipating AI's replacement of highly repetitive tasks, preparing for a drastically different labour market and embracing lifelong learning for flexibility and new opportunities.

"Humans will always have an important role, even as AI unlocks new possibilities. That is why empowering our talents today to connect with the next generation of consumers will future-proof brands and unlock growth for both businesses and society," says Hitoshi Hamaguchi, President, APAC Practices and Practice President, Creative APAC.

The insights from Consumer Vision 2035 underscore the urgent need for businesses to adapt to an AI-driven, climate-conscious and emotionally driven consumer landscape. As we approach 2035, brands that leverage AI insights, commit to sustainability and connect on an emotional level with consumers will be best positioned to thrive.

Brands that push the boundaries to innovate now will undoubtedly see the biggest impact through the next decade. The future belongs to those who want to co-create a new world with customers, partners, talent and society.

By aligning today’s strategies with tomorrow’s trends and investing in the development of versatile, tech-savvy talents filled with creative ideas, businesses can ensure they remain relevant and successful in the dynamic decade ahead.