South Africa, Feb. 20 -- As marketing agencies worldwide rush to integrate generative artificial intelligence (AI) into their workflows, the head of Forge challenges the marketing sector to move beyond the pursuit of speed and efficiency towards a sophisticated model of human-machine collaboration.

"Culture and human creative distinctiveness always win over speed," says Courtney Chapple, AI director at award-winning, AI-driven agency, Forge. "The current approach to generative AI, where agencies and brand teams treat the technology as a replacement for human creativity rather than a collaborative partner, is unfortunate," she says.

"Passive participation produces work that is undistinctive and generates media that is a 'sea of sameness'...