gandhali karnik

Associate Creative Director, MullenLowe Lintas Group

What is the biggest challenge facing the advertising industry that can be solved in the next 5 years?

I think that would have to be a talent crunch. Advertising pays terribly and understandably so, most young creatives prefer other creative jobs that pay better. So unless we recognize and reward talent suitably, the new crop of young creatives will be in short supply and unfortunately, mediocre.

It is predicted that there will be an even stronger shift toward Artificial Intelligence with the advanced management of Internet bots, in order to guide and assist the user on websites and apps. The AI will gradually learn all your habits and preferences to the extent that it is able to manage the daily routine for you. Does this thought scare you or excite you?

Well, this is something akin to what people must have been asked during the industrial revolution! Technology that helps and makes life simpler, is amazing!

What is currently driving the way we consume online?

The need to overcompensate. Stressful jobs lead to stress online shopping binges, the need for distractions from a stressful lifestyle and overall the need to find peace, somehow.

Do you focus on trends in the industry? And what trends can you foresee coming in the industry?

Yes, of course it's important to be aware of what's happening in the industry one works in. A scary trend I can foresee is of digital interactions replacing the need for interpersonal relationships. The way we interact with each other is increasingly become over devices rather than face to face.

Social media has had a tremendous impact on the creative industry...how have the roles & responsibilities of the creative function evolved in the last 2 yrs?

Social media has brought about a tremendous filter in terms of originality. Anyone can call anyone's bluff. I think that is a tremendous responsibility, which in a way, is also a blessing.

How do you unwind ?

I love to cook, it helps me de-stress. Also, I love making myself a cup of filter coffee and cosying up with a book! I'd love to have said I go for a walk or a run, but nope, I don't!

When you started your career, a piece of advice that you wish someone had given you...

Ah, I wish someone told me that seniority has nothing to do with talent.

Designer. Photographer. Filmmaker. Dreamer. No matter who you are, Creative Cloud gives you the world’s best creative apps so you can make just about anything you want, wherever inspiration takes you.