Smriti Shadra

Associate Creative Director, The Social Street

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? Your views.

I don't see any escape from AI in the future, considering the kind of heated debates it has already triggered across the globe. It is only a matter of time before we hear about Artificial Intelligence solving problems that a human brain cannot even imagine. I‘m glad I'll be there to witness the big shift.

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

The kind of problems that brands face today are multi-faceted. And the solutions don't always lie in communicating through a single medium. It's the need of the hour to let different mediums solve different problems. We need to move fast and gain all the possible knowledge required, which is very much possible in the coming few years.

Virtual and augmented realities are both in very early stages on the web, yet, the possibilities could be endless. Your views.

Indian clients and agencies seem to be happy using technology up to a basic level. One reason for this might be that the use of technology is usually expensive. But with games like Pokémon Go, which is a very elementary example of Augmented Reality, becoming such a rage, we have all the reasons to start exploring solutions based on technology.

Would you say that you're creatively satisfied with your 9 to 5 work?

A 9 to 5 rule doesn't really work for us creative people. The simplest of ideas are the most mesmerizing and they're everywhere around us. So, we need to be on the lookout constantly. I keep thinking about an idea even after cracking it, as harping over it for a while gives me a better perspective, whether it's actually effective or not.

Like many creative people, do you also have a wall full of inspiring stuff, such as images and crazy or weird things?

Not really a wall. But I do have my go-to sources of inspiration, most of them being short stories, poetry and quotes. I also read a lot of blogs. They are a great way of getting to know new people, no matter which part of the world they belong to.

How do you see the future of the creative industry?

I strongly believe that if we focus on solving human problems, we automatically end up solving brand problems. Because the core of every brand is related to humans. Fortunately, I belong to an era of advertising when a lot of like-minded people exist, who are ready to break the rules and challenge stereotypes. Things can only get better from here!

If you were asked about promising new technologies, what would you focus on?

It will be very interesting to see how Artificial Intelligence finds a place in advertising solutions. I'd love to play a part in creating them.

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

Choose to work with great people over working at big agencies or brands. I learnt this with time.

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.
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