Tech Revolt Commentary – AI
By Alex Jena, Chief Strategy Officer, dentsu MENAT
1. How do you see AI-generated human videos transforming content creation and campaign personalisation for brands in this region over the next year?
Generative AI is now capable of conjuring up entirely synthetic humans - lifelike presenters and brand ambassadors that never existed - and it's the algorithms that then decide how, where, and to whom these digital personas are served. It’s a technically impressive leap, no doubt. And yes, brands are already using these tools to personalise content at scale. But personalised doesn't necessarily mean personal.
That’s the catch. These outputs are starting to feel templated - recognisably synthetic, even when well-executed. There’s only so far you can push before the deepfake sheen breaks the illusion. In a region where culture, emotion, and context carry real weight, that risk is amplified.
The opportunity isn’t just to personalise at scale - it’s to do it in a way that still feels real, still connects, and still respects the intelligence of the audience. The real creative edge lies in staying human, even when the content isn’t.
2. What emerging brand risks or reputation challenges do you anticipate for clients as AI-generated video content becomes mainstream?
One of the biggest risks isn’t just misuse - it’s mediocrity.
We’re heading toward a split. Some brands will invest in training their own models, embedding brand tone, values, and voice directly into the system. You can already imagine a certain insurance comparison site’s animated mascot reimagined for 2030 - entirely AI-generated, but unmistakably them.
Others will take a more off-the-shelf approach, relying on default avatars, voices, and scripts. It may seem efficient, but it strips away distinction. In doing so, brands risk flattening their identity and blending into a sea of synthetic sameness. That doesn’t just weaken brand equity - it invites commoditisation. If your AI sounds like everyone else’s AI, you’ve lost the power of identity.
In this new creative arms race, differentiation will be earned - not engineered.
3. How is dentsu MENAT advising clients to balance the creative opportunities of synthetic media with the need to maintain brand authenticity and public trust?
We’re advising clients to experiment fast - but with intention. As production becomes instant, the real advantage lies in how well a brand can translate its DNA into prompts. Tone, visuals, values - these now have to live inside the instruction set. The best results come from brands that know themselves well enough to brief AI like they would a trusted creative partner.
We’re supporting that shift with structured tools across the creative journey: Adobe’s Content Supply Chain for scalable, on-brand content; dentsu’s AI-driven neuroscience testing to validate creative impact; Tag’s Gate+ to push boundaries in design, video, and image without losing creative control; and our GenAIO tool designed to score brands AI readiness and help them prepare for the next generation of search with AI-optimised content that stays true to their voice.
This isn’t about replacing creativity. It’s about supercharging it - with sharper inputs, faster cycles, and stronger brand intent.
