MAM
AdLift wins two awards at CDO Converge
MUMBAI: AdLift, a digital marketing agency with offices in the US and India, has been awarded for its digital excellence at the CDO Converge Conference and Awards held in Mumbai.
AdLift and Aakash Institute won the Digital Excellence Award in education. AdLift and ICICI Lombard won the best Content Driven Digital Marketing Campaign.
AdLift CEO Prashant Puri: “The award acknowledges our breadth of experience within the education space with search marketing. We work closely with the BFSI segment. I’m excited that our work within the content marketing realm for ICICI Lombard has been endorsed.”
The announcement follows AdLift’s recent success at Masters of Modern Marketing Awards.
Digital
The human edge: Why creativity beats AI in communication, Starstuff Labs report
As AI floods content, human insight and originality remain irreplaceable
NEW DELHI: Artificial intelligence is cheaper, faster, and more accessible than ever, yet creativity and human judgement remain the secret sauce that machines cannot replicate.
What started as a tool for efficiency is now shaping how messages are crafted, audiences are reached, and decisions are made. But as AI-generated content multiplies, questions about quality, trust, and originality are multiplying too.
Ahead of the AI Impact Summit 2026 in New Delhi, Starstuff Labs has weighed in with The Human Edge: AI, Creativity, and the Future of Communication. The report examines how organisations are embracing AI in creative workflows, while highlighting why judgement, originality, and accountability remain distinctly human.
“Even as AI boosts speed and scale, it struggles with nuance, empathy, and cultural context. Human oversight is essential to keep content authentic,” said Starstuff Labs director Raghu Kalra. “This study explores how creatives can prepare for a future flooded by AI-generated material.”
The research draws insights from creative, psychological, corporate, and developmental professionals across the globe. One clear trend stands out: while being AI-enabled is now expected, safeguarding a unique voice and ethical judgement sets organisations apart.
With teams layering AI onto existing workflows without rethinking authorship, differentiation no longer comes from technology alone. The ability to interpret context, question outputs, and decide what is appropriate is what gives humans the edge.
Designed to be accessible for visually impaired readers, the report signals a turning point for the creative industry: in a world awash with AI, it’s not the tool but the human touch that will truly stand out.
