Digital
Adobe and Havas expand partnership
Mumbai: Adobe and Havas have announced an expanded partnership, transforming the agency’s end-to-end content workflows and paving the way for a smarter and more responsible content supply chain. The collaboration will enable all Havas agencies to leverage Adobe generative AI, and more efficiently deliver unparalleled personalised customer experiences.
Havas agencies will adopt Adobe GenStudio – Adobe’s breakthrough enterprise content supply chain solution that brings together best-in-class applications across Adobe Creative Cloud, Express and Experience Cloud. The integration will enable agencies to accelerate the content process from ideation to delivery, while also giving them direct access to Adobe Firefly, Adobe’s family of creative generative AI models, so they can generate content that is designed to be safe for commercial use.
Using Adobe GenStudio, Havas agencies will be able to choose which content creation techniques and practices they employ, as well as how they prefer to leverage generative AI when activating new and variant content. They will also gain access to audience-specific data insights, enabling impact-based content optimization, and Adobe GenStudio’s seamless collaboration features, which empower cross-functional teams to create, edit and deliver customer experiences in real time.
On the heels of the recent launch of Prose on Pixels, Havas’ global content at scale network, this collaboration reaffirms Havas’ commitment to driving transformative change in the content production field. It will also help Havas agencies keep up with growing demands for real-time personalized content without compromising quality or brand consistency and while reducing waste.
“In today’s rapidly evolving digital world, where the boundaries between creativity, technology and communication are constantly shifting, it is imperative to be at the forefront of innovation,” said Havas Chairman and Global CEO, Vivendi chairman Yannick Bolloréi. “This partnership will enable us to harness the latest technologies, combining the strength of Adobe’s cutting-edge software with the deep well of Havas’ brand expertise to create a ‘meaningful AI’ that not only meets but exceeds the expectations of our clients.”
“The digital world runs on Adobe products, and Havas is a strategic partner, delivering stand-out digital work for brands that are household names around the world,” said Adobe digital experience president Anil Chakravarthy. “We’re excited to see how Havas redefines content creation and innovates with our solutions to embed sustainability and generative AI with Firefly into their content supply chain.”
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
