MAM
The role of AI in shaping tomorrow’s workforce
The rapid advancement of AI technologies, particularly in recent years, has sparked both excitement and concern about their potential to replace human roles across various sectors. Tools like ChatGPT have demonstrated the ability to perform tasks that were once the exclusive domain of humans, such as writing, coding, and even creative endeavours like photography and editing. As AI continues to evolve, it raises a pressing question: Can AI truly take over human jobs, and if so, what does that mean for the future of work?
The introduction of tools like Chat GPT, Sora, GitHub and others has given us a peek into how AI can change the way we live and work. The tasks that used to take hours or days can now be completed in minutes. And this is just the beginning. As AI evolves, we will enable humans to take over multiple roles across fields. In industries like customer service, technical writing, and content creation, AI is already making inroads by handling routine inquiries, drafting reports, and even brainstorming creative ideas. ChatGPT and its peers are reducing the need for human labour in some areas, demonstrating AI’s potential to take on roles that involve knowledge-based work.
How well is AI doing our jobs?
At this very moment, 57 per cent of content on the internet that exists is generated by AI, according to a study by Amazon Web Services. Another report by Forbes stated that 90 pet cent of content on the internet will be generated by AI by 2025. Automation in manufacturing has already replaced many manual jobs with robots capable of performing tasks faster and more efficiently than humans, reducing costs and increasing productivity.
The field of programming, once seen as an impenetrable domain for AI, is now being influenced by it. Advanced AI tools can write code, assist in debugging, and automate repetitive tasks, making development cycles faster and more efficient. Companies are leveraging AI to handle everything from boilerplate code generation to automating the testing process, reducing reliance on entry-level programmers.
AI is also making headway into creative areas like photography and editing, once thought to be immune to the impact of AI. In photography, AI-powered tools can automatically edit images, adjust lighting, and enhance photo quality, removing much of the manual labour involved in post-production. Video editing, too, is being streamlined by AI, which can cut and arrange footage based on pre-set preferences. AI is also creating music, providing voice assistance, teaching some of the hardest subjects and many more things across many industries. If we assume AI is going to take over every industry at the same rate, most of the jobs we have today will be taken over by AI sooner than expected.
The reality of AI taking over our jobs
While some jobs will inevitably be automated and taken over, AI is more likely to reshape roles rather than eliminate them entirely. The World Economic Forum’s Future of Jobs Report highlights that by 2025, AI could replace 85 million jobs, but it is also expected to create 97 million new ones. This shift shows that the focus will be on changing the types of jobs people do, rather than reducing the number of jobs overall.
Moreover, no company can run entirely on AI. A recent incident of Microsoft’s “Blue Screen of Death” showed the dangers of over-reliance on technology. A faulty update from CrowdStrike caused a global outage, disrupting hundreds of planes, hospitals, trains, offices, and more. It was a clear reminder of the risks of depending too much on AI or any technology. To truly benefit from AI’s potential, we must combine its strengths with human oversight, ensuring a balanced approach as we move forward. From what we have seen so far, “AI won’t replace human jobs but the people who can use AI could replace them”. With evolving technology and workplaces continuously streamlining operations, we will need to adapt to the technology and upskill ourselves to become more efficient.
Conclusion: Will AI take over?
AI is undoubtedly transforming industries and changing the way we work, but a complete takeover of human roles remains unlikely—at least for now. While AI excels in automating tasks and replicating certain aspects of creativity, it cannot fully replace human ingenuity, empathy, and emotional understanding. The future of work will likely see a blend of AI and human collaboration, where AI handles repetitive and technical tasks, and humans focus on creative, strategic, and emotionally driven roles. As AI continues to advance, it’s crucial that employees and companies adapt, ensuring that the benefits of AI are harnessed while preserving the unique qualities that only humans can bring to the table.
The article has been authored by Mudrex CEO & co-founder Edul Patel.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
