The second session of ad:tech 2026 shifted gears from macro uncertainty to something far more visceral: creativity, human connection and the uncomfortable truth about automation of work. 

Taking the stage, David Shing, digital prophet, Shingy, brought energy, irreverence and sharp provocation to 'The Bold Front' theme at the summit, challenging marketers to rethink not just tools, but their role in an AI-shaped world.

India, the internet and a changing world

Shing opened on a personal note, reflecting on how both his life and the digital world have evolved over the past decade.

“My life was radically different the last time I was here,” he said. “Coming back now, it feels far more reflective of the world we’re living in today, and that’s what’s so fascinating about India.”

He pointed to India’s growing influence in shaping digital behaviour.

“If Silicon Valley built the internet, India is fundamentally showing the world how to use it,” he expressed. “That shift from creation to usage is where the real transformation is happening.”

The discomfort of human connection

In true Shingy fashion, the session quickly turned interactive.

He asked the audience to draw the person sitting next to them without looking at their paper.

“What I’m trying to show you here (with the drawing activity) is that human connection is inherently awkward,” he said. “We say we want connection, but the moment we’re forced into it, we hesitate, we overthink, we feel uncomfortable.”

That discomfort, he argued, is precisely what makes human interaction powerful.

“As humans, we’re wired for connection, but we’ve also become incredibly good at avoiding it,” he added. “And that tension is something brands need to understand deeply.”

Repeat or evolve: The AI reality check

Shing then moved into the core of his argument: automation is inevitable.

“You’re all faced with a very simple choice,” he said. “You can either repeat what you’ve always done, or you can evolve.”

And the warning was blunt.

“If something can be automated, it will be automated. That’s not a prediction, that’s a certainty,” he said. “If you’re sitting here thinking your job could be automated, chances are it already is or it’s about to be.”

Rather than resist it, Shing urged marketers to rethink their value.

“The real opportunity isn’t in protecting what you do today,” he said. “It’s in redefining what you do next.”

From desk publishing to AI: Disruption isn’t new

To ground the conversation, Shing drew parallels with past technological shifts.

“The AI of my generation wasn’t AI, it was desktop publishing,” he said. “At the time, designers thought the industry was collapsing. In reality, it was just evolving.”

Shing described how creatives were forced to adapt.

“We went from beautiful, tactile design tools to clunky digital interfaces,” he expressed. “And people resisted it until they realised that learning the new system was the only way forward.”

The lesson for today’s AI moment is clear.

“This isn’t the first disruption, and it won’t be the last,” he said. “The difference is how quickly you choose to adapt.”

Automation will replace the average, not the exceptional

Shing didn’t shy away from the impact of AI on creative work.

“95% of creative tasks will be automated,” he said. “And honestly, that’s not a bad thing.”

He reframed it as an opportunity.

“What gets automated is the average, repetitive work,” he explained. “What remains and what becomes more valuable is human creativity that actually connects, provokes and moves people.”

AI, in his view, should amplify, not replace creativity.

“Use AI to get rid of the work you shouldn’t be doing anyway,” he said. “And then focus your energy on creating something that actually matters.”

Marketing is no longer about data alone

Shing also challenged the industry’s obsession with data.

“If you’re only operating as a data-driven marketer, you’re essentially living in the past,” he said. “Data tells you what has already happened; it doesn’t design what comes next.”

The future, he argued, lies in combining intelligence with imagination.

“These tools give you the ability to design the future,” he said. “But that only happens if you bring imagination into the equation.”

From campaigns to experiences

Through examples, from hyper-local AI-driven ads to creative brand storytelling, Shing highlighted how AI can unlock new forms of creativity.

“What excites me isn’t just automation,” he said. “It’s practical imagination using technology to create things that weren’t previously possible.”

He pointed to campaigns that scale without losing relevance. “You can now create thousands of personalised experiences without losing the essence of the idea,” he said. “That’s where things get interesting.”

Human connection is the real differentiator

Despite the heavy focus on technology, Shing repeatedly brought the conversation back to one core idea: people.

“AI is incredibly powerful; it has access to more knowledge than any of us ever will,” he said. “But what it doesn’t have is a human connection.”

That’s where marketers still hold an edge.

“Creativity is about connection,” he said. “And connection is still a uniquely human capability.”

The future of work needs a reset

Shing also touched on a growing contradiction in modern work culture.

“With all this technology, we should be working less, but we’re actually working more,” he said. “That doesn’t make sense.”

He urged leaders to rethink how workplaces function.

“If you want people to do great work, you need to give them two things: space to contribute and a sense of recognition,” he said. “That’s what drives real engagement.”

From attention to intention

In a world flooded with content, Shing argued that the traditional attention economy is breaking down.

“It’s no longer just about grabbing attention,” he said. “It’s about understanding the intention of what people actually want in a given moment.”

Consumer behaviour, he noted, has fundamentally shifted.

“We’ve moved from search and buy to something far messier: stumble, feel, save and maybe buy later,” he said. “That’s the reality of how people engage today.”

Emotion is still the endgame

For all the talk of AI, data and automation, Shing closed with a reminder of what truly drives decisions.

“You still only have three tools: sight, sound and emotion,” he said. “And if you’re not creating emotion, you’re not creating impact.”

He reinforced the importance of emotional storytelling.

“75% of decisions are driven by emotion,” he conveyed. “So don’t just sell to the head, connect with the heart.”

As he wrapped up, Shing left the audience with a shift in mindset.

“We’ve spent years talking about creating value,” he said. “But the real opportunity now is to create movement.”

That requires courage, he pointed out.

“If you want to stand out, you have to be willing to do something different,” he signed off. “And that’s what this moment demands from all of us.”