All through December 2024, Manifest will be running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We kickstart the series with Pradeep Dwivedi, group chief executive officer, Eros Media World.

The biggest development in the advertising, media and marketing space according to you in 2024 was...

The realisation that GenAI can only complement advertising creativity but won’t replace it because true creativity requires human insight, cultural nuance, and emotional depth. While GenAI excels at generating ideas, it lacks the ability to craft narratives with empathy or align with evolving brand values to inspire human creators and consumers.

One thing you're manifesting for yourself and for the industry you operate in for 2025?

I'm manifesting bold, purpose-driven content that blends human creativity with AI precision, fostering deeper audience connections. For the industry, I envision innovation that prioritises authenticity, inclusivity, and ethical practices, redefining engagement while embracing sustainability and technological advancements.