Today, knowledge is everywhere, yet wisdom is seldom found. As you flick through the pages of this magazine, you will encounter many buzzwords: AI, data-driven creativity, future-focused, shifting landscapes and many more. One thing is for sure. These words will have a long and evolving life. Any creative who thinks that AI will not change the way they work is akin to a flat Earth believer. (Unless, like myself, you are a big fan of The Discworld series, where the world is indubitably flat).

AI is here to stay, and absolutely nothing will keep it at bay. One explanation of the AI age that made sense to me was to look at it like a new paintbrush with enhanced capabilities or a new musical instrument that can adapt, enhance and innovate the music that could only be heard in one’s head but was never played before. AI is like the printing press; it did not destroy books but made them more accessible and fuelled new genres. AI can do the same thing for art creation by making it more widespread and leading to new forms of expression we have yet to imagine. This is the best of times to be a creative. However, to a human employed in a creative field, this might be the worst of times.

ChatGPT can write a better article than I can. DALL-E can paint better than me, for sure. Runway can make more beautiful ethereal videos than I can. And this is exactly the thinking that calls for the other kind of intelligence – emotional intelligence – EI.

Will AI take my job? How will I grow if I do not learn AI? The common fear in the above questions stems from ‘I’ not ‘AI’. António R. Damásio, the Portuguese neuroscientist, wrote: “We are not thinking machines that feel; we are feeling machines that think.” Feelings and emotions are something AI has yet to master or even acknowledge.

Humans are complex beings. We internalise, over-rationalise and rarely empathise with ourselves. A study by the Harvard Medical School suggested that half of the world’s population will experience a mental health disorder by the age of 75. The study was carried out in 29 countries through face-to-face surveys with over 150,000 adults. They called it the massive burden of disease where treatment needs are largely unmet. Last month, on Mental Health Awareness Day, several organisations announced policies to tackle this growing concern about mental health in the workplace. Organisations can no longer sweep mental health under the rug. Yet there is more to this enigma of humans and this is where EI becomes equally, if not more, important than AI.

How many times have you left a job because the boss was an insufferable, insecure excuse of a human being? How many times have you lost sleep on a Sunday due to the ‘workmares’ (yes, it is an actual word) about Monday?

The cost of bad bosses is like a white elephant present in every boardroom. High employee turnover, low morale, increased stress, a fear-based culture and decreased individual and organisational performance. Yet, not all companies are rushing to create better frameworks for leadership and improve their internal emotional and cultural quotients.

As AI reshapes various aspects of our lives, it is increasingly important to consider the role of EI. AI excels at tasks that involve logical reasoning and data analysis, but it lacks the ability to understand and respond to human emotions. EI bridges this gap by enabling individuals to recognise, understand and manage their emotions, thereby facilitating meaningful human-AI interactions.

BBDO recently launched a new entity that focuses on EI called Dot Move. The aim is to develop soft skills within Pakistan’s corporate sector and give people the tools to excel at EI. The old-age management style of a shouty boss yelling out orders while employees hide or keep a low profile does not work anymore. Such bosses have no place in a hyperconnected world where a single tweet can bring down dynasties, both corporate and political.

Employees crave appreciation. They deserve acknowledgement and do their best when given psychological security. As Einstein said, “Insanity is doing the same thing over and over again and expecting different results.”

AI brings forth numerous benefits and possibilities, but it also poses unique challenges to human interaction and emotional well-being. The ability to recognise, understand and manage emotions becomes increasingly crucial.

In creative industries, collaboration is the key to success. Be it in advertising agencies, film production studios or design firms, creative projects require teams of individuals to work together toward a shared goal. EI fosters collaboration by promoting open communication, mutual respect and conflict resolution. Creators with high EQ are better equipped to manage team dynamics, resolve disagreements and create a positive working environment that encourages creativity and innovation.

AI tools can enhance collaboration by providing teams with data-driven insights and automating routine tasks, allowing team members to focus on higher-level creative discussions. However, it is EI that ensures these discussions are productive and that team members feel valued and understood.

Have you heard the phrase, “Is the crisis the way you deal with crises?” That is the crux of EI. It gives us the tools to master our thoughts, control our reactions and eventually shape our destinies. When you know yourself, your fears and your desires, then you can formulate a plan to counter those fears and fulfil your desires. Sadly, agencies are frequently known for their toxic culture. Ridden with egotistical bosses, internal and external politics, long hours, bad compensation and insecure management styles.

Matters on the client side are not that great either. When I meet other agency leaders, we all agree on one thing: if only the client knew that respecting their agency and treating them as equals would get them loyal teams willing to die for their brand. If clients become better at EI, all the KPIs will fall into place. However, at the moment, this is wishful thinking and it will take time for clients to realise that their behaviour is the biggest obstacle to their success.

Until that day comes, I will focus on an agency where AI and EI will not compete but collaborate. Each one enhances the other’s strengths and compensates for their limitations. Agencies that strike this balance will be well-positioned to lead the creative industries of tomorrow, producing work that is innovative and deeply human.

Atiya Zaidi is CEO and CCO, BBDO Pakistan and co-Founder, Shero Space. The views in this article are her own and do not reflect the views of any organisation. zaidipride@gmail.com