As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India, 2025 marked a decisive shift toward AI-led experimentation and a fearless approach to creative execution.
Reflecting on what defined creativity in 2025, Ramaswamy believes the real transformation lay not just in ideas, but in the courage to reimagine the creative process itself. “For me, 2025 was all about AI-led experimentation. I saw creativity move beyond just ideas into how we work, build, and execute. AI became a genuine creative partner, helping us prototype faster, explore more directions, and take smarter risks. Meme culture, real-time content, and looser formats thrived. The biggest shift, in my view, was the courage to experiment without waiting for perfection.”
As the industry moves into its next phase, Ramaswamy sees 2026 as a year where creativity re-centres itself around humanity, depth and cultural meaning. “I strongly believe 2026 will be more human, more real, and more emotionally grounded. After a year of speed and scale, audiences are seeking stories that feel honest and relatable. I see brands slowing down, listening harder, and telling stories rooted in lived experiences and culture rather than spectacle. Authenticity will matter more than polish.”
She also believes technology will become more powerful by becoming less visible. “I see AI becoming less visible and far more powerful. It will stop being the headline and start becoming the backbone. From sharper writing to faster production and smarter personalization, AI will enhance creative quality without announcing itself. The best work will feel more thoughtful and intuitive because technology is enabling it, not leading it.”
Finally, she points to a renewed respect for craft and cultural intelligence as a defining creative advantage. “I believe 2026 will reward brands that invest in craft and cultural understanding. Instead of chasing quick virality, storytelling will become more contextual, local, and community-driven. Ideas rooted in culture and told with care will have longer shelf life. Meaningful work will travel further than content designed only for momentary attention.”
(As told to Jennifer Thomas)
