AI's 'Sea of Sameness' Threatens Creativity: Originality Becomes Premium Skill

• Generative AI is now embedded in Indian agency workflows, handling tasks from copy drafting to strategy restructuring.
• Despite increased productivity, AI-generated content often lacks personality, leading to a 'sea of sameness' in brand communication.
• Experts like Maninder Singh and Babita Baruah note AI's struggle with subtext, irony, and emotional depth, resulting in 'spiritually empty' work.
• Clients and consumers are noticing the generic nature of AI content, with feedback often citing a lack of distinctiveness or 'soul'.
• The article argues that while AI makes execution cheap, human creativity, judgment, and emotional intelligence are becoming more valuable and essential for authentic communication.

Why It Matters: AI's widespread use in agencies creates a 'sea of sameness,' making human originality and emotional depth premium skills.