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WPP, Havas, Omnicom: Are advertising’s biggest holdcos recasting agencies as AI Operating Systems?

By Chandra R Srikanth and Reshab Shaw
Infosys' clients are charged up about generative artificial intelligence (AI) and the type of change that it can make for their businesses in Davos, said the IT major's CEO and MD Salil Parekh.
However, the company did not see any change in actual buying in Q3, Parekh said while speaking to Moneycontrol at the World Economic Forum in Davos on January 18.
“There are some use cases, which are very significant, huge benefits that they can get,” Parekh said. Adding that there was a lot of focus on cost, efficiency, and automation programmes in the December quarter.
Parekh said there are some use-cases in generative AI where the benefits are incredible such as customer service, software development, and knowledge areas. “My sense is, as the economic environment also improves, people will look say let's start big programs on that,” he said.
“Generative AI is a fundamental change in technology and we are fortunate that we are in somewhat of a leadership position,” Parekh said.
From purpose-driven work and narrative-rich brand films to AI-enabled ideas and creator-led collaborations, the awards reflect the full spectrum of modern creativity.
Read MorePraveen Someshwar, Managing Director and CEO of Diageo India, joins the Grand Jury of the Storyboard18 Awards for Creativity, highlighting the awards’ focus on work that blends cultural relevance with strategic and commercial impact.