IPG Mediabrands: Anchored by humanity in the age of AI

As artificial intelligence reshapes the advertising world, IPG Mediabrands remains grounded in values – prioritising people, purpose, and ethics in an era driven by algorithms.

The media landscape is constantly evolving, and while algorithms now often speak louder than humans, IPG Mediabrands offers a refreshing reminder that behind every transformation, it is people who truly drive progress.

As the advertising industry grapples with the implications of artificial intelligence (AI), IPG Mediabrands sets itself apart with a people-first approach that blends creativity, governance and innovation.

Darren Yuen, CEO of IPG Mediabrands Malaysia, is resolute in his stance that whatever the company does, it must always be “authentic.”

“We cannot be an organisation that is solely and only driven by a technological advancement that is being put in place to make us smarter,” said Darren.

“We will always have to apply ourselves as the human mind – with our emotions, intellect, experience, speech, thought processes, and most importantly, our governing ethics and the moral values that we live by.”

This perspective serves as a rallying cry for purposeful adoption. For Darren, the potential of AI must be tied to the real-world value it delivers.

“What’s important is that alongside adoption is application. We can use AI as a buzzword, but if it’s not going to move the meter, it becomes meaningless.

“How we adopt it – and more importantly, how we apply it – is critical to creating that value-change difference for our clients.”

Intent and ethics

The moral compass is a consistent thread in IPG Mediabrands’ AI conversation.

“Since we’re building and adopting AI to enrich human lives, we must be intentional. What is the cost of that intent? If it’s efficiency, it’s worth considering. But if it’s disruption for disruption’s sake, or rooted in malice or controversy, then we must weigh it carefully,” said Darren.

This thinking is embedded in the organisation’s ethical framework. Sue-Anne Lim, CEO of Universal McCann, said the company’s global AI policies are governed by three guiding principles – consent, transparency and consensus.

“We have strong and consistently updated global guidelines,” she said. “We train our AI agents transparently – what data is being used, where it came from, and what it’s designed to do. It’s not a black box.”

Creativity, augmented

A recurring myth in the industry is that AI will replace human creativity. The IPG Mediabrands team responds in unison – AI is a co-pilot, but humans decide the route.

Anwer Khan, Managing Director of Initiative, said that while AI improves efficiency, it can’t do what humans can.

“The core of what we do – innovation, ideation, original thinking – that is still, and will always be, human. AI cannot replace the ability to think laterally, to emotionally connect, or to draw from years of lived experience.”

Stanley Clement, CEO of MBCS, agreed.

“When radio came out, it was supposed to kill print. When TV came, it was supposed to kill radio. Now, AI is supposed to kill everything else. But it’s not the end. It’s an evolution.”

Stanley added that AI will distinguish those who add value from those who simply enter a prompt and expect miracles.

“We are the only ones who can make people move with a message. If you don’t train your craft – if you don’t understand your client’s needs, if you don’t know how to reframe a problem – AI will only expose your lack of depth.”

AI as a platform for growth

For IPG Mediabrands, AI isn’t about shrinking headcounts – it’s about expanding horizons.

Cindy Eliza Vaz, IPG Mediabrands’ chief digital officer, sees AI as a career catalyst. She said people previously stuck in repetitive tasks now have an opportunity to pivot and grow, as AI gives them space to think differently – not just do things faster, but do better work.

Cindy’s team is already seeing real transformation.

“When we build websites now, the AI-enhanced search functions allow for human-like queries. Instead of typing product codes for a mobile phone or the packages on offer, when you use the search button, with AI, we can say, here are the top 10 phones in the list.

“It’s a simple change, but it completely transforms the user experience.”

Sue-Anne echoed this shift: “AI will reset everything we know – UX, UI, advertising. Conversation may become the new UX. But these tools will only amplify who you already are. If you have strong craft, AI will supercharge your output. If you lack fundamentals, AI will only highlight it.”

A culture of compliance and consciousness

Even as IPG Mediabrands embraces AI, it doesn’t do so blindly. From internal AI consoles that protect data privacy, to client-specific risk frameworks, the agency is acutely aware of the responsibility that comes with innovation.

“We’ve built internal AI tools that keep client data safe within our ecosystem. It’s not about jumping on trends – it’s about justifying what you’re doing. Transparency, honesty and justification – those are our core values,” said Anwer.

This vigilant mindset extends to future risks – from misinformation to power consumption, to synthetic content eroding trust online. The team is actively working to stay ahead.

“We don’t just follow trends – we build safety nets around them,” said Sue-Anne. “The industry must evolve with a clear sense of responsibility. Clients trust us not just to create, but to protect their brands in a volatile environment.”

Excitement and caution for the road ahead

Looking to the future, the team remains cautiously optimistic.

Darren is excited about having “better vision, clearer intent”, but worries about complacency and misuse.

“What scares me is when people think AI doesn’t affect them – or worse, when they use it without thought. We need to ensure our values guide every application.”

Anwer said original thinking is what brought humans here, and it’s what will keep us relevant. But with every invention, there’s a risk of abuse.

“That’s what scares me – not AI itself, but how we humans might misuse it.”

Stanley summed it up best.

“We’re not just creators – we are custodians of culture and trust. Our role is to bring value at the input, not just measure it at the output. AI can be magic – but only in the hands of those who understand what makes us human.”