Progress is a wonderful thing. It has always driven humanity forward—unlocking new possibilities, bridging divides, and solving problems once thought insurmountable. But progress also comes with choices. And today, as artificial intelligence reshapes industries, we are faced with a critical one: Will we use this technology to enhance human creativity, or will we allow it to replace the very people who give our stories heart and soul?

The latest Vodafone commercial, produced largely by AI, has been celebrated as a breakthrough in innovation. It’s sleek, it’s efficient, it’s cutting-edge, the song is amazing. But as we applaud the technology, let’s pause to consider the human cost. What happens to the actors, models, voice artists, and production crews who depend on this work when AI begins to take their place?

The Dangers of Leaving People Behind:

AI is an extraordinary tool. It can streamline processes, lower costs, and even spark new ideas. But tools, no matter how advanced, are just that—tools. They lack the spark of human imagination, the authenticity of lived experience, and the connection that only real people can create. And as AI becomes more prominent in industries like advertising and film, we face very real risks.

1. Jobs at Risk:
   For every virtual actor or AI-generated voiceover, there’s a person left out of work. A report by the Society of Authors revealed that a third of translators and a quarter of illustrators have already lost work to AI, highlighting the immediate impact on creative professions. Society of Authors
2. Erosion of Craft:
   Technology can mimic human creativity, but it can’t replicate it. The greatest stories resonate not because they’re perfect, but because they’re real. A machine can generate a script, but it can’t capture the depth of a human struggle, the nuance of a lived experience, or the magic of a shared moment.
3. Rising Inequality:
   Let’s not kid ourselves: the benefits of AI won’t be shared equally. The profits will go to those who own the technology, while the workers who once brought these stories to life , the actors, and the models are left behind. Progress without fairness isn’t progress at all—it’s exploitation.

Now, some might say, “This is just evolution. AI makes things faster, cheaper, and more accessible. It democratizes creativity.” And there’s truth to that. A filmmaker in a small town can now access tools once reserved for Hollywood. An independent creator can bring their vision to life without a massive budget.

But let’s not mistake efficiency for equity. A hammer builds a house, but it can also tear one down. It’s up to us to decide how we use it. Will we wield AI to empower people, or will we let it displace them? The choice is ours.

Imagine an industry where AI and human talent work hand in hand.

Where technology takes on the repetitive tasks, freeing up people to focus on what they do best—telling stories, creating art, and connecting with others. This isn’t just a dream; it’s a real possibility. But it will require leadership, accountability, and a commitment to fairness.

Moreover, it is not just Vodafone. Most of big companies and agencies are exploring AI. Companies like O2 and Coca-Cola along with the big agencies have ventured into AI-generated advertising, creating personalized ads for different cities.

While innovative, these initiatives must be balanced with the preservation of human creativity and their impact to employment!

Progress isn’t just about moving forward—it’s about lifting everyone.

The promise of AI doesn’t have to mean the end of creative livelihoods. It can be a tool for empowerment, equity, and opportunity if we choose to use it that way.

So let’s push for a future where technology serves humanity, not the other way around. Let’s challenge companies to adopt AI responsibly, governments to protect creative workers, and all of us to value the human touch in the stories we tell. Together, we can build a world where progress doesn’t leave anyone behind.

Because at the end of the day, the heart of creativity isn’t found in an algorithm—it’s found in us.

In the TikTok era, politics isn’t about policies—it’s about personas. Elections aren’t won with well-reasoned arguments or carefully crafted policy proposals.

They’re won with 15-second clips designed to grab your attention and hold it just long enough to go viral.

The candidates who thrive aren’t necessarily the most qualified—they’re the most watchable. And that shift is reshaping not just how we vote, but how we think about leadership itself.

The Age of Viral Leadership

TikTok has turned politics into a stage, where candidates perform for an audience of millions, one scroll at a time. In 2024, the race for the White House wasn’t just a campaign—it was a content war.

Kamala Harris’s team created engaging, relatable TikToks that broke down complex issues into bite-sized clips. Donald Trump’s surrogates turned fiery soundbites into viral moments, dominating For You pages across the country.

But here’s the problem: TikTok’s algorithm doesn’t reward depth. It rewards charisma. It rewards spectacle. And it rewards outrage.

In this new political landscape, a perfectly timed joke or a dramatic pause can have more impact than a decade of public service. The candidate who can master the art of going viral often eclipses the one with the best ideas.

The Death of Policy?

TikTok’s emphasis on personas over policies raises a troubling question: What happens to democracy when leadership becomes a performance?

• Substance Takes a Back Seat: Nuanced policy discussions can’t compete with the flash and brevity of TikTok content. A 15-second video doesn’t have room for complexity—it’s built for soundbites and slogans.
• Popularity Over Qualifications: The platform doesn’t reward experience or expertise. It rewards those who can capture attention, whether through humor, charm, or controversy.
• Emotion Over Logic: TikTok’s algorithm amplifies content that triggers strong emotional reactions. That means fear, anger, and outrage often dominate over thoughtful debate.

Leadership isn’t about being the loudest voice in the room. It’s about being the most thoughtful, the most empathetic, and the most committed to progress. But when leadership becomes a competition for clicks, we all lose.

The Dangers of Persona Politics

The rise of the viral politician isn’t just a shift in strategy—it’s a shift in values. When politics becomes a performance, it risks becoming hollow.

• Authenticity Becomes a Commodity: Candidates aren’t just trying to connect with voters—they’re trying to sell themselves. Every joke, every dance, every viral moment is carefully calculated for maximum impact.
• Trust Erodes: Voters struggle to discern what’s genuine and what’s staged. The line between authenticity and marketing blurs, leaving us skeptical of everyone and everything.
• Democracy Becomes Entertainment: The more we consume politics like content, the less we engage with it as citizens. Democracy risks becoming a spectator sport, where we cheer for the most entertaining candidate rather than the most capable one.

When Leadership Is a Meme

Imagine a future where elections aren’t about who has the best vision for the country, but who has the best viral campaign. That future isn’t hypothetical—it’s already here.

In 2024, TikTok rewarded candidates who could dance, joke, and entertain better than their opponents. The result? A political landscape that feels more like a reality show than a democracy.

But here’s the uncomfortable truth: The problem isn’t just with TikTok—it’s with us. The algorithm only reflects what we value. And if we value performance over policy, that’s exactly what we’ll get.

Leadership is about more than going viral.

It’s about showing up, doing the work, and making the tough decisions that move us forward. But it’s up to us—voters, citizens, and consumers—to demand that from our leaders.

Here’s how we can push back against the rise of persona politics:

• Question What You See: Don’t let charisma overshadow competence. Look beyond the viral clips and dig into the substance.
• Demand Better From Candidates: Hold politicians accountable for their policies, not just their performance.
• Challenge the Algorithm: TikTok amplifies what we engage with. If we want better leadership, we need to reward better content.

A Future of Leadership or Likes?

The TikTok era of politics has forced us to rethink what leadership means. It’s not about who can craft the best policies—it’s about who can craft the best persona. But that’s not the kind of leadership democracy needs.

So the next time you see a viral political TikTok, ask yourself: Are you watching a leader—or just a performer?

Because democracy isn’t a stage. And leadership isn’t a meme. It’s time we remembered the difference. It is time to see the state of the planet and our lives with the political choices we are making.