{"id":10256,"date":"2024-09-19T14:14:21","date_gmt":"2024-09-19T14:14:21","guid":{"rendered":"http:\/\/localhost:10081\/?p=10256"},"modified":"2025-01-09T09:25:13","modified_gmt":"2025-01-09T09:25:13","slug":"ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/","title":{"rendered":"Ben Tuff: How to harness AI’s power without losing the human touch"},"content":{"rendered":"

As AI continues to transform marketing, UM APAC’s CPO Ben Tuff uncovers how to tap its power without losing the nuances of the creativity, edge, and authenticity that drive standout brands.<\/p>\n

\u201cAI is not going to take your job. The person who uses AI is going to take your job\u2026. and when AI increases the productivity of your company, what happens? You hire more people.\u201d\u2014Jensen Huang, CEO of NVIDIA, speaking at Columbia Business School in 2024<\/p>\n

We\u2019ve been here before. In 1779, Ned Ludd destroyed two stocking frames in protest at the automation of textile knitting. From that action, a movement was born and a term, still used today: Luddite. Synonymous with those who resist technological advancement, the term is once again being heard as AI usage grows. \\<\/p>\n

Read Ben’s full piece in Campaign Asia<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

As AI continues to transform marketing, UM APAC\u2019s CPO Ben Tuff uncovers how to tap its power without losing the nuances of the creativity, edge, and authenticity that drive standout brands. \u201cAI is not going to take your job. The person who uses AI is going to take your job<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-10256","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nBen Tuff: How to harness AI's power without losing the human touch - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ben Tuff: How to harness AI's power without losing the human touch - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"As AI continues to transform marketing, UM APAC\u2019s CPO Ben Tuff uncovers how to tap its power without losing the nuances of the creativity, edge, and authenticity that drive standout brands. \u201cAI is not going to take your job. The person who uses AI is going to take your job\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-19T14:14:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-09T09:25:13+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"Ben Tuff: How to harness AI’s power without losing the human touch\",\"datePublished\":\"2024-09-19T14:14:21+00:00\",\"dateModified\":\"2025-01-09T09:25:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/\"},\"wordCount\":150,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/\",\"name\":\"Ben Tuff: How to harness AI's power without losing the human touch - UM JAPAN\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\"},\"datePublished\":\"2024-09-19T14:14:21+00:00\",\"dateModified\":\"2025-01-09T09:25:13+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ben Tuff: How to harness AI’s power without losing the human touch\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"name\":\"UM JAPAN\",\"description\":\"UM is a global media company.\",\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\",\"name\":\"UM\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"contentUrl\":\"http:\\\/\\\/jp.umww.com\\\/wp-content\\\/uploads\\\/2017\\\/11\\\/um-logo-transparent.png\",\"width\":1378,\"height\":1378,\"caption\":\"UM\"},\"image\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/UMCuriosity\",\"https:\\\/\\\/x.com\\\/UMWorldwide\",\"https:\\\/\\\/www.instagram.com\\\/umworldwide\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/um-ww\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\",\"name\":\"shajibur.rahman@interpublic.com\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g\",\"caption\":\"shajibur.rahman@interpublic.com\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Ben Tuff: How to harness AI's power without losing the human touch - UM JAPAN","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/","og_locale":"en_US","og_type":"article","og_title":"Ben Tuff: How to harness AI's power without losing the human touch - UM JAPAN","og_description":"As AI continues to transform marketing, UM APAC\u2019s CPO Ben Tuff uncovers how to tap its power without losing the nuances of the creativity, edge, and authenticity that drive standout brands. \u201cAI is not going to take your job. The person who uses AI is going to take your job","og_url":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/","og_site_name":"UM JAPAN","article_publisher":"https:\/\/www.facebook.com\/UMCuriosity","article_published_time":"2024-09-19T14:14:21+00:00","article_modified_time":"2025-01-09T09:25:13+00:00","author":"shajibur.rahman@interpublic.com","twitter_card":"summary_large_image","twitter_creator":"@UMWorldwide","twitter_site":"@UMWorldwide","twitter_misc":{"Written by":"shajibur.rahman@interpublic.com","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/#article","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/"},"author":{"name":"shajibur.rahman@interpublic.com","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c"},"headline":"Ben Tuff: How to harness AI’s power without losing the human touch","datePublished":"2024-09-19T14:14:21+00:00","dateModified":"2025-01-09T09:25:13+00:00","mainEntityOfPage":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/"},"wordCount":150,"publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"articleSection":["Thought Leadership"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/","url":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/","name":"Ben Tuff: How to harness AI's power without losing the human touch - UM JAPAN","isPartOf":{"@id":"https:\/\/jp.umww.com\/en\/#website"},"datePublished":"2024-09-19T14:14:21+00:00","dateModified":"2025-01-09T09:25:13+00:00","breadcrumb":{"@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/jp.umww.com\/en\/thought-leadership\/ben-tuff-how-to-harness-ais-power-without-losing-the-human-touch\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/jp.umww.com\/en\/"},{"@type":"ListItem","position":2,"name":"Ben Tuff: How to harness AI’s power without losing the human touch"}]},{"@type":"WebSite","@id":"https:\/\/jp.umww.com\/en\/#website","url":"https:\/\/jp.umww.com\/en\/","name":"UM JAPAN","description":"UM is a global media company.","publisher":{"@id":"https:\/\/jp.umww.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/jp.umww.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/jp.umww.com\/en\/#organization","name":"UM","url":"https:\/\/jp.umww.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/","url":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","contentUrl":"http:\/\/jp.umww.com\/wp-content\/uploads\/2017\/11\/um-logo-transparent.png","width":1378,"height":1378,"caption":"UM"},"image":{"@id":"https:\/\/jp.umww.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/UMCuriosity","https:\/\/x.com\/UMWorldwide","https:\/\/www.instagram.com\/umworldwide\/","https:\/\/www.linkedin.com\/company\/um-ww\/"]},{"@type":"Person","@id":"https:\/\/jp.umww.com\/en\/#\/schema\/person\/3ab450da4e035a60341554a2a939596c","name":"shajibur.rahman@interpublic.com","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c53087da78d35d0574c041797fcd515f7503127068cd135b670ef31b05d4c151?s=96&d=mm&r=g","caption":"shajibur.rahman@interpublic.com"}}]}},"_links":{"self":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/10256","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/comments?post=10256"}],"version-history":[{"count":0,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/posts\/10256\/revisions"}],"wp:attachment":[{"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/media?parent=10256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/categories?post=10256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jp.umww.com\/en\/wp-json\/wp\/v2\/tags?post=10256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}