AI has made content creation instant, but it can’t make audiences care.



Dulya Wijeratne, Key Accounts Lead at Cult Creative, explains why smart storytelling, not smart prompts, is the key to cutting through the noise in today’s attention economy.



She shares how brands can combine AI’s efficiency with human empathy, why creators are appreciating assets rather than expenses, and how Southeast Asia’s creator landscape is redefining what authentic connection looks like in marketing.

AI has made content creation instant, but it can’t make audiences care.Dulya Wijeratne, Key Accounts Lead at Cult Creative, explains why smart storytelling, not smart prompts, is the key to cutting through the noise in today’s attention economy.She shares how brands can combine AI’s efficiency with human empathy, why creators are appreciating assets rather than expenses, and how Southeast Asia’s creator landscape is redefining what authentic connection looks like in marketing.

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