Creative Artificial Intelligence Future 50

How copywriter Fatima Ansari is meeting the challenge posed by generative AI


By Ellen Ormesher, Senior Reporter

March 24, 2023 | 4 min read

Future 50 inductee Fatima Ansari is a global senior copywriter at Publicis One Touch. She tells us how she’s navigating a new home and the challenge posed to copywriters by AI applications.

Fatima Ansari

Fatima Ansari, Future 50 inductee and award-winning copywriter / Publicis One Touch

Fatima Ansari’s first foray into the world of advertising came at a local startup in her native Pakistan, but her big break came in 2017 when the BBDO shop in Lahore gave her a shot, she says. “Since then, it’s been six years of learning things like ‘what does TVC stands for?’ and ‘what is ChatGPT?’”

Now, she’s immersed in a new environment all over again, having moved between continents and cultures to spend the last year as a senior copywriter for Nivea at Publicis One Touch in Germany.

“A lot of times I have been told that you are only as good as your last campaign, but I tend to disagree. I say you are only as good as the campaign that lasted the longest.”

And Ansari’s campaigns appear to have staying power. In her short career so far, she’s already amassed an impressive collection of awards, including a D&AD Next Creative.

She says the campaign she remains most proud of is her work on the UN’s ‘Bridal Uniform,’. As she explains: “Fighting the patriarchy, law, religious scholars and the status quo has been nothing short of a nightmare and a dream, all combined in one. The fact it is still used as a symbol on March 8 [International Women’s Day] every year by the women of Pakistan is what makes it so close to my heart. You know you have done something right when you are loved and hated to the same extent – this has been my biggest takeaway from it.”

As she moves into the next phase of her career, Ansari says she is excited by the way tech can be utilized to streamline the creative process. ChatGPT, for example, can actually be “utilized to cut down on the troubles of translating our ideation into expression and double the time for the good part,” she says.

“It’s creepy and I love it. As a confused and curious copywriter, my take is to accept it as a blessing in disguise – especially as a person who thinks in one language and writes and speaks in another, all while in a country surrounded by a language she doesn’t understand at all.”

Discover who has been named the best emerging marketers in the industry in The Drum’s Future 50.

Creative Artificial Intelligence Future 50

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