Yanis Sookloll, Vice President of ACA: 'Artificial Intelligence Can Assist, But It Cannot Dream'

Yanis Sookloll, Vice President of the Association of Communication Agencies of Mauritius (ACA) and Chief Creative Officer at FCBCREAD, stated, "Creativity is no longer an option but a necessity driving the Mauritian economy into the future." After the second edition of the Flame Festival, which gathered communication professionals, he discussed the role of humans in an increasingly AI-driven communication landscape.

Reflecting on the goals set by the ACA for the organization of Flame Festival 2025, Sookloll remarked that the event exceeded expectations. The training day at the Caudan Art Centre featured six high-profile speakers and an engaged professional audience. The exchanges indicated that attendees came not only to debate and reflect but primarily to learn. The cinema session showcasing the 'Best of Loeries Awards' introduced the local audience to international case studies demonstrating that creative effectiveness transcends aesthetics. The FLAME New Blood competition attracted six universities and over fifty student entries addressing the urgent societal issue of bullying with impactful and human-centered ideas.

Entries for the Indian Ocean FLAME Awards also saw a significant increase compared to the first edition, with a more diverse range of participants from agencies, freelancers, consultants, and advertisers. These awards are open to all agencies in the country, not just members of the ACA. This year, 454 entries from thirty agencies were received, with fourteen agencies sharing the main prizes. The Loeries judges awarded prizes across a broader range of categories, from packaging to radio spots, including the use of artificial intelligence. A heartwarming moment for the region was when the Logia Madagascar agency, for UNHCR, won the Gold Award (radio) with a campaign calling for unity among the Malagasy people, a message of hope and humanity for the Indian Ocean region.

Mauritius has always been a country of creators, yet some still think too small. Others see further, positioning their communications ambitions on an international level from the start. A brand is built over time, akin to a person. Seeing far and believing in the long term is crucial. Many Mauritian brands have crossed borders due to their authenticity and vision. When creating human and differentiating value, the local market becomes merely a starting point. This is fundamentally about adopting the right mindset.

Sookloll emphasized that in a highly competitive market, the value of locally made products must be highlighted, noting that Mauritians often realize the value of their home products when abroad. He stated that the battle against imports cannot be won on price alone; instead, authenticity and quality must be the focus. For instance, Mauritian honey has a distinct flavor and story compared to imported industrial honey. He warned against "Fake in Moris" products that falsely claim to be local, undermining the credibility of the label.

The advent of social media has transformed consumer influence over the last twenty to thirty years. Unlike before, when influence came from experts and institutions, today it stems from trust and authenticity, with consumers looking for relatable voices that share their values.

The rise of influencers has indeed transformed marketing, creating new professions and formats. Agencies must now collaborate with content creators as true creative partners, moving away from merely broadcasting messages to co-creating them. The legal framework in Mauritius remains undefined, and the ACA is working to promote ethical practices in the industry.

Sookloll believes that responsible communication must consider its impact and not just its effects. He advocates for transparency and integrity in advertising, urging the industry to combat misleading communication.

In conclusion, Sookloll asserts that human creativity remains paramount in an AI-driven world. While AI can assist, it lacks the capacity to dream, which is essential for innovation. The emotional and honest connection between brands and consumers is what drives preference and loyalty. He emphasizes that empathy and intuition should be regarded as competitive advantages, urging the industry to invest in talent and foster collaboration between creative and entrepreneurial profiles. Ultimately, creativity is a resource for economic growth and should be preserved while embracing future tools.