Home Insights Sir John Hegarty: See AI as a partner, not a tool

Sir John Hegarty: See AI as a partner, not a tool

The legendary ad exec believes leaders should collaborate with the technology, rather than use it as a tool

Sir John Hegarty is a legend in the world of advertising after more than 50 years working in the industry.

He co-founded the firm Bartle Bogle Hegarty in 1982, where he was responsible for some world-famous TV and billboard campaigns. These included the celebrated 'Vorsprung durch Technik' ads for Audi and the 'Flat Eric' puppet ads for Levi's. His creative vision has made many brands world famous.

These days he is based at The Garage Soho, a creative agency and investment firm in London. He also runs the course The Business of Creativity, which helps companies unlock their creative potential through workshops.

"I think of artificial intelligence not as a tool, but as something you should collaborate with," says Hegarty. "AI is an incredible development that is going to democratise opportunity, you've got to engage with it, it's going to make whatever you do better."

But there is a fundamental caveat, he points out. AI can get you to "a certain point", but it then takes human imagination to take things further and make creative breakthroughs. He gives the example of Sir James Dyson reinventing the vacuum cleaner, when nobody quite realised the product even needed reinventing.

"Great brands are a piece of imaginary thinking," says Hegarty. "AI can help you as a collaborator, but it's your [human] imagination that will make the difference."

Watch more videos from the My Business Leader Secret series.

Related and recommended

Wendy Wu: Show passion and customers will reward you

Wendy Wu: Show passion and customers will reward you

The travel tour entrepreneur’s business is thriving after the pandemic because she listened to customers

How to avoid slip-ups when you go it alone

How to avoid slip-ups when you go it alone

Empowering employees to take ownership of decisions is vital to success, but they must accept the privilege and responsibility too

Saint and Sofia CEO: Make shopping a social experience

Saint and Sofia CEO: Make shopping a social experience

Fashion entrepreneur Dessi Bell explains why customers are looking for something different when they shop on the high street

Why the right assistant is your biggest untapped growth lever

Why the right assistant is your biggest untapped growth lever

Think assistants are just admin managers? Think again. They might be your greatest business asset

Apply to become a member

Click here to review our privacy policy.

Start your journey