What will define the future of business, creativity and human connection in an AI-driven world? How can we prepare for the rapid technological changes?

These were the key questions explored in the recent edition of IAA Conversations, held in Mumbai on 14 July, 2026.

Titled ‘Megatrends India - A bold and imaginative voyage into the future’, the session featured Adjiedj Bakas, global trend watcher, futurist, and author. The discussion was moderated by Babita Baruah, CEO, VML India.

Speaking on one of the world's fastest-growing social challenges, Bakas highlighted the rise of what he described as the ‘happiness economy.’

“Today, 1.2 billion people are lonely. According to the United Nations, the figure is one in three. What can we do about this? How can we manage the economy of loneliness? One of the ways to do it is by opting for a four-day work week, which will give us more time to look after people, take care of ourselves, the elderly and the sick. I think that will help. This is what I call the economy of happiness or ‘happynomy’,” he said.

On the role of human creativity in the age of AI, Bakas stated, “The more rational things will be taken over by computers. Emotions and creativity will stay with us. I went on Amazon to see books, and I figured that a lot of books were written by AI. I could immediately see it because they were boring. The best books, movies and advertising are still thought of by creative minds. We will just use AI to assist us in research or selecting things. We don’t need to worry about the future market for creativity, humour and emotions.”

He also introduced the idea of ‘Karma Capitalism’, urging businesses to move beyond profit and create meaningful impact. “We are not just born to pay bills and die. We are here to create and have an impact. This is what I call ‘Karma Capitalism’. It is good for you, your company, and your shareholders. Do it for the people who work for you, your clients and your support system.

Bakas cited a memorable V-Guard commercial from 2012 as an example of India's distinctive use of humour in advertising.

“India should export humour all over the world.  Such ads should be exported all over the world because many Western ads are boring.”