The International Advertising Association (IAA), in association with The Free Press Journal, hosted an insightful edition of IAA Conversations featuring Adjiedj Bakas, renowned Global Trendwatcher, Futurist, Author, and Country Director NL – Praj, in conversation with Babita Baruah, IAA Managing Committee Member & CEO, VML India, on 14th July 2026 at Taj Lands End, Mumbai.

During the session, Bakas shared a compelling vision of how artificial intelligence will reshape the future of work while reinforcing the importance of distinctly human qualities such as creativity, empathy, emotional intelligence, and imagination. He emphasized that while AI will automate routine tasks and boost productivity, human connection and emotional well-being will become increasingly valuable. He cautioned that technological progress should complement—not replace—meaningful human relationships.

He also unveiled his latest book, “MEGATRENDS INDIA – A Bold and Imaginative Voyage into the Future,” offering insights into India’s evolving role in shaping global trends.

Speaking at the event, Thierry van Helden, Deputy Consul General, Consulate General of the Kingdom of the Netherlands in Mumbai, highlighted the growing strategic partnership between India and the Netherlands across AI, sustainability, clean energy, water management, agriculture, and maritime innovation. He emphasized that creativity, responsible communication, and collaborative innovation will be instrumental in building a more inclusive and technology-enabled future.

About IAA

The International Advertising Association (IAA) is the world’s only globally integrated advertising association, with members across 76 countries. The IAA India Chapter, recognized as one of the most active globally, brings together senior leaders from marketing, advertising, and media, and is known for initiatives such as the IAA Leadership Awards, Olive Crown Awards, IndIAA Awards, Voice of Change, IAA Conversations, and Young Turks Forum.