U.S. HISPANIC
Human Creativity and AI Unite to Drive the Orange Economy, According to Bombay
14 de noviembre de 2025
Mike Ruiz, General Creative Director of Bombay
Bombay, a leading independent creative agency, asserts that success in the burgeoning Orange Economy is no longer measured solely by clicks or conversions. The agency stresses that brands must now prioritize emotional connection, cultural resonance, and brand identity by strategically combining technological efficiency with human ingenuity in the age of Artificial Intelligence (AI).
AI and Creativity: A Strategic Alliance for Innovation
Gonzalo Martínez, General Director of Bombay, explained that AI serves as a crucial partner, but human creativity remains the ultimate differentiator.
“AI optimizes processes and offers valuable information, but human creativity drives innovation and differentiation,” affirmed Gonzalo Martínez. “We see it as a strategic ally that empowers our creative teams to generate ideas with emotional and cultural connection.”
In the Orange Economy—defined by authors Pedro Felipe Buitrago and Iván Duque as the transformation of ideas into cultural goods and services—the collaboration between algorithms and human intuition is becoming the true competitive advantage.
Four Strategies for Growth in the Age of AI
Mike Ruiz, General Creative Director of Bombay, states that balancing efficiency and originality is the new challenge for industry leaders. He outlines four key strategies for connecting through creativity:
AI for Research and Insights: AI is redefining research by analyzing trends, auditing campaigns, and discovering audiences with unprecedented accuracy. Ruiz stated: “These robust insights allow creative innovation to start from solid information, not loose intuitions.”
Automation to Liberate Creative Talent: By delegating operative tasks (network administration, ad optimization, report generation) to AI, teams can focus on what matters most: ideating and creating content with emotional impact.
Human-AI Collaboration in Idea Generation: At Bombay’s studios, AI generates multiple versions of messages and visuals, but human judgment defines what truly connects. Ruiz emphasized: “AI expands creative horizons, but the emotion still comes from the human eye and heart.”
Evaluation of Integral Impact: Simply measuring clicks is insufficient. “In the Orange Economy, success is measured by emotional connection, cultural resonance, and the brand’s strength,” Ruiz pointed out.
The Orange Economy as a Global Force
Mike Ruiz concluded that integrating these two forces is essential for sustained success in a demanding market:
“The AI-creativity collaboration is a necessity for sustained growth. Brands that integrate both forces will capture discerning audiences and build lasting relationships.”
Founded eleven years ago, Bombay operates as an independent agency that challenges conventional norms, offering brand consulting, sustainability, applied intelligence, and creativity to clients spanning from the U.S. to Argentina.
