MUMBAI: At a glitzy Mumbai summit today, India's advertising watchdog unveiled its latest deep dive into how AI is revolutionising the way brands seduce consumers. The Advertising Standards Council of India (Asci) dropped its AdNext: The AI Edition report during the ICAS Global Dialogues Summit, delivering a sweeping analysis of artificial intelligence's growing footprint in the advertising landscape.
The report—crafted by design tech outfit Parallel HQ with backing from Google and Games 24X7—stitches together insights from over 27 industry heavyweights, including brand gurus, agency wizards, legal eagles and tech innovators.
"AI presents an unprecedented opportunity for the advertising industry to connect with consumers in more meaningful ways," said ASCI chief executive and secretary general Manisha Kapoor."However, this power must be wielded responsibly."
The findings paint a picture of an industry caught in a whirlwind romance with AI. They highlight the optimistic outlook surrounding AI integration in advertising, with experts recognising its potential to drive efficiency and personalisation. A significant finding is the understanding that AI's true strength lies in augmenting, not replacing, human creativity, enabling advertisers to craft compelling and nuanced narratives.
Digital-native businesses are embracing the technology with open arms, while traditional players are finding clever workarounds to join the party. Perhaps most tellingly, the report suggests Indian consumers are surprisingly game for AI-powered advertising tricks—making the subcontinent a potential playground for experimental approaches. Recognising the need for guardrails in this rapidly evolving landscape, the report advocates for responsible AI frameworks and principles to guide the development and deployment of AI in advertising.
ParalleL founder and chief executive Robin Dhanwani noted that "AI is reshaping industries rapidly, and advertising is no exception." The report highlights how generative AI is democratising the playing field for small businesses that previously couldn't afford Madison Avenue magic.
Following the reveal, industry bigwigs locked horns in a spirited panel discussion exploring the tightrope walk between pushing AI's boundaries and maintaining responsible practices. The chinwag featured perspectives from legal minds, tech giants and regulatory bodies on everything from data privacy to creativity concerns.
In a separate fireside chat, additional secretary at the Ministry of Electronics and Information Technology, Abhishek Singh, waxed lyrical about AI's transformative impact on personalised content and audience targeting.
The report concludes with a call for ongoing dialogue among stakeholders to develop frameworks for responsible AI use—ensuring the technology serves both corporate coffers and consumer interests equitably.
