1. AI in Advertising – Superpower for Growth or the Industry’s Slow Poison? Your
POV?
“AI in advertising is undeniably becoming a superpower for growth. Just like the internet era empowered us with global learning and access, AI is ushering in a transformative wave—reshaping everything from brief curation to creative ideation, generation, and deployment. With a multitude of tools at our disposal and consumers behaving differently across screens, reaching diverse cohorts is more complex than ever. AI is no longer just a tool—it’s our growth engine, enabling faster decisions, and outcomes at scale. I feel AI is an enabler that will help advertisers and brands evolve at faster pace than ever.
2. We are witnessing global layoffs across industries, especially in media. While market instability driven by factors like tariffs, war, and global economic slowdown is undeniable, many industry leaders also acknowledge a growing preference for automation over manpower.
Do you believe AI is also playing a significant role in the recent wave of layoffs
within our industry?
AI is proving to be a double-edged sword in the world of hiring and firing. On one hand, it’s creating entirely new roles—AI strategists, prompt engineers, tool specialists—that didn’t exist a few years ago. On the other hand, it’s also accelerating the phase-out of operational roles through automation. However, it’s important to recognize the broader context: macroeconomic headwinds, leaner marketing budgets, and the push for more agile teams are also driving workforce reductions. AI trainings & AI thinking mindset is becoming a new norm.
AI isn’t the sole cause—it’s a powerful enabler within a much larger transformation.
I think people in the industry have to shift gears & upskill themselves. They should use AI assistants to drive transformation & outcome.
3. AI vs. Originality: Is the Future of Advertising Losing Its Human Touch? ? Your
POV?
No — because advertising without human touch is meaningless.
As we embrace AI in creative processes, it’ essential to remember:
“When creativity loses its fingerprints, it loses its soul.”
AI can amplify, accelerate, and scale—but it cannot feel. The power of human touch lies in its ability to evoke emotion, spark cultural connection, and leave a lasting imprint on memory. That’s what builds brand love.
Let’s pause and ask ourselves:
What would iconic campaigns look like if built by AI today?
Take Airtel’s “Har Ek Friend Zaroori Hota Hai”—
a campaign that captured the magic of friendship in its raw, relatable beauty.
With AI:
1. The anthem could have had multiple musical themes, representing different friendship cohorts: gamer friends, college buddies, office colleagues, fitness partners etc.
2. The contexts and visuals could dynamically shift across geographies, devices, and communities.
3. The distribution could be hyper-personalized and moment-optimized—served just as
you reconnect with a friend online.
Would it be more scalable? Maybe Yes.
Would it deliver emotion at the same depth? Maybe yes. Maybe not.
Because while AI can generate content, the core thought—the emotional truth—comes only from the human mind and heart.
AI is the amplifier. Emotion is the origin.
Let’s use machines to inspire us & share stories at scale. However, the core message needs to
emerge out of human mind & thought.
4. In a recent interview we asked a media veteran about the Indian advertising industry’s
position in the global market.
India is no longer playing catch-up in the global advertising ecosystem. It’s leading with creativity, scaling with technology, and influencing global narratives with uniquely local truths.
A new breed of campaigns has put Indian advertising firmly on the global map—earning recognition at Cannes Lions, Spikes Asia etc.
Few campaigns, which are noteworthy & ahead of time in putting it across the globe are:-
1. Cadbury Ad:- Not Just a Cadbury Ad
Featuring Shahrukh Khan enabling local stores to generate personalized video ads. It had scaled hyperlocal advertising with emotional storytelling & cutting-edge tech. It also came at a time for pandemic-recovery for small businesses & delivering impact at local level. This was AI led campaign during Diwali 2021 to tell people to support local stores.
2. Whisper the missing Chapter
The campaign focused on deep cultural insight of menstrual health being a taboo in India. This was purpose driven approach & tackled deeprooted beliefs & values.
Insights that held both of them together are:-
– Focus on deep cultural context built with emotional storytelling
– A shift from selling to building purpose narrative
These campaigns were born before AI became a buzzword yet they broke through globally with insight, emotion, and cultural relevance. That proves India’s creative potential isn’t dependent on tech trends; it’s rooted in originality. As AI scales, India is uniquely positioned to lead not follow on the global stage, redefining recognition and raising its creative stature worldwide.
Kanika, given your experience driving digital and media strategy in the telecom space one of the most dynamic, data-rich industries. how do you see AI transforming customer engagement, personalization, and advertising in telecom over the next few years?
With telcos now sitting on enormous real-time consumer data, do you think AI could become the creative engine for hyper-personalized campaigns at scale or is there still a human layer that technology can’t replace?
As telcos sit atop a goldmine of real-time consumer data, AI promises to unlock a new era of hyper-personalized marketing. From recommending the next best product to dynamically adapting messaging across channels, the possibilities are endless. But with great predictive power comes an even greater responsibility—to respect privacy and preserve the human touch.
Under India’s DPDP Act, personalization must begin with explicit, informed consent. This isn’t just a regulatory checkbox; it’s a strategic shift. Brands can no longer assume they have permission—they must earn it. The days of passive data collection and opaque targeting are gone. Telcos will need to redefine experiences where the communication is clear and transparent.
There is a delicate balance between personalization and intrusion. Think about how OTT platforms recommend shows based on your streaming behavior thats welcomed. But when apps push offers based on location or call patterns without permission, users push back. The same applies to telcos. If AI nudges a user about a data top-up at the right time, it’s helpful. If it tracks travel habits to push international plans without context, it feels invasive.
Used thoughtfully, AI can turn telcos into intelligent experience platforms. Imagine getting a broadband upgrade offer just before a high-usage season, or an OTT bundle tailored to your watch history. These micro-moments of relevance, powered by AI, can elevate customer satisfaction—if done responsibly.
However, even as AI scales efficiency and personalization, it can’t replicate emotional resonance. Brand storytelling, cultural nuance, and purpose-driven narratives still need human imagination. Without that, everything risks becoming efficient but emotionally empty.