- AI in Advertising – Superpower for Growth or the Industry’s Slow Poison? Your POV?
Let’s call it what it is – AI is not the industry’s slow poison. If anything, it is one of the most powerful tools we have to elevate what we do. From improving efficiency to enabling sharper personalization and delivering smarter, data-driven insights – redefining how we approach campaigns and connect with consumers.
Think about it this way – AI isn’t just about automation; it’s about augmentation. AI can spot patterns in consumer behavior, automate targeting, and help us craft messaging that actually resonates. But here’s the twist – it works best when paired with human intelligence. Whether it’s through predictive analytics, personalized journeys, or even writing better ad copy, AI is helping us push the boundaries of what’s possible.
That said, like the broader industry, we must remain mindful of its current limitations. Across markets, concerns around data privacy, questions about data accuracy, and the inherent reliance of AI on historical data persist. This means real-time shifts in consumer behavior, or the broader ecosystem can sometimes be overlooked. These are global challenges the advertising world is still navigating – and with existing infrastructure, there’s still progress to be made before AI reaches its full potential.
So yes – AI is a superpower. But like all power, it must be wielded wisely.
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?
There’s no denying we’re in the middle of turbulent times – layoffs are being seen across industries, and media is no exception. Global factors like trade tensions, conflicts, and a slowing economy are contributing significantly. But beyond that, we’re also witnessing a larger systemic shift. Automation and AI, more specifically – is increasingly being embraced as the faster, leaner alternative. And that’s reshaping how industries across the board are thinking about efficiency and talent.
Now, while it’s hard to put an exact number to it, the projected impact of AI on jobs is substantial. Some estimates suggest that up to 300 million jobs globally could be exposed to automation by 2050. Naturally, roles that are repetitive or data-heavy – like manufacturing, accounting, and even legal services – are more vulnerable.
But this isn’t just about displacement. AI is also unlocking entirely new kinds of opportunities. The challenge? It demands a significant pivot. Upskilling and reskilling are no longer just HR jargon – they have become critical survival tools. Across industries, some jobs will vanish, others will evolve, and those who can blend technological fluency with human imagination and empathy will be the ones to thrive.
Interestingly, over half of the companies that implemented AI-related layoffs are now reconsidering. Around 55% admit they may have acted too quickly. The promise of automation isn’t always a quick fix — and some leaders are learning that reducing headcount too fast can cost more in the long run.
So, will this trend continue? Likely. But here’s what won’t change — while AI may shape the future of work, it won’t replace the essence of it. Intuition, creativity, and human connection will remain irreplaceable. Globally, the future may be automated, but it will still be deeply human.
3. AI vs. Originality: Is the Future of Advertising Losing Its Human Touch? Your POV?
Advertising will keep evolving – no question there. But the human touch? That’s non-negotiable.
At its core, advertising is about people. We are speaking to human beings, not machines. So, while AI brings incredible advantages – think precision targeting, predictive modelling, smarter algorithms for Search and Programmatic, and hyper-relevant creative delivery – it is still a tool, not the storyteller.
What truly connects a brand to its audience is insight, emotion, and authenticity. That spark only comes from human creativity and empathy. AI can support us, scale us, sharpen us – but it can’t replace us.
If we lose the human element, we lose the soul of advertising. And no matter how advanced tech gets, real resonance can’t be automated.
4. In a recent interview we asked a media veteran about the Indian advertising industry’s position in the global market. He responded: “We should dominate and lead – not copy. Indian media industry events like Goafest should be a global festival – ‘World Fest’ would be a better name, and it should aim to replace Cannes in a decade. Stop being subservient. Roar.”
We would love to hear your point of view on this statement, along with your thoughts on India’s role in the global AI-driven advertising landscape.
I love the sentiment behind that statement – ‘stop being subservient. Roar’. And honestly, there’s truth to it. We shouldn’t be playing catch-up anymore. The kind of work we are doing in India already rivals the best in the world.
Let us not forget – we are the only agency network from India to have won the Platinum at Cannes. We took home the Grand Prix in 2022. That is not just a win, it’s a statement. So yes, we are not just participating – we are leading.
On the AI front, India’s momentum is undeniable. From MarTech innovation to scalable AI-driven solutions, we are right at the centre of it all. Businesses here are adopting AI at pace -particularly in marketing – driving more personalised, efficient, and targeted campaigns. And what’s really exciting is the way our startup ecosystem is fuelling this shift. There is a wave of innovation happening, and advertising is riding that wave.
We are a nation with consumer base that’s digitally savvy and open to AI-led experiences. We got a market that is not just future-ready but it’s already living in the future. With initiatives like the India AI Mission, even policy is starting to align with ambition.
So yes – India should certainly roar – we deserve to! But let us do it with substance, not just sentiment. The world is watching, and we have already proven we belong on that global stage.
5. Sujata you are leading an agency and You’ve witnessed every major shift in the industry from OOH to DOOH, TV to CTV, newspapers to e-papers, and radio to podcasts. Now, with technology evolving faster than ever, what message would you share with the next generation of advertising professionals about adapting to change and staying relevant?
The only constant in this industry is change and it is happening faster than ever. I have seen it all, from billboards to programmatic, from print to podcasts. And if one thing that has kept me going is staying curious and staying ready.
My message to each one would be – to be nimble. Adapt quickly. Don’t resist the new – embrace it. AI is no longer just a buzzword; it’s become a real force. It’s truly transforming how we work, how we think, and how we connect with audiences. It’s only going to become more integral, hereon.
Whether AI touches your role today or not, trust me – it will and it’s not too far. So, start building familiarity now. Upskilling and reskilling aren’t optional anymore – they are your edge.
We are entering an era where platforms evolve overnight, audiences demand authenticity, and data shapes every decision. Whether it is exploring new formats, refining your storytelling, or decoding analytics – the opportunities are massive for those willing to lean in.
Don’t wait for change to come to you. Meet it head-on. That’s how you stay relevant.