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AI in advertising: ad industry deliberates

Published

3 years ago

March 27, 2023

Mumbai: As we all know, being right-brained is about creativity, and being left-brained is about logic. AI (Artificial Intelligence) is about processes made easier, which means it lacks spontaneity and creativity. So would Sam Altman’s theory of ChatGPT killing jobs turn out to be true? Or does his statement of AI allowing better job opportunities to come up, prove to be a relief? AI in advertising is a subject which has been discussed far and wide, and considering it is about technology which would need to be embraced sooner or later, one wonders how long it would take for it to garner enough takers.

Indiantelevision.com spoke to advertising industry experts to discuss the evolution of AI in advertising, whether it serves as a threat or an aid to brand messaging and more.

Talking about the use of AI in advertising, Wunderman Thompson South Asia chief digital officer Harsh Shah mentions that AI as a concept has been around. “We have seen much practical applications based on AI in ad tech and martech. However, the fact that access is now democratised through a language model helps with broader adoption and application.”

“AI’s application in daily tasks will continue to evolve for the next 15 months or so for a widely acceptable sop (statement of purpose) to shape up,” he adds.

Publicis Media senior vice-president – head of programmatic Anil Pandit is of the view that Artificial Intelligence (AI) has revolutionised the advertising industry, and its evolution has been remarkable in recent years. AI has helped marketers to optimize ad campaigns and reach the right target audience effectively.

Debating further about how AI has evolved and what newer developments are taking place in the field of AI, Pandit firstly talks about personalization. “AI has allowed for the creation of highly personalised ad campaigns, which are tailored to the specific interests and behaviors of individual consumers. With AI-powered tools, marketers can analyse consumer data and generate insights that enable them to create personalized content that resonates with their target audience.”

Secondly he points out about programmatic advertising. “Programmatic advertising is another area where AI has made a significant impact. With programmatic advertising, AI can automate the ad buying process, making it more efficient and cost-effective. AI algorithms can analyze user data and identify the best ad placements, optimise ad performance, and adjust bids in real-time to maximize ROI.”

Thirdly, Pandit states that chatbots are another area where AI has been used in advertising. “Chatbots are virtual assistants that can interact with consumers and provide them with personalized recommendations and support. Chatbots use natural language processing and machine learning algorithms to understand user queries and provide relevant responses.”

Fourthly he explains about voice search being another area where AI is making significant strides. “With the increasing popularity of smart speakers like Amazon Alexa and Google Home, voice search is becoming an increasingly important channel for advertising. AI algorithms can analyze voice queries and provide relevant responses, enabling marketers to target users with personalised content.”

Kreativ Street executive creative director Sujit Das, too, gives a thumbs up to AI. “Artificial intelligence (AI) is evolving every day, the advertising industry is also evolving along with it. It is basically computer science programmed to simulate human intelligence.

Advertising folks have already plunged in to generate content, such as images, videos, articles, blog posts, or social media posts. This can be a valuable time-saving tool for businesses and professionals who create content on serious deadlines. Consumer insight-driven content or a source for effective marketing solutions will be far more richer as unlike humans AI has access to loads of data. AI comes up with interesting ideas which humans generally won’t be able to.”

AI – a threat or aid to brand messaging?

With the fruition of AI being used across industries, the advertising industry couldn’t possibly have been left behind. But the question tickles many even now – is AI a threat or does it add value to brand messaging?

Shah feels it’s actually neither. “The use of AI is just a prequel to what comes next. It, at max, is just a research tool. Something that can help with some groundwork for you to develop a strategy.”

Zenith national head – integrated media buying Ramsai Panchapakesan while deliberating on the advantages of AI, says that human abilities, however, are more expensive. “AI is largely effective in the area of implementations – that too, AI is perfectly suited to put at work in lower-level routine tasks that are repetitive and take place within a closed management system. Contrary to AI abilities that are only responsive to the data available, humans have the ability to imagine, anticipate, feel, and judge changing situations, which allows them to shift from short-term to long-term concerns. These abilities are unique to humans and do not require a steady flow of externally provided data to work as is the case with artificial intelligence. Not only creativity, in few other professions where AI will never be able to take over include engineering, law, counselling.”

Das of Kreativ Street expresses, “AI is a boon to us. Since it has a wide range of info data, we can use it to our advantage. I see AI as a powerful tool to create anything. When computers were first introduced in advertising, many people thought it would take away jobs. It did so but only a small percentage. The typesetters lost their business for example. But on the other hand, it revolutionised the output. Same is happening with the advent of AI. AI won’t replace humans. Humans who use AI will take the place of non-users. AI is the new-age tool. And the results have already mesmerized all.”

As an art person, he further elucidates his experience with AI, “I and AI. We are friends for a while now. When the search for a certain kind of stock image failed, I got in touch with Dall-e and in minutes I got what was needed; a heart shaped dhokla for our Philips Valentine’s Day campaign. I was pleasantly surprised. Not only did the image have the texture of the dhokla, it also had the correct garnishing on top. I understand the world is going through bouts of insecurity or an unsettling future caused by the advent of artificial intelligence, but I can say those who are or will use AI as a tool, there’s nothing to worry about.”

AI cannot replace creativity – significance of the human touch

As we all know, AI is machine-programmed to receive and respond to a certain set of instructions and is set to deliver a certain output. It doesn’t have the ability to feel or even think out of the box if ever required, that’s where human creativity comes in – giving meaning, heart and soul to an otherwise non-living thing.

Shah agrees. “Creativity is the moat that comes with an understanding of human behaviour. I want to quote a friend, ‘AI Internet ghuma hai, sadke toh hum ghume hai’. It only makes creativity a lot more critical now that the language of communication is standardised.”

Panchapakesan of Zenith brings forth that last year there was a report estimating that by 2025, 85 million jobs may be displaced by a shift in labour division between humans and machines. “End of the day it is humans who are creating these AI and programming their algorithms and hence it is not a perfect replacement to humans, hence the human thinking ability is immeasurable and is future ready. Humans can feel emotions for each other which influences our decisions and actions and take instant decisions.

Emotional intelligence is one distinguishing factor that makes humans forever relevant in the world of creativity. It’s a two-way exchange of communication and not pre-programmed like AI. Moreover, machines don’t have the thinking ability to generate new ideas as per situations. AI imitates how humans act, feel, speak, and decide.”

“When brainstorming creative concepts and ways of doing work, AI lacks this human ability because, as already established, AI can only work with the data it receives. Hence, it cannot think up new ways, styles, or patterns of doing work and is restricted to the given templates. Related to creative thinking is the ability to think outside the box. Machines are designed to ‘think within the box’. That means AI tools can only function within the dictates of their given data. On the other hand, humans can think outside the box, sourcing information from various means and generating solutions to complex problems with little or no available data. Since AI does not possess the ability to think out of the box and generate creative ideas for innovation, AI cannot take over humans in creativity. Importantly soft skills are alien to machines with artificial intelligence,” he goes on.

Trends and innovations in AI which are going to disrupt the market

Shah says, “Content creation will not be the same anymore. The pure operational part of it just became a lot more efficient. This will give every brand a level playing field. You can be a boutique shop based in Jaipur and yet get world-class content produced if you have a great idea.”

Das believes that we humans use only a small percentage of our brains. We are programmed that way. “So, AI with its super wide data gives us a wider perspective in every line of thought process. Also, it helps us filter out mediocrity. And opens our minds to ideas which are disruptive as well.

However, as AI continues to evolve, certain concerns might come to my mind. Like, will AI create an information overload for consumers? Will it be used to manipulate their opinions and beliefs? Will AI make us dumb as we won’t be using our brains anymore? Will the education system get paralyzed as students will use AI for solutions? As these questions need to be pondered upon, it is quite evident that the future of the role of artificial intelligence in advertising is both exciting and blurry.”

Pandit highlights a few trends and innovations in the AI space. Firstly, AI-powered personalisation. “With the increasing amount of data being generated, AI can help companies to personalise their offerings for individual customers, resulting in increased customer satisfaction and loyalty.”

Secondly, he speaks about natural language processing (NLP). “NLP is becoming more sophisticated, allowing for more natural and intuitive interactions between humans and machines. This is likely to lead to the development of new applications and services.”

He also draws attention to autonomous systems. “AI is increasingly being used to develop autonomous systems, such as self-driving cars and drones, which have the potential to transform industries such as transportation and logistics.”

Pandit further emphasises on AI-powered healthcare. “AI is being used to develop new treatments and therapies, as well as to improve patient outcomes by providing personalised care.”

He deliberates on explainable AI. “There is growing interest in developing AI systems that can explain their decision-making processes, making them more transparent and trustworthy.”

Pandit wraps up by talking about AI-powered cybersecurity. “With the increasing sophistication of cyber threats, AI is being used to develop more effective cybersecurity systems that can detect and respond to threats in real-time.”

Awards

Hamdard honours changemakers at Abdul Hameed awards

Published

3 weeks ago

February 7, 2026

indiantelevision.com Team

NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.

The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.

Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.

The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.

Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.

Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.

The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.

Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.

Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.

The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.

Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.

MAM

Why the best campaigns today start with insights, not ideas

Published

3 weeks ago

February 7, 2026

indiantelevision.com Team

MUMBAI: For decades, creative storytelling has been the cornerstone of brand communication. The “big idea” amplified through catchy jingles, striking visuals, and memorable hooks was once the gold standard for relevance and recall. Creativity defined presence, and the loudest, boldest campaigns often won attention.

But the marketing landscape today looks very different.

Audiences are more exposed, more discerning, and far less patient. They are inundated with messages across platforms, formats, and creators, often encountering hundreds of brand touchpoints in a single day. In this environment, creativity alone especially when untethered from real consumer truths is no longer enough to move behaviour. Great ideas are abundant. Meaningful impact is not.

This is where insights matter.

The difference may seem subtle, but it is fundamental. An idea represents what a brand wants to say. An insight reflects what the audience is already thinking, feeling, or experiencing. The most effective campaigns emerge not from cleverness alone, but from the intersection of these two forces.

From creativity to relevance

As the marketing ecosystem becomes increasingly saturated, consumers are growing immune to inflated claims and surface-level storytelling. Even beautifully crafted campaigns can fail if they are disconnected from lived realities. The gap between a brand’s internal enthusiasm and the audience’s actual sentiment can be the difference between attention and indifference.

Insights help bridge this gap. They force brands to pause, listen, and observe to understand emotions, behaviours, cultural contexts, and contradictions. Instead of trying to be remembered through louder branding, insight-led campaigns allow audiences to see their own experiences reflected back at them. When a campaign articulates a problem that feels personal, relevance is created. Trust follows.

Insight is interpretation, not information

It’s important to distinguish between data and insight. Data tells us what is happening. Insight explains why it is happening. While data is measurable and structured, insights are interpretive and dynamic, shaped by real-time sentiment and human behaviour.

Modern consumers are full of contradictions. They demand authenticity while remaining deeply aspirational. They want brands to take a stand but expect nuance, not instruction. They seek transparency, yet are drawn to curated narratives. These tensions are not obstacles, they are opportunities. When understood correctly, they can shape communication that feels timely, credible, and human.

Some of the most effective campaigns today are born not in isolated brainstorm rooms, but through listening to audiences, creators, editors, online communities, and cultural signals. Insights often exist in blurred patterns, but once identified, they can redefine how a brand connects.

A recent campaign we executed for Domino’s illustrates this shift clearly. The brief wasn’t to make a pizza look bigger or louder. Instead, it was rooted in a simple behavioural truth: in Tier 2 and Tier 3 markets, sharing food is an emotional act tied to family, celebration, and value perception. The “Big Big 6-in-1 Pizza” became a canvas for this insight. The campaign leaned into regional voices and real sharing moments, allowing people to show how they experienced the product rather than being told why they should buy it. Influencers and celebrities amplified genuine usage, not scripted endorsements. The impact from engagement to footfall to sales came not from a clever idea, but from understanding how people relate to food in their everyday lives.

Shifting the starting point

Today’s consumer landscape demands a shift in perspective from “What should the brand say?” to “What does the audience need to hear right now?” This marks a move away from inward-led marketing toward communication shaped by behaviour, emotion, and cultural relevance.

Brands leading today are keen observers. They notice when perfection stops resonating. They sense when luxury shifts from aspiration to excess. They recognise when influencer content begins to feel repetitive and trust erodes.

Virality, too, is often misunderstood. It is not a strategy to chase, but an outcome. Campaigns rooted in insight do not aim to go viral; they aim to resonate. When content reflects something familiar, a shared truth, emotion, or tension, it travels organically because people see themselves in it.

Ideas attract attention. Insights build connection.

The evolving role of PR

For PR professionals, this shift has redefined success. Coverage volume alone no longer tells the full story. The more meaningful questions today are: Did the communication influence behaviour? Did it align with cultural conversations? Did it address a real consumer pain point?

Insight-first thinking allows these questions to be answered at the planning stage, rather than corrected midway through execution.

In a world where formats and platforms will continue to evolve, what remains constant is the power of authentic communication. The strongest campaigns today do not begin with a brainstorm, but with observation, interpretation, and empathy. That is not just better marketing, it is more responsible, resilient, and meaningful brand-building.

Brands

Ahmad Muneeb elevated to VP – HR centre of excellence at Zepto

Published

3 weeks ago

February 7, 2026

indiantelevision.com Team

MUMBAI: Zepto has elevated Ahmad Muneeb to vice president – HR centre of excellence, placing him at the helm of the company’s total rewards, executive compensation and organisational effectiveness as the quick-commerce firm powers through a high-growth phase.

The move follows his stint as senior director of the HR COE, where he played a central role in preparing the company for IPO readiness while scaling its people analytics capabilities. During this period, Muneeb helped align complex performance management structures with more streamlined and scalable employee experience frameworks.

In his new role, he will steer the design of total rewards strategies, executive compensation planning and organisational design, while also overseeing performance management, employee experience initiatives and people analytics programmes.

Before joining Zepto, Muneeb spent nearly three years at Meesho, where he held multiple rewards and HR business partner roles. Earlier in his career, he worked as a senior rewards consultant at Mercer, advising high-tech clients on compensation benchmarking, pay structures and talent-focused reward frameworks.

He began his hr journey at Cognizant, where he supported compensation programmes for nearly two lakh employees across India and worked on m&a compensation alignment and skill-based pay initiatives. Prior to moving into HR, Muneeb started his career as a software engineer at Netcracker, bringing a technical grounding to his people strategy work.

With a mix of consulting rigour, start-up agility and enterprise-scale experience, Muneeb’s elevation signals Zepto’s continued focus on building robust people systems as it races towards its next phase of growth.