AI’s strength lies in augmenting and not replacing human creativity: Report

AI’s true strength lies in augmenting and not replacing human creativity, enabling advertisers to craft compelling and nuanced narratives, finds the latest report, ‘AdNext: The AI Edition,’ released at by the Advertising Standards Council of India’s (ASCI) Academy at its Global Adda event during the ICAS Global Dialogues Summit in Mumbai.

The report explores the impact of artificial intelligence (AI) on the advertising industry, with a specific focus on the Indian market. Outlining the need for all key stakeholders to engage in continuous dialogue, it appeals them to invest in research to keep pace with the impact that AI is creating. Refining and fine-tuning industry-wide frameworks for the responsible use of AI will be essential in shaping a future where technology serves both businesses and consumers equitably, the report states.

Manisha Kapoor, CEO and secretary general, ASCI, said, “The advent of AI presents an unprecedented opportunity for the advertising industry in India to innovate and connect with consumers. However, this power must be wielded responsibly, with a focus on transparency, responsibility, and building lasting trust with consumers.”

Highlighting the optimistic outlook surrounding AI integration in advertising, experts interviewed during the research phase of this report acknowledged AI’s potential to drive efficiency and personalisation. Examining the current landscape of AI adoption across various sectors in India, the report notes that digital-native industries are embedding AI more seamlessly into their core operations compared to legacy sectors, which, in turn, are integrating AI through customer-centric applications.

Under the section, ‘Consumer Impact and Privacy’, the report explores the unique openness of Indian consumers towards AI-powered technologies, particularly in advertising, positioning India as a potential testbed for advanced AI advertising strategies. Recognising the need for guardrails in this rapidly evolving business landscape, the report advocates for responsible AI frameworks and principles to guide the development and deployment of AI in advertising.

A part of the thought leadership work at ASCI Academy, the research was conducted by Parallel HQ, a design tech firm and supported by Google and Games 24X7. ASCI Academy, in turn, is supported by Diageo, Hindustan Unilever Mondelez, Nestle, Cipla Health, Coca-Cola, Colgate, Pepsico, P&G, Kenvue, Bajaj Auto, and Dream Sports.

The report brings together perspectives from over 27 Indian practitioners and thought leaders across the digital ecosystem, including brands, agencies, legal experts, academia, regulators, and tech innovators. Through a combination of primary research, focus groups and one-on-one interviews, secondary research, and opinion articles, the report offers a nuanced understanding of the opportunities and challenges presented by AI in advertising.

The report released at the Global Adda event was followed by a presentation from Parallel HQ on the findings of the report. Robin Dhanwani, founder and CEO, Parallel HQ, said, “AI is reshaping industries rapidly, and advertising is no exception. As a design studio invested in AI’s future, partnering on this research was an exciting opportunity to explore its adoption, impact, and regulatory questions. This report is a testament to that—offering a roadmap for the industry to adopt AI responsibly and effectively.”

The event also featured a panel discussion on the future of AI in advertising, navigating innovation, and responsibility. Speakers including Tanu Banerjee from Khaitan and Co, Kunal Guha from Google, Sameer Chugh from Games 24x7, Chandradeep Mitra from Pipalmajik, and Mary Engle from BBB National Programs, explored the balance between pushing AI’s boundaries and ensuring responsible practices, data privacy, and consumer trust.

The discussions also addressed AI’s impact on human creativity, responsible advertising, and the role of self-regulatory bodies in shaping AI practices. In a fireside chat moderated by Shibani Gharat from CNBC TV18 with Abhishek Singh, the additional secretary, Ministry of Electronics and Information Technology (MeitY), shared his perspectives on the current state of AI in India and its growing role in advertising, discussing AI’s transformative impact on personalised content, targeting, and audience engagement.