Ad-vantage AI

While AI transforms many aspects of advertising, humans are still the creative filter

- ANUSHKA BHARDWAJ

In 2022, as small businesses grappled with pandemic-induced losses, confectionary maker Cadbury launched an advertisement featuring Shah Rukh Khan.

The Bollywood superstar was seen not only convincing people to buy from local shops but also reeling out store names. However, those suggestions were not fixed. With artificial intelligence (AI), new names kept cropping up and hundreds of local shops featured in that campaign.

‘There has been no going back for the technology since then. Al has entered advertising at multiple levels — from ideation to production and distribution — reducing costs, speeding up output, and causing some hiring fluctuations.

“Al streamlines workflows and compresses timelines; marketers have more time to spend on strategy, storytelling, and emotion rather than repetitive execution,” said Hari Valiyath, chief business officer, Pixis, a Bengaluru-based Al-powered advertising solution firm. Apart from increasing speed and affordability, integrating crucial processes like ideation, videography, and graphic designing helps align creative goals.

“Now, achieving a common creative goal has become easier, reducing both the time and cost by over 80 per cent,” said Alad filmmaker Rajiv Mehta, who runs an ad-making course after working in the industry for over a decade.

Back-end hero

‘According to a forecast by global advertising firm WPP Media, the sector is set to grow 9.7 per cent in India this year, with revenue surpassing ₹2 trillion. Behind the growth will be AI-led consumer engagement, output analysis, and strategic planning.

“Before we get down to actual work, we can now provide multiple demos to the clients, thus reducing wastage. The adoption is maximum at the floor level of production,” said Ashish Chakravarty, partner and chief creative officer at Mumbai-based Garage Worldwide.

With technology leading the back-end tasks, the costs from bad decisions are reduced.