The Advertising Standards Council of India (ASCI) Academy has unveiled its latest report, “AdNext: The AI Edition,” at the Global Adda event during the ICAS Global Dialogues Summit in Mumbai. This comprehensive study explores the transformative impact of Artificial Intelligence (AI) on the Indian advertising industry, highlighting both opportunities and challenges.

Conducted by Parallel HQ, a design tech firm, the report is supported by major industry players including Google and Games 24X7. It draws insights from over 27 leading practitioners and thought leaders across various sectors, including brands, agencies, legal experts, and academia. The findings reflect a collective understanding of how AI is reshaping advertising dynamics in India.

Key Areas of Exploration

• The report delves into four critical areas regarding AI’s role in advertising:
• Perception of AI: The report underscores an optimistic outlook on AI integration within the advertising sector. Experts agree that AI’s true strength lies in augmenting human creativity rather than replacing it. This perspective encourages advertisers to leverage AI tools to craft compelling narratives and enhance engagement.
• Industry Adoption and Readiness: The study reveals that digital-native industries are leading the way in AI adoption, seamlessly embedding it into their operations. In contrast, legacy sectors are exploring creative ways to incorporate AI to improve customer-centric applications.
• Consumer Impact and Privacy: Indian consumers exhibit a unique openness toward AI-driven technologies in advertising, positioning India as a potential testbed for advanced strategies. This section emphasizes the importance of understanding consumer sentiment and privacy concerns as AI technologies evolve.
• Responsible AI Integration: The report advocates for establishing frameworks that ensure responsible AI use in advertising. It highlights the necessity for transparency, ethical practices, and trust-building measures between brands and consumers.

Manisha Kapoor, CEO & Secretary General of ASCI, remarked on the unprecedented opportunities presented by AI for innovation in the advertising landscape. She emphasized that while AI offers significant advantages for connecting with consumers, it must be wielded responsibly to maintain trust and transparency.
The report serves as a vital resource for industry stakeholders, providing insights into navigating the complexities of integrating AI into advertising strategies effectively. It also calls for ongoing dialogue among key players to refine industry frameworks that govern AI use.

As the Indian advertising industry stands on the brink of an AI-driven transformation, “AdNext: The AI Edition” provides essential guidance on harnessing technology while ensuring ethical standards are upheld. This report not only reflects current trends but also sets a roadmap for future innovations in advertising.

Key Highlights:

• ASCI Academy launched “AdNext: The AI Edition” at the Global Adda event.
• The report highlights four key areas: perception of AI, industry adoption, consumer impact, and responsible integration.
• It emphasizes that AI should augment rather than replace human creativity.
• The study calls for ethical frameworks to guide responsible AI use in advertising.