Tech companies speaking at the Indian Society of Advertisers conference said AI agents will be the key trend in Indian ad marketing in 2025. Experts said that agents can help personalise ads to an individual level, significantly improving customer experience.
Ranjani Mani, Director and Country Head, Generative AI at Microsoft talked about the impact of Agentic AI in marketing. She said AI agents will develop in two forms, simple agents that only looks at current data and multi agents. The latter an use part data and help carry out complicated tasks like defining a marketing campaign or measuring the performance of a past campaign based on past data. Other trends mentioned by her were Conversational AI that would include multiple languages, cancel out background noise, switching between languages or Reasoning AI for ed-tech companies.
Speaking about managing the AI hype as it becomes an “everyday tool,” Shashi Shekhar Vempati, Co-Founder of DeepTech for Bharat Foundation said that India can still get the upper hand over other countries in this space by ensuring diffusing its AI products better in the market.
“China considerably lacks in diffusing innovation,” said Vempati, adding that India can have an advantage in this space.
Remain vigilant
Meanwhile, Sunil Kataria, Chairman of ISA spoke about the need for companies to remain vigilant while using AI. While he described AI as one of the biggest technological advancements post the advent of internet, he said, “AI will definitely help brand agility in terms of responding to market needs, content creation, customer service. There’s a lot of power in this whole Gen AI tool and the consumer is becoming a digital native now. The world is moving at much faster speed. Another area which I think is very important is hyper personalization, which can help with brands future efforts. AI will help capture data for it in real time but it also becomes very important for brands to ensure that AI is handled in a responsible way.”
The potential of AI agents to scale personalisation has also been predicted by Group M, a US based investment group, that talked about how AI agents can analyze vast datasets for highly personalized marketing experiences. This includes dynamic ads that adapt in real-time to individual user preferences, browsing history, and even current location. This is why Kataria warned companies to adequately address customer trust, customer privacy and concerns of misinformation or unethical information while leveraging AI.
According to Group M, sophisticated AI agents can potentially reshape the entire marketing landscape. Initially, the focus will be on agentic workflow systems, boosting productivity by automating repetitive tasks and streamlining processes. However, by the latter half of 2025 there may be advanced AI agents autonomously planning, activating, and measuring campaigns.
