With Indian consumers showing greater acceptance for AI-solutions, India can potentially serve as a testbed for advanced AI advertising strategies that could later be adapted for global market, a report released by the Advertising Standards Council of India’s Academy stated. The report also advocated for development of an industry-wide frameworks for the responsible use of AI in advertising where technology serves both businesses and consumers equitably.
The report highlighted that business leaders have an optimistic outlook regarding AI integration in advertising as it has the potential to drive efficiency and personalisation. “A significant finding is the understanding that AI’s true strength lies in augmenting, not replacing, human creativity, enabling advertisers to craft compelling and nuanced narratives,” ASCI noted in a statement.
Digital-native industries are seen embedding AI more seamlessly into their core operations compared to legacy sectors, which are finding creative ways to integrate AI through customer-centric applications.
Greater acceptance and trust
“Unlike many global markets, Indian consumers show greater acceptance and trust towards AI-powered solutions. This receptiveness places India in a unique position—potentially serving as a testbed for advanced AI advertising strategies that could later be adapted for global markets,” the report added. However, the report also noted that it is critical to ensure responsible adoption frameworks for deployment of AI in advertising.
“AI-driven advertising should aim to be socially beneficial. In India, this means ensuring that advertising content does not promote harmful stereotypes, misinformation, or products that could negatively impact public health or social well-being. AI should be used to create ads that are relevant and useful to users, rather than be manipulative or deceptive,” it added.
Manisha Kapoor, CEO & Secretary General, ASCI, said, “The advent of AI presents an unprecedented opportunity for the advertising industry in India to innovate and connect with consumers in more meaningful ways. However, this power must be wielded responsibly, with a focus on transparency, responsibility, and building lasting trust with consumers.”
