As Artificial Intelligence becomes the backbone of personalised advertising, a critical question remains: who sets the guardrails? At the Global Adda event during the ICAS Global Dialogues Summit, ASCI Academy launched its latest report, AdNext: The AI Edition. The report explores how AI in Indian advertising is evolving, with all its promises and potential pitfalls. From bias to brilliance, this report is a roadmap for integrating responsible content into India’s digital future.
AI in Indian Advertising: Where we stand
Backed by industry giants like Google, Coca-Cola, Colgate, and Hindustan Unilever, the AdNext study was executed by Parallel HQ and features insights from 27+ thought leaders across legal, agency, brand, academic, and tech spaces. The report covers:
- Perception of AI: There is optimism around AI augmenting human creativity — not replacing it.
- Adoption Levels: Digital-first brands are racing ahead, while legacy sectors adopt AI more cautiously but creatively.
- Consumer Impact: Indian consumers show unique openness, making India a global testbed.
- Responsible Integration: The need for transparent, ethical AI frameworks is urgent.
Why responsible content matters now more than ever
One key insight is that AI is not just a creative tool — it is a decision-maker. It can determine who sees what ad, how it is targeted, and even which voices get amplified. Without conscious frameworks, AI can deepen existing gender, age, and social biases. Responsible content is not just a value; it is a necessity. The AdNext report calls for immediate collaboration across stakeholders to set fair, standardised norms.
In a dynamic panel at the event, experts like Tanu Banerjee, Kunal Guha (Google), and Sameer Chugh (Games24x7) discussed how the future of AI depends on ethics, regulation, and preserving human creativity.
Conclusion: AI in Indian advertising needs guardrails
As India becomes an AI innovation hub, advertising must lead with foresight, not just speed. The AdNext report signals an urgent shift. It is a shift towards frameworks that protect consumers while empowering creativity.
ASCI CEO Manisha Kapoor put it best:
AI brings opportunity — but with great power comes great responsibility. AdNext helps us understand the nuance and prepare for a future built on trust.
Changeincontent’s take: Programming accountability
As champions of responsible storytelling, we believe AI’s evolution must include women, marginalised voices, and underserved communities. AdNext may be about advertising, but its message is much larger. It shows that tech must serve people, not just data. This echoes our call for more women in AI leadership, a piece we previously explored.
AI needs reprogramming — in values, too.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history—encompassing all elements that influence the lives of women and marginalised individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
