Global firms use AI at Indian hubs to cut ad work timelines and costs
International companies are moving advertising work in-house by deploying AI at their Indian operations, slashing content creation timelines and reducing reliance on external agencies.
Kimberly-Clark cut the time to produce ad content from 24 days to two hours using an AI platform built in India. The system also identifies suitable influencers and adapts campaigns for different markets, said Deena Dayalan, Kimberly-Clark India head.
Catalyst Brands is testing computer-generated product images and videos for online listings. The approach eliminates the need to ship inventory globally for photo shoots, said Nihar Nidhi, India managing director. "We are very close to being able to put some of these into production," he said.
At Roundel, Target's advertising business, copywriters use AI to generate ads faster and respond more quickly to market shifts, said Andrea Zimmerman, India President. "We're able to move more," she said, noting that AI is opening opportunities in loyalty and personalization.
Pressure on traditional agencies
The shift threatens the traditional advertising agency model. AI also addresses talent shortages that have limited companies' ability to build in-house creative teams.
"Right now, we see a significant trend in building in-house agencies - partially driven by the promise of AI," said Jay Wilson, analyst at Gartner. Agencies that once competed on size can no longer differentiate that way, he said. Strategic and creative thinking will matter most.
A Gartner survey of 405 senior marketing leaders showed nearly all use AI to some extent, with the technology accounting for more than 15% of marketing budgets and growing.
Some analysts say public distrust of AI and the specialized expertise agencies provide will sustain the traditional model, especially for clients with large budgets. "If mediocre is all you need, then absolutely you can do it yourself. But that's not where the money is," said Brian Wieser, CEO of advisory firm Madison and Wall.
For creatives looking to develop relevant skills, AI Design Courses and Generative Video Courses cover the tools reshaping content production.
Your membership also unlocks:
