Artificial Intelligence (AI) and machine learning are set to revolutionize the Indian advertising and public relations (PR) industry, according to experts. Siddharth Jhawar, the General Manager of machine learning company Moloco in India, stated that operational machine learning has the potential to transform the USD 8-billion Indian digital advertising industry by running mini experiments to determine which ad creative appeals to different user types. With India’s diverse cultures and languages, this capability becomes especially crucial. Google has also introduced campaign workflows for advertisers and businesses that utilize Learning Language Models (LLMs) and generative AI to automatically generate advertisements. The Vice President of Global Ads at Google, Dan Taylor, noted that companies such as Myntra, Samsung, HDFC, and Tata AIG have seen growth from their advertising tool that combines AI technologies across various aspects. Jhawar emphasized the use of deep neural networks to power machine learning and drive revenue growth while ensuring data privacy and personalization.
In addition to advertising, AI is making its mark on the PR and communications field as well. Wizikey, a communication software-as-a-service provider, has launched Imara, an AI avatar for PR and communications that uses generative AI to process news data and provide insights. Archana Jain, the Founder and Managing Director of PR Pundit, emphasized that the transformation brought by AI in PR is inevitable and will lead to more disruption in the coming years. AI enables PR professionals to analyze large amounts of data quickly, make informed decisions, develop effective PR strategies, and create innovative content tailored to a digitally focused audience. Rather than taking away jobs, Jain believes AI will assist in the growth of the PR industry by providing the necessary talent.
While AI is making significant strides in transforming the advertising and PR industries, concerns about job displacement have been raised. However, industry experts do not foresee AI replacing human jobs but instead augmenting and enhancing roles. There have been reports of Google testing a product that can generate news items using AI, assisting journalists in their work. Content creator Ankur Warikoo believes that AI will be the primary method for content generation in the future, a sentiment corroborated by a McKinsey study highlighting the significant revenue effects of AI in marketing and sales.
Overall, the incorporation of AI and machine learning in Indian advertising and PR holds immense potential. From improving ad effectiveness to enabling data-driven PR strategies, AI is set to revolutionize these industries while working in tandem with human expertise. As the digital landscape continues to evolve, businesses and professionals in India are embracing AI technologies to cater to customer preferences and enhance brand experiences while prioritizing privacy and data security.
