MAM
Marketers play catch-up as AI runs ahead of confidence curve
MUMBAI: Artificial intelligence may be the new creative director in advertising but not everyone’s sure how to take its orders. A new global study by programmatic media partner MiQ reveals a curious paradox: 72 per cent of marketers plan to ramp up their use of AI in the next 12 months, yet only 45 per cent feel confident doing so.
In India, the enthusiasm is even louder than the confidence. Nearly 79 per cent of Indian marketers intend to use AI more across their roles in the coming year, and 72 per cent already employ AI tools in some or all of their projects. But just 46 per cent feel fully confident that their teams can use AI to meet campaign KPIs, a gap that sums up what MiQ dubs the “AI Confidence Curve”.
The study, based on insights from 3,169 marketers across 16 countries (including 200 from India), paints a picture of an industry at the crossroads of ambition and anxiety. “Most marketers are bunched together at the early stages of the confidence curve,” said MiQ chief marketing officer Jordan Bitterman. “Usage currently outpaces readiness by 27 percentage points but that’s pure opportunity.”
MiQ India chief commercial officer Varun Mohan added that Indian marketers are “actively adopting AI across functions from creative strategy to campaign optimisation”. He noted that those who prioritise early adoption and upskilling will gain “a competitive edge that will define the next phase of data-led marketing transformation in India.”
The report shows that globally, marketers are most comfortable using AI for content creation (40 per cent), marketing optimisation (38 per cent), and social media management (38% per cent, all areas where generative AI tools like ChatGPT thrive. In India, the trend is even stronger: marketers are leaning heavily on AI for social media management, visual design, and content creation. Google’s Performance Max (69 per cent) and Canva (66 per cent) emerged as the top AI tools among Indian professionals.
Yet, confidence hasn’t quite caught up. Forty percent of marketers admitted their organisations don’t understand AI or large language models well enough, while 38 per cent blamed a lack of training. Another 44 per cent said they struggle to track AI-driven results against business goals.
India’s figures echo this unease: 69 per cent of marketers cited limited expertise and training as the top barrier to AI adoption, and 54 per cent said AI’s role in marketing remains poorly understood. Despite the buzz, many are still measuring success through old-school metrics like click-through rates (62 per cent) and website visits (57 per cent), missing AI’s wider business impact.
Still, optimism remains the dominant flavour. Indian marketers are global frontrunners in behaviour-based targeting, with 45 per cent building campaigns around browsing and shopping activity more than any other country. Youtube (80 per cent), social media (61 per cent), and digital video (58 per cent) are their preferred platforms, showing how multi-channel digital strategy has become second nature.
To bridge the confidence gap, MiQ recommends a mix of smarter tools and sharper minds:
● Break data silos: Use partner-agnostic AI systems that draw from multiple platforms.
● Tie AI to outcomes: Let algorithms optimise for real KPIs, not vanity metrics.
● Invest in AI literacy: With 44 per cent citing knowledge gaps, training is the new media spend.
● Keep humans in the loop: AI can automate, but human judgement keeps it accountable.
As Bitterman puts it, “Every marketer is trying to find the balance between learning and leading with AI. The ones who advance fastest will treat confidence as a capability built every day through connection, curiosity, and collaboration.”
For now, the ad world seems united in one truth: AI may have the answers, but marketers are still figuring out the right questions to ask.
Brands
Hard Rock kitchen appliances to enter India through EBG Group
Coffee machines and gadgets set to tap Rs 29,000 crore market
MUMBAI: EBG Group has partnered with Hard Rock International to bring a new range of Hard Rock branded coffee machines and small kitchen appliances to Indian consumers, marking the global brand’s entry into the country’s premium home appliance segment.
The partnership will see EBG Group design, develop, manufacture and distribute the appliances under a licensing agreement. The collaboration is backed by a planned investment of Rs 100 crore and is targeting revenue of Rs 500 crore over the next five years.
The companies are looking to tap into India’s fast growing premium home appliance market, estimated at around Rs 29,000 crore and expanding at an annual growth rate of about nine per cent. Their aim is to capture roughly five per cent market share in the coming years.
Globally, Hard Rock has built a strong presence across hospitality, entertainment, retail and lifestyle merchandise. The new venture extends the brand’s music inspired identity into everyday household products, bringing its distinctive design language to modern kitchens.
EBG Group founder and chief executive officer Irfan Khan said the collaboration blends brand appeal with product performance. “Hard Rock represents energy, authenticity and a globally aspirational lifestyle. Through this partnership we aim to introduce a differentiated portfolio of premium coffee machines and kitchen appliances that combine design, reliability and strong brand experience,” he said.
The upcoming product range will pair Hard Rock’s bold aesthetics with high performance technology and premium materials. The first phase of the launch will focus on key metropolitan markets, followed by expansion into other major cities.
Products will be available through leading retail chains, major e commerce platforms and select premium distribution channels, targeting urban consumers looking for appliances that deliver both performance and lifestyle appeal.
