Digital
Taboola offers Generative AI for English campaigns to all advertisers
Mumbai: Taboola, a global leader in powering recommendations for the open web, today announced the availability of its Generative AI for all Taboola advertisers running campaigns in English. This milestone follows a successful beta test of Taboola’s Generative AI capabilities, where global brands have used the technology to generate content and copy for ad creative, such as titles, images and headlines. With it, brands have reduced their time spent on generating ad creatives and produced high-performing creative assets for their campaigns. More than 80 per cent of brands using the technology ran multiple campaigns driven by Taboola’s Generative AI and select brands have more than doubled the click-through rate for their campaigns when measured against evergreen campaigns–driving more customers, improving efficiency and refining their long-term advertising strategy based on Taboola’s AI-driven suggestions.Taboola’s Generative AI technology has allowed advertisers to increase the efficiency and effectiveness of their campaigns, directly within Taboola Ads, based on Taboola’s understanding of consumer intent. With it, advertisers can:Produce creative copy, creating variations of campaign titles and headlines that appeal to multiple audiences.Generate original images, allowing for experimentation and building multiple creatives – to keep campaigns fresh and also maximise seasonal opportunities. Leverage best practices, with AI built on tens of thousands of successful campaigns that have delivered ROI for advertisers on Taboola.As part of today’s news, Taboola is opening up its Generative AI capabilities available to any advertiser running campaigns in English, with other markets and languages to follow.“Taboola’s Generative AI technology has made reaching customers effortless yet effective, saving us time and allowing us to open up resources that can be reinvested elsewhere,” said Babbel growth marketing manager Michael Cadenas. “We trust in their AI capabilities because we’ve been long-standing partners and we’ve already seen they have the right reach and understanding of customers to make us successful. The copy that their AI provides performs extremely well for us because it can cater itself to the many audiences we want to reach globally”.“Taboola’s Generative AI technology has been a game changer,” said Lucid senior digital marketing manager Andrew Duffin. “Our team has transformed our advertising with the suggestions that Taboola’s AI has provided, and the best part is that we’re seeing clear results. With their solutions, we’re seeing our campaigns outperform what we’ve done traditionally, plus we’re learning a lot about how to refine all of our campaigns moving forward”.“The industry and our partners are making it clear–Generative AI is an important next step for every advertiser,” said Taboola, CEO Adam Singolda. “We’re continuing to see innovators adopt Taboola’s investments into AI because we’re in a unique position to integrate Generative AI–we have the scale of knowledge on which we can train things. Our massive scale makes it clear that for advertisers, we understand every element of campaigns that makes them successful. Advertisers can easily take advantage of those learnings to run successful campaigns and get more customers”.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
