MAM
AI reshapes market research: insights get faster, sharper, smarter
MUMBAI: The Market Research Society of India (MRSI) turned the spotlight on AI’s game-changing role in insights at a buzzing webinar on 25 June, titled The Future is AI: Revolutionising Market Research for Tomorrow’s Insights.
Hosted by independent marketing measurement consultant Sunder Muthuraman, the session featured , Ipsos India practice lead – innovation, understanding & client advisory India Krishnendu Dutta, and ITC Foods, vice president – head of insights and analytics Vara Prasad.
Vara Prasad kicked things off by breaking down AI’s impact on market research—declaring traditional methods slow and outdated in a world that demands speed and scalability. At ITC Foods, AI now does the heavy lifting: mining public data, analysing sentiment in customer care calls, listening to social chatter for trend-spotting, and even crafting product concepts. With predictive dashboards in the mix, AI is also helping sharpen business strategy. “AI needs context to shine,” said Prasad, adding that when trained right, it can evolve into a serious innovation engine.
Krishnendu Dutta pulled back the curtain on Ipsos’s “Facto” — a bespoke AI sandbox built for researchers to safely explore new tools without the chaos. From translation to topline extraction and even creating agentic personas that replace dusty old segmentation decks, Facto is bringing AI to daily insight generation. Ipsos is also tapping into synthetic data to stretch the life and depth of small datasets.
But both speakers hit pause on the hype with a key reminder: AI won’t replace humans—it’ll supercharge them. Whether it’s prompt engineering, model training or strategic activation, the real magic still needs a human touch.
To watch the full session, click here.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
