Digital
AI and innovation disrupting the marketing landscape
Mumbai: Artificial intelligence or AI is the most hyped term in current times. Businesses and people are both leveraging this technology to market their AI-enabled products, and both groups are on the lookout for intelligent AI-enabled items. The topic of what artificial intelligence is arises, and the simple answer is that it is the emulation of human intelligence processes by computers, particularly computer systems like facial or voice recognition. One excellent example of an AI-based product or application is Alexa or Siri.
Almost every product or service we use nowadays is AI-based. In the past few decades, AI has become one of the most impactful digital innovations and has transformed the world in undefinable ways. According to Statista, the global artificial intelligence market was valued at around 327 billion U.S. dollars in 2021 and the AI industry is expected to grow by 1.5 trillion U.S. dollars by 2030.
The world and our daily lives are changing as a result of the use of AI as a tool. There are many commercial applications for artificial intelligence. Each organisation prioritises increasing both operational effectiveness and customer satisfaction. Companies today are integrating a range of digital technologies into their operations to improve the customer experience. Marketers may get a more in-depth understanding of their target consumers with platforms powered by AI. The insights generated by artificial intelligence that are gleaned from this optimization process may subsequently be used to increase conversions while also lightening the strain of marketing teams.
AI may revolutionise how organisations acquire, nurture, and convert prospects, as well as assist firms create more successful marketing plans. To ensure optimal efficiency, AI marketing solutions analyse data and customer profiles to learn how to effectively engage with clients. They then give them personalised messages at the appropriate moment.
AI-based innovational tools may significantly increase sales without a lot of human involvement and cut expenses in a variety of ways. The market landscape has drastically changed in just a few couple of years. Previously, only large sharks had access to these technologies, but now, in order for businesses of all sizes to remain competitive in the market, it is imperative that they integrate these digital technologies into their marketing strategies.
Types of AI marketing solutions
Artificial intelligence bridges the gap between the data collecting and strategy-making processes for marketers and customers by connecting them in a variety of ways and through a variety of solutions.
Machine Learning
Artificial intelligence, which consists of computer algorithms that can evaluate data and automatically enhance digital marketing campaigns via experience, is what powers machine learning. Machine learning-enabled devices examine fresh data in the context of pertinent previous data, which can help digital marketing initiatives by informing them based on what has or hasn’t worked in the past.
Big data and analytics
Since “big data” has risen as a result of the growth of digital media, it has become possible for digital marketers to comprehend their efforts and precisely allocate value across channels. As a result, there is now an abundance of data, and many digital marketers are finding it difficult to decide which data sets are worthwhile to acquire. AI marketing may assist in quickly sifting through all of that data, reducing it to the basics, evaluating it, and selecting the most effective components for next digital marketing initiatives.
AI marketing and tools
Digital marketers have a unified platform for handling the enormous volumes of data being collected thanks to efficient AI-powered marketing tools. With the help of these AI marketing tools, you can gather meaningful marketing knowledge from your target market and use that information to inform your data-driven decisions on how to effectively approach them.
AI disrupting the marketing landscape
In order for businesses to remain competitive in the market and to comprehend how the marketing environment is evolving, these AI based marketing solutions are quite helpful.
The “big data” are gathered by marketers via internet websites, and these big data give marketers insights into the target audience as well as specific information about their demographics, interests, and pain points. AI assists marketers in analysing this huge data and personalising its interpretation to suit their needs.
The way marketers operate has been changed by AI, and this is where their work truly begins. To provide consumers the greatest experience possible, they must be ahead of AI. It is crucial that marketers provide a personalised touch. AI-driven solutions will continue to be used more frequently and are incredibly helpful for analysing and forecasting the buyer’s journey. So marketers must stay one step ahead of AI in order to give customers an upgraded and dynamic experience.
“Where the job of AI ends, the task of marketers begins”
The author of this article is Addverb Technologies co-founder & CMO Satish Shukla.
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.
