Digital
AI, automation & beyond: Navigating digital advertising’s new frontier
Minor changes in the quickly changing advertising scene of today are as significant and upending as those resulting from automation and artificial intelligence (AI). Digital advertising has been transformed by these technologies, which have opened up new creative possibilities, efficiency levels, and precision levels. But as we enter this ‘new frontier,’ it’s critical to look beyond the technical aspects of automation and artificial intelligence and comprehend their wider effects on consumer trust, brand authenticity, and the strategic human touch that cannot be replaced. Here, I want to discuss the many opportunities and difficulties that modern advertisements face.
AI-powered customisation versus real connection
The irony of AI-driven personalisation is that, although technology enables brands to customise experiences like never before, there is a chance that the real human connection that serves as the foundation for customer trust may be lost. Ads are now targeted not just by demographics but also by micro-segments, behavioral data, and even real-time mood analysis thanks to AI’s ability to evaluate enormous data sets. As the chief revenue officer, however, I see an increasing need to strike a balance between this effective targeting and a genuine voice. Customers are astute; they prefer to feel understood by firms rather than taken advantage of. Instead of treating insights as a script, brands should think about how automation might help with authentic storytelling.
Automation’s contribution to innovation beyond efficiency
Automation is frequently boiled down to an efficiency tool that eliminates manual labor, saves money, and saves time. The true potential, however, is in how automation allows innovative and smart brains to push the envelope. Automating tedious processes frees up time for invention, testing out novel ideas, and trying out forms that weren’t previously practical. For example, advertisers may now run innumerable ad versions using dynamic creative optimisation (DCO), which reacts in real time to audience preferences. Beyond efficiency, this flexibility allows for genuine creativity in messaging, audience interaction, and campaign improvement.
Transparency and ethics: AI’s hidden aspect
Ethics is an important but frequently disregarded aspect of AI and automation in advertising, especially when it comes to data protection, transparency, and equity. It is our duty to make sure AI algorithms that determine which advertisements are shown don’t perpetuate prejudice or lead to unintentional exclusion. We must promote openness as stewards of a brand’s message, explaining to audiences how data is used and pledging to follow policies that protect their online privacy. Customers are becoming more conscious of their data rights, and businesses that can openly communicate the ways in which automation is used will gain a sustained competitive edge in terms of customer loyalty and brand trust.
How to draw the line between automation and the human aspect
Workflows can be made more efficient by automation, but not every part of digital advertising should be automated. Machines cannot replace the human empathy and insight needed to craft a message, especially during the strategic formulation stage of a campaign. Automation should complement, not replace, the human aspect in execution. In order to empower human teams to make better decisions, the emphasis should be on integrating tools that give them greater insights. Instead than replacing human creativity, consider automation as enhancing it.
AI’s place in future-proofing techniques
Future success depends on your ability to adjust to the rapid changes in digital advertising. Brands can remain ahead of the curve by using AI’s predictive skills to foresee shifts in consumer behavior before they happen. For instance, AI may assist in predicting future trends by evaluating past campaign data, enabling firms to make proactive strategy adjustments. Advertisers that can anticipate and adjust to changes in consumer demand will always be relevant, while those who only use historical data run the risk of lagging behind. This agility will define competitive advantage in the future.
Creating cross-functional, agile teams with an AI mentality
Companies need teams who can think across silos and work with a digital-first, AI-savvy mindset if they want to fully utilise AI. This is more than just employing machine learning or data science experts. Marketers who comprehend the potential and constraints of data, creatives who can generate ideas in dynamic, data-driven settings, and strategists who know when to rely on the machine and when to consult a human viewpoint are all necessary for the successful integration of AI and automation in advertising. Agile, cross-functional teams that view AI as a cooperative tool rather than a single, all-encompassing force are essential.
The importance of continuous learning in the AI-driven landscape
This digital frontier requires continuous upskilling and adaptability. Technologies in AI and automation evolve, and companies must nurture a culture of learning to stay relevant. As AI begins to shape our approaches to both media planning and creative ideation, the question shifts from how we use AI to how well we use it. Training in understanding data insights, interpreting AI-driven analytics, and maintaining ethical practices will become essential skills for teams navigating this space. For leaders, investing in this education will prove invaluable for staying competitive.
Unquestionably, automation and artificial intelligence are revolutionising digital advertising. However, as leaders in this field, we need to carefully guide this change. We should make use of these technologies to create trustworthy, nimble, and morally sound brands. The goal of our work is always to interact with people in a meaningful and responsible way, even though this new advertising frontier is full of opportunities.
The article has been authored by AdCounty Media co-founder and chief revenue officer Delphin Varghese.
Digital
Govt tightens the screws on AI content with sharper IT rules
New norms bring labelling mandates and faster compliance timelines for platforms
NEW DELHI: Govt has moved sharply to police the fast-expanding world of AI content, amending its IT rules to formally regulate synthetically generated media and slash takedown timelines to as little as two hours.
The Union ministry of electronics and information technology (MeitY) notified the changes on February 10, with the new regime set to kick in from February 20, 2026. The amendments pull AI-generated content squarely into India’s intermediary rulebook, widening due-diligence, takedown and enforcement obligations for digital platforms.
At the heart of the change is a legal clarification: “information” used for unlawful acts now explicitly includes synthetically generated material. In effect, AI-made content will be treated on par with any other potentially unlawful information under the IT Rules.
Platforms must also step up user warnings. Intermediaries are now required to remind users at least once every three months that violating platform rules or user agreements can trigger immediate suspension, termination, content removal or all three. Users must also be warned that unlawful activity could invite penalties under applicable laws.
Offences requiring mandatory reporting, including those under the Bharatiya Nagarik Suraksha Sanhita, 2023 and the Protection of Children from Sexual Offences Act, must be reported to authorities.
AI-generated content defined
The amendments introduce the term “synthetically generated information”, covering audio-visual material that is artificially or algorithmically created, modified or altered using computer resources in a way that appears real and could be perceived as indistinguishable from an actual person or real-world event.
However, routine and good-faith uses are carved out. Editing, formatting, transcription, translation, accessibility features, educational or training materials and research outputs are excluded so long as they do not create false or misleading electronic records.
Mandatory labelling and metadata
Intermediaries enabling AI content creation or sharing must ensure clear and prominent labelling of such material as synthetically generated. Where technically feasible, the content must carry embedded, persistent metadata or provenance markers, including unique identifiers linking it to the generating computer resource.
Platforms are barred from allowing the removal or tampering of these labels or metadata, a move aimed at preserving traceability.
Fresh duties for social media firms
Significant social media intermediaries face tighter obligations. Users must be required to declare whether their content is AI-generated before upload or publication. Platforms must deploy technical and automated tools to verify these declarations.
Once confirmed as AI-generated, the content must carry a clear and prominent disclosure flagging its synthetic nature.
The takedown clock speeds up
The most dramatic shift lies in timelines. The compliance window for lawful takedown orders has been cut from 36 hours to just 3 hours. Grievance redressal timelines have been halved from 15 days to 7.
For urgent complaints, the response window shrinks from 72 hours to 36. In certain specified cases, intermediaries must now act within 2 hours, down from 24.
Platforms are required to act swiftly once aware of violations involving synthetic media, whether through complaints or their own detection. Measures can include disabling access, suspending accounts and reporting matters to authorities where legally required.
Importantly, the government has clarified that removing or disabling access to synthetic content in line with these rules will not jeopardise safe-harbour protection under Section 79(2) of the IT Act.
The message is unmistakable. As AI blurs the line between real and fabricated, the state is racing to keep pace. For platforms, the era of leisurely compliance is over. In India’s digital marketplace, synthetic content now comes with very real consequences.
