MAM
AI-enabled advertising to be $1.3 trillion business by 2032: GroupM report
Mumbai: AI-enabled marketing already accounts for nearly half of all advertising revenue, that is more than $300 billion of global advertising revenue. And its growth is only set to project upwards. By 2032, AI-enabled advertising could account for $1.3 trillion in advertising revenue, more than 90 per cent of the total, according to a forecast from GroupM. The global media investment company has released a new study titled ‘The Next 10: Artificial Intelligence’ examining how the media landscape and consumer behaviour will shift over the coming decade.
The forecast shows that as channels like TV, audio and outdoor become more digital, addressable and programmatic by the year 2032, AI-enabled advertising will represent more than 90 per cent of all advertising. Consumers will expect marketing messages that are relevant, personalised, and non-interruptive, greatly simplifying their daily decision-making- all in a privacy-first way.
The report also revealed some major implications including the declining reach of linear TV and less tolerance of irrelevant, interruptive ad pods.
It also noted the growth of audio-first devices with digital assistants (i.e. earbuds and smart home speakers) means that voice search will overtake text-based search.
An additional implication is that data will most often be managed on-device and will be increasingly unclear or anonymised by AI and privacy services.
Other takeaways across a few key categories from the report:
Advances in AI and these evolving media channels could result in marketers increasingly tying together products, consumer experiences and advertising experiences:
o Automotive: The use of generative AI and digital twins will enable greater personalisation of advertising in the sector—i.e.
a custom color model shown driving in the buyer’s own city.
o CPG (consumer packaged goods): Machine learning paired with genomic sequencing will make personalised nutrition and personal care products increasingly possible.
o Apparel: Computer vision, machine learning algorithms and generative AI could disrupt the apparel and retail industry by creating a vast gray market of copycat goods or user generated designs competing for image searches.
o Entertainment: Personalised storytelling could become a reality as ads and IP are customised based on audience data and/or selections.
The Next 10 also raises ethical and responsible AI questions such as:
· How do we protect at-risk users and all consumers from AI that exploits dark patterns or behavioural “hacks”?
· What are the ways we can protect against the weaponisation of AI in advertising tools and platforms used to amplify misinformation, deep fakes, fraud, and abuse?
· What is our level of comfort for what remains hidden in the black box of machine learning?
· Should people be notified when they’re speaking or chatting with an AI chatbot and not a human?
· How do we build safety and accountability into algorithmic incentives?
· How should disclosures about the use of AI in advertising work?
“AI is already here, and it’s not slowing down. The human effort can best be applied imagining what we want the future to look like, designing the right goals and guardrails, and learning to put AI to use in service of those,” the GroupM report further said.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
