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.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
