Brands
Audi India rolls out ‘My Auras’ to turn every drive into a mood-driven escape
MUMBAI: Audi India is dialling up the senses. The German carmaker has unveiled My Auras, a new in-vehicle experience platform that turns the daily drive into a curated mix of sound, comfort and ambience, as luxury carmakers race to make cabins as smart as smartphones.
Launched in Mumbai on 04 February 2026, My Auras is available via MyAudi Connect and integrated directly into compatible Audi vehicles. The promise is simple but ambitious: move ownership beyond mobility and into a hyper-personalised lifestyle experience.
Framed as an extension of Audi’s Vorsprung durch Technik philosophy, the system blends intuitive technology with the emotional side of driving, aiming to forge a tighter bond between car and driver on every trip. A single interface links Apple Music, ambient lighting, climate control, aromatisation, massage and ventilation.
Balbir Singh Dhillon, brand director, Audi India, said the push reflects a customer-centric strategy focused on adaptive experiences. Today’s users, he argued, expect technology to respond to their lives and moods. My Auras delivers preset “moods” that can be calming, energising, festive or celebratory, making each drive feel intentional rather than routine.
At the heart of the system is one-click multi-sensory control. Instead of adjusting settings one by one, drivers can trigger a full atmosphere in a tap, synchronising lighting, music, temperature, seat comfort, massage and ventilation.
Apple Music integration plays a central role, intelligently curating and syncing playlists to match the selected theme, creating a cohesive auditory backdrop for the journey. Advanced airflow management adjusts to driver preferences to maintain cabin comfort in varying conditions.
Seat systems go further. Adaptive massage and temperature controls automatically activate heating, cooling and massage functions based on the chosen mood, pushing the idea of a “personalised drive” into literal physical comfort.
Audi is also pitching My Auras as a stress-buster. The app promotes relaxation on commutes and long journeys, while built-in roadside assistance and vehicle service features within the same application aim to cut driver anxiety and add peace of mind.
There is a celebratory angle too. Festive themes can be customised for cultural and seasonal occasions, and a birthday mode can switch on automatically on a user’s special day, adding a touch of theatre to the start button.
Compatibility stretches across much of Audi India’s line-up, including the Audi A and Q ranges, the e-tron electric range and the RS performance models. Specifically, the feature scales across models such as the A4, Q3, Q3 Sportback, Q5, A6, Q7, Q8, RS Q8 and Q8 e-tron.
Access comes through MyAudi Connect on iPhones or directly via the car’s infotainment system. The system is designed exclusively for iOS users, supported on select iPhone models and iOS versions, and is available on vehicles from model year 2024 onwards.
As cars become software-defined machines, the battleground is shifting from horsepower to headspace. With My Auras, Audi is betting that the future of luxury is not just how a car drives—but how it makes you feel when you do.
Brands
Creative Intelligence: Using AI to Predict Which Ads Will Actually Convert
Priyanka Aeron, Director & Co-founder of Thrive Global AI
MUMBAI: In a heavily populated digital landscape, simply being creative with your advertising will not guarantee that your ad will be successful. In fact, brands today are producing more content than ever. However, very little of that results in actual engagement or sales. However, Creative Intelligence, powered by AI, is fundamentally transforming the advertising industry.
Creative Intelligence utilizes data, machine learning, and statistical behavioral insights to analyze and predict how well a creative asset will perform prior to it being published. Therefore, marketers no longer have to rely on either their gut instincts or post-campaign analytics for making informed decisions before production. That said, AI-powered creative intelligence greatly improves results and decreases wasted dollars spent.
Moving Beyond Guesswork
In the past, making ads was a mix of gut feeling, experience, and A/B testing. These methods were useful, but reactive by nature. People have already spent their budgets by the time the results are looked at. AI models can find patterns that are linked to higher engagement and conversion rates by looking at huge datasets. These datasets can include things like past campaign performance, audience behavior, and visual elements like color, composition, and facial expressions. This helps marketers guess which ads will do well even before they go live.
Decoding What Truly Drives Conversions
AI-powered creative intelligence allows for an evaluation of advertisements that is not limited to the basic data but also explores the elements of an effective advertisement through subtle reactions; clarity and directness of the ad message and how well the ad captures audience’s attention in the first three seconds. AI can also provide insights into the successful use of advertisements directed to human faces, which connect through eye contact based on media channels, and how advertisements that utilize shorter but clear calls to action may produce more clicks from certain populations. The insights, provided through AI, provide marketers with the ability to think beyond creating more advertising material and additionally create more effective ad campaigns that actually convert.
Personalization at Scale
Consumers expect relevance more than ever. Irrelevant mass messaging is not going to work in a society inundated with information. Hyper-personalization, using AI, allows companies to create content that suits individual segments within their target markets based on their demographics, interests, and behaviors. Rather than having one single message that aims to reach everyone, brands can have many versions of their messages tailored to each segment within the market. Such flexibility is what makes campaigns successful nowadays.
Faster Iteration, Better Results
Another advantage to using AI in creative decision-making is speed. Companies must improvise because their campaign cycles are shorter than ever before, and having the ability to iterate rapidly is more important than it has ever been. There is no greater way to do this work than through AI, as new technologies give brands the ability to test multiple creative avenues and figure out which ones are working well. This reduces a lot of the testing that companies would otherwise have to do and makes the process faster.
With AI, brands can also make creative changes in real-time during a campaign, allowing the, to make vital decisions and adjust their creatives, rather than waiting out. This allows for faster adaptability, well-tested campaigns and reduced lost ad spend.
The Human-AI Collaboration
Even though AI is capable of performing certain tasks, its purpose is not to eliminate human creativity. Successful campaigns require human collaboration with computer intellect since both complement each other. While computers are capable of dealing with massive amounts of information, discovering patterns, and providing predictions, humans are the one to inject stories and emotions into campaigns.
The Future of Advertising
As the complexity of advertising becomes harder with the passage of time, Creative Intelligence will play a significant role in helping marketers formulate a strategic approach. The yardstick that will set standards for determining whether a marketing firm has fulfilled its responsibilities will be the forecasting of future outcomes, as well as personalized content and optimization of creative elements in real-time. In contrast to the existing scenario where the campaigns remain fixed, these campaigns will be capable of adjusting themselves according to the customer interacting with the brand, as well as other trends on social media channels. This will enable brands to offer customers an engaging experience that will exceed expectations. The biggest hurdle marketers will face will be finding ways to utilize these capabilities without compromising branding and enhancing the creativity of the team involved.
