Did You Know? India’s Ad-tech firms are using AI to transform how advertising can be optimized

MUMBAI: Artificial intelligence is rapidly changing how advertising works in India, and some of the country’s leading ad-tech and martech companies are already using AI to help brands reach consumers more effectively.

While AI is often associated with tools that generate text, images and videos, its role in advertising extends much further. Today, AI is being used to assist with audience targeting, campaign optimisation, media buying, content creation and consumer insights, helping marketers make faster and more informed decisions.

Several Indian companies, including InMobi, Affle India, Glance, Silverpush and JioStar, are investing in AI-powered technologies as they prepare for the next phase of digital advertising.

Did you know InMobi is preparing for the AI-driven advertising era?

InMobi, India’s largest ad-tech company, has been expanding its AI capabilities across advertising and commerce platforms.

The company has spoken publicly about developing new AI-powered advertising products and exploring how advertising could evolve as consumers increasingly interact with AI assistants and conversational interfaces. InMobi also uses machine learning to support audience targeting, campaign optimisation and predictive analytics.

Industry observers view the company’s AI investments as a sign of how advertising platforms are adapting to a rapidly changing digital landscape.

Did you know your phone’s lock screen could become a personalised shopping destination?

Glance, owned by InMobi, is using AI to create more personalised content and shopping experiences.

The company is developing AI-powered product recommendations, personalised content feeds and virtual try-on experiences aimed at helping consumers discover products more intuitively. These initiatives reflect a growing trend towards AI-assisted commerce experiences that blend content, shopping and personalisation.

Did you know AI helps advertisers identify high-intent consumers?

Affle India has integrated AI and machine learning into its consumer intelligence and advertising platform.

The company uses predictive analytics to help brands identify users who may be more likely to engage with an app, complete a purchase or perform a desired action. AI also assists in optimising campaigns in real time, helping advertisers improve efficiency and return on investment.

Rather than replacing marketers, these technologies provide data-driven insights that support decision-making.

Did you know AI is helping create content at scale?

JioStar recently launched a Generative AI Media Studio designed to support content creation and production workflows.

The initiative aims to help generate marketing assets, streamline production processes and enable faster localisation of content across India’s diverse linguistic markets. As media companies seek greater efficiency, generative AI is becoming an increasingly important tool in content operations.

Did you know AI can place ads based on content rather than personal tracking?

Silverpush is among the companies advancing AI-powered contextual advertising solutions.

Using technologies such as computer vision and natural language processing, the company analyses digital content to help brands place relevant advertisements alongside suitable videos, articles and webpages. This approach is gaining attention as advertisers look for alternatives to third-party cookie-based targeting amid growing privacy concerns.

Did you know AI is helping automate media buying?

Programmatic advertising companies such as Valueleaf use AI-driven systems to support media buying and audience segmentation.

These technologies analyse large volumes of data and help advertisers make bidding decisions more efficiently during real-time advertising auctions. While human oversight remains essential, AI is increasingly helping marketers improve campaign performance and resource allocation.

Machine learning models can identify patterns in consumer behaviour, enabling marketers to make more informed targeting and optimisation decisions.

Artificial intelligence is no longer an emerging technology in advertising-it is becoming an integral part of how campaigns are planned, executed and measured.

Importantly, AI is not replacing marketers. Instead, it is helping teams automate repetitive tasks, process vast amounts of data and uncover insights that would be difficult to identify manually.

As brands seek greater efficiency, personalisation and accountability from their marketing investments, AI is expected to play an increasingly important role in the future of India’s advertising ecosystem.

Companies such as InMobi, Glance, Affle India, Silverpush and JioStar are among those helping shape that future, demonstrating how AI can be used not only to create content but also to improve the way advertising reaches and engages consumers.