MAM
Has advertising finally begun to embrace AI?
MUMBAI: Artificial intelligence (AI), a tool that uses logic to mimic the human brain, has been the buzzword in the advertising industry for quite some time now.
AI was founded as an academic discipline in the year 1956, and in the years since, the technology has experienced several waves of optimism, followed by disappointment and the loss of funding (known as an AI winter), thereafter by new approaches and success.
People often tend to use the term AI interchangeably with machine learning (ML), but they are completely different tools. While AI is the broad concept of teaching machines with data to do things in an efficient way, ML is the technique of using algorithms to process data, learn from insights and make predictions that train AI. As Wunderman AI’s global leader Robbee Minicola rightly says, “You can have machine learning without AI, but you can’t have AI without machine learning.”
With the implementation of AI in advertising and marketing, brands can discover the price at which networks are willing to pay for an impression and identify the optimum times of data to serve an ad for target consumers.
AI’s potential for improving campaign effectiveness is only just being unearthed with a limited understanding of impact. AI-driven elements like image and voice recognition on smartphones, algorithm-based viewing suggestions for Netflix and Google’s real language analysis in search are now gaining mainstream status. It is believed that AI will soon become indispensable in advertising.
The concept of ‘technological singularity’, in which machines become better at developing themselves, is a reality but human intervention will always be required. Isobar executive vice president Gopa Kumar doesn’t believe in giving everything to automation and AI as it is an indispensable part of the future media ecosystem.
According to Adobe’s 2018 Digital Trends report, top-performing companies globally are more than twice as likely to be using AI for marketing (28 per cent vs 12 per cent). The report also found that less than one in five global respondents said their companies are pushing forward with AI and nearly half of respondents said their organisation has inconsistent integration between technologies.
Although advanced and matured markets like the US, UK, China and Japan have been early adopters of the technology, India is catching up at a fast pace because of its risk-taking ability. Programmatic platforms and advertising are the first kind of AI intervention in advertising and is increasingly becoming more and more pervasive.
It is still early days for AI in India as compared to the western world in understanding and implanting these technologies. Havas Media Group India MD Mohit Joshi believes that the adoption of technologies is already happening, however, reaching the US level of adoption will require the clients to be equally convinced and more importantly give them some ‘use case’ success stories.
Programmatic advertising will contribute to more than 60 per cent of advertising in the next two years in India which is the currently world average.
Isobar India EVP Gopa Kumar thinks that AI in India is still at a very nascent stage and in media it is just being initiated. He adds that though it will take a while to be the prime choice, but once it does, its adoption will be widespread and then the usage of AI in advertising will be across platforms and mediums.
In India, sectors like BFSI, e-commerce and FMCG have been able to make the most of artificial intelligence, big data analysis and machine learning to have better connect with consumers and enhanced consumer experience. But there’s a lot to learn from the daddies like IKEA and Alibaba.
Since AI is an expensive tool and hiring an agency for it is often expensive, advertisers today are looking at building their own in-house AI capacities. With benefits including improved consumer engagement through personalisation, leaner marketing operations and cost savings on ad serving, the return on investment (RoI) prospects are rather appealing for advertisers. What it does require is a heavy initial investment in hardware and software for data collection and processing and acquiring the right talent.
Dentsu Aegis Network chief data officer Gautam Mehra admits that AI is not a magic sauce and it will not change the brand’s RoI overnight and clients (brands) need to understand their business challenges before they plan on investing in these technologies. “The primary challenge for any advertiser is how do you know which data to go after and how do you bring that data into your warehouse (cloud or physical) and maintain that data warehouse to give data insights. Brands need to trust data and have a data driven culture in the organisation,” he adds.
Not all advertisers may understand the technicality of AI and the automation of basic data processes and the implementation of integrated analytics. This is precisely where advertising agencies can help their clients, both as trusted advisers and execution partners.
The lack of good media infrastructure is a barrier to better implementation of AI in India. Our challenge is how do we make AI actionable because our other mediums are not evolved enough and we don’t have programmatic OOH or digital OOH except at airports. Mehra asks how do we bring about a real time change in media when our media itself is not programmatic? While India’s radio is still terrestrial, a majority of set-top boxes for television are not trackable and, therefore, there is reliance on BARC data.
India is still a data-starved market and AI works only on data. Joshi concludes that the biggest challenge for India will be getting the right talent, as we need great data scientists and the best of them ignore the media space.
While India is on its way to becoming AI-ready, some major players including Vodafone, Myntra, Flipkart, HSBC Bank and SBI Bank have started putting in the effort to adopt the technology.
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Gold has evolved from a traditional family heritage to one of the most effective instruments for high-speed liquidity in the rapidly changing financial world of 2026. With 22K gold prices remaining stable at ₹14,440 per gram and 24K gold hitting ₹15,752 per gram as of February 21, 2026, the Indian gold market is seeing a historic increase. A rather small quantity of jewels can now unleash significant cash due to their increased worth.
Finding the best gold loan, however, takes more than simply visiting the closest branch because there are several banks and NBFCs (Non-Banking Financial Companies) vying for your business. It necessitates a strategic grasp of how lenders set their product prices. The cost of borrowing in 2026 is no longer a “one-size-fits-all” number; rather, it is a variable that depends on your loan amount, the state of the market, and particular regulation slabs. You may make sure that you leverage your gold holdings at the best gold loan interest rates by taking a methodical approach.
Recognise the Tiered LTV Framework for 2026
The Reserve Bank of India’s (RBI) introduction of tiered Loan-to-Value (LTV) criteria is one of the biggest changes. Depending on your unique financial needs, this policy directly affects which lender can provide you with the best gold loan.
The LTV limitations for 2026 are set up as follows:
- Loans up to ₹2.5 Lakh: 85% LTV eligibility
- Loans up to 80% LTV are eligible for those between ₹2.5 Lakh and ₹5 Lakh
- Loans over ₹5 lakh are eligible for up to 75% LTV
You must match your borrowing with these levels to determine the lowest gold loan interest rate. Because there is less risk involved, a lender may frequently give a cheaper rate for a 75% LTV plan than for an 85% LTV plan. Choosing a lower LTV bracket is a tried-and-true method to get the finest gold loan conditions if you don’t require the highest amount of cash on hand.
Compare the Offerings of Banks and NBFCs
The best gold loan is determined by your preference for quickness or cheaper cost. The service and pricing differences between ordinary banks and specialised gold lending NBFCs have grown.
Public and Private Banks: The interest rates on gold loans offered by public and private banks are often the lowest on the market, frequently beginning as low as 8.75% to 9.50% annually. Borrowers seeking a long-term or overdraft-like facility who already have a savings account will find it appropriate.
NBFCs: They are the industry leader in offering a genuine, rapid gold loan experience, even if their interest rates may be a little higher than those of banks. They are frequently the best gold loan option for urgent needs when speed surpasses a 1% yearly cost difference, thanks to doorstep services and quick disbursals.
Make Use of Purity’s Power
The most potent “multiplier” in your loan computation is the karat of your jewellery. Lenders have shifted to highly standardised assaying procedures. Declaring high-purity materials helps you get a higher valuation and a better loan amount.
Make sure you are offering hallmarked jewels in order to receive the best gold loan. Because the collateral risk is essentially zero, hallmarked gold (BIS 916) lowers the lender’s uncertainty during appraisal and frequently enables them to provide a more alluring gold loan interest profile.
Consider the Mode of Repayment
The best gold loan is one that doesn’t negatively impact your monthly cash flow. Below are a few repayment options you may consider:
- Bullet Repayment: At the conclusion of the term, which is usually 12 months, you pay the whole amount. Although the cumulative interest cost of the gold loan may be somewhat greater, this is great for short-term liquidity.
- Monthly Interest Payment: You just pay the interest each month; the principal is paid at the end. As a result, the monthly burden is minimal.
- EMI (Principal + Interest): The most organised approach to loan closure is through EMI (principal + interest), which progressively lowers your principal and, as a result, your overall interest expense.
Use a computerised gold loan calculator to determine which option delivers the biggest savings before you sign the contract. Even a 0.5% change in the repayment schedule might save you thousands of rupees on a big loan in the expensive year of 2026.
Be Aware of Unexpected Fees and Penalties
High administrative costs can occasionally be concealed by a low headline interest rate on gold loans. Searching for the finest gold loan requires you to consider the “Total Cost of Credit.”
- Processing costs: For loans up to ₹3 lakh in 2026, several banks provide “Nil” processing costs.
- Make sure valuation fees are clear and do not represent a portion of the loan balance.
- Prepayment and Foreclosure Penalties: You shouldn’t have to pay a large penalty if you decide to end your gold loan early.
- Late Payment Fees: Examine gold loan interest “steps up” if you fail to make a payment. Some lenders charge 2% monthly punitive interest on the past-due balance, which can easily get out of hand.
Conclusion
Finding the greatest gold loan in 2026 requires striking a balance between the historic worth of your gold, i.e., ₹14,440 per gram, and a lender who understands your desire for quickness and transparency. You may make sure that your gold is a bridge to your financial objectives rather than a burden by comparing the tiered LTV brackets and selecting a repayment schedule that corresponds with your income. The knowledgeable borrower usually prevails in a market where gold loan interest rates are more competitive than ever. Spend some time evaluating at least three lenders, confirming that they are in accordance with the RBI as of 2026, and confidently discovering the actual worth of your assets.
FAQs
How much can I borrow in gold today, per gram?
The maximum credit amount for loans under ₹2.5 lakh (85% LTV) is around ₹12,274 per gram as of February 21, 2026, when 22K gold is valued at ₹14,440 per gram. Make sure your decorations are made of pure gold with minimal stone deductions to receive the greatest gold loan value.
Does my gold loan interest rate depend on my credit score?
In general, no. The majority of lenders offering a quick gold loan do not significantly rely on your CIBIL score because it is a secured loan. However, with certain private banks in 2026, having a solid credit history might help you get greater loan amounts or “preferred” gold loan interest rates.
How can I figure out how much interest is due on a gold loan?
The straightforward calculation is as follows: Principal x Annual Rate x Tenure (in years). Many lenders include a best gold loan calculator on their smartphones for a more accurate 2026 figure. This tool automatically adjusts for your selected repayment method and particular LTV tier.
In 2026, would I be able to obtain a gold loan for 18K jewellery?
Yes, most lenders accept 18K gold. However, the interest rate on the gold loan and the value per gram will be different because the purity is 75% as opposed to 91.6% for 22K. Before using the current market cost of ₹14,440 per gram, lenders first convert your 18K weight into a 22K equivalent.
If I close my gold loan early, will I be penalised?
Prepayment penalties are not imposed by the majority of respectable lenders providing the best gold loan in 2026. However, if you end the loan nearly immediately after disbursement, some may demand a minimum interest payment of seven to fifteen days. Verify your agreement’s “Foreclosure” clause at all times.
