ASCI joins Agency 3.0 forum in Hyderabad to debate AI-led advertising future

HYDERABAD: In Hyderabad’s buzzing ad circuit, the industry is learning that creativity now comes with computation. The city recently hosted a wide-ranging discussion on how artificial intelligence is reshaping advertising, as the Advertising Standards Council of India partnered with the Agency 3.0 Forum on June 11. The gathering brought together more than 100 agency founders and representatives from over 50 agencies to explore how AI is redefining creativity, operations and profitability in what speakers described as the rise of “Agency 3.0”.

Convened by Harmony, the forum framed agency evolution in three stages: Agency 1.0 driven by creative craft, Agency 2.0 shaped by digital transformation, and Agency 3.0 powered by artificial intelligence. Participants said this shift is forcing agencies to rethink value creation, team structures and delivery models.

A key session led by Saheli Sinha of Advertising Standards Council of India focused on AI, trust and responsible advertising. She highlighted how digital transformation has already reshaped India’s advertising ecosystem and described AI as an enabler rather than a disruption.

She added that transparency remains central to brand credibility in an AI-driven landscape.

Advertising Standards Council of India director – operations Saheli Sinha said, “Self-regulation balances innovation, brand trust and credibility. As agencies rethink their models for Agency 3.0, self-regulation and consumer trust are not constraints on growth; they are the foundation of it.”

A panel discussion featuring KV Sridhar of Nihilent, Akshay Gurnani of The Cofoundry, and Turab Lakdawala of Tempest Advertising examined how AI is transforming workflows, agency models and talent pipelines. The session was moderated by Srikant Rajasekharuni.

Speakers agreed that while AI is accelerating execution, human creativity and strategic thinking remain irreplaceable, with a strong emphasis on maintaining originality alongside efficiency.

Highlighting Hyderabad’s growing importance as a creative hub, ASCI’s participation underscored its effort to engage more deeply with regional advertising ecosystems.

ASCI, CEO and secretary-general, Manisha Kapoor said, “Hyderabad’s agency ecosystem is vibrant, ambitious, and asking the right questions about where AI takes the industry. Conversations about responsible advertising practices are more relevant now than ever.”

Harmony founder Srikant Rajasekharuni said: “The agency business is shifting fast, and none of us can do it alone. Margins are tighter, clients and resources are changing, the market is less forgiving, and profitability is now survival. We have to learn from the stalwarts and share openly.”

From the technology side, Navneeth of Convey Labs and 3DM agency said AI should raise quality rather than speed up mediocrity, noting that his firm uses AI voice agents to improve lead conversion from campaigns.

As Hyderabad strengthens its position in India’s advertising landscape, the message from Agency 3.0 was clear: the future of agencies will be intelligent, adaptive and still rooted in trust as its defining currency.