Digital
MMA Global India launches AI Advisory
Mumbai: MMA Global India proudly announces the inauguration of the MMA Global India AI Advisory, a collaborative effort uniting the marketing ecosystem comprising members such as McDonald’s, HP, Microsoft, EY, ReBid, SAS, Netcore, Airtel, Aditya Birla Group, Tata Consumer Products, Bridgestone, CEAT, HDFC Bank, ICICI Bank, L’Oreal India, Mondelez, MakeMyTrip, and many others.
Why AI Advisory?
The subject of AI is fast-evolving, and keeping up with the pace can be challenging. The MMA Global India AI Advisory is here to provide the right platform for industry representatives to discuss challenges, engage in knowledge sharing, and drive collaboration for growth.
“With 3 out of 4 companies already experimenting and scaling, especially in areas like marketing optimization and personalization, our AI Advisory will serve as a compass to enable marketers to harness intelligence and propel innovation. I wish to welcome our AI advisory members and the industry to help shape the future of AI in marketing and together tread the path to AI-powered marketing,” shared MMA Global India country head and board member Moneka Khurana. She further added that “this council serves as a testament to our commitment to fostering collaboration, knowledge sharing, and pushing the boundaries of AI applications in the Indian marketing landscape.”
Objective of the AI Advisory:
The AI Advisory at MMA Global India is committed to driving the adoption of AI applications in marketing at scale. It represents a working coalition of leading marketers and thought leaders focused on applying AI to marketing responsibly and effectively.
What Sets the Advisory Apart:
With a special focus on the Indian market, the MMA Global India AI Advisory ensures marketers have access to relevant content and resources needed to be at the forefront of technological innovation.
Ernst & Young, head & partner and marketing advisory Amiya Swaru sharing his excitement for the launch, said, “The MMA India AI Advisory is a significant initiative; and a commitment to drive effective AI integration in marketing. Through thought leadership, the AI Advisory’s objective is to enable marketers to deliver business goals using effective use of AI and technology.”
Our Experts on the Council Will aim to:
1 Champion AI-Powered Marketing and Branding Tech
2 Foster Knowledge Sharing via Thought Leadership
3 Keep Members at the Forefront of AI Marketing Applications
4 Establish Authority in Marketer Tech and Be the Go-To Council
This group is laser-focused on driving conversations at a micro-level for the industry, with visible outcomes in reports, use cases, surveys, and more. Dedicated solely to the Indian market, the MMA Global India AI Advisory guarantees marketers access to content most pertinent to them, ensuring MMA’s members remain leaders in this generation’s most critical frontier of technological innovation.
“In the realm of AI-driven marketing, the MMA Global India AI Advisory stands as a beacon of industry collaboration. The advisory’s collective mission is clear – to champion AI-powered marketing and pave the way for marketers to not just adapt but lead in this era of transformative technology,” were some strong closing words by another key founding member of the council, ReBid CEO & founder Rajiv Dingra.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
