AD Agencies
The evolution of AI-powered advertising: From targeting to personalisation
Mumbai: Artificial intelligence is one of the transforming phenomena from a trend in modern times when it comes to digital advertising. As Gandharv Sachdeva, an experienced digital expert and India country head of Hybrid, stated, “AI has transformed digital advertising”. He explains how the developments in AI have significantly influenced digital advertising and points out that the biggest impact has been felt in the field of segmentation and personalisation.
Times, when there were no ads with explicit, consistent, and well-targeted messages, are long gone. AI has given rise to digital advertising, which is now data-driven and the application of algorithms has made it possible to run hyper-targeted ads. Apart from enabling a more efficient budget allocation, the user experience has also improved as the right message is shown to the right individuals at the right time.
Predictive analytics is another advancement of AI that is worth mentioning. Predictive analytics allows marketers to optimize their ads to make them more personalised and adapt to consumers’ actions based on historical data and machine learning algorithms. For example, the company selling outdoor equipment can use this technology to suggest products based on what its chosen customers have already bought in its store or what such clients have looked for in specific months of the year. However, such a benefits approach is not only beneficial for achieving marketing goals, but it also helps build a stronger relationship with customers by making communications more relevant and timely.
Moreover, artificial intelligence has been a great tool for the personalization of ads by providing unique and personalised experiences at scale. Now, marketers can apply dynamic content and also adaptive suggestion engines that can be customized to each viewer. A streaming service / OTT platform might integrate AI to show relevant ads based on the content that is being consumed by the users such as sports, travel, adventure, etc. thus increasing user engagement and satisfaction.
In addition to the above, advertising associated with AI also diversifies attention to targeting, personalisation, and achieving maximum optimization. AI algorithms provide a means of identifying the successes and failures of a campaign in real time and can always assist advertisers in making immediate decisions. Brands can then respond quickly to changes in the market because they can always get the best from their budget. For instance, a clothing brand can use AI to target the top five fashion styles while focusing on consumer response rates to get the best out of its budget achievable.
In a nutshell, artificial intelligence in advertising has brought about a paradigm shift in the way brands interact with their audiences. AI can now be used by marketers to reach their target customers with the use of customized ads, personalisation, and optimisation in real time. The advancement of technology creates new ways and opportunities for the ad industry with AI being one of them, which will push the change and establish new marketing standards. Nevertheless, the rise of AI in digital advertising is just as important as ensuring that advertisements follow all ethical standards and practices. Marketers must balance individualisation and privacy, in which the consumers’ data are used proportionately and transparently.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
