DEPT launches AI powered content studio in India

MUMBAI: Content may be king, but keeping pace with it is becoming a full-time royal headache. Global marketing and technology firm DEPT has launched DEPT Studios in India, bringing its AI-powered content production capability to one of the world’s most complex and fast-moving marketing landscapes as brands race to deliver personalised content at scale.

Built in partnership with Adobe, the platform combines artificial intelligence, creative production and performance insights to help brands streamline content creation and move beyond traditional campaign-led workflows. The goal is simple but increasingly critical: produce more content, faster, without sacrificing quality.

The move comes as marketers grapple with rising demands for localisation and personalisation. In a market as diverse as India, where brands often need to communicate across multiple languages, cultures and consumer segments, conventional production models are struggling to keep up.

DEPT said its new offering is designed to bridge that gap by automating large parts of the content supply chain while maintaining creative standards. The platform is built on Adobe’s technology stack and forms part of the companies’ broader collaboration around AI-led marketing solutions.

Globally, DEPT Studios already operates through a network of more than 500 specialists across 10 locations and supports over 25 enterprise clients, including eBay, Uber and Google. The company said the practice has grown 15 per cent over the past year and plans are in place to create another 50 roles through 2026.

The launch also reflects a wider shift taking place across the advertising and marketing industry, where artificial intelligence is increasingly moving from experimentation to execution. As content volumes rise and turnaround times shrink, agencies and brands are investing heavily in systems that can automate production while still delivering relevance and creative impact.

For DEPT, India represents a key growth market in that transformation. The company said many global content production models are not equipped to handle the scale and complexity required in markets where localisation is no longer optional but expected.

The India rollout is accompanied by changes to DEPT’s regional leadership structure, signalling a deeper commitment to both the country and the wider Asia-Pacific region as demand for AI-led content solutions continues to accelerate.

As brands prepare for a future where content demand is expected to multiply rapidly, the challenge is no longer creating a campaign. It is creating thousands of versions of it and doing so fast enough to stay relevant.