The incorporation of AI and operational machine learning will alter the communication industries, including public relations and advertising. Industry experts anticipate that these technologies will significantly affect India’s digital advertising market, which is presently worth at USD 8 billion.
Significant changes are anticipated as a result of generative intelligence, machine learning, Learning Language Models (LLM), and generative AI in Google Ads. By conducting several tests to enhance ad creative for various user groups, Siddharth Jhawar, General Manager of Moloco in India, demonstrated how operational machine learning has the ability to completely transform the market.
Given the diverse linguistic and cultural landscape in India, the adoption of these technologies holds particular importance. Leading companies such as Myntra, Samsung, HDFC, and Tata AIG have already experienced growth rates using AI-driven advertising tools like Performance Max.
Archana Jain, Founder and Managing Director of PR Pundit, emphasised the role of AI in public relations. She noted that AI enables faster and more efficient data analysis, better decision-making, and more effective strategies in the PR industry. Even fundamental tasks like media coverage tracking benefit from AI’s efficiency improvements.
According to McKinsey, AI’s impact on marketing and sales is still a big driver of revenue impact as it penetrates more and more sectors. India’s digital advertising landscape is anticipated to change for the better and become more innovative as a result of the incorporation of AI and machine learning.