Global Firms Cut Agencies with AI in India

Global corporations are harnessing Artificial Intelligence at their Indian hubs to streamline creative advertising processes. This strategic move allows companies to bring more work in-house, drastically reducing content creation timelines and lessening dependence on external agencies.

Multinational firms are deploying AI tools across various marketing functions. These applications range from generating product visuals and videos to identifying suitable influencers and fine-tuning campaign performance. The appeal of AI lies in its capacity to accelerate and scale content creation efficiently, aiding efforts to control marketing expenditures.

For instance, Kimberly-Clark has achieved a remarkable reduction in content creation time, from approximately a month to just two hours, using an AI platform developed in India. This platform also assists in pinpointing relevant influencers and adapting campaigns for different markets. Similarly, Catalyst Brands is piloting computer-generated product imagery for online listings, aiming to decrease the logistical challenges of traditional photo shoots.

This rise in AI adoption is beginning to reshape the traditional advertising agency model. Analysts suggest that AI's capabilities may put pressure on established agencies, which will need to focus on strategic and creative thinking as key differentiators. A recent survey indicates that nearly all senior marketing leaders are utilizing AI to some extent, with significant investments allocated to this technology within marketing budgets.