Meta India’s Arun Srinivas on why AI is key to the next phase of digital advertising

As many as 8 in 10 Indian shoppers now discover products via social media, and 96% of them do so through Meta platforms, a study has shown. As content, commerce, and conversations converge, the pressure on brands to adapt is intensifying. In this interview, Arun Srinivas, director & head of ads business (India) at Meta, speaks with Geetika Srivastava about India’s shifting discovery habits, the growing influence of creators, and why AI is key to the next phase of digital advertising. Edited excerpts: