Global firms use AI at Indian hubs to bring more ad work in-house

Global companies are using AI at their Indian hubs to bring more ​creative work in-house, cutting turnaround time and ​their reliance on external agencies for advertising as the new technology reshapes the ad industry.

Executives at Kimberly-Clark, J.C. Penney-parent Catalyst Brands and Target India told Reuters that their global capability centers in the country are using AI tools across marketing functions – from generating product images and videos to selecting influencers and optimizing campaigns.