Brand visibility is not just about being seen; it's about being relevant and engaging

Imagine you are scrolling through your social media feed when you stumble upon an ad that seems to know you better than you know yourself. Perhaps it's a video featuring your favourite Bollywood star raving about a restaurant you've been meaning to try. This moment of personalised connection isn't just chance—it's the result of a seismic shift in advertising driven by artificial intelligence (AI). According to recent reports, AI is reshaping the advertising landscape, enabling brands to craft campaigns that resonate on an individual level. In the realm of Indian advertising, such personalised experiences are becoming increasingly common, thanks to the integration of artificial intelligence (AI). AI has revolutionised the advertising landscape, empowering brands to create campaigns that resonate deeply with consumers on an individual level. These AI-driven strategies go beyond mere product promotion; they tap into community values and consumer identities, forging stronger connections between brands and their audiences. Gone are the days of static, one-size-fits-all advertising. Today, AI enables dynamic and responsive campaigns that adapt in real time to engage with audiences effectively.

Take, for example, the case of Hyundai Motor, we developed an AI chatbot for the Hyundai Verna, allowing users to engage in conversation directly with the vehicle. This innovation not only personalised user interactions but also adhered strictly to legal guidelines, ensuring the chatbot neither mentioned competitors nor made any inappropriate or controversial statements. Brand visibility is no longer just about being seen; it's about being relevant and engaging in a constantly evolving marketplace. AI-powered campaigns excel at this by staying attuned to consumers' desires and behaviours, ensuring that brands remain integrated into their everyday lives. This adaptability is essential for staying competitive and maintaining relevance in a crowded market. Leading companies like BoAt, Scott Eyewear, Jio BP and Johnson & Johnson across various industries are harnessing the power of AI to drive their advertising strategies. These brands are not just advertising products; they're creating immersive experiences that evolve alongside their audience. By leveraging AI, brands can craft content that resonates on a personal level, setting new standards for effective advertising. In India's competitive market, having strong brand visibility is key to success. AI-driven strategies give companies an edge by offering personalized, relevant, and dynamic advertising. At the core of these strategies is the power of data-driven insights. Think of a bank that understands your financial goals and suggests investment options that match your aspirations. This is the essence of personalization. These strategies stand out, grabbing consumers' attention and making a lasting impression. Looking ahead, the role of AI in advertising is poised to expand further, ushering in a new era of sophisticated and interactive campaigns. AI will not only shape creative endeavours but also inform strategic decision-making, driving innovation across the industry. Moreover, as AI integrates with emerging technologies like augmented reality and the Internet of Things (IoT), brands can expect even more seamless and personalized experiences, redefining consumer engagement in the process. In this evolving landscape, AI isn't just a tool for advertisers—it's a catalyst for transformation, setting new benchmarks for creativity and effectiveness in the global market. Brands that embrace AI-driven strategies will not only enhance their visibility but also deepen their connections with consumers, ensuring long-term success in an ever-changing world.

Sohamm Thakkar, is the co-founder and CEO at ARtmeTech, a creative tech agency based out of Mumbai.