Priya Nair appointed new CEO and MD of Hindustan Unilever, to succeed Rohit Jawa

Microsoft's Cindy Rose to succeed Mark Read as WPP CEO

‘Sham’, ‘scam’: Cannes Lions-award winning ads under public scrutiny

30% surge in footfalls, 40% repeat fans, why India's concert economy is exploding

Digital Entertainment Summit 2025: The Highlights

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

At Google Marketing Live India 2025, the tech giant unveiled a comprehensive suite of AI-powered advertising tools aimed at helping brands reach the modern Indian consumer, who now navigates an increasingly complex web of digital touchpoints daily. With 80% of Gen Z relying on Google Search for shopping, research and decision-making, and 87% of Indian consumers discovering new products on Google and YouTube, the company underscored its vision of turning these platforms into full-funnel marketing ecosystems.

One of the biggest announcements was the launch of ads within AI Overviews, Google’s generative AI search summaries. Set to go live in English on mobile and desktop in India later this year, these AI Overviews will now include Search and Shopping ads when relevant, offering businesses new routes for discovery.

On YouTube, the company is expanding Shoppable CTV (Connected TV) features with interactive tools like QR codes and “send to phone” functionality, transforming passive viewing into actionable engagement. In tandem, YouTube Masthead ads are now shoppable on mobile, aligning with the upcoming festive season to help brands convert inspiration into immediate purchases.

To address creative bottlenecks, Google also announced ‘Generated for You’ within Product Studio, an AI tool that automatically creates product visuals and videos aligned with brand aesthetics and seasonal trends. This feature aims to reduce production time while maintaining quality and relevance across campaigns.

Google is also doubling down on smarter campaign performance with AI Max for Search Campaigns, which boosts conversions through enhanced targeting and creative generation. Early testing by re-commerce brand Cashify showed a 15% rise in conversions using the tool.

Additionally, a new Retention Only Mode in Performance Max was launched to help brands focus exclusively on re-engaging high-value or dormant users, addressing a long-standing challenge in digital marketing.

Read More: <a href="https://www.storyboard18.com/advertising/google-expands-ai-driven-ads-in-india-betting-on-generative-search-to-power-growth-73964.htm">Google expands AI-driven ads in India, betting on generative search to power growth</a>

Further easing marketing complexities, Google is introducing agentic AI capabilities across Google Ads and Analytics to support campaign setup, optimisation and troubleshooting. These "agents" are expected to significantly reduce manual effort across workflows.

Read More: <a href="https://www.storyboard18.com/advertising/u-s-court-finds-google-guilty-of-monopolizing-digital-adtech-market-62611.htm">U.S. Court finds Google guilty of monopolizing digital AdTech market</a>

Lastly, updates to Meridian, Google’s open-source Marketing Mix Model, include a new API for reach/frequency metrics and an interactive budget planner. New cross-channel measurement features in Google Analytics, including a metric called attributed brand searches, will give advertisers a clearer view of how video ads impact organic search. With these updates, Google aims to empower Indian marketers with AI-led solutions that drive growth, improve efficiency, and bridge inspiration with conversion.

Read More: <a href="https://www.storyboard18.com/digital/turkeys-competition-board-imposes-8-9-million-fine-to-google-74097.htm">Turkey's competition board imposes $8.9 million fine to Google</a>

Google showcases AI-driven ad tools; targets discovery and retention across Search and YouTube

In the ever-evolving world of social media, content creators have emerged as the new-age celebrities. With millions of followers and lucrative brand deals, they wield significant influence. However, the glitz and glamour come with a darker side - hate and harassment. 

In a revealing panel discussion moderated by Delshad Irani for Storyboard18, prominent content creators Ankush Bahuguna, Shibani Bedi, and Raj Grover opened up about their experiences with online hate on platforms like YouTube and Instagram, shedding light on the challenges they face in maintaining their mental health and authenticity.

Also Read: <a href="https://www.storyboard18.com/brand-makers/these-creators-reject-betting-ads-despite-3x-payouts-heres-why-73607.htm">These creators reject betting ads despite 3x payouts - here’s why</a>

The Rise of the Creator Economy

The discussion began with a reflection on the creators' journeys. Ankush Bahuguna, who started with Shibani Bedi in videos for publications, highlighted the shift from traditional media to the self-driven world of social media. "We were already scripting and featuring in videos. When social media platforms boomed, we thought, 'Why are we doing this for others when we can be a brand ourselves?'" he shared.

Bedi echoed this sentiment, recounting her journey from an actor to an Instagram creator during the COVID-19 pandemic. "I aggressively started posting content during COVID, and suddenly, the revenue started coming in. It became a full profession," she explained.

Raj Grover, who began his journey at the tender age of 13, noted the lack of guidance in his early days. "There were no proper creators back then. I started for fun, and it became what it is now," he said.

The Unseen Battle with Hate

Despite the success, the creators unanimously agreed that hate and negativity remain significant challenges. "The audience is brutal everywhere," Bahuguna admitted. "I think the major difference between Instagram and YouTube is also that YouTube people go with intention.”

Bedi, who has faced age-related shaming, shared her experience of being objectified. "It's not about the content; it's personal attacks like 'buddi,' which means old," she revealed, highlighting the viciousness of online trolls.

Grover, on the other hand, attributed his relatively positive experience to his family-friendly content. "My audience is very loyal. On YouTube, they are happy, but on Instagram, hate can come for your character," he noted. “If you are getting hate on Instagram, you'll get hate on your character and your everything. But on YouTube, you get hate for your content or sometimes as a person also,” he added.

Navigating the Fine Line Between Commerce and Creativity

The panel also delved into the struggle of balancing commercial viability with creative integrity. "There are brands that want your video to be an ad, and they control everything down to the clothes you wear," Bedi explained. "I try to be authentic and only endorse products I believe in."

Bahuguna emphasized the importance of negotiating creative freedom with brands. "You're paying me to conceptualize the video. Don't do my job. If you do, both of us won't benefit," he advised.

The Looming Threat of AI

As the discussion progressed, the creators expressed their concerns about the rise of artificial intelligence (AI) and its impact on the creator ecosystem. "AI can standardize the industry, making it less creative," Bahuguna cautioned. "It's scary to think brands can use AI to create with your likeness without you being involved."

Bedi added, "Our jobs are going to get very redundant very soon, which is what I fear. It's all improving and everything is evolving very fast. In the next one year, what the world is going to look like or what this ecosystem will look like is nobody knows."

Coping with Burnout and Seeking Balance

The conversation concluded on a reflective note, addressing the mental health challenges faced by creators. Bedi described the burnout as an isolating experience. "Creation is a very isolating job. The chase is never-ending, and it's tiresome," she confessed.

Bahuguna shared his approach to combating burnout by diversifying his content. "When I feel burnt out, I try something new. That's how I got into beauty content," he explained.

Grover, whose family plays an integral role in his content creation, highlighted the importance of support. "My parents help me a lot. The team support helps in burnout phases," he said.

A Call for Empathy and Understanding
As the panel wrapped up, the creators urged for greater empathy and understanding from audiences. "Everyone's an expert on the internet, but it's important to remember there's a person behind the screen," Bahuguna concluded.

Watch the whole episode here:

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From viral to vulnerable: Indian content creators speak out on hate on different platforms

A sweeping study of X’s Community Notes reveals that over 90 percent of the platform’s crowd-sourced fact-checking posts never get published, raising questions about Elon Musk’s signature misinformation-fighting tool even as the platform navigates leadership turmoil and the challenges of viral falsehoods.

<a href="https://www.storyboard18.com/brand-makers/linda-yaccarino-steps-down-from-x-as-ceo-73686.htm">Read more: Linda Yaccarino quits as CEO of Elon Musk's X</a>

<a href="https://www.storyboard18.com/advertising/x-to-charge-advertisers-based-on-ad-size-says-elon-musk-72552.htm">Read more: X to charge advertisers based on ad size, says Elon Musk</a>

The report, released Wednesday by the Digital Democracy Institute of the Americas, analyzed the complete public dataset of 1.76 million Community Notes published on X between January 2021 and March 2025. Despite being marketed as a scalable and transparent tool for combating misinformation, the system’s publication rate remains strikingly low: more than 90 percent of submitted notes fail to reach the public, as per reports citing the study. 

For a program marketed as fast, scalable, and transparent, these figures should raise serious concerns, the researchers said, according to AFP.

The study comes amid turbulence at X, where CEO Linda Yaccarino announced her resignation this week after two years leading the company through a turbulent overhaul under Elon Musk. Her exit coincides with fresh controversy over X’s AI chatbot Grok, which drew fire for anti-Semitic remarks praising Adolf Hitler and posts insulting Islam.


<a href="https://www.storyboard18.com/how-it-works/from-a-walled-garden-to-a-concrete-jungle-advertisers-on-xs-hashtag-ban-and-vertical-ad-pricing-72711.htm">Read more: Advertisers on X’s hashtag ban and vertical ad pricing: Inward focus could trigger lower ad spends</a>

X’s Community Notes system, now mirrored by platforms including Meta and TikTok, relies on volunteers to add context or corrections to posts, with publication contingent on receiving “helpful” ratings from users with diverse perspectives. However, as the volume of submitted notes has grown, the system has become clogged, particularly in English, with many notes remaining unrated or lacking consensus, effectively leaving them in limbo.

Among English-language notes, the publication rate fell from 9.5 percent in 2023 to just 4.9 percent in early 2025, the report found. Spanish-language notes fared better, with rates increasing from 3.6 percent to 7.1 percent in the same period.

One of the system’s most prolific contributors was not a human but a bot-like account flagging crypto scams, submitting more than 43,000 notes between 2021 and March 2025, with only 3.1 percent going live.

As X grapples with leadership changes and the challenges of misinformation in a high-velocity news environment, the limitations of its flagship fact-checking program highlight the complexities facing social media platforms seeking scalable solutions to content moderation.

<a href="https://www.storyboard18.com/digital/govt-didnt-ask-x-to-block-reuters-calls-it-technical-glitch-73089.htm">Read more: Govt didn’t ask X to block Reuters, calls it technical glitch</a>

Study finds most of X’s Community Notes never see the light of day

Amid growing industry unease over manipulation, synthetic media and the unchecked use of artificial intelligence, the Cannes Lions International Festival of Creativity will implement sweeping new accountability measures for all entries beginning in 2026, the festival announced during its 2025 edition.

The changes follow the unprecedented withdrawal of Lion-winning work this year, a move that highlighted the urgency of rethinking standards in the face of rapidly advancing AI technologies.

“The industry landscape is changing at lightning speed,” said Simon Cook, chief executive officer, LIONS. “And, in common with the rest of the industry, Cannes Lions is adapting at pace to meet this.”

Cook added: “At the heart of the Lions is creativity that drives growth. These renewed standards reflect our responsibility to both provide a platform for, and protect the value of creativity, and reinforce that creative excellence should be synonymous with creative integrity.”

Under the updated framework, all submissions—including case films, written materials, data and claims—will require approval from the entrant company’s business leader and a senior marketer from the commissioning brand. These declarations will confirm that entries are factually accurate, responsibly sourced and reflective of real-world outcomes.

To bolster enforcement, Cannes Lions will introduce a dual-layer verification process that pairs manual checks with AI-led analysis to examine the veracity of each claim submitted. Juries will also have access to independent data and measurement experts throughout the judging process to review impact claims, campaign effectiveness, media impact and data interpretation.

The festival will further codify these measures in its new AI Integrity Handbook, which will define global standards for awards integrity in the AI era, clarifying what is acceptable, what must be disclosed and what would constitute a breach.

“Cannes Lions reserves the right to disqualify or withdraw any awards entry at any stage of submission or judging, including after a Lion has been awarded if material misrepresentation is found. This includes the right to request additional documentation or testimony from entrants or clients at the highest level of seniority," stated the Festival.

Companies found to have knowingly submitted false or misleading work could face bans of up to three years, with jury eligibility also subject to revocation. Disputes will be handled by a newly formed Integrity Council comprising legal, ethical and independent industry experts, with entrants allowed to respond and appeal within a defined timeframe.

“Creativity is only valuable if it’s credible,” Cook added. “And credibility must be earned, not assumed. These timely changes mark the beginning of a new era for us all — not just for Cannes Lions, but for the future state of global creative marketing.”


Cannes Lions to impose stricter integrity standards including three-year ban amid AI concerns

Google will expand ads within its AI-powered search experiences to India later this year, aiming to monetize its generative AI tools in its largest user market.

The company said ads will appear within AI Overviews, its AI-generated search summaries, on desktop and mobile, labeled as “Sponsored,” when relevant to user queries. The move follows tests in the US and comes alongside the rollout of AI Mode, Google’s answer-engine search experience, in India.

“At a time when people discover and make decisions in new ways, this expansion gives businesses more opportunities to reach audiences,” said Dan Taylor, Google’s Vice President of Global Ads, at Google Marketing Live India.

Advertisers using Performance Max, Shopping, Search, and AI Max campaigns will be eligible to place ads in AI Overviews and AI Mode. Google is also launching “Generated For You” in Product Studio, which uses AI to create images and videos for campaigns across Google platforms.

<a href="https://www.storyboard18.com/amp/digital/european-publishers-challenge-google-over-ai-search-summaries-73129.htm">Read more: European publishers challenge Google over AI search summaries</a>

The company previewed “agentic” AI tools for Google Ads and Analytics that will suggest keywords, audiences, and insights to optimize campaigns automatically.

On YouTube, Google is rolling out shoppable connected TV ads and mobile mastheads in India, tapping into what it says is the most-watched streaming platform on televisions in the country.

Early tests of Google’s new AI ad tools have shown promise, with Cashify reporting a 15 percent increase in conversions, and Swiggy cutting re-engagement costs by nearly two-thirds using Retention Mode.

India remains critical for Google’s future growth, with gross ad revenues rising 11.3 percent year-on-year to ₹31,221 crore in FY24.

<a href="https://www.storyboard18.com/digital/google-to-retire-ad-sharing-feature-signaling-full-shift-toward-asset-based-advertising-73815.htm">Read more: Google to retire ad sharing feature, signaling full shift toward asset-based advertising</a>

<a href="https://www.storyboard18.com/digital/openai-set-to-take-on-google-chrome-with-ai-powered-browser-73745.htm">Read more: OpenAI set to take on Google Chrome with AI-powered browser</a>

Google expands AI-driven ads in India, betting on generative search to power growth

Two fast-growing AI companies, OpenAI and Perplexity, have unveiled plans for full-featured browsers aimed squarely at Google Chrome. With OpenAI preparing a Chromium-based browser embedding its conversational agent and Perplexity already launching its AI-native Comet browser in beta, advertisers must brace for a significant shift in how digital ads are served, tracked and experienced.

From Chrome to AI browser battlegrounds

Google Chrome has been a silent workhorse for Alphabet’s ad business, collecting user data that fuels targeted search and display advertising. But AI-native browsers are poised to disrupt this pipeline, pulling user attention, and valuable intent signals, into chat-based, task-completion interfaces. OpenAI’s browser, rolling out soon, will blend conversational search with “Operator,” an assistant capable of booking flights or filling forms. Perplexity’s Comet, now in $200/month beta, offers a sidebar AI assistant that summarizes emails, books travel and performs real-time search within a conversational framework.

Redefining Ad Slots: from banners to AI mentions

Traditional ad strategies focus on securing prime placement in blue-link results or within display ad slots. AI browsers, however, collapse these boundaries. Brands will soon be vying for mentions within AI-generated answers or agent-driven recommendations, shifting the locus of ad spend from keyword bidding to conversational visibility. Perplexity, for instance, has begun testing “sponsored follow-up questions” that seamlessly embed ad content within its chat responses.

A New Data and Privacy Paradigm

AI-native browsing will reshape how user data is captured. Perplexity’s Comet emphasizes local data storage and claims it does not train its models on user content, aiming for a privacy-forward positioning. Still, its CEO has acknowledged plans to leverage behavioral signals for “hyper-personalized” advertising, signaling that a new form of targeting could emerge: contextual, intention-driven and tied directly to live user interactions.

OpenAI, with its own browser and chat integrations, could gather even richer user signals, potentially offering advertisers a new channel for precise, privacy-aligned targeting that bypasses traditional tracking reliant on cookies.

Google under pressure - but prepared

As user attention shifts toward AI interfaces, Google’s ad machine faces a clear threat. Even a modest user migration to AI browsers could impact the data volume and search queries flowing through Google, forcing a rethink of its ad strategies. Google has already responded by rolling out AI-powered summaries and conversational features within Search and Chrome, aiming to retain users within its ecosystem.

Transparency and trust

Brands will demand transparency in these new environments. Unlike a search results page where multiple links are visible, AI responses often provide a single authoritative answer. Advertisers will need assurances on how content is selected for inclusion, how bias is avoided and how brand safety is ensured.

Preparing for an AI-first ad future

For advertisers, the rise of AI browsers means testing new models: conversational sponsorships, branded answers and agent-based recommendations. It also means rethinking measurement, creative strategy and attribution as the click-centric world gives way to AI-mediated transactions.

<a href="https://www.storyboard18.com/digital/openai-set-to-take-on-google-chrome-with-ai-powered-browser-73745.htm">Read more: OpenAI set to take on Google Chrome with AI-powered browser</a>

<a href="https://www.storyboard18.com/digital/perplexity-launches-ai-powered-browser-comet-aims-at-google-chromes-68-market-share-73756.htm">Read more: Perplexity launches AI-powered browser 'Comet'; aims at Google Chrome’s 68% market share</a>

Chrome killers? How OpenAI and Perplexity AI browsers could rewire Google’s ad empire

Nvidia-backed Perplexity AI has launched Comet, a new AI-powered web browser that blends conversational search with agent-like functionality, Reuters reported. Comet is designed to think, act and decide on behalf of its users—marking a significant step in the evolution of agentic AI.

As per the Reuters report, Perplexity’s ambition with Comet is to move beyond traditional click-and-search models and create a seamless, task-oriented digital assistant. Users can now ask questions, compare products, schedule meetings and summarize webpages, all within one fluid interface. The browser also positions itself as a power tool for productivity and research, aimed at those who want speed, simplicity and smarter responses.

Comet enters a crowded space dominated by Google Chrome, which held a 68% share of the global browser market as of June 2025, as per StatCounter. But Perplexity is betting on the rise of AI-native interfaces and a growing appetite for privacy-aware tools. The browser avoids training on user data and stores information locally—tapping into increasing consumer concerns around surveillance and data mining.

Read More: <a href="https://www.storyboard18.com/brand-marketing/days-after-axing-thousands-of-jobs-microsoft-says-ai-helped-save-over-500-million-73731.htm">Days after axing thousands of jobs, Microsoft says AI helped save over $500 million</a>

Currently, Comet is available to subscribers of Perplexity Max at $200/month, it will gradually roll out to more users via invites this summer. Backed by marquee investors including Jeff Bezos, SoftBank and Nvidia, the launch reflects a strategic play to expand Perplexity’s footprint from AI search into browser, commerce and ad ecosystems.

Notedly, major publishers like News Corp, Forbes and Dow Jones have criticized Perplexity for unauthorized content usage. In response, the company has introduced a publisher partnership program in a bid to address copyright concerns and foster collaboration.

Read More: <a href="https://www.storyboard18.com/digital/openai-set-to-take-on-google-chrome-with-ai-powered-browser-73745.htm">OpenAI set to take on Google Chrome with AI-powered browser</a>

Read More: <a href="https://www.storyboard18.com/digital/today-in-ai-open-ai-starts-study-together-feature-scientists-create-biological-ai-deepseek-scales-up-hiring-73634.htm">Today in AI | Open AI starts 'study together' feature | Scientists create 'biological AI' | Deepseek scales up hiring</a>

Perplexity launches AI-powered browser 'Comet'; aims at Google Chrome’s 68% market share

OpenAI is gearing up to launch its own AI-powered web browser, aiming to disrupt a market long dominated by Google Chrome, Reuters reported. The browser is expected to debut in the coming weeks and is designed to transform how users interact with the web, using artificial intelligence at its core.

This move signals a major expansion of OpenAI’s ecosystem, giving it direct access to user web activity, a key source of data that currently fuels Google's ad business. Chrome, with over 3 billion users globally, is not only a dominant browsing tool but also a critical engine for Google’s advertising revenue, which constitutes nearly 75% of Alphabet’s total income. 

By creating its own browser, OpenAI could route user interactions through a ChatGPT-like interface, reducing the need for traditional search clicks and changing how users discover and interact with content.

As per the Reuters report, OpenAI’s browser will integrate AI agents capable of executing tasks for users like booking reservations or filling out forms directly within websites. This creates a seamless and assistive browsing experience, positioning the browser as a powerful new hub for OpenAI’s broader suite of AI services.

Read More: <a href="https://www.storyboard18.com/brand-marketing/openai-cuts-ties-with-scale-ai-after-meta-partnership-71084.htm">OpenAI cuts ties with Scale AI after Meta partnership</a>

The company already claims 3 million business users for ChatGPT and is expanding into hardware, having acquired AI device startup “io” earlier this year in partnership with Jony Ive.

Despite Chrome’s commanding market share, OpenAI is not alone in its ambitions. Other AI-focused browsers such as Perplexity’s Comet and The Browser Company’s Arc have entered the field with smart browsing and automation features.

Read More: <a href="https://www.storyboard18.com/brand-makers/openai-vs-meta-ai-talent-war-pushing-compensation-sky-high-72307.htm">OpenAI vs Meta: AI talent war pushing compensation sky high</a>

Read More: <a href="https://www.storyboard18.com/digital/today-in-ai-open-ai-starts-study-together-feature-scientists-create-biological-ai-deepseek-scales-up-hiring-73634.htm">Today in AI | Open AI starts 'study together' feature | Scientists create 'biological AI' | Deepseek scales up hiring</a>

OpenAI set to take on Google Chrome with AI-powered browser

Microsoft has reportedly saved more than $500 million by deploying artificial intelligence tools across its operations, but the news hasn't landed well - especially with the thousands of employees recently shown the door.

During a recent presentation, Chief Commercial Officer Judson Althoff revealed that the tech giant slashed over half a billion dollars in costs at its call centers last year, citing AI's impact on productivity in sales, support, and software engineering, Bloomberg reported.

Also Read: <a href="https://www.storyboard18.com/digital/microsoft-layoffs-xbox-executive-suggests-laid-off-workers-turn-to-chatgpt-for-career-advice-73139.htm">Microsoft layoffs: Xbox executive suggests laid-off workers turn to ChatGPT for career advice</a>

However, the timing of the announcement has sparked controversy. Althoff's remarks came just a week after Microsoft executed its third major round of layoffs this year, cutting over 9,000 jobs and bringing total job losses in 2024 to nearly 15,000.

The juxtaposition of celebrating AI-enabled savings while workers are being let go has drawn criticism from both inside and outside the company.

Tensions escalated when a now-deleted LinkedIn post by Xbox Game Studios producer Matt Turnbull attempted to soften the blow of job losses by suggesting tools like ChatGPT and Microsoft's own Copilot could help affected employees "manage the cognitive load" of being laid off.

Also Read: <a href="https://www.storyboard18.com/how-it-works/microsoft-lays-off-830-employees-in-home-state-of-washington-72982.htm">Microsoft lays off 830 employees in home state of Washington</a>

The comment was widely viewed as out of touch and further deepened employee discontent.

While Microsoft has not confirmed whether the layoffs are a direct result of AI replacing human roles, the optics are hard to ignore.

The company posted a staggering $26 billion in profit and $70 billion in revenue in the most recent quarter. It has also overtaken Apple in market capitalization and trails only Nvidia in valuation - fuelled largely by its aggressive investment in AI, the report added.

Microsoft has earmarked a whopping $80 billion for AI infrastructure in 2025 and continues to court top-tier research talent, making its AI ambitions abundantly clear. 

But for many former employees, the messaging around AI-driven efficiency is ringing hollow - especially when it comes on the heels of pink slips.

Also Read: <a href="https://www.storyboard18.com/how-it-works/big-tech-layoffs-microsoft-to-lay-off-9000-people-in-bid-to-rein-in-costs-amid-ai-push-72756.htm">Big Tech Layoffs: Microsoft to lay off 9,000 people in bid to rein in costs amid AI push</a>

Days after axing thousands of jobs, Microsoft says AI helped save over $500 million

India's job sector is undergoing a major transformation, with excessive dependencies on Artificial Intelligence by freshers becoming a complex challenge for recruiters in the country. The AI era has become a double-edged sword for companies--while productivity has improved, over-reliance on AI technology has impacted employees' critical thinking, originality, and problem-solving traits. 

Last month, US-based Massachusetts Institute of Technology (MIT) revealed shocking details about people who use OpenAI's ChatGPT tool significantly in their routine. The study concluded that ChatGPT users have lower brain engagement and consistently "underperformed" at the neural, linguistic, and behavioural level. Notably, Mary Meeker's research on AI usage trends discovered that India tops the chart with the highest ChatGPT mobile app users globally, at 14 percent.

<a href="https://cms.storyboard18.com/how-it-works/hiring-activity-jumps-11-in-june-freshers-see-double-digit-growth-naukri-jobspeak-72719.html">Hiring activity jumps 11% in June, freshers see double-digit growth: Naukri JobSpeak</a>

Mita Brahma, HR Head at NIIT, said that employees' over-dependency on AI is a massive threat for recruiters that is looming in the job sector currently. "Employees' foundational cognitive and collaborative skills are not developed due to AI dependencies," she added, "This can lead to tech-dependent superficial capabilities that don’t translate into real-world performance".

'Rise of flashy resumes'

Arindam Mukherjee, co-founder of the skilling platform NextLeap, said he has observed a surge in fake resumes that are ATS-compliant and do not give a true picture of the candidate's real skills.

"AI agents can now apply for jobs on your behalf. AI resume builders can make your resume look like you are the best candidate, AI tools can complete the take-home assignment in minutes, and AI interview co-pilots can run in the background, assisting you in your virtual interview".

<a href="https://cms.storyboard18.com/how-it-works/govt-approves-employment-linked-incentive-scheme-disburses-rs-99446-crore-for-job-creation-72642.html">Govt approves Employment Linked Incentive scheme, disburses Rs 99,446 crore for job creation</a>

Anil Ethanur, Co-founder, Xpheno - a specialist staffing firm, underscored that enterprises are not just facing a challenge of 'wrong hires', but also 'wrong drops' in the AI-era. Ethanur said that there are a lot of ‘false positives’ candidates in the AI ecosystem, who are disguised as 'ideal fit' employees. "The noise of and from AI-enhanced resumes is a significant dilution of the quality of recruitment processes and also causes cost-time-&-resource wastage for employers," according to Ethanur. Besides, AI tools have also been noted to cause 'false negatives' where candidates with a good fit get wrongly knocked out as low fits.  "The chances enterprises incurring higher costs of 'wrong hires' are much higher in the current stage of the AI era," he added.

Pranay Kale, Chief Revenue & Growth Officer, foundit, said that AI tools like ChatGPT, GitHub Copilot, and AI-enhanced resume builders have become second nature to younger job seekers. Therefore, Kale said that, "The Line between AI-assisted performance and actual capability is becoming increasingly blurred".

'Affected sectors'

While AI has crossed industries and functions, experts told Storyboard18 that sectors where creativity and judgment are central should be cautious when they onboard a new employee, particularly with 0-5 years of experience, into their organization. For instance, fields where content creation is a key task – research and development, publishing, media, advertisement, and journalism- should select the candidates carefully, Brahma said. 

<a href="https://cms.storyboard18.com/digital/ai-does-up-to-50-of-the-job-at-salesforce-says-ceo-marc-benioff-72078.html">Salesforce CEO Marc Benioff on how AI does up to 50% of the job at the company</a>

"In these fields, an overdependence on generative AI tools like ChatGPT without domain depth can lead to poor judgment, flawed insights, or even compliance risks. Hence, hiring in these sectors must include rigorous domain-specific assessments, ethical reasoning tests, and real-world simulations," she said.

According to TeamLease EdTech's founder and CEO, Shantanu Rooj, industries that rely heavily on analytical thinking, ethical reasoning, and real-time problem-solving must be more deliberate and rigorous during hiring. Sectors such as consulting, financial services, legal advisory, and research demand professionals who can interpret nuance, deal with ambiguity, and make judgment calls based on context - all areas where AI currently falls short. Rooj added that education sector can also take a hit if the recruitment of teachers is not done correctly. "Teachers and professors who are overly dependent on AI tools risk diluting the learning experience rather than enriching it". 

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Experts unanimously agreed that the hiring process should measure independent cognition, contextual reasoning, and original problem-solving skills that AI alone cannot supply when hiring a professional.

Dr Sangeeta Chhabra, Co-Founder & Executive Director, AceCloud, added, "leaders must go beyond assessing technical expertise and focus on attributes such as problem solving, adaptability, and the ability to collaborate effectively with intelligent systems to filter the right talent".

Ankit Aggarwal, founder & CEO of Unstop, suggested that founders look beyond the resumes and give students real-time problems from solving different brands to help them showcase their ideas and problem-solving abilities.

Aggarwal said that "hackathons, coding challenges, case study competitions, quizzes," can help in testing the real skills of the employees. 

'Dangers of over-reliance on AI'

According to Kale, the automation bias could contribute to structural unemployment and skill atrophy in certain sectors. Kale says that AI may erode critical thinking, problem-solving, and creativity, especially among early-career professionals. "If individuals lean too heavily on AI to automate outputs or make decisions without understanding the 'why' behind them, we risk developing a workforce that is skilled in using tools but lacks foundational cognitive depth," Kale argued.

In contrast, Ethanur said that AI addiction will not lead to higher unemployment rates. He projected that a significant change in the job market will be driven by the mainstream arrival of AI in low to mid-cognitive functions. "The phase when this redefinition happens on a large scale will have to coincide with the arrival of sufficient AI-enabled and AI-dependent talent pools into mainstream employment".

Rooj upheld that the next decade will not be defined by AI replacing people but by people who can meaningfully work with AI. For instance, roles like "prompt engineering, AI oversight, ethical data governance, and human-AI interface management" will gain traction.

"AI should empower, not diminish, the human edge, and it’s up to all of us to ensure we strike that balance," Chhabra noted.

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