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Former U.S. President Donald Trump has fired two top copyright officials, including the head of the U.S. Copyright Office, Shira Perlmutter, shortly after the agency warned tech companies not to use copyrighted content for training AI without permission, CBS News reported.

He also removed Carla Hayden, the Librarian of Congress, who had appointed Perlmutter in 2020. These back-to-back firings have sparked concerns that Trump is trying to influence copyright laws to favor certain tech interests, especially those connected to Elon Musk.

Why were they fired?

As per the media reports, just days before her dismissal, Perlmutter’s office released a major report that said AI companies can’t freely use online content to train models unless they get proper permission from creators. This stance challenges how companies like OpenAI, Meta and Musk’s xAI train their AI tools, often using massive online datasets without clear licenses.

Congressman Joe Morelle called the firing political and said it came just after Perlmutter refused to support Musk’s position. He said there was no legal reason to fire her and accused Trump of interfering with a neutral government office. The Copyright Office’s report warned that using copyrighted works without permission could be illegal. This challenges the tech industry's argument that AI training qualifies as “fair use” — a legal loophole they’ve leaned on to avoid licensing content.

On the other hand, India too is currently debating similar copyright questions. The government has set up a committee to study how AI should be regulated under the Copyright Act of 1957. Some Indian publishers have already taken OpenAI to court, claiming it used books and news articles without permission to train its models.

Read More: <a href="http://Major advertisers reject claims of conspiring to boycott X, urge US court to dismiss Elon Musk-led lawsuit">Major advertisers reject claims of conspiring to boycott X, urge US court to dismiss Elon Musk-led lawsuit</a>

Read More: <a href="https://www.storyboard18.com/social-media/meta-urges-judge-to-dismiss-ftc-monopoly-case-over-instagram-whatsapp-deals-66129.htm">Meta urges judge to dismiss FTC monopoly case over Instagram, WhatsApp deals</a>

Read More: <a href="https://www.storyboard18.com/how-it-works/india-doing-very-well-increase-manufacturing-in-america-donald-trump-tells-apple-ceo-tim-cook-66065.htm">'India doing very well, increase manufacturing in America': Donald Trump tells Apple CEO Tim Cook</a>

Trump fires U.S. copyright Chief after report criticizes AI training practices

A coalition of global advertisers, including Nestlé, Shell, and Abbott Laboratories, has asked a federal judge in Texas to dismiss a lawsuit filed by X Corp., the company formerly known as Twitter, rejecting allegations that they coordinated a boycott of the platform.

In a joint court filing this week, the companies contended that their decisions to suspend advertising on X were made independently and reflected concerns over the platform’s content moderation practices following its acquisition by Elon Musk in 2022. The filing argues that these choices were not part of any organized campaign, but rather responses to what the advertisers described as a deteriorating brand environment.

The lawsuit, originally filed by X in August 2024 and later expanded, accuses the World Federation of Advertisers (WFA) and several corporations of violating federal antitrust laws. Central to the complaint is the role of the Global Alliance for Responsible Media, or GARM, a WFA initiative that X alleges facilitated a “massive advertiser boycott” to coerce the platform into adhering to certain brand safety standards.

The defendants have denied those claims, asserting that the platform’s advertising losses were the result of internal decisions made under Musk’s leadership. Citing a spike in antisemitic and other objectionable content, the advertisers argued that X had become a less viable platform for brand messaging after it scaled back moderation and reinstated previously banned accounts.

“X Corporation’s suit is an attempt to use the courthouse to win back business it lost in the free market, after alienating customers through its own actions,” the companies said in their legal response.

X has alleged that the withdrawal of advertising caused billions of dollars in lost revenue during the final months of 2022, harming its competitive position in the digital ad market. The company maintains that a coordinated effort among advertisers led to this decline.

The WFA, which ceased operations of GARM in August 2024 following the onset of litigation, has also denied any wrongdoing. “Antitrust law does not require advertisers to continue supporting a platform that degrades the quality of its service,” the group’s filing stated.

Read More: <a href="https://www.storyboard18.com/social-media/meta-urges-judge-to-dismiss-ftc-monopoly-case-over-instagram-whatsapp-deals-66129.htm">Meta urges judge to dismiss FTC monopoly case over Instagram, WhatsApp deals</a>

Despite the legal dispute, X has recently shown signs of a modest recovery. In March, the market research firm Emarketer projected that the platform would generate $1.31 billion in U.S. advertising revenue in 2025, a 17.5 percent increase and its first annual growth since Musk’s takeover. Industry giants including Amazon, Disney, and Comcast have reportedly resumed limited advertising.

The court has not yet ruled on whether the case will proceed to trial. In the meantime, the advertisers insist their actions were lawful and based on independent business considerations and not the result of collusion.

Read More: <a href="https://www.storyboard18.com/how-it-works/india-doing-very-well-increase-manufacturing-in-america-donald-trump-tells-apple-ceo-tim-cook-66065.htm">'India doing very well, increase manufacturing in America': Donald Trump tells Apple CEO Tim Cook</a>

Major advertisers reject claims of conspiring to boycott X, urge US court to dismiss Elon Musk-led lawsuit

By introducing advertisements in India, Amazon Prime Video is signaling a significant shift not only for the global streaming giant but also for the rapidly evolving Indian over-the-top (OTT) media landscape. As platforms grapple with sustainable business models, industry insiders view the move as both a market correction and a step toward more sophisticated advertising strategies.

Uday Sodhi, former head of SONY LIV, underscores the economic pressures driving this transition. “In India, OTT subscriptions are among the cheapest worldwide, typically $7 to $10 a year, compared to 10 to 12 times that elsewhere,” he said. “At this price point, the model is unsustainable. It costs more to watch a movie in a theater than to subscribe to a streaming platform for an entire year.”

Sodhi explained that platforms now face two clear paths: raising subscription fees or adopting advertising-supported models, ideally within a tiered framework. “Viewers who reject ads pay full price, those who accept ads pay less, and some can even access content nearly free.”

With over 600 million Indians streaming video on mobile devices but only about 100 million subscribing, Sodhi views the shift as a natural progression. “Indian audiences are accustomed to ads interrupting films every 10 minutes. This isn’t a consumer issue. OTT platforms must boost revenue to maintain quality content. There are no losers here.”

Read More:<a href="https://www.storyboard18.com/how-it-works/creative-control-or-creative-caution-whats-really-driving-content-choices-on-indian-otts-61216.htm" rel="noopener" target="_blank">Creative control or creative caution? What’s really driving content choices on Indian OTTs</a>

Soumya Mukherjee, chief operating officer of regional streaming service Hoichoi, sees Amazon’s move as part of a broader industry evolution rather than a radical change. “Globally, hybrid subscription-ad models are common,” he noted, citing Hulu in the United States as a precedent. “Amazon Prime is unique. it’s not just about video streaming but part of a larger ecosystem focused on delivery, with OTT as an added benefit.”

Mukherjee also hinted that regional players like Hoichoi might soon explore hybrid models themselves, though he stressed the importance of preserving user experience. “Viewers expect a seamless, high-quality experience. Monetization can happen, but if experience suffers, users won’t stick around.”

From the advertising perspective, Meher Patel, founder of Hector, an Amazon Ads partner agency, emphasized the strategic advantage of deep data resources and demand-side platform (DSP) capabilities. “Amazon’s move isn’t just about expanding ad inventory, it’s about precision targeting,” Patel said. “Prime Video’s data spans viewing habits, shopping behaviors, voice commands, and more, offering advertisers granularity.”

Patel added that traditional broadcast models fall short of this precision, as many broadcasters still rely on panel data, whereas global OTT platforms use real-time insights and cross-platform signals.

Prrincey Roy, chief executive officer and co-founder of Huella Services, offered an advertiser’s lens on how Prime Video fits within the creator-driven ecosystem. “Platforms like YouTube and Instagram's Reels thrive on influencer culture and viral content,” she observed. “Prime Video may not capture that virality but excels in premium storytelling, ideal for brand lift campaigns.”

Roy further pointed to Amazon’s potential for interactive, performance-driven ads that link viewing directly to purchasing, creating new possibilities for attribution and blending brand-building with direct response.

Read More:<a href="https://www.storyboard18.com/how-it-works/ib-ministry-asks-ott-platforms-to-enhance-accessibility-features-for-persons-with-disabilities-63264.htm" rel="noopener" target="_blank">I&B Ministry asks OTT platforms to enhance accessibility features for persons with disabilities</a>

Meanwhile, Sameer Nair, Managing Director, Applause Entertainment, cautioned against chasing sheer volume without quality. “For ad-supported streaming to work, content and platform must provide a safe, high-quality environment,” he said. “Simply selling billions of impressions is tough to monetize, especially when content costs are high.”

Nair also noted that India’s traditional pay-TV market has long operated on a freemium basis, ads plus affordable subscriptions, making OTT’s current shift less revolutionary than evolutionary. “What will matter is the ad rates these platforms can command, particularly against juggernauts like YouTube and Jiostar,” he added. “Maintaining user experience across free and premium tiers is critical.”

Read More:<a href="https://www.storyboard18.com/how-it-works/indias-ott-showdown-regional-titans-challenge-global-giants-41948.htm" rel="noopener" target="_blank">India’s OTT showdown: Regional titans challenge global giants</a>

Amazon’s ad gamble: Will Prime Video redefine OTT monetization in India?

Warner Bros. Discovery has announced that it will rebrand its streaming service back to HBO Max this summer, undoing the 2023 decision to simplify the platform's name to "Max."

The move was revealed during the company's annual upfront presentation at Madison Square Garden in New York on Wednesday.

David Zaslav, President and CEO of Warner Bros. Discovery, said, "The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”

Also Read: <a href="https://www.storyboard18.com/how-it-works/wpp-media-possible-rebrand-of-groupm-signals-strategic-reset-amid-intensifying-industry-consolidation-64751.htm">"WPP Media": Possible rebrand of GroupM signals strategic reset amid intensifying industry consolidation</a>

The renaming marks a return to a more premium brand identity, shedding ambiguity around the "Max" name, which some critics argued diluted the service's positioning in a saturated streaming market.

JB Perrette, President and CEO of Streaming, and Casey Bloys, Chairman and CEO of HBO and Max Content, echoed this sentiment. "We will continue to focus on what makes us unique - not everything for everyone in a household, but something distinct and great for adults and families," said Bloys. "With the course we are on and the strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognised as unique and, to steal a line we always said at HBO, worth paying for," he added.

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Launched in 2020 while HBO was still under AT&T's WarnerMedia, HBO Max initially served as a broader content hub, combining the prestige of HBO with a wide mix of entertainment including reality shows, documentaries, children's programming, and blockbuster films.

The platform was renamed to simply "Max" in 2023 following WarnerMedia's merger with Discovery Inc., an attempt to unify HBO's prestige programming with Discovery's more lifestyle-oriented content under one umbrella. But the simplified branding was met with mixed reception and reportedly caused consumer confusion.

Also Read: <a href="https://www.storyboard18.com/how-it-works/experts-decode-zomatos-eternal-makeover-ambitious-name-simple-logo-hint-at-expansive-growth-plans-55915.htm">Zomato rebrands as ‘Eternal’ to embark on new corporate journey: Experts decode the move</a>

Warner Bros. Discovery revives HBO Max name in strategic rebrand

Nishant Pitti, Founder and Chairman of travel platform EaseMyTrip, has accused a rival travel aggregator of having a major data vulnerability, one that could expose sensitive information about Indian armed forces personnel to foreign entities.

Pitti alleged that the competing platform, which he says is, "majorly owned by China," collects Defence IDs, travel routes, and data from Indian military personnel in exchange for discounted air tickets. "Indian Armed Forces book discounted tickets via a platform majorly owned by China, entering Defence ID, route & date. Our enemies know where our soldiers are flying," he wrote on social media platform X.

Also Read: <a href="https://www.storyboard18.com/how-it-works/govt-cracks-down-on-ecomm-platforms-over-sale-of-pakistani-flags-ccpa-issues-notices-66053.htm">Govt cracks down on ecomm platforms over sale of Pakistani flags; CCPA issues notices</a>

Backing his claims, Pitti shared a series of screenshots from the rival website. One of them revealed an interface where armed forces personnel are prompted to input their Defence ID in order to access exclusive travel discounts. 

While such benefits are commonly extended to military members by travel providers, Pitti argued that requiring sensitive identifiers through a potentially compromised platform could open doors to surveillance or tracking.

Also Read: <a href="https://www.storyboard18.com/how-it-works/indian-film-bodies-declare-boycott-of-turkey-over-pro-pakistan-stance-amid-rising-tensions-66029.htm">Indian film bodies declare boycott of Turkey over Pro-Pakistan stance amid rising tensions</a>

This comes at a time of heightened geopolitical tensions. Recently, India has seen growing calls for economic disengagement from countries such as Turkey and Azerbaijan, both of which publicly supported Pakistan during its recent tensions with India. 

Also Read: <a href="https://www.storyboard18.com/brand-marketing/indias-boycott-turkey-intensifies-as-traders-reject-marble-apples-over-ankaras-support-to-pakistan-65963.htm">India's 'Boycott Turkey' intensifies as traders reject marble, apples over Ankara's support to Pakistan</a>

EaseMyTrip founder flags security flaw in rival travel site, claims China link

On May 14, The Belgian Court ruled that 'Transparency & Consent Framework' (TCF) was illegal.


TCF, which was 80 percent live on the internet was relied upon by the big tech companies like Google, Amazon, X (previously Twitter), followed by the entire tracking-based advertising industry, to obtain consent for data processing.


This enforcement, as stated by a media report, arises from a barrage of complaints followed by litigation across Europe, which was initiated by Dr Johnny Ryan, Director of Enforce at the Irish Council for Civil Liberties in 2018 against Real-Time Bidding (RTB).


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For seven years, from 2018 till today, the tracking industry has used the TCF as a legal cover for RTB, the advertising auction system that operates behind the scenes on websites and apps, stated the report.


RTB tracks what internet users are in the look out for and where they go in the real world. Then, it continuously broadcasts this data to a host of companies, enabling them to keep dossiers on every internet user. Since there is lack of security in the RTB system, it is impossible to know what then happens to the data, further added the report. 


Read More: <a href="https://www.storyboard18.com/how-it-works/how-googles-ad-tech-power-skews-transparency-and-competition-in-india-62886.htm">How Google’s ad tech power skews transparency and competition in India</a>

The Belgian Court rules against 'Transparency & Consent Framework'; terms it as 'illegal'

Amazon has laid off around 100 employees from its Devices and Services division, the units responsible for consumer hardware and emerging tech products such as the Kindle, Echo smart speakers, Alexa voice assistant, and Zoox self-driving cars, according to a Reuters report.

The cuts, confirmed by the company on Wednesday, are part of a regular internal business review and reflect ongoing efforts to operate more efficiently, Amazon said in the report.

Also Read: <a href="https://www.storyboard18.com/brand-marketing/amazons-project-kuiper-writes-to-dot-seeks-swift-entry-into-indias-satellite-internet-market-66007.htm">Amazon's Project Kuiper writes to DoT; seeks swift entry into India's satellite internet market</a>

A spokesperson declined to detail which sub-teams were most affected, calling it a "small number of roles," the report added.

This move follows earlier reductions in 2023 that hit the Alexa team, and comes as Amazon continues to quietly downsize across other areas like its Wondery podcast, physical stores, and corporate communications arms.

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The job cuts also come on the heels of Amazon's significant revamp of Alexa, its first in a decade, which integrated generative AI to make the voice assistant more conversational and proactive.

Amazon CEO Andy Jassy has been vocal about trimming excess layers of management and simplifying operations. 

Despite these selective layoffs, Amazon added 4,000 jobs between Q4 2024 and Q1 2025, according to its latest earnings report, the media report added.

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Amazon cuts 100 jobs in devices and streaming unit

Following closely behind Elon Musk's Starlink, Amazon's Project Kuiper is actively pursuing entry into India's satellite broadband sector. The company reportedly has submitted an application to the Department of Telecommunications (DoT) for a Global Mobile Personal Communications by Satellite (GMPCS) license, aiming to offer satellite-based internet services nationwide.

In addition to the GMPCS license, Project Kuiper has applied to the Indian National Space Promotion and Authorization Center (IN-SPACe) for landing rights, a necessary step to operate its satellite services within Indian territory. These applications are currently under review.

Read More: <a href="https://www.storyboard18.com/how-it-works/govt-tightens-satcom-rules-mandates-legal-interception-of-satcom-services-bars-data-routing-outside-country-64628.htm">Govt tightens satcom rules; mandates legal interception of satcom services, bars data routing outside country</a>

It is to be noted that DoT recently issued a circular outlining enhanced security measures for GMPCS services in India. The department issued stringent security norms mandating legal interception of satellite communication services and barred companies from linking users' connections in any form with any terminal or facility located outside the country's border or processing their data overseas.

The directive mandates that all GMPCS licensees establish Land Earth Station Gateways within the country to ensure that all satellite communication traffic originating or terminating in India is routed through these domestic gateways.

Read More: <a href="https://www.storyboard18.com/how-it-works/trai-recommends-5-year-satellite-spectrum-allocation-extendable-by-two-65262.htm">TRAI recommends 5-year satellite spectrum allocation, extendable by two</a>

This move is aimed at bolstering national security by ensuring that satellite communication services comply with Indian laws and regulations. The circular also emphasizes the need for GMPCS operators to implement robust cybersecurity measures, including adherence to the Telecommunication Cybersecurity Rules under the Telecom Act, 2023.

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Amazon's Project Kuiper writes to DoT; seeks swift entry into India's satellite internet market

As Microsoft proceeds with its largest round of layoffs since 2023, the ripple effects have sparked fresh debate about job stability in the tech sector. A Bengaluru-based Google engineer, Rahul Rana, has weighed in on social media, countering the growing sentiment that government jobs offer more security in uncertain times.

The conversation began when Sneha, an Indian user on X (formerly Twitter), shared that her cousin working at Microsoft USA had recently been laid off. “Tech is not a stable place,” she wrote, adding, “That’s why parents say to prepare for the government job. At least there is job security.”

<blockquote class="twitter-tweet">My cousin brother working in Microsoft USA has been laid off ?, tech is not a stable place. That&#39;s why parents say to prepare for the government job Atleast there is job security.&mdash; Sneha(She/Her) (@taylorrs_ss) <a href="https://twitter.com/taylorrs_ss/status/1922516931455693027?ref_src=twsrc%5Etfw">May 14, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Rana, a software professional based in India’s Silicon Valley, responded, “Why you need job security when you can make 5x of what a government employee will make in whole life, you can do in few years.”

<blockquote class="twitter-tweet">Why you need job security when you can make 5x of what govt employee will make in whole life , you can do in few years&mdash; Rahul Rana (@rahulrana_95) <a href="https://twitter.com/rahulrana_95/status/1922526921335673259?ref_src=twsrc%5Etfw">May 14, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

The comment has reignited a longstanding debate between the financial rewards of the private sector and the stability of public service jobs. While some users supported Rana’s view, others pointed to the emotional and financial toll of being abruptly laid off — even with higher pay.

Rana also extended his support to those affected by the layoffs.
“Sending strength to all the brilliant folks affected by the recent #Microsoft #Layoffs,” he wrote earlier. “Tough times, but new doors will open! If you’re seeking a referral, DM me… Happy to help where I can.”

<blockquote class="twitter-tweet">Sending strength to all the brilliant folks affected by the recent <a href="https://twitter.com/hashtag/Microsoft?src=hash&amp;ref_src=twsrc%5Etfw">#Microsoft</a> <a href="https://twitter.com/hashtag/Layoffs?src=hash&amp;ref_src=twsrc%5Etfw">#Layoffs</a> ?. Tough times, but new doors will open! If you&#39;re seeking a referral, DM me your resume, name, email &amp; phone. Happy to help where I can. ✨ <a href="https://twitter.com/hashtag/JobSearch?src=hash&amp;ref_src=twsrc%5Etfw">#JobSearch</a> <a href="https://twitter.com/hashtag/TechCommunity?src=hash&amp;ref_src=twsrc%5Etfw">#TechCommunity</a> <a href="https://twitter.com/hashtag/Support?src=hash&amp;ref_src=twsrc%5Etfw">#Support</a> <a href="https://t.co/dgn2fIcKvy">pic.twitter.com/dgn2fIcKvy</a>&mdash; Rahul Rana (@rahulrana_95) <a href="https://twitter.com/rahulrana_95/status/1922550561670357386?ref_src=twsrc%5Etfw">May 14, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Microsoft began notifying employees of layoffs on Tuesday, impacting approximately 6,000 workers, or about 3% of its workforce. A significant number of job losses occurred in Washington state, with 1,985 roles cut from its Redmond headquarters alone, including software engineering and product management roles.

While Microsoft posted robust financial results for the first quarter of 2025, the company is aggressively realigning its workforce to support its multi-billion-dollar push into artificial intelligence, including major investments in OpenAI and infrastructure.

Despite strong earnings, a Microsoft spokesperson told CNBC, “We continue to implement organisational changes necessary to best position the company for success in a dynamic marketplace.”

As the tech industry continues its transformation, discussions like Rana’s highlight the ongoing tension between risk and reward, and the changing nature of job security in the digital age.

<a href="https://www.storyboard18.com/digital/microsoft-lays-off-6000-in-ai-restructuring-drive-director-speaks-out-65958.htm">Read More: Microsoft lays off 6,000 in AI restructuring drive; director speaks out</a>

Google Engineer responds to Microsoft layoffs, says 'Tech pays 5x more than government jobs’

In a recent interview, Meta CEO Mark Zuckerberg painted a sweeping vision of a future in which artificial intelligence renders much of the advertising industry obsolete. His comments, delivered with trademark Silicon Valley confidence, have sparked a debate across the marketing world, one that pits automation against human insight.

“You’re a business, you come to us, you tell us what your objective is, you connect to your bank account,” Zuckerberg said. “You don’t need any creative, you don’t need any targeting demographic, you don’t need any measurement, except to be able to read the results that we spit out. I think that’s going to be huge. I think it is a redefinition of the category of advertising.”

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To many in the industry, Zuckerberg’s remarks signal more than innovation, they suggest a dismantling of the traditional advertising ecosystem as we know it. But while the Meta founder sees a streamlined, data-driven system replacing creative and strategic intermediaries, industry leaders aren’t so sure.

The limits of automation

“AI is only as good as the data it receives,” said Gowthaman Ragothaman, CEO of Aqilliz. “It follows a ‘garbage in, garbage out’ principle.” While platforms like Meta may succeed in automating campaign execution, from asset creation to media buying, Ragothaman argues that true effectiveness depends on the quality of the inputs, which still require human judgment.

“Agencies help brands ask the right questions,” he added. “And that’s something machines can’t do in isolation.”

That sentiment is echoed by Sowmya Iyer, founder and CEO of DViO Digital. While she acknowledges that AI may take over performance-driven creative work, she believes brand-building remains firmly in human hands.

“Strategy, emotional resonance, storytelling - these cannot be ‘spat out’ by AI,” Iyer said. “Efficiency is not a substitute for meaning. And meaning is what makes brands matter.”

Not the end, but a remix

Some in the industry view this moment not as a death knell for advertising agencies, but as an inflection point.

“For Indian agencies, this isn’t the end - it’s a remix,” said Krishna Iyer, Director of Marketing at MullenLowe Lintas Group. “AI can generate thousands of creatives, but it can’t tell you which one will resonate with a Tamil-speaking millennial in Chennai versus a Gen Z gamer in Gurgaon.”

According to Iyer, the role of the agency will evolve, from execution partner to brand steward. “We’ll need to interpret AI outputs, preserve brand meaning, and inject emotional depth into algorithmic logic.”

Others, like Gopa Menon, Chief Growth Officer for APAC at Successive Digital, point to a question of trust. “Will brands hand over all their assets to platforms like Meta? I doubt it,” he said. “The future isn’t about execution, it’s about oversight. Agencies that become AI co-pilots, not competitors, will define the next chapter.”

That evolution requires a new creative posture, not resistance, says Russhabh R. Thakkar, CEO & Founder of Frodoh. "Algorithms can read behaviour, only people can interpret intent. You can automate delivery, but the emotional spark still comes from human insight. The future isn’t AI versus humans—it’s AI shaped by human creativity. This shift forces agencies to cut noise, think faster, and execute sharper. What Zuckerberg calls a ‘redefining the category’ is, to us, a filter that will separate content from connection."

A cultural code still uncracked

For Nagessh Pannaswami, founder of Curry Nation, the cultural complexity of a market like India is reason enough to be skeptical of full automation.

“AI can help with scale and optimization. But it cannot replace the nuanced understanding of local languages, regional sentiments, or the instinctive knowledge of what resonates in Indore versus Itanagar,” he said. “That’s where boutique agencies still thrive, by connecting at a human level.”

This grounding in cultural context, many argue, is the last bastion of irreplaceable human contribution. Rakesh Hinduja, Co-Founder of Wondrlab Network, views technology not as a threat, but as an enabler.

“AI optimizes delivery. It doesn’t replace trust. The future lies in collaboration, between tech and creativity.”

The black box dilemma

Yet as AI-driven tools become more accessible, particularly for small businesses, some caution that questions of transparency and accountability remain unresolved.

“AI may offer solutions for those who can’t afford traditional agencies,” said Harikrishnan Pillai, CEO and Co-Founder of TheSmallBigIdea. “But what are we handing over in return? Data? Brand control? The system is still a black box.”

Pillai warned that as platforms gain more control over creative and performance, the need for regulation and independent oversight will only grow. “When AI confuses your logo with a competitor’s, who’s responsible? And how do you even find out?”

A shared future

Not everyone is waiting for that future to unfold. Sindhu Biswal, CEO and Founder of Buzzlab, says his agency is already using AI to create high-performing assets at scale, and plans to build AI agents into their workflows.

“We test everything. We let the data decide. The shift isn’t coming. It’s here,” he said, pointing to similar advancements at Google via its Gemini platform.

Still, Biswal and others emphasize that technology and creativity are not zero-sum. In a world of automated abundance, originality may become more valuable, not less.

“Out of millions of ads generated, only a handful truly stick,” Pillai said. “And those come from human passion, not an algorithm.”

Read More:<a href="https://www.storyboard18.com/how-it-works/big-techs-role-misinformation-outpaced-moderation-as-india-pak-tensions-ignited-digital-crossfire-65374.htm" rel="noopener" target="_blank">Your tragedy, their ad: Has digital advertising lost its soul?</a>

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