Global firms leverage AI at Indian hubs to shift ad work in-house, reducing agency reliance
By
CNA
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Summary
Global companies like Kimberly-Clark, J.C. Penney-parent Catalyst Brands, and Target India are using AI at their Indian global capability centers to bring advertising and creative work in-house. This shift reduces turnaround times and reliance on external agencies, as AI tools are deployed across marketing functions including product image/video generation, influencer selection, and campaign optimization. The trend spans major advertisers from consumer goods to truck manufacturing, signaling a significant reshaping of the advertising industry.
Key quotes
· 3 pulledGlobal 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.
For major advertisers across industries, from consumer goods to truck manufacturing...
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