Some global companies are expanding AI ad production in-house, while analysts say agencies continue to provide strategy, creative direction, and specialist support.
Executives from Kimberly-Clark, Catalyst Brands, and Target India told Reuters that their teams in India are using AI across parts of the marketing process. These include creating product images and videos, choosing influencers, and localising campaigns. The companies are also using AI to write ad copy and optimise campaign performance.
The work is taking place inside global capability centres, which many multinational companies use to support operations across markets. Reuters reported that companies are using these centres to test AI tools for marketing work that has often involved external production teams.
In-housing is already common among major advertisers. WFA and The Observatory International reported that 66% of major multinational brands had an in-house agency, while 21% were considering establishing one.
AI moves more production in-house
