MSL, Publicis Groupe’s strategic communications and engagement firm, in partnership with the Advertising Standards Council of India (ASCI), hosted the AI in Advertising and Communications Summit 2026 in New Delhi, serving as the official pre-summit event for the upcoming India AI Impact Summit 2026 (February 16–20 in New Delhi).
As artificial intelligence rapidly reshapes India’s advertising and communications ecosystem, the sector is facing a defining moment that requires balancing innovation with trust, creativity with accountability, and scale with responsibility. The Summit was centred on the theme “AI Ethics, Deepfake Governance & Responsible Communications,” bringing together government and industry leaders, legal experts, advertisers, and communications professionals to deliberate on the implications of AI for consumer trust and industry integrity. Participants acknowledged that the sector has moved decisively beyond theoretical debates on AI, with artificial intelligence already embedded across creative development, media planning, targeting, optimisation, and performance measurement in advertising workflows.
During the special address, Mr. Mohammed Y. Safirulla K., Director, IndiaAI Mission, “The upcoming India AI Impact Summit is unique for its global participation and its holistic approach, with seven working groups exploring themes such as inclusion, resilience, and innovation. Beyond discussions, we aim for tangible outcomes that empower the Global South to actively shape AI solutions. This Summit will offer an invaluable platform for collaboration, knowledge-sharing, and advancing AI responsibly at scale.”
During the welcome address, Mr. Amit Misra, CEO, MSL South Asia said, “After months of conceptual debate, we are now entering an operational phase of AI, where the focus is on real, granular impact for businesses, clients, and communities. At MSL, we see AI as a powerful lever for both efficiency and effectiveness, enabling us to move beyond execution to become more knowledge-led consultants. At the same time, questions around governance, ethics, disclosure, and inclusion are critical. AI must remain a force for good, one that does not create new divides but reaches the last mile and works for everyone. Conversations like these are essential to ensure we embrace this technology responsibly and collectively.”
“As AI becomes more deeply embedded in advertising and communications, consumer protection, transparency, and accountability must remain central. At ASCI, we are actively testing and engaging with emerging AI frameworks to understand what works best in practice, so that responsible innovation is supported while public trust is safeguarded,” said Ms. Manisha Kapoor, CEO and Secretary General, ASCI.
During the discussion, Mr. Rohit Kumar Singh (Retd. IAS), Former Secretary, Department of Consumer Affairs, Ministry of Consumer Affairs, Food and Public Distribution of India, Government of India said, “As artificial intelligence and large language models evolve rapidly, it is important that regulatory approaches remain thoughtful and proportionate. India’s policy direction recognises the need to protect consumer interests and data privacy, while also ensuring that regulation does not stifle innovation. A judicious, balanced framework, one that enables experimentation while safeguarding trust will be key to unlocking the full potential of AI for consumers, industry, and the economy.”
The AI in Advertising and Communications Summit 2026 explored the dual impact of AI on the sector—boosting creativity and efficiency while introducing risks such as deepfakes, impersonation, synthetic endorsements, and AI-generated misinformation, affecting public trust and consumer protection. Speakers emphasized that the key challenge is no longer whether AI should be adopted, but how it can be deployed responsibly without compromising creativity, consumer trust, or exposing organisations to regulatory, reputational, and ethical risks. Deliberations also examined India’s evolving regulatory response, including the Draft Amendments to the 2021 Information Technology Rules, aligned with global norms on disclosure, watermarking, and provenance, and framed within India’s broader AI Governance Guidelines.
The first panel, “Safeguarding Consumers and Building Trust in AI Advertising and Communications,” featured Mr. Rohit Kumar Singh (Retd. IAS, Former Secretary of the Department of Consumer Affairs, Government of India), Ms. Hiral Gupta (Partner, Dispute Resolution and Arbitration, Bharucha & Partners), and Ms. Manisha Kapoor (CEO & Secretary General, Advertising Standards Council of India), moderated by Mr. Tushar Bajaj (Managing Director, Organic by MSL), focusing on accountability, informed consent, disclosures, authenticity markers, and institutional oversight. The second panel, “Exploring Operational Best Practices for Integrating AI in Advertising and Communications,” with Ms. Deeptie Sethi (CEO PRCAI), Mr. Madhav Bissa (Program Director, AI, NASSCOM), and Mr. Arnab Ghosh (Associate Vice President, Public Affairs, MSL), moderated by Mr. Ashraf Engineer (Head – Marketing and Communication, ASCI), highlighted responsible AI adoption across strategy, creativity, personalization, and execution, emphasizing governance, human oversight, ethical data use, and industry led self-regulation.
The Summit reaffirmed that the future of AI in advertising will depend not just on technological capability, but on the industry’s willingness to lead with responsibility, demonstrate readiness for oversight, and place consumer trust at the centre of innovation.
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