AI media tools automate 60-80% of digital ad buying at Indian agencies
Madison's MbrAIn and Godrej's MASH are reshaping ad planning in India, with programmatic now 42% of digital spend. Agency hierarchies are flattening as 15-25% of overall workflows and up to 80% of biddable digital buying shift to automation.
AI-powered media planning tools like Madison's MbrAIn and Godrej Consumer's MASH are reshaping Indian ad agencies, automating 60-80% of digital buying. Programmatic now accounts for 42% of India's digital ad spend, flattening agency hierarchies.
Why this matters
Madison's MbrAIn launch signals a structural shift in Indian media agencies, where AI is moving from experimentation to core planning and buying infrastructure alongside Godrej's MASH.
Retail-company signals steady at 728 over the last 90 days, indicating sustained corporate activity.
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