“Artificial intelligence will become the microscope of modern society - revealing patterns, ethics, and truths hidden in data.” - Kate Crawford, AI researcher and author of Atlas of AI
Advertising council adopts AI to tackle digital challenges
The Advertising Standards Council of India (ASCI) is preparing for a technology-driven transformation as it marks its 40th year. Under the leadership of its new chairman, Sudhanshu Vats, ASCI aims to strengthen credibility and accelerate self-regulation using artificial intelligence (AI) and machine intelligence (MI) tools to manage the growing digital advertising ecosystem.
AI for sharper and faster regulation
Vats outlined ASCI’s vision of using AI to handle the surge in digital ad content. With 94% of all ad violations emerging from digital media, he said AI tools will help monitor and detect misleading advertisements more efficiently. The organization’s focus will rest on three pillars - education, thought leadership, and technology to make compliance both proactive and intelligent.
Battling deepfakes and credibility risks
Addressing the rise of deepfakes, Vats warned of the threat they pose to public trust and influencer marketing. “It’s becoming very difficult to figure out what’s real and what’s not,” he noted, emphasizing the need for hybrid models combining technology with human oversight. Partnerships with tech firms will be key in building a scalable monitoring framework.
Collaboration and compliance
ASCI works with the Ministry of Information and Broadcasting, consumer affairs departments, and courts, which recognize the effectiveness of first-level self-regulation. Global partnerships through the International Council for Advertising Self-Regulation (ICAS) will help tackle AI-related and cross-border issues, ensuring ethical advertising standards.
Strengthening self-regulation for the digital era
ASCI remains focused on maintaining credibility, especially in fast-evolving areas such as influencer promotions, real estate ads, and online betting. By deploying AI and MI tools, it seeks to make compliance faster and fairer while empowering responsible advertising across digital platforms.
Summary
ASCI is modernizing its oversight framework by integrating AI and MI tools to handle rising digital ad challenges, including deepfakes and misinformation. With cross-sector collaboration and global partnerships, it aims to strengthen self-regulation, build transparency, and restore public trust in online advertising.
Food for thought
As AI tools regulate online advertising, who will regulate the algorithms that shape public trust?
AI concept to learn: Machine Intelligence
Machine intelligence refers to systems that can analyze large volumes of data, learn patterns, and make informed decisions without direct human input. In advertising, MI helps identify violations, detect manipulative content, and enhance regulatory efficiency with accuracy and speed.
[The Billion Hopes Research Team shares the latest AI updates for learning and awareness. This is not a professional, financial, personal or medical advice. Please consult domain experts before making decisions. Feedback welcome!]
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