India 2024: How Indian agencies need to pivot

Saji Abraham

As Fighting Fit’s Saji Abraham gazes into his crystal ball to see what 2024 holds for India, he foresees AI’s huge impact on the country, the agency system coming under pressure and more ad blocking by consumers.

This article is part of a Spotlight series on India's path to global influence. Read more

To do some crystal ball gazing, I am tempted to say there’s an AI for that, or there probably will be if not already there. So this column next year will be churned out in minutes and authored by whichever premium AI subscription WARC has. 

Not just Spotlight contributors but agencies and marketers will increasingly find themselves uncomfortably in the spotlight. The rise of AI will cause ripples, but couple that with the way clients are engaging with agencies, especially startups and the...

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