ASCI Engages Advertising Ecosystem on AI Future at Agency 3.0 Forum
The Advertising Standards Council of India engaged with over 50 agencies in Hyderabad at the Agency 3.0 forum. The event focused on how artificial intelligence is transforming agency operations, profitability, and the necessity of maintaining consumer trust through responsible self-regulation practices.
The Advertising Standards Council of India (ASCI) recently strengthened its engagement with the advertising sector by participating in the Agency 3.0 forum held in Hyderabad on June 11. This landmark event, which drew more than 100 founders and representatives from over 50 agencies, focused on the transformative role of artificial intelligence in the modern advertising business ecosystem.
The forum was convened by Harmony, a specialized business operating system designed for agencies. Discussions centered on the industry's evolution into its third major phase. While previous eras were defined by foundational creative work and the digital transition, the current Agency 3.0 landscape is being aggressively shaped by AI. This shift mandates that agencies fundamentally rethink their team structures, value creation, operational outcomes, and long-term profitability strategies.
Navigating AI and Consumer Trust in Advertising
During a key program session, Ms. Saheli Sinha, Director of Operations at ASCI, led a critical dialogue regarding the future of the advertising landscape and the importance of establishing consumer trust in an AI-driven environment. She highlighted that while digital advancements are redefining the field, there is significant optimism regarding artificial intelligence as a vital enabler. Sinha emphasized that transparency in communication serves as the fundamental pillar for brand credibility, noting that self-regulation remains the primary mechanism for balancing rapid innovation with essential ethical standards.
The event also featured a high-level panel discussion with prominent industry figures, including KV Sridhar (“Pops”), Global Chief Creative Officer at Nihilent and founder of HyperCollective; Akshay Gurnani, founder of The Cofoundry and former CEO of Schbang; and Turab Lakdawala, Managing Director of Tempest Advertising. Moderated by Srikant Rajasekharuni, the founder of Harmony, the panel explored the challenges of building agency businesses in a shifting market, working with emerging brands, and inspiring future generations to pursue careers in advertising.
Strategic Growth in Hyderabad’s Innovation Hub
Hyderabad has increasingly become a critical hub for entrepreneurship, creativity, and technological innovation. The active participation of ASCI at the forum underscores a commitment to fostering stronger connections with regional industry stakeholders. Manisha Kapoor, CEO and Secretary-General of ASCI, observed that the city’s agency ecosystem is exceptionally ambitious and is proactively addressing the complexities brought about by new technologies. She noted that self-regulation and consumer trust are not obstacles to progress but rather the essential foundation for growth as firms transition to Agency 3.0 models.
Industry leaders also shared practical advice on operational survival. Srikant Rajasekharuni emphasized that the industry is shifting rapidly and requires collaborative knowledge sharing rather than competitive silos to maintain profitability. Similarly, Navneeth, co-founder of Convey Labs and 3DM, stressed that artificial intelligence should be utilized to raise industry standards rather than simply accelerating the production of mediocre output.
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