India's Advertising Standards Council (ASCI) has released new guidelines requiring brands to disclose the use of synthetically generated content in advertisements when it could materially influence consumer decisions. The rules, which take effect three months after publication, also prohibit fabricated endorsements and unauthorised likenesses, clarifying that an AI disclosure label cannot legitimise an otherwise misleading advertisement.
Multiple industry surveys show a widening gap between the mandate handed to customer experience leaders to deploy AI and the decision-making authority they actually hold, with Gartner, Grant Thornton and Deloitte data pointing to fragmented ownership, weak governance readiness and customer outcomes left undefended.
Wyndham Hotels & Resorts, Opella and BetMGM are among a growing tier of advertisers building in-house AI creative teams to mass-produce digital assets, reporting dramatic output gains while exercising selective guardrails on automated content.
Anthropic has published internal metrics showing its Claude AI model is responsible for more than 80 percent of the code merged into the company's production codebase, and that engineer output has risen sharply since the practice was adopted. The figures are self-reported and have not been independently verified.
