At Ibexa's Orchestration Day in Paris on 17 June 2026, CEO Bertrand Maugain argued that generative AI has worsened martech stack fragmentation rather than resolving it, and that enterprises need integrated orchestration platforms and human "super-orchestrators" to govern AI-driven campaigns and maintain consumer trust.
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.