Aditya Maheshwari on navigating a complex mobile market with AI-driven tools

In this interaction with Adgully, Aditya Maheshwari, Senior Director of Customer Success SEAPAC at AppsFlyer, provides valuable insights into the challenges faced by Indian brands in mobile advertising and how AI-powered ad tech solutions are addressing them. He delves deeper into the specific pain points, the role of AI-driven ad formats, and the importance of data analytics and transparency in modern mobile advertising.

What specific challenges do Indian brands face in mobile advertising, and how are AI-powered ad tech solutions addressing these pain points, particularly in terms of targeting, personalization, and ROI measurement?

Indian brands encounter significant challenges in mobile advertising due to the country’s vast and diverse landscape. Cultural, linguistic, and behavioural differences across regions require highly localized strategies, as what works in one area may fail in another. Consumer behaviours in India have also fostered unique business models, such as the rise of quick commerce, which might not thrive in other markets. The population scale adds further complexity, generating enormous data volumes that make extracting actionable insights a formidable task.

Additionally, Indian marketers are accustomed to granular data access, a practice that is increasingly difficult to sustain in privacy-first ecosystems. The introduction of the Android Privacy Sandbox, affecting 95% of users in India who are on Android, has further exacerbated uncertainty around data collection and targeting. Moreover, India’s cost-conscious market demands exceptional ROI for every rupee spent, while brands have elevated expectations of their tech partners to deliver meaningful results.

AI-powered solutions are proving indispensable in addressing these challenges. They excel at processing vast amounts of data in real time, offering marketers insights into trends and anomalies that help them act quickly. AI automates creative tagging, optimizing ad performance by identifying which content resonates most with audiences. Through advanced segmentation, AI helps brands identify the most relevant user groups, enabling more effective engagement and improved conversion rates. Furthermore, AI enables personalization at scale by ensuring that messaging remains culturally and linguistically relevant, a critical need in India’s diverse market. Predictive analytics empowers brands to forecast consumer behaviour, allocate resources efficiently, and improve campaign outcomes. These AI-driven tools provide Indian brands with the ability to navigate a complex market and drive impactful engagement with their audiences.

How are Indian brands leveraging AI-driven ad formats, such as interactive ads, video ads, and programmatic ads, to enhance customer engagement and conversions on mobile devices?

Indian brands are increasingly using AI-driven ad formats to transform customer engagement and achieve higher conversion rates. For example, Cadbury’s SRK campaign illustrates the power of AI tools in embedding hyper-local retailer details directly into video ads, making the content far more relevant and engaging for users. Scalable personalization is another significant advantage, as AI enables brands to deliver individualized push notifications, in-app messages, and emails to millions of users simultaneously. These personalized touchpoints consistently drive higher click-through rates and improved conversion outcomes.

Interactive ad formats, including gamified and immersive campaigns, are also gaining traction in the Indian market. These formats capture users’ attention, enhance engagement, and create memorable brand experiences that leave a lasting impact. Additionally, AI powers dynamic creative optimization, allowing ad creatives to adapt in real time based on user behaviour and preferences. This ensures that the content remains relevant and maximizes campaign performance. With the help of AI, these advanced ad formats allow Indian brands to craft meaningful experiences that truly connect with consumers and deliver real results.

What role do data analytics and transparency play in AI-powered mobile advertising, and how are Indian brands ensuring accountability and measurability in their AI-driven ad campaigns?

Data analytics and transparency are central to the success of AI-powered mobile advertising in India. Advanced AI-driven data modeling helps brands analyze large datasets, uncovering actionable insights that refine campaign strategies and drive better outcomes. Hyper-personalized campaigns tailored to individual user preferences ensure that experiences remain relevant and engaging, fostering stronger connections with audiences. AI also streamlines content creation, enabling brands to generate impactful copy and visuals more efficiently while maintaining relevance.

Real-time performance reporting has become a critical feature of AI-powered advertising. Live dashboards provide instant access to performance metrics, empowering marketers to adjust campaigns dynamically to optimize results. AI also plays a crucial role in fraud detection and prevention, safeguarding the integrity of campaign data and ensuring that decisions are based on reliable information. This focus on transparency and accountability, combined with AI’s ability to enhance personalization and measurability, allows Indian brands to build trust with their audiences and achieve sustainable success in a competitive market.

Also Read: Aditya Maheshwari promoted as Director, Customer success in AppsFlyer