The article highlights that while generative AI is transforming advertising by enabling faster, more personalised and cost-effective content creation, brands must prioritise authenticity and consumer trust. It emphasises that AI should enhance, not replace, human creativity and strategic judgement. To minimise reputational, legal and ethical risks such as misinformation, bias, deepfakes and copyright issues, organisations need strong AI governance, human oversight and transparent practices. Responsible AI adoption will be key to building credibility, protecting brand reputation and fostering long-term consumer confidence.
Please click here to read the full article by Siddhesh Pradhan, Partner, and Sanjana Pandey, Associate, published in BW Marketing World.
Siddhesh S. Pradhan is a Partner specialising in complex commercial arbitration, litigation, and corporate advisory. He represents multinational corporations, Indian businesses, and high net worth individuals across diverse sectors, including manufacturing, technology, and logistics. Siddhesh has notable experience before the Supreme Court of India, High Courts, and arbitral tribunals, and regularly advises on white-collar crime, product liability, and cross-border disputes.