Issue
No. 05.

This Week in AI + Advertising

1. 1

   Meta Stopped Asking “Who Should See This Ad?” and Started Asking “Who Should See This Creative?”

   Not breaking news this week so much as the thing every Meta account should already be built around: Andromeda, the AI system Meta has now finished rolling out across most ad accounts, replaced interest and lookalike targeting with creative-based delivery. The system reads your actual ad, not your audience settings, and decides who sees it from behavioural signals. Practical fallout: near-identical creative variations now get suppressed as duplicates, and accounts running one polished ad against a narrow audience are losing to accounts feeding the system a genuinely diverse library. If your last Meta account review still led with audience definitions, that conversation is out of date.

2. 2

   80.7% of Indian Brands Are Invisible to ChatGPT. Here’s the Number That Should Worry Every Marketing Team.

   DareAISearch ran 59,620 prompts across ChatGPT, Gemini and Perplexity against 2,981 Indian brands spanning 15-plus industries, and the results aren’t close: the average brand scored 30 out of 100 on AI visibility, and only 19.3% cleared the bar for “High AI Visibility.” The report calls India’s overall AI Discovery Pulse “Early Stage,” which is a polite way of saying most brands haven’t noticed the exam has already started. Recommendations are concentrating hard around brands with stronger digital authority, so the gap isn’t closing on its own.

3. 3

   ChatGPT Ads Just Left the US. Five Countries at Once.

   OpenAI confirmed this week that ChatGPT Ads has launched in the UK, Mexico, Brazil, Japan and South Korea, its first move beyond the US pilot. Ads stay clearly labelled and separated from ChatGPT’s actual answers, matched to a conversation’s topic and a user’s past chats rather than sold on demographic data. India isn’t on the list yet, but five markets in one week is not a company being cautious. Worth having an opinion on before the question is “should we,” not “how do we.”

4. 4

   Roku Now Has a 24/7 TV Channel Where Nothing Is Real. Including the Ads.

   Fairground AI, a new free channel on Roku, runs AI-generated films, shorts and fantasy sequences around the clock, interrupted only by AI-generated ads. Critics have already nicknamed it “AI slop”; the company calls it “premium.” The detail that should actually get an agency’s attention: Roku’s own COO has told investors to expect a wave of AI-generated advertising as small businesses skip hiring creative agencies altogether. The programming is easy to mock. The economics behind it are not.

5. 5

   This Year, Nobody Wanted to Talk About the Flag

   India’s 80th Independence Day campaigns this year mostly skipped the tricolour montage. Flipkart found real people named Raj living in the UK and dropped Freedom Sale discount codes on their Instagram posts. Orient Electric built a film around “Chalta Hai, Ab Nahi Chalega” and how kids absorb their parents’ small compromises. SolarSquare turned energy independence into an actual anthem, written and sung by Swanand Kirkire. Bandhan Mutual Fund asked “Kya Azaad Ho Tum?” and pointed at the one button, INVEST NOW, that starts real freedom. The brief this year wasn’t patriotism. It was finding freedom somewhere a person actually lives.