In a strategic move to deepen the integration of artificial intelligence (AI) in marketing, digital agency Social Panga has launched its in-house AI Council aimed at scaling AI-led brand building and accelerating innovation across services. The initiative reflects a growing trend among marketing agencies to embrace AI as a core driver of creativity, efficiency, and measurable performance in digital campaigns.
AI to Drive the Next Wave of Marketing Solutions
According to Social Panga, the newly established AI Council will play a pivotal role in exploring the practical applications of AI technologies, including generative AI, predictive analytics, automation, and conversational intelligence, within brand communication strategies. The Council will consist of cross-functional experts, including members from the agency’s creative, tech, strategy, and media teams.
“Our objective with the AI Council is to systematically embed AI into our work across verticals. From content generation and user insights to personalisation and campaign optimization, AI has the potential to deliver business impact when guided by human intelligence,” said Himanshu Arora, Co-founder of Social Panga.
The agency’s initiative aims to bridge the gap between AI hype and practical deployment, particularly in areas like performance marketing, customer journey automation, and creative ideation. The AI Council will also drive internal upskilling and training programmes to foster a culture of experimentation and agility within teams.
Early Wins and AI-First Mindset
Social Panga has already been leveraging AI tools for tasks such as content scaling, video editing, social listening, and sentiment analysis. The launch of the AI Council formalises these efforts, providing a structured roadmap for AI exploration and integration. The Council is expected to curate a tech stack of AI tools and frameworks tailored to the unique demands of its diverse client base, which spans sectors like fintech, healthcare, FMCG, and edtech.
“We’re not looking at AI as just a trend but as a long-term partner in reimagining how brands are built and how audiences are engaged. The AI Council is a step toward cultivating an AI-first mindset across the agency,” said Gaurav Arora, Co-founder of Social Panga.
The agency plans to roll out AI-powered solutions in pilot campaigns for select clients, focusing on personalization engines, predictive customer analytics, and dynamic content generation. Over time, these solutions will be productized to offer measurable ROI for client partners.
A Growing Industry Trend
Social Panga’s AI Council follows a broader industry shift, where agencies and brands are forming dedicated AI task forces or centers of excellence. Global networks and regional agencies alike are adopting generative AI tools like ChatGPT, Midjourney, and Claude, not only for creative development but also to automate research, media planning, and reporting.
The launch comes at a time when marketers are increasingly seeking clarity on how to responsibly scale AI solutions without compromising brand authenticity or data privacy. Social Panga has indicated that the Council will also address AI governance, data ethics, and transparency as key focus areas.
Building for the Future
With over 200 team members across Bengaluru, Mumbai, and Delhi, Social Panga has established itself as a full-service digital marketing agency with a strong focus on creativity, strategy, and tech-enabled solutions. The AI Council initiative positions the agency to meet growing client demand for agile, tech-forward marketing models in a fast-evolving consumer landscape.
As the pace of AI development accelerates, industry experts believe that internal councils such as Social Panga’s could serve as blueprints for AI innovation across agencies. By fostering collaboration between technologists, creatives, and strategists, these councils can translate emerging technologies into real business value.