India’s media and advertising industry is undergoing a significant workforce transformation as artificial intelligence begins to reshape how content is created, distributed and monetised. Over the past year, more than 1,000 jobs have been cut across media houses, digital platforms and advertising agencies, reflecting the growing impact of automation and AI driven tools on traditional roles.
The job reductions span multiple functions, including content production, design, performance marketing, media planning and back office operations. Industry executives attribute the changes to a combination of cost pressures, evolving client demands and rapid adoption of AI technologies that can perform tasks faster and at scale.
AI powered tools are increasingly being used for content generation, campaign optimisation, data analysis and audience targeting. These systems can automate repetitive tasks such as copy drafting, basic design layouts, media buying optimisation and performance reporting. As a result, companies are reassessing staffing needs, particularly for roles focused on execution rather than strategy.
Media organisations have also been affected as AI driven analytics and content automation tools reduce dependence on large editorial and operational teams. Automated news summaries, transcription tools and recommendation algorithms are altering newsroom workflows. While editorial judgment remains essential, fewer resources are required for routine processes.
Advertising agencies are facing similar shifts. AI based platforms can analyse consumer behaviour, predict campaign outcomes and optimise ad spend with minimal human intervention. This has led agencies to streamline teams and focus hiring on specialised skills rather than volume.
Industry leaders say the layoffs are not solely driven by AI but by a broader recalibration of business models. Digital advertising growth has slowed in certain segments, and clients are demanding greater efficiency and measurable outcomes. AI adoption has accelerated this transition by offering a way to deliver results with leaner teams.
At the same time, the changes highlight a widening skills gap. While some roles are being phased out, demand is growing for professionals skilled in data science, AI strategy, marketing technology and advanced analytics. However, reskilling existing employees at scale remains a challenge.
Employees affected by the restructuring often come from traditional media buying, manual reporting and basic content roles. These positions are among the first to be automated as AI tools mature. In contrast, roles that require creative direction, brand strategy and client advisory are proving more resilient.
The shift has raised concerns about job security and career sustainability in the media and advertising sector. Industry associations have called for greater investment in training and upskilling to help professionals adapt to AI driven workflows. Without intervention, the gap between available talent and emerging requirements may widen.
For younger professionals entering the industry, the landscape looks markedly different from previous years. Entry level roles that once served as training grounds are shrinking as automation handles routine tasks. This has implications for how talent is developed and retained over the long term.
From a martech perspective, AI adoption is becoming central to agency competitiveness. Clients increasingly expect agencies to leverage technology to deliver insights, personalisation and efficiency. Agencies that fail to integrate AI risk losing relevance, while those that do must manage workforce transitions carefully.
Media companies are also navigating the balance between efficiency and credibility. While AI can assist with content production, concerns around accuracy, originality and trust persist. Editorial oversight remains critical, even as automation reduces operational overhead.
The job cuts reflect a broader global trend. Media and advertising industries worldwide are grappling with similar disruptions as AI reshapes value chains. India’s experience mirrors developments in other markets, although the scale and pace are influenced by local economic and regulatory factors.
Some companies have adopted a hybrid approach, combining AI tools with human expertise. This model seeks to enhance productivity without completely displacing creative and strategic roles. However, achieving this balance requires careful planning and investment.
Labour experts caution that AI driven restructuring often unfolds gradually rather than through sudden disruption. Attrition, hiring freezes and role consolidation contribute to workforce reduction over time. The reported job cuts represent an early phase of a longer transformation.
Regulatory frameworks around AI and employment are still evolving. Policymakers face the challenge of encouraging innovation while protecting workers from abrupt displacement. Discussions around social safety nets, reskilling incentives and industry collaboration are gaining momentum.
For brands and advertisers, the transformation could lead to more efficient campaigns and data driven decision making. However, over reliance on automation may risk homogenisation and loss of creative differentiation. Maintaining human insight remains important for brand storytelling.
Industry veterans note that previous technological shifts, such as the move from print to digital, also led to job losses before new roles emerged. AI is expected to follow a similar pattern, though the transition may be faster and more complex.
The current wave of job cuts serves as a reminder that AI adoption is not just a technological change but an organisational one. Companies must rethink structures, processes and talent strategies to remain competitive.
Looking ahead, the media and advertising sector is likely to see continued consolidation of roles. Professionals who can combine creative thinking with technological literacy may find greater opportunities. Those unable to adapt may face ongoing uncertainty.
Despite the disruption, industry leaders emphasise that AI also creates potential for growth. New formats, platforms and business models may emerge as technology evolves. The challenge lies in managing transition responsibly.
As AI becomes embedded across media and marketing operations, workforce transformation will remain a central issue. How companies support employees through reskilling and redeployment will shape the industry’s long term resilience.
The reduction of over 1,000 jobs underscores the scale of change underway. While efficiency gains are driving adoption, the human impact of AI transformation is becoming increasingly visible.
For India’s media and advertising industry, the coming years will test its ability to balance innovation with inclusivity. Navigating this shift effectively will determine whether AI becomes a force for sustainable growth or prolonged disruption.