Success should hinge on leveraging real-time insights: Abheek Biswas, dentsu

At the recently held dentsu e4m Digital Advertising Report 2025 event, Abheek Biswas, AVP-Consumer Insights, Dentsu, shared insights on the evolving landscape of digital advertising. 

Speaking about the significance of research, AI, and the "power of now", Biswas emphasized a fundamental shift in how brands should approach the future.

At the dentsu-e4m report unveiling When asked about the relevance of the ‘power of now’ in advertising, Biswas urged brands to move away from blind speculation about future trends and instead focus on the present. “The answer lies in the question itself. Chasing future trends, which don’t really exist yet, means we are just speculating. But leveraging what we already have and what has been built so far ensures a solid foundation for the future,” he explained.

Instead of getting caught up in predictions, Biswas advised advertisers to double down on the strategies and insights they already possess, using them as building blocks for long-term success.

With AI-driven tools increasingly influencing advertising strategies, many have questioned whether traditional research methodologies will still hold relevance. Biswas, however, dismissed the idea that AI could replace human-led consumer insights.

“Research is about observing people. AI aggregates data from multiple sources and draws conclusions based on averages. But what makes us human is our uniqueness—that’s what we need to observe to curate consumer insights that brands can target,” he noted.

He firmly believes that research will continue to be indispensable, regardless of AI advancements. Even with the rise of general AI, the nuances of human behavior will remain crucial in shaping advertising strategies.

Dentsu’s latest Digital Advertising Report 2025 paints a promising picture for India’s advertising industry. According to the report, the sector is expected to grow at a compounded rate of 6.87%, reaching a market size of ₹1,15,000 crore by the end of 2026.

Biswas highlighted that this growth will be driven by digital advertising, reflecting a broader shift in how brands allocate their marketing spends. With increasing digital penetration and evolving consumer behaviors, India’s advertising ecosystem is poised for a significant transformation.

As brands navigate this dynamic landscape, the key takeaway from Biswas’ insights is clear—while AI and digital innovations will play a pivotal role, success will hinge on leveraging real-time insights, deep consumer understanding, and a firm grip on the present.