In all the hype about GenAI , CGI , AR, 2d/3d, how exactly does one determine what is the percentage or volume of advertising that is now AI generated? We all know its grown madly, but by how much?
Take instagram, that behemoth of social media. Instagram isn't new to AI- its been using it steadily since 2010- 15 years ago! Remember when it could identify photos, use filters to change colour / shade, group them and so on? Then text detection from photos? And much more since those early days. Today, while it sharpens its tools in AI to provide much more stickiness to users, it also tags content appearing on its platform to identify it as AI content , as distinct from real life generated content like photos and videos as we used to know them traditionally.
Instagram tags with "AI Info" ( changed from "Made with AI" after backlash from conventional content creators who would quite innocently do post- production changes). If human content is more than 80% its fine; more than that gets noticed as AI. While the AI - CGI generation looks very real to the eye, the metadata of every picture / video reveals the AI work done on it.
Many AI tools embed credentials in the meta data- thats a give away that the content was made using that AI tool. Then some tools add invisible watermarks in the pixels, visible to instagram even if the metadata is stripped. Meta itself is working with the industry to set standards.
Then some brands actually tag it as AI generated. Thats nice. And ethical. And clear. And it still gets attention, which is the target. It also keeps the brand within safe limits, mainly from misrepresentation , penalties or deliberate out of context.
A media4u.com report quoting TAM AdEx Half Yearly Report on Digital Advertising on September 25 2025 noted that digital ads in India grew 2x in just the First Half of 2025 and that instagram handled 63% of all ad impressions. If a rising percentage of ads now use AI in some form- mildly or completely, the AI usage would be humongous already!
We could juxtapose agency revenues / data / AI maturity/ rising AI tool sales and other digital data to determine AI volumes. My estimation is it would be well over 5x- 7x of today's usage within a year!
But remember : when everything else fails, there's Humint or Human Intelligence. In addition to metadata, there are ways the human eye will judge reality- that too straight a line or polished surface; that too perfect a pose /skin/ movement/ too "sweet" moments/ unnatural movements. The Human in the Loop is a totally indispensible!
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