The Indian communications and marketing industry is rapidly adopting artificial intelligence, with 92% of teams already using AI for content creation, according to a study by One Asia Communications (OAC). However, the report found that this high utilization rate does not match organizational readiness, highlighting a critical “readiness gap” as the sector enters the Generative Engine Optimization (GEO) era.
Although India ranks as one of the most optimistic markets in Asia regarding AI, most organizations lack the tools, guidelines, and infrastructure needed to use AI strategically. This study shows that although interest and experimentation are strong, especially within small teams, structural preparation remains limited.
Key findings specific to India include that 68% of respondents see AI as a positive force. 75% of small organizations (
OAC describes this contrast as India’s emerging ‘GEO gap’ – high adoption but low optimization for a future where generative engines influence how audiences discover brands.
Explaining this change, Ong Hock Chuan, managing partner of Maverick Indonesia and founding member of OAC Network, said, “If your brand is not present in the generative ecosystem, it may not exist at all. Communicators need to design for discoverability, not just visibility.”
While 50% to 58% of Indian respondents already recognize that AI-powered search is a driver of brand reputation, few organizations have started preparing content and strategies for their generation engines.
The report also notes that AI is reshaping the role of communicators. Over 80% of teams in India are now using AI for research, insights, and audience interpretation. This is above the Asian average and indicates a shift towards more strategic working.
Siwon Harm, Chairman of One Asia Communications and CEO of Harm Partners, said: “AI is turning communicators into insight generators and trust builders. We are moving from doing work to dictating how technology supports human understanding and truth.”
Research shows that small businesses primarily use AI to enhance content and speed up research, while large organizations apply AI for crisis planning, predictive analytics, and campaign design. Experts across organizations expect AI to reshape PR operations within five years.
“GEO represents the single biggest growth opportunity for India’s integrated marketing communications industry,” said Chetan Mahajan, founder and CEO of The Mavericks, OAC’s India partner. Being rooted in clarity does not make PR any less relevant. But while there is great excitement around AI in India, our readiness and investment in our own AI capabilities has not kept up. The organizations that bridge this GEO gap the fastest will shape the next era of influence.
