Consultants Transform India's Ad Pitching: Human Touch Still Reigns Amid AI Boom

• India's ad pitching process is longer (8-12 weeks) and more complex, with over 60% requiring AI-led visualization, yet human interaction remains crucial.
• Industry experts Sunil Alagh and Meenakshi Menon assert AI is a preparatory tool, not a substitute for human chemistry, relationship-building, and face-to-face engagement.
• Pitch consultants evaluate brand roadmaps, structure pitches for long-term goals, and educate clients, bringing discipline and domain expertise to the selection process.
• Lifestyle International's 2022 creative agency pitch, managed by Spatial Access, exemplifies how consultants streamline selection, leading to Lowe Lintas's appointment.
• Despite consultants' growing role, challenges like idea shopping, delayed verdicts, and uncredited use of ideas persist, highlighting the need for transparency and fair compensation.

Why It Matters: Pitch consultants are vital for navigating complex ad landscapes, but human connection and fair practices remain paramount.