Snapchat launches sponsored AI chatbots
Snapchat launched a new kind of ad that will bring sponsored artificial intelligence chatbots into users’ inbox and let users talk to the promotional bots in-stream.
The new option is an extension of Sponsored Snaps, with the custom branded AI chatbots to appear among the ad recipient’s other Snaps.
Snapchat users will be able to talk to the chatbots using suggested prompts and ask follow-up questions to learn more about brand and products.
This could be somewhat risky, in that these promotions will be intrusive, within Snap DMs, where users may not like being disrupted by promotions.
India crosses 915mn active internet users
India’s internet ecosystem is entering a more mature, engagement-led phase, with over 915 million active internet users now accessing digital services across communication, entertainment, fintech and commerce, according to Nielsen’s India Internet Report 2025. The report estimates a near-balanced user base, with 52% men and 48% women.
From user growth to usage depth
The 2025 numbers gain significance when seen against Nielsen’s earlier benchmarks. Nielsen’s Bharat 2.0 study estimated 646 million active internet users as of December 2021, while its India Internet Report 2023 placed the number at over 700 million users by December 2022. The current estimate of 915 million-plus users indicates an addition of at least 269 million users since 2021 and more than 215 million since 2022, marking one of the fastest large-scale digital expansions globally.
The shift, however, is no longer just about adding users. Nielsen’s latest findings underline a transition from connectivity to depth of engagement, with users participating more frequently across a wider range of digital activities and platforms.
Mobile remains India’s primary internet gateway
Access to the internet continues to be overwhelmingly mobile-first. Nearly 94% of users access the internet through mobile data, while more than 622 million Indians own a smartphone. The report also notes that over a third of smartphone users share their devices, pointing to a uniquely Indian layer of shared digital access that has implications for targeting, measurement and personalisation.
Video is the clearest marker of daily digital habit
Online behaviour is increasingly video-led. Video watching and video calling are both used by 78% of internet users, making them the most dominant digital activities.
Social networking follows at 74%, while chatting and messaging account for 71%.
CTV Ad spend led by Digital Platforms during IPL 2026
Advertising during the ongoing Indian Premier League 2026 is showing a clear platform-led divergence between Connected TV (CTV) and Linear TV, according to TAM Sports data analysing the first 31 matches of IPL 2026.
On Connected TV, advertising is led by digital-first categories, with E-commerce–Media, Entertainment and Social Media accounting for 39 per cent of total ad share, making it the dominant segment on the platform.
This is followed by E-commerce–Other Services at 11 per cent, while Cellular Phones–Smartphones and Cars each account for 6 per cent, and Air Conditioners contribute 4 per cent. The distribution indicates that CTV advertising is concentrated among a relatively small group of categories, largely led by digital platforms alongside select high-value consumer durables and auto segments.
Instagram introduces AI Creator label to boost content transparency for people
Instagram is testing the ability for creators who often create with AI to label their account as an “AI creator.” The label appears on your profile and alongside your content, giving your audience more transparency into the content they see. As a test, not everyone will have access yet, but this feature will be expanded in the coming weeks.
This new label builds on existing “AI info” labels that can be applied when posting AI content and that are automatically added when AI tools are detected in the creation process. If enabled, “AI creator” will appear on your profile’s bio and alongside your content in places such as Feed, Reels, and Explore. In instances when content is labeled as “AI info” and posted by a labeled AI creator, the “AI info” label will appear on the content instead of the “AI creator” label.
Using this label does not impact how your account or content is distributed across Instagram. It is designed to provide more transparency to audiences. Instagram encourages all accounts that regularly post AI-generated content to add this label.
Government rolls out 15,000 AI scholarships
The Centre has announced 15,000 scholarships to train young professionals in artificial intelligence (AI) across media, entertainment, gaming and animation, as part of a broader effort to expand capabilities in emerging technologies.
The initiative, introduced by the Ministry of Information and Broadcasting, will be delivered in collaboration with the Indian Institute of Creative Technologies (IICT), with support from industry partners such as Google and YouTube, according to an official statement.
The programme is structured around skill development in areas including animation, visual effects, gaming and digital content creation, where AI-led tools and workflows are becoming more prevalent. It is positioned as a step towards addressing existing skill gaps while preparing a workforce aligned with changing industry requirements.
How AI is reshaping traffic channels
Web traffic is being reshuffled in the AI era.
But how exactly is the channel mix changing — and where is traffic going? To find out, we analyzed billions of web visits across over 50,000 websites and 17 industries.
Long story short: AI traffic grew 66% in 2025 and outpaced every other channel, but it still makes up less than 0.15% of total visits. Meanwhile, organic traffic declined across most industries we analyzed.
This study breaks down how traffic is being redistributed across channels, which industries are seeing the biggest changes, and what it means for where you should invest next.
Key takeaways
- Total web traffic was essentially flat in 2025 (−0.43%), but the distribution of traffic across channels inside shifted significantly: while direct traffic contracted, paid search grew 76%, AI traffic grew 66%, and display grew 63%.
- Organic search declined in 13 of the 17 industries we analyzed. The four industries that continued to grow (beauty, apparel, food, and retail) tended to be visual and product-driven.
- AI traffic grew 66% during 2025, but still accounts for less than 0.15% of total web visits. It increased in 16 of 17 industries we analyzed. The only decline was in computer software and development (−26%).
- Google AI Mode traffic grew from 1,600 visits to 38.2 million between January and December 2025, roughly doubling every month through Q4. That said, it only accounts for 0.01% of total traffic.
- Organic search generated over 1 trillion visits in 2025 and remains the dominant traffic source. AI traffic is growing much faster (+66.02% vs. +2.38%), but it’s more volatile.
Deep Engagement, AI-Driven Scale.
That wraps up our May 5th issue. With India hitting 915 million active internet users, we’ve moved from basic connectivity to deep, video-led engagement. As the government backs 15,000 AI scholarships and platforms mandate AI creator labels, the industry is prioritizing both skill and transparency. The takeaway? Organic search still rules, but AI-driven channels are where the new growth lives.
I’m your host, signing off. Keep leading the curve and stay ahead.
