MUMBAI – August 6, 2026 – DoubleVerify (“DV”) (NYSE: DV), the leading software platform to verify media quality, optimise ad performance and prove campaign outcomes, today released the Asia-Pacific edition of its 2026 Global Insights: Media Quality in the Age of AI report, examining consumer and marketer attitudes toward AI’s growing role in content and digital advertising, from low-quality AI content and AI-generated ad creative to advertising within AI chat experiences.
The research finds Indian consumers are among the most enthusiastic adopters of AI across Asia-Pacific. Eighty-two percent say AI-powered tools improve their online experience, compared with 72% across Asia-Pacific and 56% globally. India also reported the highest frequency of AI use in the region, with 80% of consumers using AI tools or platforms several times a week or more.
But enthusiasm for AI does not eliminate potential risks for advertisers. Twenty-nine percent of Indian consumers say seeing a brand advertised alongside low-quality AI-generated content would negatively impact their perception of that brand. Across Asia-Pacific, that figure rises to 43%.
“The advent of AI is creating new opportunities for advertisers to engage APAC audiences,” said Conrad Tallariti, Managing Director, APAC, DoubleVerify. “However, there are new concerns such as the ability to measure the quality of AI chat ads and challenges such as AI slop that is not just a threat to media quality but to brand equity as well”.
Quality Matters for AI-Generated Advertising
Indian consumers are particularly receptive to brands using AI to create advertising — provided the execution is strong. Nearly two-thirds (65%) say polished, professional AI-generated ads would positively impact their perception of a brand, while just 13% say they would have a negative impact.
Low-quality AI creative produces a different response. Twenty-eight percent of Indian consumers say AI-generated advertising that looks low-quality, uncanny or strange would negatively impact their perception of a brand.
The findings suggest Indian consumers are not rejecting the use of AI. Instead, the quality of how the technology is applied can influence how consumers respond.
Marketers Weigh the Risks of AI Advertising
Marketers are similarly weighing AI’s opportunities against its potential risks. Across Asia-Pacific, 61% of marketers are somewhat or very concerned about serving ads alongside low-quality generative AI content, compared with 53% globally. By comparison, 44% are concerned about advertising alongside high-quality AI-generated content.
Those concerns extend from where advertising appears to the ads themselves. Nearly half (48%) of Asia-Pacific marketers are concerned about using AI to generate ad copy or creative.
Indian Consumers Are Highly Receptive to Advertising Within AI Platforms
As AI platforms emerge as a new advertising channel, Indian consumers appear particularly open to the opportunity. Three-quarters (75%) of Indian consumers feel positively about ads being shown within AI platforms compared with 53% across Asia-Pacific and 46% globally. Just 10% of Indian consumers feel negatively.
Marketers are approaching the emerging channel more cautiously. Across Asia-Pacific, 51% are concerned about serving ads within AI platforms. The leading factors that would make marketers in the region more comfortable include the ability to review or approve AI-generated creative, verified brand suitability controls, reliable measurement and attribution of ad performance, and clear data privacy and compliance safeguards.
Together, the findings reinforce that consumers and marketers are responding less to the use of AI itself and more to the quality and context of how it is applied.
Globally, across the board it’s clear that transparency and trust are crucial in a media ecosystem being transformed by AI. Last year, DV introduced DV AI Verification™, a comprehensive offering designed to help advertisers identify AI agent interactions and avoid low-quality AI-generated content, also known as AI slop, across the open web and social environments.
The full Global Insights: Media Quality in the Age of AI, APAC report is available for download here.
About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, DV strengthens the digital advertising ecosystem, ensuring a fair value exchange between buyers and sellers of digital media. For more information about DoubleVerify, visit http://www.doubleverify.com.
