30% of generative AI projects will halt in 2025 over unmet outcome: Gaurav Jeet Singh

Nearly 30% of all generative AI projects are expected to be discontinued in 2025 due to unmet outcomes, said Meta India Director Gaurav Jeet Singh. Speaking at the launch of Pitch Madison Advertising Report 2025 in Mumbai, Singh shed light on the challenges and opportunities marketers face as they navigate the rapidly evolving AI domain.

“In the past, media planners bought ad space. Then, they focused on buying audiences. But today, the priority has shifted to purchasing outcomes,” he said. 

Singh emphasised that while generative AI has captured the imagination of marketers and businesses worldwide, the focus is now shifting from experimentation to tangible results. “In 2025, 30% of generative AI projects will be halted because, ultimately, it’s about outcomes. If the results aren’t there, the investment won’t sustain,” he stated. This stark prediction underscores the importance of aligning AI initiatives with clear business objectives and measurable returns.

The rise of AI-driven advertising

Despite the anticipated setbacks, Singh highlighted the transformative impact of AI on advertising. He revealed that over 1 million advertisers are currently using AI tools on Meta’s platforms, generating a staggering 50 million ads last month alone. “If you’re not part of this wave, you’re essentially living in a different world,” he remarked. Brands like Freshman and Unova have already seen significant gains, with Freshman reporting a 42% increase in conversions and Unova achieving a 15% higher return on investment through AI-optimized campaigns.

Singh outlined how AI is revolutionizing media planning and creative workflows. “Imagine a media planner’s job in the future: simply ask Meta AI on WhatsApp for a media plan, and it generates one in seconds. In 9 out of 10 cases, it’s a highly accurate plan,” he explained. He urged marketers to embrace automation, stating, “Brand managers need to let go of control and let the system optimize. We’ve seen 30-40% better outcomes when platforms like Advantage Plus are given the freedom to identify audiences and deliver ads.”

The creative potential of Generative AI

Singh also showcased the creative possibilities of generative AI, from generating images and text to creating entire movie scripts. “Imagine a scene where you could have an entire movie created from scratch, including dialogues, using generative AI. It’s not very far off,” he said. He encouraged brands to reimagine their creative workflows, leveraging AI to produce personalized, scalable content that resonates with diverse audiences.

To harness the full potential of AI, Singh advised businesses to start experimenting with the technology. “Play around with it. Go to WhatsApp, create a song, send a birthday message, or generate an image. The more you engage with AI, the better you’ll understand its capabilities,” he said. 

Singh concluded by predicting that the conversation in the coming years will shift from traditional debates like digital vs. TV to AI vs. non-AI. “What really matters is the outcome you get for your investment. The future is already here—it’s just unevenly distributed. It’s time for more brands to step into this new era of possibilities,” he said.

As marketers grapple with the challenges of implementing generative AI, Singh’s insights serve as a roadmap for success. By focusing on outcomes, embracing automation, and experimenting with AI-driven tools, brands can unlock unprecedented growth and innovation in the years to come.