The new ad intelligence platform claims to turn one creative into thousands of ad variations, blending native engagement with display scale -- powered by AI.
In a digital advertising landscape where traditional display formats struggle for relevance and native advertising is often hampered by limited scale, Indian adtech company Huella Services is aiming to shift the equation. The company has introduced AIgnite, an AI-driven ad intelligence platform designed to transform the performance of creative assets across the open web.
Launched at the iMedia Brand Summit in Goa, AIgnite promises to "outsmart native and outperform display" by turning a single brand asset into thousands of optimised creative variations across native, video, and display formats. With open web click-through rates (CTR) averaging just 0.46%, according to industry estimates, marketers have faced growing challenges of audience fatigue and fragmented reach.
AIgnite aims to bridge this gap by combining the engagement of native advertising with the scalability of display, powered by real-time artificial intelligence that adapts and optimises creative in-flight.
"AIgnite isn't built to run the same race as native or display. It is designed to re-draw the track entirely," said Prrincey Roy, co-founder and CEO of Huella Services. "AIgnite is not a layer of AI stitched onto old systems, it is built ground-up with intelligence in its core. From how creatives are developed, to how they're deployed, optimised, and scaled -- every step is powered by AI. And with Agentic AI, even decisions around media planning and reporting are real-time and recommendation-led, plugged with various supply pipes."
For Roy, the premise is not just technological enhancement but a fundamental rethinking of the creative and media process. "We have launched something that doesn't just respond to briefs -- it multiplies them. AIgnite outsmarts native and outperforms display because it puts creativity back in control -- intelligently, and unapologetically," she added.
AIgnite's early pilots have reportedly delivered CTRs of over 5%, a significant leap over standard benchmarks in both native and display advertising. According to Huella, the platform identifies winning creative and placement combinations 4.2 times faster than conventional approaches, while also extending campaign performance windows by an average of 3.2 weeks. This, the company claims, allows brands to maximise returns from campaigns in real time, rather than waiting for post-campaign insights.
The Goa launch event itself was designed as a reflection of the product's proposition. Held at The Supper Club, a dinner for marketers in India, the experience was built around a single metaphor: one ingredient -- chilli -- served in 100 different ways. From cocktails to courses, murals to menu designs, the evening was a creative interpretation of how AIgnite can transform a single brand asset into countless high-performance variations.
Jaswant Singh, country managing director of Comexposium India, the organiser of iMedia Brand Summit, said, "We are absolutely thrilled that Huella Services has chosen the iMedia Brand Summit as the platform for its highly anticipated launch. Our mission with iMedia has always been to foster innovation and provide a premier stage for groundbreaking products that will shape the future of marketing. AIgnite's AI-powered solution perfectly embodies this vision, and we are incredibly proud to be the chosen platform for its unveiling."
The company asserts that AIgnite is not just about generating multiple ad variations but is engineered for impact. It leverages Huella's premium network of over 500 curated publishers spanning news, finance, technology, entertainment, and lifestyle, ensuring 100% viewability-verified inventory and brand-safe placements. This pre-vetted supply pool is designed to alleviate brand concerns around transparency and ad fraud, especially in the open web ecosystem.
Further, with built-in SSP (Supply Side Platform) integrations, AIgnite claims it can cut time-to-market by up to 60%, enabling creative deployment in less than three hours -- a potentially valuable proposition for marketers grappling with agile campaign demands.
Founded in 2021, Huella Services has established itself in the adtech space with platforms like Newsroom AI and NExad, both aimed at enabling brands to engage audiences while driving performance. The company also operates transaction-based platforms that help brands unlock growth and maximise revenue potential through scalable solutions.
The launch of AIgnite comes at a time when the conversation around programmatic advertising is increasingly dominated by the role of AI in improving campaign outcomes. The open web, despite its challenges with fragmentation and ad fraud, remains a critical frontier for brands looking to diversify beyond the walled gardens of Google, Meta, and Amazon.
Yet, while Huella's AIgnite introduces compelling metrics in pilot phases, its success will depend on adoption rates, sustained performance delivery at scale, and how effectively it can navigate the competitive ecosystem of adtech vendors promising AI-driven optimisation. Furthermore, as creative automation tools proliferate, the differentiation may lie not just in algorithmic efficiency, but in how seamlessly platforms integrate with brands' marketing stacks and data systems.
Huella's approach -- positioning AI as central not just to creative generation but to media planning and performance reporting -- is reflective of a broader industry trend where technology is reframing the relationship between creativity, media, and data. Whether AIgnite can deliver on its promise to "multiply briefs" and extend the life of campaigns remains to be seen in wider deployments beyond pilot tests.
For now, AIgnite presents an intriguing proposition for marketers fatigued by stagnant CTRs and diminishing returns on traditional display and native campaigns. As open web advertising evolves, platforms like AIgnite that combine creative flexibility with performance intelligence may well set the tone for the next chapter of programmatic innovation -- provided they can deliver consistent results in real-world, scaled environments.
