A transformation is underway in Indian marketing, though it is not being announced with glossy campaigns or loud product launches. Instead, it is taking shape quietly inside dashboards, chatbots, and automation platforms. The driver of this shift is “agentic AI” – software agents that do more than respond to instructions. They can plan, decide, and act with limited human prompting, and in doing so, they are redefining everyday marketing work.
From automation to autonomy
For years, companies used automation to schedule campaigns or process large datasets. Agentic AI moves beyond that. These systems manage workflows end-to-end, such as handling customer queries on WhatsApp, sending reminders at the right moment, or guiding a new customer through onboarding without human intervention. Early adopters report measurable results, including faster response times, higher campaign click-through rates, and grave time savings for marketing teams.
The advantage is not in flashy outcomes, but in fixing everyday problems that previously consumed entire teams. By taking on repetitive execution, these systems allow marketers to focus on strategy, creativity, and customer storytelling.
The three phases of adoption
Analysts describe agentic AI adoption in three stages.
Phase 1: Humans lead, with AI acting as an assistant, offering prompts and helping structure workflows.
Phase 2: Humans and AI agents work together, with agents acting as digital colleagues that can run their own processes.
Phase 3: Humans set strategy and direction, while agents execute, monitor, and report back, stepping in only when exceptions arise.
Indian firms are gradually moving from Phase 1 to Phase 2, with a few early leaders experimenting with Phase 3 models. This evolution requires employees to act less like operators and more like “agent managers,” overseeing performance and guiding outcomes.
Solving India’s unique challenges
The Indian market has particular complexities that make this shift of great importance. Agentic AI is being used to handle multilingual customer intent, to improve cash-on-delivery fraud checks, and to map diverse product ranges for quick discovery. These are not headline-grabbing functions, but they are the foundation of smoother customer experiences and stronger business performance.
The country’s digital scale makes even small improvements matter. With more than 800 million internet users and billions of monthly digital transactions, a one percent lift in engagement or conversion can translate into millions in revenue. Agentic AI’s ability to personalise communication in regional languages, adjust offers to local contexts, and time campaigns more precisely is proving especially valuable.
Balancing efficiency with trust
Despite these benefits, there are serious risks. Over-automation can make customer interactions feel mechanical or impersonal, undermining brand trust. AI systems trained on non-Indian data risk cultural missteps or bias. And with the Digital Personal Data Protection (DPDP) Act now in place, firms must be transparent about how customer data is collected and used.
Experts caution that companies must not treat AI as a replacement for human judgment. Indian marketing has always thrived on creativity, emotion, and cultural nuance – qualities that machines cannot replicate. The most successful organisations will treat agentic AI as an accelerator, not a substitute, ensuring humans remain in the loop for strategy, empathy, and storytelling.
The coming two years will be decisive. Businesses that invest now in agent platforms, employee training, and responsible guardrails are likely to gain a competitive edge as adoption becomes mainstream. Those who rely on AI only for cost-cutting, without focusing on customer trust or data protection, may risk losing credibility and market share.
For consumers, the change will likely feel subtle but impactful. Service queries will be answered more quickly, product recommendations will become more relevant, and campaigns will appear in local languages with cultural sensitivity. At the same time, human marketers will continue to shape the big ideas, emotional narratives, and ethical safeguards that AI cannot provide.
Agentic AI is not replacing marketing teams; it is redefining their roles. The future of Indian marketing lies in this partnership – where machines handle the execution, and people bring the judgment, creativity, and trust that truly connect with customers.
The 2025 Global Threat Landscape Report by FortiGuard Labs highlights a “dramatic escalation in scale and advancement of cyberattacks” due to the fast adoption of the present hostile tech and commercial malware and attacker toolkits.
According to the report, the data suggests cybercriminals are advancing faster than ever, “automating reconnaissance, compressing the time between vulnerability disclosure and exploitation, and scaling their operations through the industrialization of cybercrime.”
According to the researchers, hackers are exploiting all types of threat resources in a “systematic way” to disrupt traditional advantages enjoyed by defenders. This has put organizations on alert as they are implementing new defense measures and leveling up to mitigate these changing threats.
AI has become a key tool for hackers in launching phishing attacks which are highly effective and work as initial access vectors for more harmful attacks like identity theft or ransomware.
A range of new tools such as WormGPT and FraudGPT text generators; DeepFaceLab and Faceswap deepfake tools; BlackmailerV3, an AI-driven extortion toolkit for customizing automatic blackmail emails, and AI-generated phishing pages like Robin Banks and EvilProxy, making it simple for threat actors to make a swift and dirty cybercrime business.
The report highlights that the growing cybercrime industry is running on “cheap and accessible wins.” With AI evolving, the bar has dropped for cybercriminals to access tactics and intelligence needed for cyberattacks “regardless of an adversary's technical knowledge.”
These tools also allow cybercriminals to build better and more convincing phishing threats and scale a cybercriminal enterprise faster, increasing their success rate.
Attackers are now using automated scanning for vulnerable systems reaching “unprecedented levels” at billions of scans per month, 36,000 scans every second. The report suggests a yearly rise in active scanning to 16.7%. The defenders have less time to patch vulnerable systems due to threat actors leveraging automation, disclosing security loopholes impacting organizations.
According to researchers, “Tools like SIPVicious and commercial scanning tools are weaponized to identify soft targets before patches can be applied, signaling a significant 'left-of-boom' shift in adversary strategy.”
In today’s complex digital landscape, the role of human expertise in cybersecurity remains indispensable. Two pivotal approaches — human-led security testing and human-centric cybersecurity (HCC) — have gained prominence, each contributing distinct strengths. However, these strategies often function in silos, creating fragmented defenses. To achieve comprehensive cyber resilience, organizations must integrate these methods with advanced technologies like automation and data analytics.
Human-led security testing leverages the intuition and expertise of cybersecurity professionals. Ethical hackers and penetration testers bring invaluable insights, uncovering vulnerabilities that automated tools may overlook. Their ability to simulate real-world attack scenarios allows organizations to anticipate and neutralize sophisticated cyber threats dynamically. This approach ensures tailored defenses capable of adapting to specific challenges.
On the other hand, human-centric cybersecurity (HCC) focuses on empowering end users by designing security measures that align with their behaviours and limitations. Traditional tools often burden users with complexity, leading to risky workarounds. HCC addresses this by creating intuitive, accessible solutions that seamlessly integrate into daily workflows. When users perceive these measures as helpful rather than obstructive, compliance improves, enhancing overall security frameworks.
Technology acts as a vital bridge between these human-driven approaches. Automation and data analytics provide scalability and efficiency, handling repetitive tasks and processing vast data volumes. Real-time threat intelligence and continuous monitoring enable organizations to identify and respond to emerging risks quickly. This technological backbone allows human experts to focus on addressing complex, strategic challenges.
Integrating these elements fosters a proactive security culture where people, not just systems, are central to defense strategies. Educating employees, conducting regular threat simulations, and promoting secure behaviors through incentives help build shared responsibility for cybersecurity. Research forecasts that by 2027, half of large enterprises will adopt HCC strategies, prioritizing security behavior and culture programs (SBCPs). These initiatives utilize simulations, automation, and analytics to encourage informed decision-making and enhance incident reporting.
A holistic cybersecurity approach blends human intuition, user-friendly processes, and technology-driven efficiency. Human-led testing uncovers evolving threats, while HCC empowers employees to respond confidently to risks. Automation and analytics amplify these efforts, providing actionable insights and driving continuous improvements. Together, these elements create a robust, forward-thinking cybersecurity environment capable of meeting the challenges of an ever-evolving digital world.
The Jenkins RCE vulnerability stems from a flaw in the args4j command parser, a library used by Jenkins to parse command-line arguments. This flaw allows attackers to execute arbitrary code on the Jenkins server by sending specially crafted requests. The vulnerability can also be exploited to read arbitrary files on the server, potentially exposing sensitive information.
The args4j library is integral to Jenkins’ functionality, making this vulnerability particularly concerning. Attackers exploiting this flaw can gain full control over the Jenkins server, enabling them to deploy ransomware, steal data, or disrupt CI/CD pipelines. Given Jenkins’ widespread use in automating software development processes, the impact of such an exploit can be far-reaching.
The exploitation of the Jenkins RCE vulnerability has already been observed in several ransomware attacks. Ransomware, a type of malware that encrypts a victim’s data and demands payment for its release, has become a prevalent threat in recent years. By exploiting the Jenkins vulnerability, attackers can access critical infrastructure, encrypt valuable data, and demand ransom payments from affected organizations.
The consequences of a successful ransomware attack can be devastating. Organizations may face significant financial losses, operational disruptions, and reputational damage. In some cases, the recovery process can be lengthy and costly, further exacerbating the impact of the attack. As such, it is crucial for organizations using Jenkins to take immediate action to mitigate the risk posed by this vulnerability.
We are in a fast-paced industry, and with the rise of technological developments each day, the chances of cyber attacks always arise. Hence, defense against such attacks and cybersecurity becomes paramount.
The latest research into the cybersecurity industry by Seemplicity revealed that 91% of participants claim their security budget is increasing this year. It shows us the growing importance of cybersecurity in organizations.
A survey of 300 US cybersecurity experts to understand views about breathing topics like automation, AI, regulatory compliance, vulnerability and exposure management. Organizations reported employing 38 cybersecurity vendors, highlighting sophisticated complexity and fragmentation levels within the attack surfaces.
The fragmentation results in 51% of respondents feeling high levels of noise from the tools, feeling overwhelmed due to the traffic of notifications, alerts, and findings, most of which are not signaled anywhere.
As a result, 85% of respondents need help with handling this noise. The most troubling challenge reported being slow or delayed risk reduction, highlighting the seriousness of the problem, because of the inundating noise slowing down effective vulnerability identification and therefore caused a delay in response to threats.
97% of respondents cited methods (at least one) to control noise, showing acceptance of the problem and urgency to resolve it. 97% showed some signs of automation, hinting at a growth toward recognizing the perks of automation in vulnerability and exposure management. The growing trend towards automation tells us one thing, there is a positive adoption response.
However, 44% of respondents still rely on manual methods, a sign that there still exists a gap to full automation.
But the message is loud and clear, automation has helped in vulnerability and exposure management efficiency, as 89% of leaders report benefits, the top being a quicker response to emergency threats.
The existing opinion (64%) that AI will be a key force against fighting cyber threats is a positive sign showing its potential to build robust cybersecurity infrastructure. However, there is also a major concern (68%) about the effects of integrating AI into software development on vulnerability and exposure management. AI will increase the pace of code development, and the security teams will find it difficult to catch up.
As artificial intelligence (AI) advances, it accelerates code development at a pace that cybersecurity teams struggle to match. A recent survey by Seemplicity, which included 300 US cybersecurity professionals, highlights this growing concern. The survey delves into key topics like vulnerability management, automation, and regulatory compliance, revealing a complex array of challenges and opportunities.
Fragmentation in Security Environments
Organisations now rely on an average of 38 different security product vendors, leading to significant complexity and fragmentation in their security frameworks. This fragmentation is a double-edged sword. While it broadens the arsenal against cyber threats, it also results in an overwhelming amount of noise from security tools. 51% of respondents report being inundated with alerts and notifications, many of which are false positives or non-critical issues. This noise significantly hampers effective vulnerability identification and prioritisation, causing delays in addressing real threats. Consequently, 85% of cybersecurity professionals find managing this noise to be a substantial challenge, with the primary issue being slow risk reduction.
The Rise of Automation in Cybersecurity
In the face of overwhelming security alerts, automation is emerging as a crucial tool for managing cybersecurity vulnerabilities. According to a survey by Seemplicity, 95% of organizations have implemented at least one automated method to manage the deluge of alerts. Automation is primarily used in three key areas:
1. Vulnerability Scanning: 65% of participants have adopted automation to enhance the precision and speed of identifying vulnerabilities, significantly streamlining this process.
2. Vulnerability Prioritization: 53% utilise automation to rank vulnerabilities based on their severity, ensuring that the most critical issues are addressed first.
3. Remediation: 41% of respondents automate the assignment of remediation tasks and the execution of fixes, making these processes more efficient.
Despite these advancements, 44% still rely on manual methods to some extent, highlighting obstacles to complete automation. Nevertheless, 89% of cybersecurity leaders acknowledge that automation has increased efficiency, particularly in accelerating threat response.
AI's Growing Role in Cybersecurity
The survey highlights a robust confidence in AI's ability to transform cybersecurity practices. An impressive 85% of organizations intend to increase their AI spending over the next five years. Survey participants expect AI to greatly enhance early stages of managing vulnerabilities in the following ways:
1. Vulnerability Assessment: It is argued by 38% of the demographic that AI will boost the precision and effectiveness of spotting vulnerabilities.
2. Vulnerability Prioritisation: 30% view AI as crucial for accurately ranking vulnerabilities based on their severity and urgency.
Additionally, 64% of respondents see AI as a strong asset in combating cyber threats, indicating a high level of optimism about its potential. However, 68% are concerned that incorporating AI into software development will accelerate code production at a pace that outstrips security teams' ability to manage, creating new challenges in vulnerability management.
Views on New SEC Incident Reporting Requirements
The survey also sheds light on perspectives regarding the new SEC incident reporting requirements. Over half of the respondents see these regulations as opportunities to enhance vulnerability management, particularly in improving logging, reporting, and overall security hygiene. Surprisingly, fewer than a quarter of respondents view these requirements as adding bureaucratic burdens.
Trend Towards Continuous Threat Exposure Management (CTEM)
A trend from the survey is the likely adoption of Continuous Threat Exposure Management (CTEM) programs by 90% of respondents. Unlike traditional periodic assessments, CTEM provides continuous monitoring and proactive risk management, helping organizations stay ahead of threats by constantly assessing their IT infrastructure for vulnerabilities.
The Seemplicity survey highlights both the challenges and potential solutions in the evolving field of cybersecurity. As AI accelerates code development, integrating automation and continuous monitoring will be essential to managing the increasing complexity and noise in security environments. Organizations are increasingly recognizing the need for more intelligent and efficient methods to stay ahead of cyber threats, signaling a shift towards more proactive and comprehensive cybersecurity strategies.
In the digital society, defenders are grappling with the transformative impact of artificial intelligence (AI), automation, and the rise of Cybercrime-as-a-Service. Recent research commissioned by Darktrace reveals that 89% of global IT security teams believe AI-augmented cyber threats will significantly impact their organisations within the next two years, yet 60% feel unprepared to defend against these evolving attacks.
One notable effect of AI in cybersecurity is its influence on phishing attempts. Darktrace's observations show a 135% increase in 'novel social engineering attacks' in early 2023, coinciding with the widespread adoption of ChatGPT2. These attacks, with linguistic deviations from typical phishing emails, indicate that generative AI is enabling threat actors to craft sophisticated and targeted attacks at an unprecedented speed and scale.
Moreover, the situation is further complicated by the rise of Cybercrime-as-a-Service. Darktrace's 2023 End of Year Threat Report highlights the dominance of cybercrime-as-a-service, with tools like malware-as-a-Service and ransomware-as-a-service making up the majority of harrowing tools used by attackers. This as-a-Service ecosystem provides attackers with pre-made malware, phishing email templates, payment processing systems, and even helplines, reducing the technical knowledge required to execute attacks.
As cyber threats become more automated and AI-augmented, the World Economic Forum's Global Cybersecurity Outlook 2024 warns that organisations maintaining minimum viable cyber resilience have decreased by 30% compared to 2023. Small and medium-sized companies, in particular, show a significant decline in cyber resilience. The need for proactive cyber readiness becomes pivotal in the face of an increasingly automated and AI-driven threat environment.
Traditionally, organisations relied on reactive measures, waiting for incidents to happen and using known attack data for threat detection and response. However, this approach is no longer sufficient. The shift to proactive cyber readiness involves identifying vulnerabilities, addressing security policy gaps, breaking down silos for comprehensive threat investigation, and leveraging AI to augment human analysts.
AI plays a crucial role in breaking down silos within Security Operations Centers (SOCs) by providing a proactive approach to scale up defenders. By correlating information from various systems, datasets, and tools, AI can offer real-time behavioural insights that human analysts alone cannot achieve. Darktrace's experience in applying AI to cybersecurity over the past decade emphasises the importance of a balanced mix of people, processes, and technology for effective cyber defence.
A successful human-AI partnership can alleviate the burden on security teams by automating time-intensive and error-prone tasks, allowing human analysts to focus on higher-value activities. This collaboration not only enhances incident response and continuous monitoring but also reduces burnout, supports data-driven decision-making, and addresses the skills shortage in cybersecurity.
As AI continues to advance, defenders must stay ahead, embracing a proactive approach to cyber resilience. Prioritising cybersecurity will not only protect institutions but also foster innovation and progress as AI development continues. The key takeaway is clear: the escalation in threats demands a collaborative effort between human expertise and AI capabilities to navigate the complex challenges posed by AI, automation, and Cybercrime-as-a-Service.
General Motors' Cruise unit has suspended all driverless operations following a recent ban in California, halting their ambitious plans for a nationwide robotaxi service.
The decision comes in response to a regulatory setback in California, a state known for its stringent rules regarding autonomous vehicle testing. The California Department of Motor Vehicles revoked Cruise's permit to operate its autonomous vehicles without a human safety driver on board, citing concerns about safety protocols and reporting procedures.
This move has forced GM Cruise to halt all of its driverless operations, effectively putting a pause on its plans to launch a commercial robotaxi service. The company had previously announced its intention to deploy a fleet of autonomous vehicles for ride-hailing purposes in San Francisco and other major cities.
The suspension of operations is a significant blow to GM Cruise, as it now faces a setback in the race to deploy fully autonomous vehicles for commercial use. Other companies in the autonomous vehicle space, including Waymo and Tesla, have been making strides in the development and deployment of their autonomous technologies.
The California ban highlights the challenges and complexities surrounding the regulation of autonomous vehicles. Striking the right balance between innovation and safety is crucial, and incidents or regulatory concerns can lead to significant delays in the deployment of this technology.
While GM Cruise has expressed its commitment to working closely with regulators to address their concerns, the current situation raises questions about the timeline for the widespread adoption of autonomous vehicles. It also emphasizes the need for a unified regulatory framework that can provide clear guidelines for the testing and deployment of autonomous technologies.
In the meantime, GM Cruise will need to reassess its strategy and potentially explore other avenues for testing and deploying its autonomous vehicles. The company has invested heavily in the development of this technology, and overcoming regulatory hurdles will be a crucial step in realizing its vision of a driverless future.
The halt to GM Cruise's driverless robotaxi operations is a clear reminder of the difficulties and unknowns associated with the advancement of autonomous car technology. The safe and effective use of this ground-breaking technology will depend on companies and regulators working together as the industry develops.