MUMBAI: Adtech and martech firm Affle has marked its third decade with a rechristening and a bold leap into AI-driven advertising. The rebranding to Affle 3i officially went into effect today with  approval from the registrar of companies,  ministry of corporate affairs. Earlier in April, an extraordinary general meeting of shareholders had given the management the go-ahead to rename the firm. Affle 3i informed the Bombay stock exchange (BSE)  about the official name change today.

Earlier this week the company held a  glitzy summit at the BSE where it showcased its "Power of 3i" vision to investors and clients.  The "3i" pillars—innovation, impact, and intelligence—were the stars of the show. Affle 3i demonstrated OpticksAI, a system capable of delivering hyper-personalised, real-time consumer experiences, powered by advanced AI. It s also highlighted its AI integration across connected TV (CTV) advertising, aiming to democratise the platform and boost ROI.

But the real showstopper was Affle’s live demonstration of 100 AI agents, showcasing what the company calls  "active and authentic intelligence." This, it claims, builds on the company’s formidable intellectual property, including 15 Indian patents and two US patents related to AI-driven experiences, filed well before the generative AI craze.

Affle 3i chairperson, managing director, & chief executive officer  Anuj Khanna Sohum said the company’s vision is to "invoke the power of 3i" for intelligence that goes beyond efficiency. The aim is to scale from targeted creatives to millions of dynamic, personalised experiences, driven by "authentic, actionable, and augmented intelligence."

Chief architect & technology officer Charles Yong added that digital advertising is ripe for generative AI adoption. Affle 3i’s AI agents, he claimed, will streamline workflows and meet the demand for real-time, personalised content.

In a flourish, Affle 3i also snagged records from the Asia Book of Records and the India Book of Records for the first-ever "Live Intelligence in Action" presentation at the BSE, proving the ad tech firm is not just talking the talk, it is walking the AI-powered walk. This rebranding and AI push signals Affle 3i's intent to dominate the future of digital advertising, and it is not pulling any punches.