The advertising industry is in the midst of a seismic shift. As digital channels become increasingly saturated and consumer attention more elusive, advertisers are turning to generative AI to create relevant, scalable, and performance-driven campaigns. Far from being a passing trend, AI is becoming the foundation of modern ad infrastructure—reshaping how ads are created, personalized, and delivered.
At the center of this evolution is Smarth Behl, a seasoned software engineer whose work focuses on building the infrastructure that powers AI-driven advertising. “AI lets us move from static targeting to intelligent personalization at scale,” Behl explains. “We’re able to analyze behavior, predict preferences, and serve content that actually resonates.”
---Advertisement---
From Product Suggestions To Platform-Scale Infrastructure
One of AI’s most practical advertising applications is product recommendation. By leveraging historical behavior—clicks, searches, and purchases—AI models can serve products in ads that feel timely and relevant. Behl has helped design infrastructure for machine learning-based recommendation systems that support e-commerce platforms in delivering personalized shopping experiences.
---Advertisement---
“With machine learning and AI, we’re able to understand and act on customer intent in real time,” Behl says. “That means showing users the products they’re actually looking for—not just guessing based on demographics.”
During the global surge in online shopping in 2020 and 2021, Behl contributed to building recommendation systems that powered personalized product discovery at scale. His efforts helped e-commerce platforms deliver timely, relevant suggestions, supporting both user satisfaction and business growth during a critical period.
Generative AI For Ad Monetization
Beyond recommendations, AI is now being used to generate the creative content itself. Generative models can produce ad copy, visuals, and even video snippets tailored to specific users—boosting engagement and return on investment without expanding creative teams.
“Generative AI helps us create better-performing ads in a fraction of the time,” Behl notes. “It allows brands to scale experimentation and personalization without compromising on quality.”
Behl has also contributed to the development of advertising platforms that integrate generative AI models for monetization—allowing brands to test, learn, and iterate on creative strategies more effectively.
Smarter Ads For Smarter Content
AI doesn’t just assist in content creation—it also ensures the right ad is delivered at the right time. This is especially critical in video-centric environments, where user attention is fleeting and context is everything. Behl has worked on infrastructure that enables advanced AI models to interpret content and determine optimal ad placements in dynamic digital media.
“If someone is watching makeup tutorials, we want the ad to match the tone and intent of that content,” he explains. “AI helps us make those connections automatically—so ads feel less intrusive and more intuitive.”
This work has supported performance-based ad delivery on short-form video platforms, where speed, relevance, and seamless integration are essential to keeping audiences engaged.
AI As A Strategic Layer
As generative AI models become more powerful and media more personalized, Behl believes AI won’t just enhance digital advertising—it will define its next chapter. “We’re entering a phase where AI isn’t just a tool, it’s the backbone of monetization,” he says. “The challenge is designing infrastructure that can evolve alongside it.”
With years of experience in building large-scale ML systems and deep insight into the mechanics of ad performance, Behl is among a new generation of engineers shaping how digital advertising works behind the scenes. The future of advertising, he suggests, lies not just in smarter systems—but in building infrastructure that delivers better outcomes for both businesses and users.
Also Read: Game Changer: How AI Is Coaching The Future Of Sports