Over the past few decades, the influence of the Internet, digital media and e-commerce has had a huge impact on consumer marketing and shaken up the traditional structure and dynamics of the world’s advertising and market research agencies. While AI will further accelerate the change, in my MxMIndia column this fortnight, I outline the blossoming opportunity for a new kind of marketing services agency.
As years go, 2025 will probably be remembered in the short term as an “annus horribulus” given its geopolitics and the overall state of the world. However, over the longer arc of history, it will probably be remembered as part of the beginning of the age of AI. In my MxMIndia column this fortnight, I look forward to 2026 in the light of the longer frame.
Over my four decades in advertising, the last decades have seen the most change. The mean constraints of performance marketing, the obscurities of Big Data and soon the uncharted territory of AI. To regain its mojo, advertising needs to be more creative — not less —more in touch with the human side of the consumer, and move towards realising its potential as an art form. This fortnight, my MxMIndia column cloaks this thought in the form of a new theory of advertising. Sort of.
Many fear AI as a tool of repressive regimes and rapacious big business. Instead, I think AI will empower the individual just as the smartphone did through a service I call Concierge Intelligence
The current use of AI in marketing is shallow. This post is about how the next generation of AI will get to the core of marketing.
The True Promise of AI in Marketing
I believe the use of analytic and AI in marketing till date has not just been sub-optimal but in the wrong direction. This post briefly points out a new direction
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