On MarTech Day, ETBrandEquity.com engaged a panel of MarTech leaders on the topic ‘AI Integration in Martech Stack: What's Next?’. There are many forms of AI such as generative AI, large language models (LLMs) and AI based prediction modelling, however, what are marketers really excited about when it comes to AI innovation. Find out.
The power of AI in marketing has become a boon and a game-changer. It has emerged as a truly transformative force by reshaping not just how brands connect with consumers but also how it engages across socio-economic backgrounds, diverse abilities. And all of this across varied regional demographics, say the authors.
As the future of marketing becomes more competitive with AI, marketers need to be able to glean data insights heavily. The recently concluded AppsFlyer’s flagship event, MAMA Goa 2025, highlighted the latest marketing trends and how brands can leverage their first-party data to deliver unique, revenue-focused campaigns.
A point of view story on the impact of AI on Marketing featuring Ravi Santhanam of HDFC, Amit Doshi of Britannia, Mukta Maheshwari of P&G, Krishnan Chatterjee of Google Cloud and Lenovo’s Chandrika Jain
In 2025, marketing will prioritise AI, short-form content, user-generated content, and social listening to engage a tech-savvy, conscious audience. Brands focusing on sustainability and transparency will thrive, as consumers increasingly value ethics and authenticity. The era demands creative, proactive strategies to build genuine connections and long-lasting relationships, departing from traditional advertising methods.
Nearly half of B2B marketers in India justify marketing spend to executives monthly, facing challenges with proving ROI. Issues include lack of standardised benchmarks, difficulty in attributing conversions, data integration, and misalignment of metrics. AI tools are used to improve campaign returns, with 96 per cent believing AI positively impacts measurement. Value metrics like MQLs and SQLs are preferred over volume metrics.
In the mad chase for clicks, it’s easy to be swayed by performance marketing, says Sunil Gupta, co-chair for Driving Digital Strategy at Harvard Business School. Performance marketing and optimising every little detail to improve the number of clicks became a big thing in Silicon Valley, and we somehow got swayed by all those arguments, he tells Prasad Sangameshwaran in a free-wheeling chat.
At ETBrandEquity’s Media and Entertainment Summit 2025, Tejas Apte, head of media and digital marketing, Unilever discussed the media and entertainment ecosystem in India highlighting the equal penetration of TV and digital media, with digital out-of-home and TV players moving towards addressability.
The integration of AI tools in marketing enhances efficiency but can’t replace human creativity, empathy, and strategic thinking. Marketers excel in crafting stories that resonate emotionally, building trust, and uniting teams around shared goals. Emphasizing the importance of emotional intelligence and adaptability, it reinforces the unique role humans play in making marketing truly impactful.
GroupM's 2025 forecast predicts Indian advertising to grow by seven per cent to INR 1,64,137 crore, driven by AI, digital dominance, and shifting consumer behaviors. Digital ad spend will surpass 60 per cent, while TV and digital together will account for 86 per cent of total ad spend. Key sectors like SME, realty, education, and tech/telco will contribute significantly to this growth.
Infectious Advertising has appointed Abrar Nakhuda as head of digital, leveraging his extensive experience with top brands and digital agencies. Nakhuda aims to enhance client digital presence through innovative strategies, latest trends, and AI integration.
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