Marketing in the Era of AI & CGI – Experts weigh in challenges & potential

Adgully’s premier Marketing event, CMOs’ Charcha – Delhi Chapter 2024, took place on January 23, at Radisson Blu Plaza in Mahipalpur, New Delhi. The theme for this edition of CMOs’ Charcha was ‘Future roadmap for pursuing growth in new ways’.

The event saw an engaging panel discussion on ‘Marketing in the Era of AI & CGI’, which featured distinguished industry leaders, including Session Chair: Sonali Krishna, Senior Editor at Times Network; Ruchira Jaitly, Chief Marketing Officer at Diageo India; Sachin Vashishtha, Chief Marketing Officer at Paisabazaar; Suryadeep Verma, SVP & Chief Marketing Officer at Comviva Technologies; and Satyabrata Das, Chief Alliance Officer, Laqshya Media.

Sonali Krishna commenced the session by acknowledging the dual nature of AI, presenting both challenges to human resources and promises of heightened productivity. She directed the conversation towards the impact of AI on real-time marketing functions, prompting the panellists to share their perspectives.

Ruchira Jaitly provided a nuanced insight into Diageo India’s approach, emphasising the use of AI in a structured manner with a clear input-to-output correlation. She discussed the progression from conventional AI to GenAI and predictive AI, highlighting the prevalence of large language models like Generative AI, such as ChatGPT, in consumer engagement. Jaitly stressed the importance of personalised solutions across various stages of consumer interaction.

Suryadeep Verma shared the widespread use of AI in content creation and its accessibility for marketers. He emphasised the role of creativity, freshness, and innovation in leveraging AI for personalised engagement. Verma envisioned the potential for scaling up audience reach while maintaining a personalised touch in marketing efforts.

Sachin Vashishtha shed light on the transformative impact of AI on the marketer’s role. He acknowledged the popularisation of AI, especially with the introduction of ChatGPT by Open AI. Vashishtha highlighted how AI has streamlined the process of identifying the right consumer, delivering brand messaging, and choosing optimal channels at the right time.

Satyabrata Das emphasised a cautious approach to AI, suggesting the need for a data scientist in the CMO team. He outlined the importance of understanding the ecosystem through research and recognised the varied adoption rates of AI across different brands, noting that digital-first companies might integrate AI more extensively than offline counterparts.

These are edited excerpts. For the complete panel discussion at CMOs’ Charcha, watch below: