Marketing Today

(Series intro — a learning-perspective look at phygital experience design)  For years, brand experience has lived in two separate worlds. Physical activations — booths, installations, live games — were built to capture attention in the moment: a great photo, a fun few minutes, a crowd gathered around something new. Digital experience, meanwhile, lived on screens: […]

Festive shoppers are increasingly turning to AI to research products, compare alternatives and narrow their choices before deciding where to buy. For brands, this creates a new challenge: earning a place in the recommendations that influence which products enter consideration. The shift is already visible in India’s 2026 festive shopping outlook. Integral Ad Science (IAS)

A landmark quantitative study of 4,344 Vietnamese consumers by NielsenIQ on the AWING platform reveals how connectivity in public indoor locations creates new opportunities for brands to connect physical presence with digital engagement.  O2O (Online-to-Offline) refers to strategies that connect digital interactions with real-world experiences, helping brands engage consumers across both online and offline touchpoints. 

 The MMA x Decision Lab benchmark identifies the clearest white space in the region, with agentic AI barely deployed even by the leaders, which means the 2026 race starts close to level.  Most competitive advantages in marketing arrive late. By the time a capability is proven, the field has already moved, the cost of entry

The MMA x Decision Lab benchmark finds the skills gap outranks budget, data, and regulation as the top barrier to scaling AI, and that most teams are alert to the risks with no structure to manage them.  Marketing leaders across Southeast Asia have stopped arguing about whether to use AI. The State of AI in

AI personalization is creating new possibilities for how quickly creatives can be tested, optimized and adapted across audiences. For marketers, that creates an increasingly important tension: personalization can only become as dynamic as the teams and processes enabling it. Creative and media have always been connected, but they have often operated on different cycles. Creative

Most conversations about AI today revolve around productivity, efficiency and speed of execution.  We use AI to draft content, build presentations, generate campaign ideas, summarize research, refine copy and automate repetitive tasks. These are valuable applications. But most are downstream applications — actions taken after the strategy has been defined, the problem framed and the

AI has dramatically expanded what marketers can personalize – across audiences, creative, channels and customer journeys. But greater capability has also exposed a harder question: can the organization actually operate personalization at the same scale that technology now makes possible? The constraint is increasingly less about generating another variation or identifying another audience. It is

A shopper asks an AI assistant to find a portable speaker under $150 that can arrive before the weekend. Product quality matters. Reviews matter. Price matters. But so does something marketers have traditionally considered further down the purchase journey: whether the product is actually available when the consumer wants it. That distinction is becoming more

Almost every marketer I meet wants to tell me about their content team. How much faster it is moving. How many variations they can test in a day. How work that used to take a week now takes an afternoon. I nod along, because all of it is true and most of it was hard