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AI Gave Brands Everything They Asked For. Turns Out That's the Problem.

AI Gave Brands Everything They Asked For. Turns Out That’s the Problem.

The production problem is solved. Now comes the harder one: keeping your brand coherent when machines are making thousands of decisions about it every day.  For years, brand leaders have chased the same thing: more content, faster production, greater reach. AI delivered all of it. Thousands of variants. Instant adaptation. Campaigns localised across markets in hours. The […]

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How AI Is Removing Friction from Marketing Decisions

How AI Is Removing Friction from Marketing Decisions

Three shifts that redefine where marketing value is created—and why speed alone isn’t enough  AI isn’t changing marketing because it can generate more content.  It’s changing marketing because it’s removing friction from how decisions are made.  Consumer signals now move continuously. Intent shifts. Performance updates. Creative resonates or fails. Commerce outcomes materialize—all in near real time.  Yet most marketing organizations still operate on episodic

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Abhishek Pujar, Commercial Lead, Integral Ad Science (IAS)

Advancing Media Quality: The Strategic Role of AI in India’s Digital Advertising Evolution

Today, the conversation among marketers in India has shifted. The debate is no longer about whether digital advertising works; it is about whether it delivers on its full promise and drives real business results. As digital continues to expand, complexity grows: more channels, more formats, and more audience data, all against a backdrop of heightened consumer expectations. Teams are

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From Individual Models to Intelligence Systems: Why Multi-AI Agent Orchestration Is Marketing’s Next Breakthrough

AI in Marketing is at an inflection point. Over the last few years, brand marketers have raced to adopt individual AI tools such as copy generators, recommendation engines, automation tools, journey optimisers, chatbots, and much more. While these tools deliver incremental gains, they often operate in silos, creating fragmented intelligence and inconsistent experiences. As we

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From Automation to Intelligent Engagement: AI in Action

Automation driving Efficiency and Scale For years, martech has promised scale, efficiency, and personalization. Automation helped brands deliver faster, broader, and more consistent execution across channels. Then AI arrived and accelerated that promise — but it also exposed a critical gap. Automation alone does not improve customer experience. Without intelligence, it simply scales inefficiencies. The

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After the Social Media “Craze,” is Matcha set to become a Sustainable Beverage Trend?

After the Social Media “Craze,” is Matcha set to become a Sustainable Beverage Trend?

Matcha has become a global beverage phenomenon in recent years, even leading to shortages in Japan (according to Thanh Nien Newspaper). In Vietnam, the matcha market size is forecasted by Mobility Foresights to grow from USD 340 million in 2025 to USD 500 or even USD 780 million by 2030. Furthermore, according to IPOS, consumers

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Personalization Rewired: How AI Decisioning Will Define 2026 Marketing

By 2025, most brands have already implemented some form of AI-driven personalization. Recommendation engines, dynamic creative, predictive targeting, the tools were in place, the pilots were run, and “AI-powered” had become table stakes rather than a differentiator. What remained far rarer were breakthrough results. Despite widespread adoption, only a small number of brands could point

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Glance Into The Future: A Sneak-peek Into How Ramadan Consumers Will Shop And Scroll In The Age Of AI

As Indonesia prepares for its biggest shopping moment, Ramadan 2026, Glance and InMobi Advertising, in collaboration with WPP Media, revealed insights from their upcoming report, Glance Into the Future: Win Indonesian Consumers in the Age of AI During Ramadan and Beyond, at MMA IMPACT Indonesia 2025. We have captured the highlights: the most significant shifts shaping content consumption in Indonesia and ideas for Ramadan marketing with AI and innovative media.   AI Adoption Is

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