For more than a decade, Amazon's Ads business has been framed as an add-on to retail media tucked neatly around the shopping experience. What Amazon is now building is nothing less than an operating system for premium advertising across screens.

The Shock of 2025: Data Stops Being “Free” In 2025, Indian marketing finally collided head‑on with a hard truth: data was no longer a free, limitless fuel; it had become a regulated, perishable and strategically scarce resource. The  Digital Personal Data Protection (DPDP) Act , combined with global privacy shifts and the deprecation of cookies, turned what had long been a background compliance concern into the centrepiece of marketing strategy. From Data Hoarding to “What’s

2025 was the year India’s digital advertising matured from acceleration to dominance. What began as a mobile-first push evolved into an AI-powered ecosystem built for scale - and all signs, 2026 will amplify this story even further. India’s ad market crossed the ₹1.1 trillion mark this year, with digital commanding nearly ₹49,000 crore — a 44% share, surpassing television once and for all. This milestone wasn’t just about media spend; it reflected a structural shift in how br

Disney’s billion‑dollar deal with OpenAI is not just a flashy tech partnership or another incremental “innovation initiative.” It is a line in the sand about who controls the most valuable IP in the world as generative AI moves from novelty to infrastructure. In one move, Disney has backed OpenAI with equity, opened its character vault to Sora and ChatGPT, and simultaneously sharpened its fight with Google and other AI platforms over unlicensed use of its content. The messag

Answer Engine-like ChatGPT and Gemini aren’t just new interfaces for search; they are quietly becoming the  place where decisions get made . In modern-day marketing, that shift is as fundamental as Google's arrival. The consumer still “does research,” still asks questions, still compares options—but more and more, all of that happens  inside  an AI model rather than across a trail of websites and links. The Answer Engine supplements the Search Engine. In the classic search er

Flippi, Flipkart’s generative AI shopping assistant, is emerging as one of the platform’s most significant interface bets since search and filters. Positioned within the SwipeScreen experience, Flippi is designed to “flip” the conventional e-commerce journey from manual product hunting to guided, conversational discovery. For a market where many users still feel overwhelmed by choice and jargon, Flipkart is effectively trying to replicate the role of an in-store salesperson i

India’s 2025 festive numbers make for spectacular reading: record Diwali sales, robust consumption sentiment and platforms reporting all‑time‑high GMV. But behind these headline figures lies a quieter structural driver that corporate India and global boards often underweight in their planning – the spending power and decision influence of urban Gen X, roughly 40–55 years old. This cohort now sits at the centre of India’s festive economy, even though most strategy decks and ca

The line between marketing automation and marketing agencies is blurring. For decades, automation has meant simple if-then logic: customer abandons cart, send a reminder email. But today's agentic AI systems are fundamentally different. They don't execute instructions—they reason about goals, devise strategies, make real‑time decisions, and optimise continuously without human intervention. Nearly 70% of marketing leaders agree that agentic AI will be transformative, yet many

India's digital marketing landscape is undergoing a massive transformation as the country solidifies its position among the world's top 10 advertising markets. With advertising expenditure projected to reach ₹1,476 billion (USD 15.9 billion) by 2026, India offers unique opportunities shaped by linguistic diversity, explosive growth in tier-2 and tier-3 cities, and rapid technology adoption among 900 million internet users.  India's Digital Advertising Market Set for Explosive

AI is not just another tool in a consultant's arsenal—it's the catalyst driving a seismic structural shift across the consulting...

Few global FMCG giants have made as decisive and ambitious a leap into enterprise artificial intelligence as  PepsiCo  with  PepGenX ,...

Unilever’s radical embrace of AI-driven marketing, through the adoption of The Brandtech Company's Pencil Pro , is redefining how a...

Heineken's AI revolution encompasses a range of initiatives, from supply chain optimisation to an intelligence advisor and a marketing investment planning tool.

In the global race to harness artificial intelligence, tech giants and startups tend to dominate the headlines. But in the world of fast...

In an era where consumer touchpoints are proliferating and the demand for personali s ed, high-quality content is relentless, global...

The modern-day advertising landscape is evolving at a breakneck pace. No longer is success measured solely by the cheapest impressions or...

A seismic shift is redefining the digital world—one that is fundamentally altering how we experience both entertainment and shopping. The...

The beauty industry is undergoing a technological renaissance, and at the heart of this transformation stands L’Oréal—a company renowned not just for its products, but for its relentless pursuit of innovation. In an era where artificial intelligence is reshaping every facet of our lives, L’Oréal is pioneering a new frontier where creativity, personalization, and science converge. With the launch of CREAITECH and Noli, L’Oréal is rewriting the rules of beauty: empowering brand

As traditional search engine gets challenged by generative AI and answers platforms, brands need to embrace a dual strategy of answer engine and generative engine optmisation.

B2B digital marketing is currently experiencing a significant transformation, driven by a confluence of rapid technological advancements, evolving buyer expectations, and an increasing emphasis on authenticity and data-driven insights. This evolution is not merely a trend but a fundamental shift in how businesses approach their marketing strategies to remain competitive in a fast-paced digital landscape.