Hershey’s latest AI push is not just another corporate experiment with automation. It is a structural shift in how a large consumer brand measures, allocates, and improves marketing investment—moving from periodic, backwards-looking analysis to a more continuous decision-making system grounded in live signals across social, search, streaming, and sales. For years, marketing measurement in large CPG organisations has often been too slow to shape the moment. Models were updated

Amazon's $15B beauty business proves AI search is the new storefront. Rufus users (300M in 2025) spend 80% more, signalling discovery has shifted to conversational AI queries. Brands not optimized for machine-readable content—ingredients, attributes, benefits—risk algorithmic invisibility before consideration begins. K-beauty's 340,736% search spike shows AI detects trends faster than traditional research. The imperative: optimise for AI comprehension or become beautifully ir

The integration of Google Earth into WPP Open marks a shift from digital-only signals to real-world intelligence in marketing. By incorporating geospatial data—such as mobility, weather, and location context—brands can move from reactive targeting to predictive demand sensing. This enables more dynamic audience strategies, real-time optimisation, and hyper-local execution. As access to such data becomes standardised, competitive advantage will shift from data ownership to orc

AI has levelled the playing field in advertising—tools are no longer the differentiator. The real edge now lies in data quality. The brands that win will be the ones feeding AI with accurate, privacy-first, and continuously refreshed data—not just automating faster, but making smarter decisions.

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

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

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

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

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.

In today’s interconnected digital landscape, evolving your retail media strategy into commerce media is crucial for building a full-funnel approach and maximizing reach. Commerce media empowers brands to engage consumers across multiple touchpoints while continuing to leverage valuable retail data points.

Artificial intelligence (AI) is reshaping industries at an unprecedented pace, and chatbots are at the forefront of this transformation....

AI has revolutionized marketing by enabling efficiency through automation, data-driven insights, and personalization at scale. However,...

This is an extract from Mr. Tejas Apte of Unilever keynote presentation at ad:tech India In the rapidly evolving landscape of...

P&G India is leading a data-driven revolution, with its AI model, ChatPG. This tool helps with consumer understanding to serve better.

As retail media continues its rapid expansion—surpassing Rs.15000 crs in Indian ad spend— an important question arises: Who should...

Performance marketing evolves with AI, full-funnel strategies, and metrics beyond clicks.

AI is reshaping the search market, challenging Google's dominance, driving personalization, and requiring marketers to adapt swiftly.

Authentic, data-driven cultural marketing builds real connections. Embrace diversity, and stay relevant! #Marketing