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

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.

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