Mumbai MMA Global India and GroupM have published “The Modern Marketing Reckoner 2024 (MMR): Winning With AI”, a report that takes an in-depth look at the power of AI in marketing.
Prasanth Kumar, Co-Chairman, MMA Global India and CEO, South Asia, GroupM, has written an article titled “Artificial Intelligence – Created and Driven by Human Intelligence”. He explores the synergy between human intelligence and AI and highlights that the true value of AI lies in its ability to enhance human creativity and strategic thinking. He explores the widespread application of AI across the marketing function, from consumer insights to campaign execution. He also highlights the critical role of human intelligence and reminds us that marketing is fundamentally about understanding and appealing to people. Get inspired by Prasanth's deep dive into the future of AI-driven marketing and the critical need for cultural and organizational change to fully realise the potential of AI.
Aseem Kaushik, Country MD, L'Oreal India, an MMA Global India member company, wrote the foreword.
Kaushik provides the context for the report. The introduction explores the historical evolution and potential of AI, tracing its trajectory from the 1950s to today's cutting-edge innovations. It explains how AI is demonstrating human-like learning capabilities to enable content creation, campaign management, and even driving cars. It highlights how technology has transformed consumer behavior, reflecting their preferences and interactions with brands. MMR is a valuable resource for marketers, providing expert insights and practical guidance on AI adoption, making it a must-read for navigating the future of AI in marketing.
Amit Jain, Chairman, MMA Global India, writes the article “AI Imperative: Transforming Marketing From the Ground Up”. He delves into the revolutionary impact of AI on marketing and highlights its role in creating highly personalized customer experiences. He paints a vivid picture of a future where AI doesn't just automate but also inspires creativity and builds consumer trust. He highlights the critical importance of ethical AI practices to protect privacy and foster a culture of continuous learning. He shares his views on how AI is transforming marketing strategies into a catalyst for growth and the ethical responsibilities that come with AI integration.
Moneka Khurana, Country Head & Director, MMA Global India has authored the article “Bad ingredients ruin a great recipe – Leading AI with quality data”. She discusses the paramount importance of data quality in AI implementation. Using a cooking analogy, she explains how even the best AI strategy can fail without robust data governance. She advocates for a holistic approach to data management, training, and accountability to ensure that AI-driven marketing initiatives are effective and trustworthy. She offers insights on building a solid foundation for AI to drive business success and the need for quality data for AI integration.
