As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Kavita Chaturvedi, Chief Executive - Biscuits and Confections Business Unit (Foods Division), ITC, limited marked 2025 as a year of rapid marketing transition driven by AI-led change.
Here is how she reflects on the year gone by, setting the context for what lies ahead:
“Marketing is currently undergoing a rapid transition, driven by the adoption of AI.”
Building on this foundation, Chaturvedi then turns her gaze to the year ahead, outlining what will truly matter as brands navigate 2026:
“However, as we move into 2026, one factor that will matter the most is how brands tell their stories.
In a cluttered world where attention span is shrinking, authentic storytelling will be the true differentiator. People don’t connect with products; but stories. Therefore, storytelling can no longer be treated as a creative afterthought. It will have to be embedded within the product world itself – shaping how products are designed, experienced and accepted.
AI will play a critical role in enabling this transformation, helping brands understand consumer perception, consumer needs, behaviour. However, we cannot undermine the effectiveness and impact of human-led authenticity. Striking the right balance between AI powered precision and human judgement will be essential to foster meaningful connection with consumers”.
