Ashit Kukian: 'AI Will Be Imperative for Brands in 2025'

Speaking about the changing consumer behaviour in 2024, Ashit Kukian said, "Considering changing consumer behaviour, we leveraged new-age strategies to stay aligned with customers’ needs through different tactics such as experiential marketing, chatbots, and AI-enhanced tools. We channelled innovative strategies via various digital platforms. AI’s capability to analyse vast data helped us provide personalised and customised experiences to our customers.

In our advertising strategies, we utilised new-age methods such as AI-generated content, WhatsApp chatbots, brand anthems, influencer marketing, and celebrity shoots to strengthen customer relationships."

Looking ahead to 2025, he said, "The use of AI will be imperative for brands, as the digital landscape is constantly evolving. The ability of generative AI to swiftly and effectively create excellent, contextually relevant content for a variety of platforms holds the potential to revolutionise the content creation industry. AI-powered solutions will be better equipped to analyse sentiment and segment audiences, optimise advertising, and interact with a wide range of consumer profiles.

We will be able to transform our marketing strategy into one that is agile, data-driven, and customer-focused, enabling us to use AI capabilities to establish new benchmarks for effectiveness and engagement."