exchange4media (e4m) has launched a new MarTech community, bringing together industry professionals to discuss the evolving role of technology in marketing. The initiative was introduced during the first session of the e4m MarTech Thursday Series, a webinar that explored how artificial intelligence is shaping marketing strategies. Alongside this, e4m has also introduced a martech industry newsletter to provide regular insights into trends, challenges, and innovations in marketing technology.
The MarTech webinar featured industry experts discussing AI’s growing influence on marketing, advertising, and customer engagement.
Vitasta Kaul, CMO, Hoopr.ai, spoke about AI’s role in creative processes, saying, “Generative AI has suddenly become the buzzword. We were researching for a project and, by feeding a few keywords into AI platforms, we received creative options that provided us with a unique starting point. It was a great wow moment in the recent few months.” She further emphasized the potential of AI in creative work, noting, “AI is definitely an enabler and a great starting point for something fresh. Its ability to understand what is required, pull the right instances, and draw from the right sources of inspiration is remarkable.”
The conversation then shifted to how AI is helping marketers better understand consumer behavior. Neha Bharadwaj, Head of Marketing at GoMechanic noted, “In the past, we worked with broad consumer personas. Today, AI enables us to identify over a hundred distinct personas with unique behavioral patterns, making personalization far more effective.”
Vikram Singh, Head of Digital Marketing, ITC Hotels, highlighted the importance of using AI-driven personalization without making it feel intrusive. “There is a wealth of data available, but we must use it the right way to ensure the customer doesn’t find it intrusive. It’s important to create a balance,” he said. He also emphasized the effectiveness of AI in tailoring experiences, sharing an example where a hotel guest’s dislike for a particular flower was remembered and adjusted for their next visit, enhancing guest satisfaction.
The webinar also touched upon AI’s impact on industries beyond marketing. Rahul Poddar, Country Head, Martech, Narayana Health, addressed AI’s growing role in healthcare, saying, “Yes, AI can detect diseases in the future—and it’s already doing it. It helps reduce less productive time, allowing more focus on finding solutions for the patient.” However, he cautioned that ethical considerations remain crucial, adding, “The challenge is balancing the efficiency of AI with ethical considerations, particularly in how we communicate with patients.”
From an advertising perspective, Himanshu Sirohi of Apollo 24x7 highlighted AI’s role in real-time content optimization, stating, “From a discoverability lens, whether it is Meta or DSP, we definitely use Dynamic Creative Optimizer. We kind of change copy on the go, but it is mainly for categories that are more FMCG-related.”
The MarTech community aims to provide a platform for ongoing discussions on how technology is shaping marketing and business strategies. With regular webinars, industry reports, and upcoming events, e4m hopes to facilitate meaningful conversations around MarTech adoption and its impact.
For more details on the MarTech community and to subscribe to the newsletter, visit the exchange4media website or write to Brij Pahwa, Editorial Lead, Martech at brij.pahwa@exchange4media.com
