High-quality data: The key to AI's effectiveness, says Vikram Sakhuja

Vikram Sakhuja, Group CEO - Madison Media & OOH at Madison World, emphasized the critical role of high-quality data in driving AI’s effectiveness during his address at the 19th India Digital Summit. Sakhuja (pictured) highlighted that while AI is revolutionizing marketing strategies, its foundation still relies on timeless principles. According to Sakhuja, AI delivers better predictions and campaign outcomes when powered by superior data inputs.

Balancing AI and Human Connection

Vivek Malhotra, Group CMO of India Today Group, voiced concerns about maintaining authentic consumer connections amid AI-driven marketing approaches. Sakhuja responded by referencing Meta’s strategy, which utilizes broad targeting coupled with audience engagement signals to identify genuinely interested consumers. This approach, he noted, bridges the gap between scale and personalization.

Scaling with AI: The Cadbury Case Study

To demonstrate AI's potential, Sakhuja highlighted Cadbury’s innovative Diwali campaign. The brand leveraged AI to create personalized, hyper-local store promotions featuring Shah Rukh Khan's lip-sync videos. This strategy not only achieved significant reach but also supported small businesses, showcasing AI’s ability to scale campaigns effectively.

AI Integration for Legacy Brands

When asked about legacy brands embracing AI, Sakhuja expressed confidence in their ability to adapt. He explained that AI has seamlessly integrated into daily life and that legacy brands can unlock its potential by understanding its capabilities and applying it strategically within their marketing frameworks.

Addressing Challenges: Data Validation and Ethics

Sakhuja underscored the importance of data validation in ensuring AI’s reliability. He stressed the need for stringent checks to avoid "garbage in, garbage out" scenarios and highlighted the ethical considerations surrounding AI use. Maintaining human oversight, he added, is essential for responsible and effective AI implementation.

Sakhuja’s insights reaffirmed the transformative potential of AI in marketing while emphasizing the importance of quality data, ethical practices, and strategic integration to maximize its benefits.

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