How AI-powered AdTech is shaping the future of marketing & consumer engagement

CMOs’ Charcha – Delhi Chapter 2025, held yesterday (February 12, 2025), brought together top marketing leaders for a day of insightful discussions and strategic exchanges. With the theme ‘Marketing in the Fast Lane: Turbocharging Brand Success and Beyond’, the event featured thought-provoking sessions, expert insights, and cutting-edge strategies shaping the future of marketing.

Industry visionaries delved into the latest trends, tackled pressing challenges, and shared innovative approaches to brand building in a rapidly evolving landscape. The event also served as a key networking platform, enabling attendees to engage with peers, exchange ideas, and gain a deeper understanding of the dynamic marketing ecosystem.

An insightful fireside chat turned the focus on ‘AI-powered AdTech: The Future of Marketing & Consumer Engagement’. The discussion featured prominent industry leaders:

Session Chair: Himani Singh, Associate Director - Global Sales, Globale Media

Alekhya Chakrabarty, Vice President, Marketing and Growth, Unstop

Lakshya Chandwani, AVP - Marketing, Naukri.com

Narayanan V, CEO, Alliance Advertising

Himani Singh opened the discussion, emphasising the transformational role of AI in marketing, she noted, “We are in a time where artificial intelligence is changing how brands reach and connect with customers. AI makes marketing more personalized, data-driven, and efficient – sometimes even feeling human-like. But with these advancements come important questions. How do we balance innovation with privacy? How can brands use AI to enhance customer experiences without making them feel uneasy?”

She went on to ask Alekhya Chakrabarty, “Gen AI is reshaping ad creatives and campaign automation. How can marketers integrate AI-generated content while ensuring brand authenticity and engagement?”

Alekhya Chakrabarty responded with an insightful take, referencing OpenAI’s first-ever Super Bowl commercial, “Interestingly, OpenAI’s first Super Bowl ad was not AI-generated. Despite AI’s ability to create multiple creatives, OpenAI itself opted for a completely human-made ad. This highlights that while AI is valuable as a thought starter, it still requires human intervention for creativity. AI is best used directionally – to test, iterate, and enhance productivity, particularly in A/B testing, email marketing, and contextual ad cohort creation.”

Lakshya Chandwani shared his experiences, highlighting the difficulties in maintaining brand consistency with AI-generated creatives. He said, “We have experimented with AI-generated videos and static creatives, but ensuring brand consistency remains a challenge. Out of a thousand AI-generated creatives, barely ten met our brand’s standards. While AI is evolving, it’s best used directionally – for hyper-personalization and iterative creative development.”

Giving an agency perspective, Narayanan V emphasised AI’s role in enhancing consumer engagement. “AI is a confluence of data, creativity, and technology. It helps brands develop consumer-centric strategies by distilling unique insights and blending them with customer preferences. The key is personalization at scale –moving beyond traditional media to omnichannel experiences.”

Narayanan illustrated this with a case study of a snack brand competing against giants like Lays and Kurkure. The brand leveraged AI to analyze data trends and identified ‘Little Singham’, a popular animated character among kids. This insight led to a strategic partnership with Discovery, integrating AI-powered augmented reality (AR) into their packaging. Consumers could scan the snack pack to bring the character to life, boosting brand engagement significantly.

Also Read: How AI-powered personalization is revolutionizing mobile marketing