Rise of Sustainable Marketing Tech

Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

22 years and counting in the advertising and marketing industry. Worked across almost 100 brands, including McDonald's, Wonderla, ANSR, Coca-Cola, PepsiCo, P&G, Diageo, etc., in countries like Kenya, Indonesia, Ghana, Nigeria, and India.

Q2. How are factors like technological advancements, increasing regulatory pressures for sustainability, and shifting consumer preferences influencing the growth of marketing systems?

GenAI and agentic AI has created quite a buzz - much dust has been raised. Once it settles, we will be able to figure out where things stand. However, based on previous disruptions, I can make some small points.

• Agentic AI will benefit process-driven businesses and business flows.
• Gen AI will benefit brands that love moment marketing and can create interesting marketing workflows—again, this would require some clarity in terms of processes and good flexibility.

Brands that are risk averse or that take themselves too seriously will not benefit from these technologies at once.

Q3. How might emerging technologies like blockchain or enhanced privacy-preserving analytics tools shape this sector?

1P data will drive the future. As paid advertising becomes more and more like…