Developing An 'Al' For Detail

When Al does most of the heavy lifting, the marketer's gaze needs to shift to the finer nuances — cultural resonance, gender-inclusive Al, the q-com opportunity and more, believes Moneka Khurana.

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As marketing undergoes seismic shifts — driven by AI, the rising Gen-Z, the dynamic interplay between legacy and challenger brands, the quick comm boom and more, we delve into the key narratives that will shape the future of marketing excellence.

Moneka has witnessed every cycle — from the rise of email and social media, to the TikTok era, Instagram, and now AI. As Country Head of MMA India, and a digital-first advocate, she intends to give back — to translate her experiences into something that could serve the marketing ecosystem.

Edited excerpts...

Q. What are some top challenges marketers are facing today, and how can they be overcome?

A. Powering growth amid resource constraints has become the new reality. Marketers today are being asked to do more with less. There's also a growing need for marketers to truly understand which platforms and investments are moving the needle, and which arent. The ability to justify every rupee spent has become as critical as creativity itself. Add to that the fight against consumer fatigue in a saturated digital landscape.

Bias-busting has also become a critical skill — we must constantly ask, “Who built this model, and whose voices are missing?” Ultimately, the most successful leaders are those who embrace continuous learning and reverse mentoring — staying open to new perspectives from Gen Z consumers, creators, and emerging platforms.

Q. What can legacy and challenger brands learn from each other? And is there a brand that you think deserves credit for mastering that balancing act?