India 2024: The impact of AI, regionalisation and communities on how brands engage with Indian consumers

Sumant Bhattacharya

Sumant Bhattacharya says India’s marketing, brand strategy and communication landscape is in the midst of major transformation, with technology and AI, regionalism, and authentic content with influencers among the things to take note of in 2024.

This article is part of a Spotlight series on India's path to global influence. Read more

When it comes to the marketing, brand strategy and communication landscape, we are in the middle of a significant transformation. Things are changing and they will keep changing in the future. Here are some of the things worth taking note of in the new year. 

Tech at the forefront

Technology is influencing more and more areas within the brand marketing and communication landscape. Generative AI is being used to optimise marketing, automate repetitive tasks and accelerate A/B testing. On one hand, some brands...

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