Marketers Navigate The Interconnectedness Of AI, Marketing & GenZ

In a recent insightful discussion featuring crucial voices in the marketing domain, key perspectives were shared on the role of marketers in today's rapidly changing business environment at the 18th edition of the Marketing Whitebook Summit 2023 which took place on 30 November, 2023 at Aloft Aerocity, New Delhi. Each speaker provided valuable insights on AI, marketing strategies, the influence of GenZ and the evolving responsibilities of marketers. The session was moderated by Harbinder Narula, CEO, BW Wellbeing & Healthcare.

Pallavi Chopra, Chief Marketing Officer(CMO), Redbus emphasised the crucial role marketing professionals play in understanding and advocating for consumers. She mentioned, "As a marketing officer, marketing folks are closest to consumers. We are advocates for the consumers." Chopra highlighted the significance of human connection in branding, asserting, "It is a time of human connection. Brands which have a human element will be more impactful."

Ipshita Chowdhury, CMO, Valvoline contributed to the discussion by shedding light on the changing landscape, stating, "Biggest evaluation is a sense of accountability. Now marketing officers are more accountable than ever." She emphasised the challenges posed by technological advancements, bringing out, "Advancement in technology is only a tool. Consumers are spoiled for choice irrespective of industry. It is leading to a decreased attention span of the consumer."

Tathagat Jena, Head of Marketing, India and APAC, HMD Global added his perspective on the positive change in people's mindset, noting a growing emphasis on personal and family well-being. He shared, "The thing that has changed for good is people have started respecting their & their families' well-being." Jena also discussed the role marketers play in the current market, maintaining, "We have protected our existing consumer base, along with expanding it."

The discussion further delved into the characteristics of GenZ, with Chowdhury describing them as "egoless and fearless." Chopra added, "Dormancy propensity and other propensity has decreased in GenZ since they are fickle-minded. In GenZ, there is instant culture." The speakers collectively addressed the challenges and opportunities associated with marketing to this dynamic demographic.

The alignment of goals between Chief Executive Officers (CEOs) and Chief Marketing Officers (CMOs) emerged as a recurring theme in the discussion. Jena emphasised the importance of breaking down silos within an organisation, stating, "Nobody can live in isolation or silos. After a point of time CEO and CFO should have to align their goals." Chowdhury provided insights into the challenges marketers face when explaining campaign decisions to the finance team. Despite the difficulty, she highlighted the strategic role of marketers, affirming, "It is not always easy to explain to the Finance team why we want to do a certain campaign. Marketers give insight into what is going to happen in the next 10 years."

Chopra added, "The CEO is the head of an organisation, The CMO is the heart of the organisation."

In conclusion, the speakers collectively emphasised the evolving nature of marketing in the age of Gen AI and GenZ. The discussion provided valuable perspectives on the increasing responsibility and accountability of marketers in shaping brands that resonate with consumers in an ever-changing landscape.