Artificial Intelligence has been helping and empowering marketers for many years with its ability to predict and forecast buyer behaviour, but Generative AI (GenAI) has the potential to change the game. While it is early days for GenAI, it has already started showing great promise in a few industries and functions — and marketing is […]
A Roadmap for Generative AI in ABM Read More »
Generative AI has been the talk of the marketing town for quite some time now. With the rapid advancements in technology, AI has become an integral part of marketing strategies. Particularly the GAI subset has attracted significant eyeballs, experimentation, uproar, and excitement, but also backlash, criticism, and fear. This has led to several myths and
State of Generative AI: Where are we really? Read More »
New benchmark from Marketing + Media Alliance (MMA) and Decision Lab maps how deeply marketing teams across the region have integrated AI, and where the real gaps remain. For years, the question in Southeast Asian marketing was whether to adopt AI, and that question is now settled. The Marketing + Media Alliance (MMA) and Decision Lab have released The State of
Everyone in Southeast Asia Has Adopted AI But Almost No One Is Ready to Scale It Read More »
AI isn’t simply changing how consumers search. It is beginning to influence which brands become part of the conversation in the first place. Every recommendation made by an AI platform reflects a series of choices. When consumers ask AI to compare smartphones, recommend a financial service, explain skincare ingredients, or shortlist travel destinations, the response
What GASP Data Reveals About Which APAC Brands AI Actually Cites Read More »
The next frontier in advertising will have less to do with making content faster and more to do with making decisions earlier. For all the attention on generative AI, speed is only part of the story. The bigger shift is that brands can now assess likely creative effectiveness before a campaign goes live. That turns
Advertising’s Next Shift: From Post-Campaign Analysis to Pre-Campaign Intelligence Read More »
Marketing has fundamentally changed. Data is no longer something brands analyse after a campaign ends. It now sits at the centre of how customer conversations are planned, executed, and optimised in real time. Similarly, AI has moved beyond being an “emerging” capability — it is fast becoming a core operating layer for modern marketing organisations.
Data & AI in Marketing: Beyond the Hype, Into Action Read More »
AI is rapidly becoming a core component of modern Martech and CX stacks. But without the right foundation, AI doesn’t create intelligence – it simply scales bad decisions faster. It’s like installing a high-end GPS in a car with a broken engine – the tech is impressive, but you’re still not getting very far. Many brands are rushing to deploy predictive models, generative tools, and automation layers before addressing basic data challenges. Inconsistent
Garbage In, Genius Out? Why You Can’t Outrun Bad Data with AI Read More »
The production problem is solved. Now comes the harder one: keeping your brand coherent when machines are making thousands of decisions about it every day. For years, brand leaders have chased the same thing: more content, faster production, greater reach. AI delivered all of it. Thousands of variants. Instant adaptation. Campaigns localised across markets in hours. The
AI Gave Brands Everything They Asked For. Turns Out That’s the Problem. Read More »
The defining shift in marketing for 2026 is structural. AI is no longer a tool marketers deploy at the edges of the organisation; it is increasingly the system coordinating how growth decisions are made. Planning, creative, media, and commerce are being connected through machine-led workflows that learn faster than traditional operating models can adapt. For
The State of AI Marketing in 2026: AI as the Operating System Read More »
By 2025, most brands have already implemented some form of AI-driven personalization. Recommendation engines, dynamic creative, predictive targeting, the tools were in place, the pilots were run, and “AI-powered” had become table stakes rather than a differentiator. What remained far rarer were breakthrough results. Despite widespread adoption, only a small number of brands could point
Personalization Rewired: How AI Decisioning Will Define 2026 Marketing Read More »
