Kantar leadership advocates for AI adoption in consumer research and marketing insights

As artificial intelligence (AI) becomes increasingly ubiquitous in daily life, brands face the challenge of adapting to meet evolving consumer expectations. In a recent interview, Kantar experts shed light on the rapid adoption of AI and its implications for marketers

Archana Raj
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Soumya Mohanty and Puneet Avasthi

(L) Soumya Mohanty and Puneet Avasthi (R)

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Delhi: Artificial intelligence already plays a significant role in the lives of 9 out of 10 internet users in India, as per Kantar's report on generative AI, with over 724 million AI users in the country. 

Soumya Mohanty, Managing Director and Chief Client Officer, South Asia, Insights Division, Kantar, emphasised the need for brands to leverage AI-driven solutions to enhance consumer experiences in response to this trend.

While the generative AI market is expected to reach $1.3 trillion by 2034, its adoption in organisations remains nascent. 

According to Kantar's report, while 90% of marketing and sales leaders believe their organisations should use AI "often,"  only 60% said their organisations “rarely or never” use it.

However, marketers are increasingly turning to AI to gain insights into consumer behaviour, actions, and indicators. 

Puneet Avasthi, Senior Executive Director, South Asia, Insights Division, Kantar, stressed the importance of improving engagement with AI engines to ensure unbiased experiences and deliver the right brand experience to consumers.

Yet, the extent to which marketers should rely on AI remains a subject of debate. Mohanty highlighted the need to maintain a human touch in marketing efforts, stating that while AI can enhance efficiency and personalisation, human interaction remains essential.

Addressing the challenges of integrating AI into marketing, Mohanty emphasised the need to consolidate data silos and stitch together disparate datasets. Avasthi echoed this sentiment, emphasising the importance of proficiency in leveraging data effectively for AI-driven analytics.

Regarding concerns about job redundancy, Avasthi dismissed such fears, stating that AI will foster greater versatility and creativity in marketing, ultimately enriching the marketing ecosystem.

In deploying AI for consumer research and insights, Avasthi emphasised the importance of data availability and utilisation. D2C brands benefit from richer customer data, while traditional businesses face challenges due to their reliance on aggregated data.

Reflecting on India's progress in AI adoption, Mohanty credited the country's startup ecosystem for driving innovation and adoption.

In conclusion, Avasthi underscored the significance of voice in marketing, emphasising the need for seamless integration across diverse languages and dialects to facilitate brand marketing through virtual assistants.