AI · The argument
AI’s gift to marketing isn’t speed. It’s language.
The industry is using the most powerful reach technology in a generation to produce more of what people already scroll past.
Ask a marketing team what AI did for them and you’ll hear a production number: more posts, faster drafts, cheaper variants. That’s a race to the bottom of a feed that is already full. Volume was never the constraint.
The real constraint was always language and reach — the fact that your expertise only ever spoke to the slice of your market that reads your language, in your format, at your moment.
India isn’t an English market with regional edges. Institutional financial expertise — genuinely useful research, market views, education — had been locked behind English and a one-to-few format for decades.
Regional social pages running in five Indian languages on AI-generated content, plus a digital twin of brand leadership delivering personalised content at scale, put that expertise in front of people who had simply never been spoken to in the language they think in. That isn’t efficiency. It’s a market that didn’t exist before.
AI scales a voice. It never invents one.
Every output stays accountable to a named human who can be questioned. The moment nobody can be held responsible for what it said, you don’t have leverage — you have liability wearing a brand logo.
The strongest objection: the language argument works beautifully in a market like India and much less well in a monolingual one. If everyone you serve reads English, ‘AI unlocks reach’ collapses back into ‘AI makes content’ — and then the production people are right and I’m the one romanticising it.
Second objection, sharper: in regulated categories, AI at scale is a compliance surface, not just a content engine. Every efficiency argument I’ve made assumes governance that most teams haven’t built yet. If you can’t name who is accountable for an AI output, you aren’t ready to ship it.
If you do one thing
- Ask who AI lets you reach, not how much it lets you make.
- In a multilingual market, language is the highest-leverage AI use there is.
- Name the human accountable for every AI output before it ships.
- If the only answer is ‘more content, faster’, you haven’t found the use case yet.
The proof: AI-native marketing at institutional scale · transformation work.
Go deeper on this topic
- Case studyAI-native marketing at institutional scaleA digital twin and five Indian languages, shipped.
- WorkGrowth Ka ChashmaAI personalisation that made future wealth visible.
- ArgumentAttention is a rental marketWhy reach, not production, is the thing worth automating.
- PortfolioDigital transformation workWebsites, martech, AI and measurement.
- TalkThe keynote versionFor teams under pressure to ‘do something with AI’.