Keynote · AI in Marketing · 35–45 min
Everyone’s using AI to make more. Almost nobody’s using it to be trusted.
A practitioner’s account of AI-native marketing at institutional scale — what shipped, what it cost, and the line I won’t cross.
The AI conversation in marketing is stuck on production: more content, faster, cheaper. That’s the boring half, and it’s a race to the bottom of the feed. The interesting half is distribution of trust — taking expertise that used to need a person in a studio and letting it speak, personally, to millions who were never spoken to in their own language.
A digital twin of brand leadership delivering personalised content at scale, and regional social pages running in five Indian languages on AI-generated content — making institutional financial expertise accessible beyond English-reading India for the first time. In a regulated category, where getting it wrong isn’t a bad tweet, it’s a compliance event.
AI scales a voice. It never invents one.
Every AI output stays accountable to a real person who can be named, questioned and held responsible. The moment it can’t, you don’t have scale — you have exposure.
What the room leaves with
- Where AI actually pays: reach and relevance, not volume.
- How to run AI content in a regulated category without losing the plot.
- What a digital twin is genuinely good for — and what it isn’t.
- The governance question to settle before you ship anything.
Marketing teams under pressure to ‘do something with AI’, regulated industries, and leadership groups deciding what to automate and what to protect.
The work behind it: AI-native marketing at institutional scale · Growth Ka Chashma · digital transformation work.