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

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 …

Tags Global Marketing, Market Analysis, Marketing Research, Strategies