The biggest returns are flowing to companies that connect media with commerce data, compress creative production cycles, and bake experimentation into daily workflows.
The tools that get funded, implemented, and measured tend to fall into a clear stack that starts with data, moves through identity and modeling, and ends in activation and measurement.
A growing majority now report that more than one sixth of their marketing spend goes into platforms, analytics, data pipelines, and workflow tools.
Many companies find themselves locked into expensive, slow-moving systems. Composable stacks turn that model on its head.
India’s creator economy is currently estimated at ₹2,500 crore, and that valuation is opening eyes. Brands and influencers are under pressure to prove outcomes, not just impressions.
A growing number of Indians are using AI tools such as ChatGPT for news updates, signaling increased interest in algorithm-generated content, according to a recent study by the Reuters Institute.
