Indian brands allocate 15–25% of marketing budgets to the creator economy, with IIGC highlighting long-term partnerships, consumer trust and measurable business outcomes.
AI is making marketing faster, but is it delivering better results? Research reveals gaps in creativity, personalisation, customer experience and measurable ROI.
From autonomous marketing systems to predictive measurement, here are five key MarTech trends reshaping how CMOs drive growth, efficiency, and real-time decision-making in 2026.
AI agents are helping marketers improve ROI and bridge the customer experience gap by enabling adaptive automation and data-driven personalisation.
From AI adoption and data privacy to martech complexity and ROI pressure, CMOs face five critical challenges shaping marketing’s future.
As AI spending rises, Indian brands are questioning ROI. This story examines where marketing budgets are being wasted and how leaders are reassessing AI tools.
Appier integrates agentic AI across its product suite to deliver ROI-focused marketing solutions, aiming to transform customer engagement with predictive, self-learning tools.
CMOs are rethinking martech strategies as new HBR research shows low ROI despite rising tech investments. Strategy Shift Seen as Key Fix
