Digital
Fourth modern marketing Reckoner by Group M and MMA Global India: 60+ experts on winning with AI
Mumbai: GroupM, WPP’s media investment group and MMA Global India launched the 4th edition of the Modern Marketing Reckoner 2024: Winning with AI at the 13th edition of MMA IMPACT Delhi. The report explores how AI is not merely transforming the 4 key pillars or Ps of marketing (product, place, price & promotions) but is revolutionizing organizations from the ground up, marking an irreversible change. MMR bears cutting-edge POVs from 65+ industry leaders, AI practitioners and decision makers across the digital transformation ecosystem.
Amid ongoing AI debates, it’s vital to recognize that human intelligence remains central to many innovations, particularly in marketing, which is fundamentally about understanding people. The report explores AI’s potential to enhance marketing, from gaining consumer insights to transforming product design and the consumer journey. It discusses AI’s dual role as both evolutionary and revolutionary, integrating tools like predictive text and chatbots across various marketing functions, including e-commerce and campaign execution, while emphasizing the importance of measuring marketing ROI.
GroupM South Asia CEO Prasanth Kumar said: “The Modern Marketing Reckoner 2024 is a comprehensive guide for marketers who aim to succeed with AI. This report offers valuable insights, carefully researched data, and real-world examples of how AI can be leveraged in marketing. What sets it apart is the inclusion of perspectives from over fifty industry experts across diverse domains, whose human intelligence and experience in powering AI is truly invaluable.”
Marketers and agencies are swiftly delving into groundbreaking technology, discerning between superficial novelties and truly transformative tools, with key imperatives:
● Marketers value high-quality, authentic internal data like brand essence, past communication, consumer insights, cohort responses, platform performance, packaging details, pricing, and customer reviews to ensure AI models are authentically trained for real-world application.
● Organizational transformation is vital for maximizing AI’s impact in marketing, involving integration across Finance, Technology, CMI, sales, and Talent Management, with rapid evolution in budgeting, talent management, and a “Test and Learn” approach.
● Investment in Data & MarTech is increasing, with shared ownership of implementation and utilization among Marketing, Finance, and Technology leaders.
● AI is driving transformation in agencies, fostering new integrated models centered on AI-enabled platforms for seamless collaboration and co-creation.
MMA Global India head & BOD member Moneka Khurana said: “The grand launch of the Modern Marketing Reckoner (MMR) at IMPACT Delhi marks a pivotal moment for the industry. The report provides actionable insights into AI’s transformative impact on the 4 Ps of Marketing – Product, Place, Price, and Promotions. By compiling wisdom and foresight from over 60+ industry leaders, it equips marketers with the strategies and frameworks needed to win with AI-driven marketing, fostering innovation and drive growth. At MMA, we are dedicated to empowering marketers to navigate and lead people and machines in unison to deliver business growth and marketing excellence.”
Digital
OpenAI’s Stargate lead Peter Hoeschele exits with two senior leaders
Trio behind compute push set to join new startup amid leadership reshuffle
SAN FRANCISCO: Peter Hoeschele, a key figure behind OpenAI’s early Stargate data centre initiative, has exited the company, according to a report by The Information.
The departure is part of a broader leadership shift, with two other senior executives, Shamez Hemani and Anuj Saharan, also set to leave in the coming days. All three are expected to join the same new startup, although details about the venture remain under wraps.
The trio played a central role in OpenAI’s Stargate effort, an initiative aimed at building large-scale data centre capacity in-house to reduce reliance on external infrastructure providers. Their exits mark a notable moment for the company’s compute strategy as it continues to scale rapidly.
OpenAI spokesperson said in a statement to The Information, “We’re grateful for the contributions Peter, Shamez, and Anuj have made to OpenAI and wish them the very best in what comes next.” The company also pointed to the recent appointment of Sachin Katti to lead its industrial compute organisation, signalling continuity in its infrastructure roadmap.
OpenAI has indicated that it does not plan to directly replace Hoeschele’s role, suggesting a possible restructuring of responsibilities within the team.
As competition intensifies in the race to build next-generation AI systems, leadership changes in core infrastructure teams are likely to draw close attention. For now, the spotlight shifts to what this departing trio builds next, and how OpenAI adapts as it scales its ambitions.
