In a world where consumers are flooded with messaging, the future isn't about simply reaching a mass audience-it’s about earning their attention through precision, intelligence, and relevance. This pivotal shift is already fueling a market projected to grow at a CAGR of 10.61% over the next five years, driven by the synergy of unified data, artificial intelligence, and contextual creativity.

After two decades in this business, I have watched the advertising industry reinvent itself over and over again. From the days when four television channels and glossy magazines dominated to the explosion of digital platforms and endless scrolling feeds, one truth has remained constant: brands need to capture human attention.

A special MarTech, Data & CX Council-exclusive MMA India Café brought together leaders from McDonald’s, Google Cloud, Federal Bank, Exotel, WebEngage, AkzoNobel, TransUnion, Tata Communications and more. Outcome: the most actionable CX shift - where real-time signals, prescriptive analytics and “human-in-the-loop” design move CX from a score to a company-wide culture.