Manifest's year-ender series continues into 2025. During December, advertising, marketing and media leaders were sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

As we enter 2025, we continue our series with Shantiswarup Panda, chief marketing officer, Indriya (Aditya Birla Group). 

The biggest development in the advertising, media and marketing space according to you in 2024 was...

The biggest development in 2024 has been the consumer-facing use of AI. Brands are using it at scale to create concepts, mood boards, campaigns, use it in content to personalise the same for elevated customer experience.

What is the one thing you're manifesting for yourself and for the industry you operate in for 2025?

Indriya has just started its journey in the area of using AI to elevate the user experience. This is one big area of callout for us for 2025.