All through December 2024, Manifest is running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We conclude our series with Ripal Chopda, chief marketing officer, The Sleep Company.

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

While 2022 was the year when we were introduced to the world of ChatGPT, the year 2024 is the year when the real AI revolution started. A recent McKinsey report indicated that most organizations are using Generative AI in at least one business function, up from one-third last year. And an average organization using this technology, is doing so in two functions – with one of them being marketing and sales.  

The growing adoption of AI and the different ways in which organisations are engaging with consumers is by far the biggest development in the advertising, media and marketing space in 2024. We believe this will continue and evolve over the next few years, only to make communication with consumers increasingly hyper-personalised. Talking about D2C industry in specific, brands are able to understand customer needs better with AI, tailor experiences, optimise shopping experiences, and foresee trends. As technology evolves, it is evident that the future of retail will belong to those who fully harness the potential of AI while keeping the human touch alive.  In addition to AI, India’s consumer landscape is undergoing a significant transformation, with a burgeoning demand for premium products and solutions. We are currently in an era of premiumisation.

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

In the comfort-tech space, new-age brands will drive remarkable growth as compared to traditional companies with increased integration of AI. Brands will increasingly start to focus on omnichannel strategies to connect with the consumers.