As marketing ecosystems grow increasingly complex, shaped by evolving consumer journeys, expansive digital touchpoints, and a surge in technology-driven solutions, conversations around artificial intelligence have become central to the industry. From content generation to campaign optimisation, AI tools are now capable of driving efficiencies and unlocking new possibilities for brands.
With the rise of large language models and agentic systems, the expectations from AI in marketing have expanded far beyond automation. Yet amid this fast-moving landscape, one critical shift remains surprisingly undervalued. According to Shubhranshu Singh, Chief Marketing Officer (CMO), Tata Motors Commercial Vehicles, marketers are still underestimating the scale and speed at which AI is set to transform the advertising industry.
In a conversation with Marketing Mind at the sidelines of Goafest 2025, when asked to identify one advertising trend that marketers tend to underestimate and one they may be over-investing in, Singh highlighted that marketers often underestimate the transformative impact artificial intelligence is poised to have on the industry. While machine learning and AI have existed for years, the emergence of large language models, with their ability to engage in natural conversations and provide human-like interactions, is set to significantly reshape marketing.
“This potential is acknowledged and understood by many, but it’s not being implemented at scale. There’s a clear gap between awareness and action. Often, people envision the possibilities but hold back, assuming others will lead the way. The need of the hour is for marketers across the board to accelerate their adoption and integration of AI. Marketers are underestimating the power of the change that AI will bring about; Uniformly marketers need to move faster on AI,” Singh said.
He added, “At the same time, there’s an overemphasis on youth marketing, unless it’s done with genuine relevance. India undeniably offers massive potential in this segment, with over 400 million individuals under the age of 20. Tapping into this demographic is crucial, but success depends on providing them with the means, purchasing power, and customised products that truly meet their needs. While the conversation around youth marketing is widespread, the real question is: are we doing enough to act on it meaningfully?”
When asked how Tata Motors has adapted its storytelling techniques in response to the shift towards digital platforms and the need to engage shorter attention spans without compromising on brand messaging, Singh explained that when it comes to commercial vehicle purchases, it’s important to understand that these are high-involvement decisions. These vehicles are essentially the lifeline of businesses, and buyers evaluate multiple critical factors beyond what can be communicated through a few broadcast advertisements. Operational costs, serviceability, maintenance contracts, spare parts availability, resale value, and financing options all play a decisive role in determining whether a buyer will choose one brand over another.
Once a brand is selected, the buyer then considers which variant to go for, based on the specific application. For instance, the same vehicle might be configured differently for transporting seafood, bananas, or for use as a refrigerated unit- each use case requiring a tailored approach. Moreover, the vehicle’s purchase price constitutes only about 30-35% of its lifetime value; the remaining 65-70% comes from the surrounding ecosystem, services, spare parts, maintenance contracts, insurance, and more.
Furthermore, he went on to say, “Given that customer lifestyles have shifted towards digital, we’ve prioritised digital accessibility. With information now widely available, we’ve made substantial investments to advance our digital capabilities. We’ve created over 60 lakh single-view customer profiles and ingested upwards of 80 crore data points.”
“All our BS6 vehicles come equipped with advanced telematics, capturing more than 60-80 real-time signals from each vehicle. Our telematics platform, Fleet Edge, is already live in over 7 lakh vehicles on the road. This data provides us with rich insights that fuel both targeted marketing and remarketing efforts. To reinforce our brand’s scale and presence, we also utilise above-the-line media including television, cinema, print, and out-of-home (OOH) advertising. OOH, in particular, plays a crucial role given that our audience is often on the road, the very environment where our vehicles operate,” he added.
Singh highlighted that complementing this, they have made significant investments in on-ground activation, understanding that after all the research and evaluations, customers still want a tangible experience. They want to see the vehicle, sit in it, understand the cabin space, and assess its performance through loaded trials.
“We conduct numerous events such as expos, ‘Intra Vijayotsav’, and other formats where potential buyers can test vehicles on dedicated tracks. One such initiative is ‘Ek Din Ka Malik’, which allows prospective customers to use a vehicle for an entire day to evaluate its fit for their needs. In essence, our marketing approach is designed to be 360-degree, striking a balance between above-the-line and below-the-line channels. Within the always-on formats, we are heavily focused on digital, not just through influencer-driven content but also by leveraging first-party data and CRM tools for targeted outreach,” he said.
“Across the year, digital accounts for our largest investment in terms of frequency and presence. However, in terms of absolute spend, the collective above-the-line media remains our biggest area of investment,” he added.
While sharing his perspective on the emerging marketing trends that will be crucial for brands to remain relevant and competitive in the future, Singh said, “I’ve been in marketing since 1999, which makes it a 26-year journey so far. Over this period, four major developments have reshaped the industry. The most transformative has undoubtedly been the rise of digital.”
To put this into perspective, 2024 marked the first year global advertising revenues surpassed $1 trillion, of which approximately $650 to $700 billion came from digital platforms. That clearly indicates the direction in which investments are heading – toward a fully digital ecosystem, he stated,
Furthermore, he emphasised that today’s landscape is shaped by personalised communication, attribution-rich formats, social media communities, and influencer-driven content, all of which have become integral to everyday life. With five billion people around the world now owning smartphones, each individual has the potential to be not just a consumer, but also a content creator, curator, and broadcaster, essentially a walking studio.
“The second key shift has been the growing importance of peer influence. Audiences increasingly prefer to hear from other people rather than advertisers, which has made trend-following and social validation central to consumer behaviour. The third notable change is the ease with which scale can now be achieved. Digital tools have enabled businesses of all sizes to expand their operations rapidly and cost-effectively,” Singh said.
“Finally, the emergence of AI, particularly agentic systems, stands to be a force multiplier. Enhanced algorithmic intelligence will transform both the way brands engage with consumers and how agencies and marketers collaborate. AI will redefine marketing output by making it more efficient, intelligent, and impactful,” he added.
