The new age brand manager

Big data, combined with artificial intelligence (AI) and machine learning (ML), is the mega trend that is upending industry after industry. While most of us have heard about driverless cars, programmatic buying and automated assistants — all driven by powerful self-learning algorithms that use smart computing and data to make efficient and quick decisions — a silent revolution is now taking place in today’s workplace. These algorithms are automating a number of decisions that have traditionally been made by experienced professionals. For brand managers, I see artificial intelligence and machine learning as fundamental game changers. With the advent of big data, digital and mobile revolutions, the role of a brand manager has already changed in the last five years. Analytical skills, which used to be the purview of specialised analytics teams, have become essential for marketing success. However, the marketing world has…

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