Karthik Kumar, Managing Director, KinessoWith AI-driven personalisation, data-powered insights, and end-to-end technology platforms leading the way, the industry is set for significant transformation. According to Kinesso’s Karthik Kumar, staying ahead in 2025 will require a strategic approach that integrates AI and data science into business operations, along with a renewed emphasis on consumer-centricity and talent development.
What are the top lessons from 2024 that we’re taking into 2025?
Data as a key differentiator
Data continues to be a core differentiator in the media and advertising industry. However, it’s crucial that data is not only collected but also transformed into actionable intelligence. This intelligence must be available at scale, enabling businesses to derive insights and outcomes that drive measurable impact. Leveraging the right technology platforms is essential to make this happen effectively.
AI-driven personalisation at scale
The ability to scale AI-driven personalisation will be a major factor in 2025. Data science and AI are critical in delivering hyper-targeted experiences across multiple channels. As media and ad platforms evolve, the need for sophisticated algorithms to automate and optimise targeting will increase, allowing businesses to connect with consumers on a more personalised level while driving ROI.
Holistic and strategic solutions
Moving forward, it’s essential to deliver solutions with a consultative, strategic approach, rather than focusing on transactional or operational outputs. This means integrating AI and data science into the broader business strategy to create more holistic, long-term solutions that align with both customer needs and company goals.
2025 will be a year of… Accelerated AI-driven innovation and data-powered personalisation
These will be truly integrated through technology platforms that deliver an end-to-end operating system for the marketing and advertising industry. Businesses will leverage advanced analytics and automation to create hyper-targeted, real-time experiences that drive consumer engagement and ROI. We will see a stronger emphasis on creating end-to-end systems that unify disparate tools and processes, from data collection to campaign execution. This integration will be critical for delivering real-time, personalised experiences.
What do leaders in the digital ecosystem need to avoid in the months ahead?
Let me answer this across four dimensions and highlight what needs to be embraced or pursued, versus what should be avoided:
AI, data, and technology
While AI, machine learning, and automation are transforming industries, leaders who fail to embrace and integrate evolving data, technology, and AI solutions into their core business models face a high risk of falling behind the competition and failing to meet consumer expectations.
Privacy and security
Data privacy and protection policies are fundamental and non-negotiable. Compromising or ignoring them can lead to significant reputational damage, fines, and loss of trust—consequences that are often irreversible.
Consumer expectations
As leaders in data and technology, we must stay attuned to shifting consumer behaviours, which are constantly evolving. This ensures that our platforms, products, and services remain customer-centric and are equipped for personalised experiences at scale.
Talent development
To drive innovation, leaders must invest in skilled talent and continuous training, particularly in the areas of data science and AI. Neglecting this will result in delivering sub-par products and solutions to customers, while also impacting the retention of skilled team members.
How do you ensure every member of your agency remains at the forefront of emerging digital technologies and trends?
We focus on fostering a culture of continuous learning, collaboration, and experimentation. This means regular training and education. We encourage thought leadership, we collaborate cross-department, we partner with the best-in-class technology providers, and we dedicate time for innovation by experimenting a lot.
By Karthik Kumar, Managing Director, Kinesso
