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Shantelle Nagarajan

posted on Jul. 03, 2025 at 11:13 am

The future of marketing is intelligent, integrated and inspiring

Shantelle Nagarajan

posted on Jul. 03, 2025 at 11:13 am

KINESSO’s Karthik Kumar shares why marketers must break silos, embrace agility and rebuild trust to stay intelligent with their marketing.

intelligent marketing

Karthik Kumar, Managing Director, KINESSO - MCN MENAT.

The media and advertising industry is experiencing a significant change, driven by artificial intelligence (AI), changing consumer expectations, regulatory developments and rapid advancements in technology. We are entering a new era where marketing is not just automated; it is truly intelligent, integrated and inspiring.

Breaking the data barrier
The modern marketing landscape has a critical flaw: data fragmentation. Enterprise-level insights remain trapped across martech stacks, customer relationship management (CRM) tools and media platforms, slowing decisions and reducing effectiveness.
The solution: intelligent, cloud-based systems that centralise disparate data sources.
Enhanced with

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Tags:Augmented creativity cross-channel activation identity-based strategies Integrated intelligent marketing Karthik Kumar Kinesso precision predictive modelling

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.