AI rewrites India’s digital marketing playbook as brands chase fragmented consumers

India’s digital marketing landscape is entering a new phase, with artificial intelligence (AI) moving from an experimental tool to an integral part of how brands discover, target and engage consumers.

That is the central theme of DCODE 2.0, the second edition of the digital marketing playbook launched by Dharampal Satyapal Group (DS Group) in collaboration with WPP Media and MICA on Thursday. Unlike its first edition, the new playbook embeds AI across search, paid media, performance marketing, content and creative, reflecting the growing role of technology across the consumer journey.

For marketers, the shift is as much about managing complexity as adopting new technology.