The Future of Agencies: Team as a Subscription | Podcast

Date: 25th September 2025, 10:00 AM

Location: Mumbai

In the latest episode of The Guiding Voice podcast, Senthil Kumar Hariram, who is the Founder and Managing Director at FTA Global, discussed how marketing in an AI and LLM world is evolving.

He stated during the interview that performance marketing today includes more than just driving traffic or generating short-term conversions. It is starting to evolve into performance marketing focused on achieving meaningful outcomes for business (measured through system-aligned integrated strategies) as opposed to momentary success focused on providing short-term metrics of success.

Additionally, he elaborated on how AI is changing how discovery occurs. Visibility will no longer be determined solely by reach or frequency, and instead will be based primarily on relevance/context/structure. This shift in visibility requires that brands change their approach to their marketing content, data, and overall digital presence for the purpose of aligning with how intelligent systems will interpret and display information about them in their systems.

He also noted that moving away from vanity metrics such as clicks or impressions will provide marketers with little insight into what has been achieved with their efforts. Marketers should give priorities to metrics that really impact the growth of their businesses – such as conversion quality, retention, and customer lifetime value.

This brings us back to what the future of marketing is all about, which is building a connected system where content, data, and technology all work in tandem. Brands that are aligned with the AI world in the process of discovering customers and achieving measurable results will create long-term and scalable success.

To listen to the full podcast: Link