“AI Has Changed Discovery, Making Siloed Marketing Obsolete,” said Senthil Kumar Hariram
Date: 30th December 2025, 10:00 AM
Location: Mumbai
The rapid adoption of AI is fundamentally changing how consumers discover brands, products, and information online. In an industry feature, Senthil Kumar Hariram, **Founder and Managing Director**, FTA Global, shared his views on how marketers need to adapt to this shift.
He highlighted that traditional digital marketing functions such as SEO, content, performance marketing, and brand communications can no longer operate independently. As AI and LLM-driven systems increasingly determine how information is surfaced and recommended, brands need a more integrated approach that aligns all aspects of their digital presence.
According to Senthil, visibility today is driven by relevance, context, and consistency rather than channel-specific optimisation. Consumers are no longer following linear journeys, and discovery is happening across multiple AI-powered touchpoints. This makes it essential for brands to ensure that their messaging, data, and content are connected and structured effectively.
He also emphasised that organisations must move away from siloed marketing teams and adopt a system-led mindset. Brands that successfully integrate strategy, technology, and content will be better positioned to improve discoverability and maintain long-term relevance.
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