AI May Change Discovery But Brands Still Have To Create Demand: FTA Global’s Senthil Hariram

Date: 23rd September 2026, 10:00 AM

Location: Mumbai

In an interview with The Brand Beats, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, discussed how AI, performance marketing and creator influence are reshaping brand building and consumer behaviour. He emphasised that while marketing is becoming increasingly measurable, some of the most valuable assets a brand builds, including reputation, trust and familiarity, do not always show up clearly on dashboards.

Hariram also highlighted the distinction between being recognised and being remembered. While repetition can drive recognition, strong brands build memory through consistent associations and a clear identity across channels. He noted that performance marketing can capture existing demand, while brand building plays a role in creating future demand and preference.

The conversation also explored how AI is changing discovery. Hariram explained that brands need to focus not simply on producing more content, but on building credible expertise, meaningful messaging, trusted sources and a strong reputation in relevant areas. He also discussed creator marketing, consumer needs beyond the transaction, and why understanding the problem consumers are trying to solve can create stronger opportunities for differentiation.

Read the full interview here: Link