Why AI-driven discovery is killing media-first strategy: Senthil Kumar Hariram, FTA Global

Date: 11th February 2026, 10:00 AM

Location: Mumbai

Media-led strategies are increasingly being challenged as brands rethink how marketing delivers real business outcomes. In an authored article for Adgully, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shares his perspective on why it is time to move beyond media-first marketing approaches.

The article highlights that traditional models often prioritise media spends and channel optimisation over actual impact. While these approaches may drive visibility, they do not always translate into meaningful business results. This gap is becoming more evident as marketing ecosystems evolve.

Senthil explains that brands need to shift towards a more system-driven approach, where strategy, content, and performance are integrated. Instead of starting with media planning, marketers should begin with understanding intent, context, and how discovery systems evaluate relevance.

He also emphasises the growing role of AI and LLM-driven platforms in shaping visibility. As these systems determine how information is surfaced, brands must ensure their content is structured, consistent, and aligned with user intent rather than relying solely on paid amplification.

Another key point is the need to focus on outcomes over activity. Metrics should be tied to business impact rather than just impressions or reach, enabling more effective decision-making.

Overall, the article underscores that moving away from media-first thinking towards a more integrated and relevance-driven approach will be critical for brands looking to achieve sustainable growth.

Read the full article here: Link‍