Opportunity brief
Overview
In a world where everyone has access to AI, how does a brand remain unmistakably itself?
Marketing in the Age of AI asks participants to build a differentiation strategy for an iconic Indian brand.
Teams will receive a set of brands and select one. The challenge is to explain how the brand can use AI while protecting and strengthening the identity, experiences and consumer relationships that make it distinctive.
The Challenge
- Determine where AI can improve the brand and which human or cultural elements should remain distinctly owned by it.
- Develop a brand asset, experience, ritual, community or other strategic approach that creates measurable commercial value and is difficult to replicate authentically.
Proposed Process
Round 1: Mastermind Quiz
A 15-minute online quiz covering marketing fundamentals, brand knowledge, consumer psychology, AI and real-world application.
Round 2: The Strategy
Shortlisted teams submit a strategy deck addressing:
- Changes AI creates in the category and competitive landscape.
- The consumer insight the brand can authentically own.
- The boundary between AI use and distinctly human elements.
- The proposed approach to differentiation.
- Its expression across relevant consumer touchpoints.
- Commercial value, feasibility and scalability.
Round 3: The Brand Room
Finalists present their strategy offline to a professional panel, followed by questions and feedback.
Rules
Follow the released brand-selection instructions. Cite research and state assumptions. Recommendations must extend beyond an AI-generated advertising campaign and demonstrate a financially sensible approach.
Eligibility and Schedule
Eligibility, dates, deck limits, presentation timings and the final round structure will be confirmed in the competition instructions.