AI Needs Brand Context to Deliver Marketing Results

This article discusses how AI in marketing needs to be trained with brand-specific context, including past performance and strategy, to be effective. Sandeep Menon, CEO of Auxia, argues that AI tools must understand the unique approach of each company and the knowledge held by individual team members. Auxia offers an end-to-end agentic marketing platform with two products: Auxia Decisioning, which builds customer profiles for ad targeting, and Auxia Agent Studio, which uses AI agents for campaign optimization. The platform integrates with external tools like Figma and Salesforce, and is trained on a client's own data, ensuring data privacy. Menon sees AI adoption as an organizational change, not just a technology implementation, comparing it to the industrial revolution. He stresses that marketers need to restructure teams so humans focus on strategy and machines handle repetitive tasks.