Sumeet PahwaNew Delhi, March 18 -- Artificial intelligence is rapidly reshaping how marketing operates. Campaigns that once took weeks to plan and execute can now be created within hours. Advertising can be personalised at scale, tested in realtime and adapted across markets with minimal effort.

As a result, the marketing function is becoming faster, more efficient and increasingly automated. Yet thisacceleration raises an important question. If every brand can produce content instantly, what happens to distinctiveness?The cost of creating content is falling rapidly. The challenge of being remembered, however, remains unchanged, and may, in fact, become more difficult.

Artificial intelligence is now embedded across multiple aspects of mar...