At the BW Festival of Marketing 2025, Shubhranshu Singh, Board Member at Effie Lions Foundation, emphasized the mobile phone’s pivotal role in modern life, calling it the “main stage” of human experience. He noted that businesses must prioritize mobile marketing, as neglecting this platform is detrimental. Singh highlighted the emergence of influencers through mobile’s peer-to-peer connections, stressing the importance of trust in micro and macro influencers over celebrity endorsements. Addressing shrinking attention spans, he warned that algorithms, while enhancing ad efficiency, diminish cultural creativity and concentrate power among platforms. Singh cautioned against overreliance on AI, which often recycles outdated knowledge and may hamper originality. He advocated for maintaining human primacy amidst the rising influence of generative AI, cautioning against the “AI gold rush” that overshadows brand authenticity and consumer trust. Singh concluded that enduring brands are built on credibility and should align marketers’ actions with consumer needs in a rapidly changing landscape.
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Mobile, Trust-Based Influence, and AI: Enhancing Creativity, Not Replacing It – Insights from Shubhranshu Singh
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