The programme reinforced that AI is an enabler, not a saviour, and that successful marketing transformation starts with understanding customers, competitors and collaborators before deploying technology.
1. What inspired you to join this programme and what did you hope to achieve?
Interestingly, I used LLM to help me identify the right programme that aligned with my career objective of leading AI innovation and integrating it across marketing strategy. The INSEAD accreditation, combined with the opportunity to learn from esteemed professors and connect with top-tier executives, made this programme the ideal choice. My goal was to step beyond day-to-day marketing tasks and gain a strategic perspective on how AI can drive transformation while keeping customer-centricity at the core.
2. In what ways has the programme shifted your perspective or influenced your approach to work?
The programme reinforced that AI is an enabler, not a saviour, and that successful marketing transformation starts with understanding customers, competitors, and collaborators before deploying technology. The real impact comes from plugging AI tools into workflows for productivity and consumer-driven outcomes rather than relying on them blindly. I now approach marketing with a design-thinking mindset: focusing on tangible use cases, empathy, and innovation leadership, rethinking strategies like selling saved energy instead of solar panels and applying frameworks such as the 4Cs, the three Ds (Design, Deploy, Differentiate), and the value loop.
3. Which aspects of the experience stood out the most for you?
One of the most impactful insights was understanding how consumer behaviour and technology are converging. People are shifting from keyword-based search to conversational search, which means brands must rethink how they position themselves in this new discovery ecosystem. This sparked a projection for me: just as SEO optimised content for Google, we will soon see — or it may have already started — a BEM (Bot Engine Marketing) approach, where content is optimised for LLMs to ensure brands appear in conversational search results. Equally powerful was the concept of the value loop, using technology not just for automation but for combining data and experience to build lasting customer relationships. The use of actual impactful AI tools to tackle cases, along with QR, bots and VR, added an immersive layer to the learning experience.
4. Can you describe a moment or insight that particularly resonated with you?
One defining moment was when I shifted my perspective on whether my brand is consumer-centric or product-centric. I realised that brands tailor offerings to consumer needs, yet the foundation is still the product. This insight reinforced the importance of balancing product strength with empathy, design thinking, and AI-powered personalisation, because true differentiation comes from creating experiences that matter, not just features.
5. Would you recommend this programme to others? What makes it meaningful to you?
Absolutely. I strongly recommend this programme because it pushes you to step outside daily operations and rethink marketing from a strategic, innovation-led perspective. It equips you with AI tools and frameworks that deliver on core objectives — whether selling more, differently, or new — while emphasising customer-centricity, collaboration, and measurable impact. For me, the most meaningful takeaway was learning how to integrate AI thoughtfully into marketing strategies to create experiences that matter, not just technology for technology’s sake.
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