Marketers have to combine emerging technologies like artificial intelligence (AI) with traditional platforms to foster the growth of a brand or company in this digital age, experts say.

“More innovation is possible with the help of generative AI. Almost 68% of workers globally believe generative AI will serve customers better,” Tusnuva Ahmed Tina, managing partner of Mindshare Bangladesh, said in the keynote speech at the Digital Summit held on Saturday.

More than 350 professionals took part in the tenth edition of Digital Summit at Pan Pacific Sonargaon in the capital. Bangladesh Brand Forum (BBF) has organised the forum to review the trends of modern marketing in light of technology.

The keynote speaker Tusnuva Ahmed mentioned that AI complements human work and does not replace, but the tool is imperative to learn prompt engineering to stay updated with the market.

“For example, a copy writer has opportunities to boost productivity using ChatGTP. However, the machine sometimes delivers better than human. The traditional writer can add values to contents using technology, unless they couldn’t attain growth,” she added.

The day-long summit brought together local and global industry professionals and thought leaders to exchange insights on digital marketing trends, strategies, challenges, and solutions.

The summit focused on thematic area of ‘innovation and disruption for guiding through the digital terrain to analyses the complex dynamics of the digital marketing landscape based on 4 keynote sessions, 3 panel discussions, and 2 insight sessions.

Speaking on the occasion, BBF founder managing director Shariful Islam said that forum has made call to innovate, disrupt the conventional to navigate the digital landscape.

“The professionals and experts in our midst are called upon to lead, meet these challenges head-on, and bridge the gaps in our journey toward a digitally transformed future,” he said.

Robi Axiata chief commercial officer Shihab Ahmad presented insights and observations on analytics and AI for digital disruption while Inteliphyle founder chairman Prasun Basu has emphasised on digitalisation and data in the session on “conundrum of digital and data: bedfellows and not”.

Google APAC head of partner performance Tara Yoon conducted a session on “Marketing in The Era of Artificial Intelligence” while Malaysian Connecting the Dots storyteller Bharat Avalani  presented the last keynote on “Digitise to Humanise”.

Besides, Grameenphone Chief Marketing Officer Sajjad Hasib, Unilever Bangladesh homecare Marketing Director Shadman Sadekin, Marico Bangladesh Marketing Director Allen Ebenezer Eric, Women in Leadership President Nazia Andaleeb Preema took part in panel discussion.