SixthFactor Consulting, a leading market research firm headquartered in UAE, with operations across the Middle East, Asia, Africa, and India and specialising in behavioural economics and AI-powered consumer insights, successfully hosted a high-impact, invitation-only event titled “AI in Marketing” on May 7, 2025, at Sofitel Dubai Downtown. The session brought together senior marketing and insights leaders from top regional and global brands KFC, ENOC, du, MBR School of Government, Almarai, BRF, and Network International to explore the transformative potential of artificial intelligence across the marketing value chain.
Curated for Decision-Makers, Led by Visionaries
Designed exclusively for CMOs, insights directors, and digital strategists, the event was spearheaded by Himanshu Vashishtha and Prashant Agarwal. Himanshu Vashishtha, founder and CEO of SixthFactor Consulting, brings over 30 years of global consulting experience and is the author of two acclaimed books on AI in marketing. He has collaborated with industry leaders like Google, Unilever, and PepsiCo to integrate behavioural science with technological innovation. Prashant Agarwal, a renowned AI coach and marketing strategist, has worked across 40+ international markets and is recognized for turning advanced AI tools into practical strategies that help marketers modernize and scale effectively.
AI: The New Engine of Marketing Efficiency
A key theme throughout the event was how AI empowers marketers to create high-quality content assets faster and more cost-effectively than ever before. From campaign ideation and copywriting to visual and video production, AI tools are reshaping the speed and scale at which brands can execute.
“What used to take days or weeks, from briefing creatives to producing final assets, can now be achieved in hours with the right AI tool,” said Prashant Agarwal. “It’s not about replacing creativity; it’s about accelerating and enhancing it.”
AI-Powered Insights, Demonstrations & Real-World Applications
The session offered a dynamic blend of strategic insight, practical demonstration, and open dialogue. Highlights included:
· Strategic Introduction to AI & Generative AI: A foundational overview of how large language models (LLMs) such as ChatGPT, Claude, Gemini, and Perplexity are driving a new era of content generation, consumer engagement, and campaign planning.
· Prompt Engineering for Marketers: Attendees learned how the right prompts can significantly enhance AI outputs—making content creation faster, sharper, and more targeted.
· Live Demonstrations: Showcases of cutting-edge multimedia tools like Midjourney and DALL·E (image), Runway (video), and Suno and Eleven Labs (audio) illustrated how AI is enabling marketing teams to produce high-quality creative assets in a fraction of the time.
· Case Study Walkthrough: A real-world example demonstrated how strategic insights can be rapidly transformed into impactful, AI-generated video content – highlighting the speed, efficiency, and creative agility AI brings to marketing teams.
· Interactive Q&A: Participants engaged in an open dialogue on integrating AI into their marketing ecosystems, exploring tailored use cases and implementation strategies.
A Vision for the Future of Marketing
“AI is no longer a futuristic concept – it’s a present-day catalyst for smarter, faster, and more effective marketing,” said Himanshu Vashishtha. “At SixthFactor, we combine behavioural science with AI to help brands understand not just what consumers do, but why they do it. This allows for more precise targeting, agile strategy development, and significantly reduced time to market.”
