KIIT School of Management (KSOM) hosted its 17th National Marketing Conclave on September 19, 2026. The conclave centred on the theme “Marketing in the Age of Algorithms and Agents: Winning the Always-On Consumer.”

The event explored the growing role of artificial intelligence, algorithmic discovery, and digital innovation. It also examined how these developments are shaping consumer behaviour, strengthening brand–consumer connections, and driving the future of marketing in an always-on digital landscape.

Inaugural Session

The inaugural session commenced with the ceremonial lighting of the lamp by esteemed dignitaries. This traditional ceremony set the stage for the day’s deliberations.

Prof. Arnav Pati, Convenor, welcomed the gathering. He highlighted the conclave’s focus on connecting education with industry and societal change. He observed that consumers now use price comparisons, product demonstrations, social media, and AI to make informed choices. Therefore, credibility and the path to the consumer have become increasingly important for brands.

Prof. Kumar Mohanty, Director, KIIT School of Management, addressed the gathering and highlighted the growing importance of corporate research. He also discussed the shift in marketing from traditional shelf space to visibility on search platforms. In addition, he spoke about the influence of Gen Z and social media influencers on consumer choices.

Prof. Saranjit Singh, Vice Chancellor, KIIT Deemed to be University, addressed the students on the disruptive impact of AI. He raised questions about the future of general intelligence, the nature of AI as a technology, and its potential to replace marketing functions. However, he emphasised that marketing remains fundamentally about connections and emotions.

Keynote Address by Shri Arun Misra

Shri Arun Misra, Group CEO and Executive Director, Vedanta, delivered the keynote address. He spoke about the growing impact of AI on marketing, consumer behaviour, and the future of work.

He highlighted the rise of AI-driven consumer decision-making. As consumer behaviour continues to change, he stressed the need for marketers to adapt. He also discussed the emerging role of AI in areas such as demand planning, procurement, and supply chains.

Furthermore, Shri Arun Misra stressed that professionals who master AI will remain better equipped for the evolving workplace.

KIIT/KSOM × Samsung India Student–Faculty Collaboration Initiative

The inaugural session also featured the unveiling of the “KIIT/KSOM × Samsung India Student–Faculty Collaboration Initiative.” Mr. Sujoy Sahu, Associate Vice President, Cheil India, supported the initiative. This collaboration marks another step towards strengthening industry–academia engagement.

Prof. Suvasis Ghosh, Dean – Training & Placement and Industry Engagement, announced this first-of-its-kind initiative at KIIT. The exclusive corporate collaboration with Samsung aims to bring premier technology directly to the KIIT community with unmatched value.

Through a dedicated web and mobile portal, KIIT members can access Samsung’s complete portfolio. The portfolio includes mobility devices and consumer electronics. Members can also receive exclusive savings of up to 40% compared to conventional retail and online platforms.

Moreover, every purchase guarantees genuine products through direct Samsung billing. The initiative also provides convenient EMI options, doorstep delivery across 99% of Indian PIN codes, and dedicated calling support.

Vote of Thanks

Prof. Arvind Tripathy, Dean, KIIT School of Management, proposed the vote of thanks. He highlighted emerging opportunities in the evolving marketing landscape.

He also thanked the guests, speakers, and participants for their valuable contributions to the conclave.

Panel Discussions on AI and the Always-On Consumer

The conclave then moved into two parallel panel discussions. Both discussions centred on the theme:

“How Do You Sell When the Consumer Already Knows? Marketing to Search-Smart, AI-Assisted, Always-On Buyers.”

Panel 1: Building Trust in an AI-Driven Consumer Journey

Panel 1 featured corporate leaders from different industries:

• Mr. Dushyant Panda – VP – Marketing & Business, Razorpay
• Mr. Kumar Awanish – Group Chief Operating Officer, Cheil SWA
• Mr. Priyadarshi Mohapatra – Founder & CEO, CureBay
• Mr. Sambit Panda – National Modern Trade Head, IFB
• Mr. Sukhpreet Singh – Chief Revenue Officer, Dish TV India Ltd. & VZY Smart TV Biz.

The panellists discussed how AI is transforming the consumer journey. Consumers increasingly rely on AI-driven search, ratings, online content, and recommendation engines.

As a result, marketing is shifting from simple information delivery towards trust-building, validation, positioning, and simplifying consumer choice.

The discussion also highlighted the continued importance of human judgement, empathy, brand identity, and emotional connection. In addition, marketers need to keep learning and adapting as agentic AI continues to develop.

Panel 2: AI, Sales, and Changing Consumer Behaviour

Panel 2 featured leading industry professionals:

• Mr. Anirban Paul Chowdhury – National Marketing Head, Skipper Pipes
• Mr. Mohit Verma – Senior Vice President – Marketing, HighRadius
• Mr. Sanjeev Gupta – Joint President – Marketing, My Home Group
• Mr. Saroj Mohanty – Vice President – Marketing, Sonalika Tractors

The panellists examined how AI is shaping the marketing and sales landscape. They focused on evolving consumer behaviour, the growing influence of AI-driven search, and the changing role of sales professionals.

The discussion highlighted several important areas. These included understanding customer needs, building trust and confidence, strengthening product differentiation, and improving digital discoverability.

Furthermore, the panellists discussed the role of AI as a decision-support tool. At the same time, they emphasized the continued importance of human judgement and interaction.

Interactive Workshops on the Future of Marketing

The second half of the conclave featured interactive workshops with senior marketing professionals. The sessions explored key dimensions of the evolving marketing landscape.

The workshop topics included:

• AI-assisted consumers
• Algorithmic discovery
• Digital consumer behaviour
• Storytelling and advertising
• Sustainable marketing
• Consumer insights
• Digital innovation
• The future of marketing

These sessions offered industry-led perspectives on the changing marketing environment. Moreover, they reflected KSOM’s focus on experiential learning and industry engagement.

Developing Future-Ready Marketing Professionals

The 17th National Marketing Conclave provided students with valuable insights into the changing relationship between technology, consumers, and marketing.

Through keynote sessions, panel discussions, and interactive workshops, participants explored the growing influence of AI and digital innovation. At the same time, the conclave reinforced the importance of human judgement, trust, creativity, and emotional connections.

Overall, the event reflected KSOM’s continued focus on experiential learning, industry engagement, and developing future-ready marketing professionals.