12. From India to Global Markets: AI, Cultural Context, and Marketing's Human Bridge with Kaveri Roy

Episode notes

"AI can mimic our voice, but it cannot capture our vision." Burson WPP senior director Kaveri Roy on what happens when marketing agencies navigate the collision of artificial intelligence, cultural nuance, and global storytelling — and why "localization" is no longer about translation, but about co-creating with context to build campaigns that resonate across India, APAC, and beyond. Based in Mumbai , Kaveri has spent 15 years at the intersection of marketing, communications, and cross-cultural strategy. From early content roles to planning and digital leadership at Fleishman Hillard and Economist Impact, she has helped both global brands and regional players navigate the realities of Asia's diverse markets: the cultural elasticity required to contextualize campaigns, the friction between Western frameworks and local meaning, and the hard truth that what works in Brooklyn rarely works as-is in Bangalore.