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Hitesh Malhotra, Marketing Head, 6th Street.com, explains how AI is moving from a background tool to a key player, helping retail brands make faster decisions, cut campaign costs, and connect with shoppers in smarter, more personal ways.
AI is stepping into a more strategic, front-and-centre role in modern retail ecosystems. Retailers are reimagining the shopping experience with AI. From hyper-personalisation to intelligent campaign bots, AI is quietly becoming the invisible engine behind high-impact engagement.
“AI isn’t replacing retail; it’s making the experience way, way better for customers. The only work you should be doing is thinking about a large campaign or strategy, or interacting with the right stakeholders to make sure they’re aligned with your goals,” says Hitesh Malhotra, Marketing Head, 6th Street.com.
Hitesh took the stage at Vibe Marketing Tech Fest, Dubai 2025, to talk about how AI is transforming retail into a hyper-personalised, data-driven, and emotionally resonant ecosystem.
Three things Martechvibe learned from his talk;
The Traditional Funnel is No Longer Relevant.
AI agents, like those built using Google Vertex, are enabling marketers to analyse, predict, and act in real-time, turning media spend and strategy into an automated, always-optimising process.
Generative AI is Slashing Campaign Budgets
From immersive product visuals to Arabic content in multiple dialects, Malhotra’s team uses AI to cut production time and costs by up to 90%. Creative, once dependent on agencies, is now built in-house, faster and smarter.
Stores are Becoming Data Machines
Online and physical stores are becoming data engines. AI agents are getting real-time shopper behaviour to optimise stock, forecast trends, and advise teams. They are converting what once took months into insights delivered in minutes.
Watch the full video here.
