Enfection’s AI playbook for future of marketing

From left: Moderator Enfection Chief Strategy Officer Shezri Junaid, Boston Consulting Group Global AI Marketing Lead Sanjay Nair, Asia Pacific COO Jeremy Seow, and Aeos Labs CEO Harshaverdhan Reddy

Enfection Chief Strategy Officer Shezri Junaid, Asia Pacific COO Jeremy Seow, Ren CEO Rukmal Weerawarana and Daraz Regional Head of Legal Mahela Liyanage, and Enfection CEO and Founder Saliya Withana 

By Tania de Silva

In the fast-paced world of marketing, Enfection is setting the bar high. 

Founded in 2017 by Saliya Withana and Lahiru Halkewela, this Sri Lankan tech-driven marketing company is all about blending AI with creativity to take businesses to the next level. Their mission is to bring science and technology to the field of marketing. 

With an impressive client list that includes MAS, Keells, CBL, and Rocell, Enfection’s impact stretches far beyond Sri Lanka, partnering with global ad networks like Dentsu Singapore, McCann Malaysia, and TBWA. They are all about helping businesses push the envelope through AI-based solutions and performance marketing.

The secret to their success is their team that is obsessed with staying ahead of the curve. Whether it is AI marketing, AR, or 3D/CGI technology, Enfection has got it covered. One of their standout offerings is Momentro, a SaaS platform designed to give marketers, agencies, and content creators deep insights into audiences, brand positioning, and buyer intent. It is all about equipping brands with the tools to understand their customers better and create more targeted, effective strategies. On 11 November, they hosted the highly anticipated ‘Change the Convo 2024: Put AI to Work’ event at Courtyard by Marriott Colombo, where they brought together CMOs and marketing heads from Sri Lanka’s largest corporations. The aim was to show these marketing leaders how they can use AI to stay ahead of the competition, improve ROI, and foster long-term innovation.

Boston Consulting Group Global AI Marketing Lead Sanjay Nair opened the event with a compelling message about the transformative power of generative AI (Gen AI). Drawing from their extensive experience, they stressed that deploying AI within organisations is not merely a technological endeavour – it is a people-centric journey.

He emphasised that positioning Gen AI as a tool for efficiency often raises fears about job security among employees. “It’s crucial to highlight the personal and organisational benefits,” they said, “focusing on how it can make day-to-day tasks more fulfilling, rather than solely as a productivity booster.” His advice underscored the importance of change management, advocating for transparency and clarity in communicating the why behind adopting Gen AI.

Key takeaways

• A remarkable 98% of surveyed companies are experimenting with AI, compared to 50% last year. Early adopters report benefits like faster innovation, increased revenue, and enhanced employee engagement. 
• From fintech to retail, AI is automating processes and delivering insights that drive smarter decisions.
• With tech advancing from GPT-3 to GPT-5 in record time, businesses need agility to stay competitive. 
• By 2025, AI agents could be making routine decisions independently, freeing up humans for more complex tasks.

The ‘Change the Convo 2024’ event was such a dynamic hub of innovation, with standout keynote speakers and panel discussions that explored AI’s impact on the marketing world.

Nair kicked things off by outlining a clear roadmap for businesses to adopt AI smoothly. Aeos Labs CEO and Founder Harshavardhan Reddy followed with a deep dive into how AI is transforming everything from design to automation and personalisation in marketing. Enfection CEO and Founder Saliya Withana then shared his vision on building AI-ready teams, focusing on predictive and generative AI tools. The panellists – Asia Pacific COO Jeremy Seow, Ren CEO Rukmal Weerawarana, and Daraz Regional Head of Legal Mahela Liyanage covered hot topics such as ‘AI in PR’, where experts discussed how to manage user sentiment, the evolution of AI in marketing, and the tricky intersection of AI and copyright.

It was a day packed with insights, all designed to help marketers get ahead in the AI-powered future.

One of the most exciting moments was the launch of the AI Marketing Blueprint, an actionable guide designed to help CMOs and marketing teams navigate their AI journey. It covers everything from data infrastructure to leadership and team building, making it a must-read for anyone serious about transforming their marketing with AI.

The event went beyond technical jargon, making AI accessible and engaging through real-world applications. Digital twins and AI-powered humour demonstrated the practical side of AI, blending functionality with entertainment. Interactive elements like QR codes enabled seamless audience participation, fostering a dynamic exchange of ideas and questions. Thematic booths offered hands-on exposure to cutting-edge AI solutions, inspiring attendees with practical innovations ready for immediate application in their own industries.

pix by Lasantha Kumara