Marketing today is about being the voice of the customer: Tuhina Pandey

Tuhina Pandey, Director - APAC Communications & Marketing, India & South Asia, IBM, brought a powerful blend of insight, humility, and candour to the stage at the Pitch CMO Summit 2025, where she discussed the evolving role of marketing, the intersection of AI and communication, and why CMOs, especially women are uniquely positioned to lead business transformation. The session was chaired by Aparajita Biswas, Head of Marketing, The Hindu Group.

Pandey shared a sweeping view of what it means to drive impact in the ever-changing world of technology and marketing. “Impact is pretty genderless,” she said, addressing the question of her journey as a woman in tech. “What matters is the goal and the value you deliver.”

At the heart of her success, Pandey emphasized, is the ability to constantly challenge oneself, both internally and externally.

Reflecting on her transition from journalism to corporate communications, Pandey said the skill of distilling complex information into accessible narratives remains a foundational strength. “Journalism teaches you to simplify fast, and that’s a life skill,” she said. “Even at IBM, I ask my team - what’s the cover? What’s the news? Are you in service of the audience?”

She noted that in technology, storytelling with heart remains critical. “Every tech story has a big heart. Take Amul, for instance, you can say we offer supply chain solutions, or you can tell the story of how that technology drives real impact. That’s where the magic lies.”

In an era where marketing is often dismissed as “fluffy,” Pandey called for a mindset shift. “Marketing today is about being the voice of the customer, about future-proofing business, about brand and balance sheet. It is what you make of it.”

She referenced IBM’s CMO 2025 Study, a 39-page report that highlights how marketing leaders today are expected to drive not just revenue but also profitability, innovation, and customer experience. According to Pandey, while AI offers powerful tools to enhance efficiency and business outcomes, most organizations remain culturally and structurally unprepared to fully leverage them. She emphasized the need for a culture shift to precede any technological transformation.

Advocating for a move from outcome-focused AI to augmented intelligence, Pandey underlined the importance of human-machine collaboration. She described a near future where marketers may work alongside AI agents as colleagues, requiring a mindset that embraces integration rather than hesitation.

The Role of Data, Culture, and Responsible AI

With only 1% of enterprise data currently being tapped by AI, Pandey underscored the critical need for structural readiness. “Your AI is only as good as your data. If you feed in flawed processes, AI will amplify the flaws,” she warned.

She outlined three key pillars for building an AI-ready marketing function: a strong data foundation, robust responsible AI frameworks, and a cultural mindset that embraces change. 

For a brand like IBM, humanizing AI isn’t just a marketing strategy, it’s a necessity. “You need to cut through the clutter with authenticity. In a saturated market, it’s not just about being seen, but about being understood.”

The CMO-to-CEO Pipeline

In response to the question of whether CMOs, particularly women make effective CEOs, Pandey firmly affirmed their capability but contextualized her stance within what she described as a "zero experience age." She explained that in today’s rapidly evolving business landscape, where technologies and platforms are constantly changing, traditional experience metrics hold less relevance. Leadership, she suggested, is increasingly defined by adaptability, learning agility, and the ability to navigate ambiguity rather than tenure alone.

“We’re all navigating a world where no one has 20 years of social or digital experience because that world didn’t exist. The barriers are down. Anyone can do anything,” she said, adding that women must continue to be ambitious and “not take a breath.”

In closing, Pandey offered two takeaways for marketers aiming to drive real impact. “Don’t take your designation too seriously - solve a problem. And second, don’t become someone else. The world doesn’t need another version of someone already here. Avoid the sea of sameness.”

Her core message was one of authenticity and purpose. “You’re part of an orchestration. When you see the big picture and contribute meaningfully, you’ll always be in the front seat.”