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# How are brands actually using AI to reach customers?
- URL: https://www.techstories.co/how-are-brands-actually-using-ai-to-reach-customers/
- Published: 2026-10-14T11:19:12.000Z
- Updated: 2026-10-17T17:09:10.000Z
- Description: A look ahead of a panel with Fila, Dermalogica, and Plaud.
- Author: Paul Mah
- Tags: AI, Events

How are brands using AI to drive better customer experiences? And how can marketers stay ahead?

You may not know this, but apart from data centres and AI, I actually wrote regularly on marketing technologies for several years. That experience shaped how I think about reaching people today.

### One channel is never enough

I firmly believe the way ahead is with multiple channels: messaging, email, social, and search. No single channel is consistently reliable anymore. Algorithms change, reach dips, and platforms come and go.

That's why, when my LinkedIn content gained traction, I set up additional channels: a WhatsApp Channel, a weekly newsletter, and a blog that's indexed by Google. Each one reaches people the others can't, and each acts as a hedge against the others faltering.

### The ground keeps shifting

If there is one constant in marketing, it is change.

For instance, search marketing has morphed again. People now discover and compare products through chat assistants, AI-generated search answers, and social platforms, rather than relying on the traditional search box alone.

And it isn't just search. Producing content is cheaper than ever with AI, yet it is now far harder to stand out in a sea of content, whether text, images, or video.

Behind the scenes, the shift is just as big. With AI agents that never rest, relevant and timely data now plays a much larger role in connecting with customers. This puts greater pressure on brands to ensure their data is integrated and centralised.

![Klaviyo K:SGP 2026 conference](https://www.techstories.co/content/images/2026/10/source-cc3819e3b58dad70.jpg)

### What brands are actually doing

That's why I'm really glad for the chance to moderate a panel discussion at the Klaviyo K:SGP 2026 conference next Tuesday (20 Oct). The question at its heart: how are brands leveraging AI to build their brands, drive better customer experiences, and otherwise deliver tangible ROI?

With Sangun Jung of [Fila](https://fila.com.sg/?ref=techstories.co), Tanya Mar of [Dermalogica](https://dermalogica.com.sg/?ref=techstories.co), and Steven A. of [Plaud](https://sea.plaud.ai/?ref=techstories.co), we will be discussing AI-assisted shopping, personalisation, and the fresh initiatives these brands are pursuing.

And this isn't just for the big brands. These days, even the smallest businesses do everything themselves, covering marketing, sales, and customer service, often with a team of one. AI matters more when you're wearing all the hats.

If this sounds interesting to you, registration for [Klaviyo K:SGP 2026 ](https://ksingapore2026.splashthat.com/?ref=techstories.co)is open now. I'd be glad to see you there.