‘Why will I buy time? I will buy end outcomes’: Tata Motors CMO Shubhranshu Singh

A significant shift is on the horizon for the advertising and marketing world, according to Tata Motors’ Chief Marketing Officer, Shubhranshu Singh.

Speaking at the Goafest 2025 with Storyboard18, Singh highlighted how digital transformation is reshaping agency partnerships and compensation models, urging a move towards valuing end outcomes rather than billable hours.

This change is driven by advancements in technology and the democratization of information, fundamentally altering the dynamics between brands and their creative partners.

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The evolving agency landscape

Singh elaborated on the significant changes in agency roles over the past two decades. With nearly 5 billion people using smartphones, digital accessibility has become a mobile-centric phenomenon, enabling consumers to access vast amounts of information instantly.

This shift has democratized brand building, allowing smaller players to compete with larger brands on a more level playing field. Consequently, agencies are no longer just intermediaries; they must now engage more deeply with consumers who are active participants in the brand narrative.

From time-based to outcome-based models

Traditionally, agencies were engaged on a retainer basis, compensated for their time and resources. “Earlier you were engaging with an agency on a retainer. The agency was paid for the most precious commodity and that commodity was time,” Singh explained.

However, Singh explained that with the advent of artificial intelligence and rapid technological progress, marketers are moving away from purchasing time and towards buying tangible outcomes.

In this new model, agencies must demonstrate intellectual sharpness and value-added content creation. "Now, with the arrival of AI and the multiple tools which are producing content and outcomes at warp speed, why will I buy time? I will buy end outcomes," Singh added. This approach not only enhances efficiency but also aligns agency objectives more closely with client goals.

However, Singh points out that the digital revolution, spearheaded by the ubiquity of smartphones and the advent of artificial intelligence, has drastically altered the landscape. This transformation is driving a change from a time-based compensation model to one focused on the end product delivered by agencies.

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Marketing in the age of AI

Singh also touched on the role of AI in the marketing ecosystem. With the integration of machine learning and large language models, the ability to offer hyper-personalized content has become crucial.

AI systems, unlike humans, do not tire or get distracted, ensuring constant engagement and data-driven insights. However, Singh emphasized the irreplaceable value of human creativity and emotional understanding in brand building.

In conclusion, as marketing continues to evolve in the digital age, the shift towards outcome-based compensation models reflects a broader trend of efficiency and effectiveness. Agencies are now tasked with not only delivering creative solutions but doing so in a manner that directly impacts the brand's bottom line.

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