AI has been transforming the marketing industry and Raja Rajamannar, chief marketing and communications officer at Mastercard, is here for it.
He says the industry has already seen AI transforming functions like content creation and digital search but that is just the tip of the iceberg. Rajamannar says that marketing is on the precipice of a major shift this year with the technology’s next breakthrough: agentic AI.
“AI continues to reshape the marketing landscape in groundbreaking ways. We began with AI, progressed to Generative AI, and are now entering the next transformative phase: agentic AI. This is the game changer,” explains Rajamannar. “Unlike traditional or Generative AI, where you ask for answers and then act on them yourself, agentic AI takes care of everything—from providing recommendations to executing tasks on your behalf. For instance, instead of merely suggesting the best flight options, the AI agent will book them for you.”
Mastercard is known for its customer-centric service from its 24/7 concierge to its priceless experiences.
“This shift has profound implications for the convenience of consumers and how they delegate decision-making to AI,” adds Rajamannar. “For marketers, it’s imperative to adapt, remain relevant and find ways to integrate into this evolving purchase funnel. In 2025 and into the future, brands must ensure they are the preferred brand—not only for consumers but for their AI agents.”
Rajamannar will be speaking at the Brand Innovators Marketing Leadership Summit at CES at 10:40 on Tuesday morning.
Prior to joining Mastercard more than 12 years ago, Rajamannar held senior leadership roles at WellPoint, Humana and Citigroup. Brand Innovators caught up with him to discuss CES, 2025 predictions and Shopping Muse, Mastercard’s AI-powered assistant. This interview has been edited for length and clarity.
What will the brand’s Priceless platform look like in the New Year and what does this mean for the consumer experience?
More exciting than ever! Priceless is a platform that is both timeless and yet constantly evolving. We’re always looking for the next big opportunity to deliver the most relevant and extraordinary experiences, and we forged some incredible new partnerships that will help us deliver on this in 2025.
Live music, for example, is a growing passion among people worldwide. Our partnership with Live Nation allows us to provide cardholders across Asia Pacific and Europe with exclusive access to presale tickets, premium seating, and VIP experiences that are truly unforgettable. In the U.S., we’ve expanded our music-related offerings through partnerships with iconic venues and festivals, such as The Capitol Theatre in New York and Moody Center in Austin, enhancing access to incredible live performances.
Similarly, our new partnership with McLaren Racing taps into the surging global excitement around Formula 1, with one in three fans joining the sport within the past four years. Through this collaboration, we’re bringing unique, immersive experiences to motorsport enthusiasts, helping fans get even closer to what they love.
What loyalty benefits will consumers be looking for in 2025?
I firmly believe that traditional brand loyalty is becoming a thing of the past. I’ve long argued that brand loyalty is dead because –at a fundamental level – humans aren’t loyal to brands. Instead, consumers expect brands to be loyal to them. Loyalty is not a one-way street. It’s about building strong, meaningful relationships.
In the years ahead, we will shift away from the concept of loyalty and instead focus on creating personalized, fluid experiences that foster long-term trust. Maintaining that trust will be essential, becoming the cornerstone of successful brand-to-consumer interactions. To do this, we must deliver the right content in the right way, at the right time, while continuously enhancing their experiences to nurture and build trust.
Can you talk about how you are using AI at Mastercard today for personalization, like with your Shopping Muse and Small Business AI tools?
We’re leveraging AI in innovative ways to transform both consumer and business experiences. These tools enhance effectiveness and allow us to connect with people in personalized and resonant ways.
One example is Shopping Muse, an AI-powered assistant designed to redefine online shopping. It converts everyday language into personalized product suggestions and curated bundles. Imagine asking a chatbot, “Show me dresses for a wedding in Charleston with a black-tie dress code,” and receiving tailored recommendations that perfectly fit your request. This technology makes online shopping feel as personalized as visiting a boutique. Already adopted by popular brands like Belk, H&M, Michael Kors and Hugo Boss, Shopping Muse was created to meet growing consumer demand for seamless, intuitive experiences.
We’ve also recently launched our Small Business AI tool, a chatbot tailored to support small business owners. With over 90% of small business owners acknowledging that mentorship improves their chances of success but only 25% having access to it, this tool democratizes mentorship. It simplifies the information-gathering process by offering easy-to-digest resources. For creators, we are providing pay transparency insights, helping them navigate fair compensation in the gig economy.
AI’s potential is extraordinary, and when used responsibly, it can deepen our connections with consumers and businesses in transformative ways.
