CES 2025: Mastercard’s Raja Rajamannar on how to stay authentic in agentic age

“It’s been a fantastic CES,” Rajamannar said. “AI is advancing at an unstoppable pace. Last year, we were all talking about generative AI. Now, it’s about agentic AI – everyone’s talking about it and it’s visible all over the place.”

For those unfamiliar, Rajamannar broke it down: “Generative AI provides options – it creates things, whether it’s images, travel itineraries, or book summaries. Agentic AI goes further. It makes decisions and takes actions on your behalf.” He likened it to a digital executive assistant, explaining: “Imagine asking your AI to find the best hotel in Vegas for CES and then booking it. It’s a game-changer for efficiency and accessibility.”

But what does this mean for marketing? Rajamannar’s answer was clear: marketers are no longer speaking directly to consumers but to their AI agents. “It’s an era of bot-to-bot marketing. Your machines are now marketing to consumers’ machines. I wrote about this in my book, Quantum Marketing, and it’s incredible to see it validated today.”

Multi-sensory marketing: beyond the screen

If agentic AI represents the future, multi-sensory marketing is the bridge that will get us there. For Mastercard, this isn’t a new concept – it’s been a cornerstone of its strategy for over a decade.

“Traditional marketing focuses on sight and sound – videos, ads, screens,” Rajamannar said. “But people have five senses. Why limit ourselves to two?” Mastercard’s multi-sensory strategy incorporates touch, taste and smell to create immersive experiences.

The results speak for themselves. “We’ve gone from number 87 on the BrandZ rankings to number 11. It’s proof that our strategy works.”

One standout example? The Priceless Experiences platform, which curates both digital and physical events tied to consumers’ passions. During the Fifa Women’s World Cup, Mastercard created a trophy that emitted sound when touched – a literal embodiment of their multi-sensory approach.

Partnering with Netflix: a vision for experiential marketing

This year at CES, Mastercard unveiled a new strategic partnership with Netflix. “Netflix has been exploring physical experiences tied to their shows and we saw an opportunity to collaborate.”

The partnership’s first venture? Netflix Bites – a series of themed restaurants inspired by popular shows such as Bridgerton. Mastercard customers can access exclusive perks, from early bookings to premium seating. “We even created signature cocktails like ‘Streaming Optimism’ to bring a fun, branded twist.”

But there’s a deeper lesson here. As Rajamannar pointed out, consumers are moving away from screen-based interactions and craving real-world experiences. “Our research shows people increasingly value experiences over things. Whether it’s dining out or traveling, they want to engage with the world. Partnering with Netflix lets us tap into this trend while creating unique value for our customers.”

The road ahead

As we step into the agentic age, CMOs face a dual challenge: embracing new technologies while reconnecting with the fundamentals of human experience. For Rajamannar, the key lies in balancing innovation with authenticity.

“Agentic AI will revolutionize how we target and engage consumers. But at the end of the day, marketing is about creating connections – and there’s no better way to do that than through experiences that resonate with all five senses.”

If CES 2025 proved anything, it’s that the future of marketing isn’t just about adapting to AI – it’s about using it to enhance the ways we connect, create and inspire. And for those willing to embrace the shift, the possibilities are truly priceless.