Let’s be honest — with rising competition, it feels like we’re burning ad budgets just to win back the same customers over and over again. You’re not alone. Most brands are facing this exact challenge. But what if I told you there’s a smarter way out of this ‘AdWaste’?
The Shift We Need: From Acquisition Obsession to LTV Optimization
Instead of pouring endless money into paid media, we need to balance acquisition with retention — focus on keeping customers, building loyalty, and increasing their lifetime value (LTV).
In simple words — once you acquire them, run a smart, omni channel, personalized experience that keeps them coming back.
But the big challenge is:
How do we scale this level of personalization and track what’s really working?
The Solution is ‘OOO = Only Once, Only One, Only Owned & Opted-in’
Explanation:
- Only Once: Acquire a customer just once and keep them.
- Only One: Treat each customer as a unique individual.
- Only Owned & Opted-in: Communicate only through channels the customer has opted into (e.g., email, app, WhatsApp) rather than paid, interruptive ads.
So in a ‘raw bhaasha’ what I am trying to say is once you acquire the customer, running Omni Channel with him at a customised level will solve the issue. But again, an important question is how do we ensure that the customised solution is working for the customer and is giving us repeat sales and loyalty. Keeping a track is such a huge task.
Here is the solution.
Introducing – ‘Agentic AI’ and ‘AI Twins’
What is this?
a. Agentic AI: Agentic AI refers to AI systems that don’t just follow rules or react to inputs — they act on behalf of the brand, make decisions, and execute tasks autonomously. Think of them as intelligent digital employees.
b. AI Twins: An AI Twin– These are digital replicas of your customers, constantly learning from their behavior, preferences, and buying patterns. They help you model journeys and deliver N=1 personalization at scale.
Example of Certain Brands that have adopted and are embracing this :
Example 1:
Brands like Amazon or Netflix don’t just acquire customers—they obsess over retention through personalized recommendations, loyalty programs (e.g., Amazon Prime), and frictionless experiences. This reduces their need to spend heavily on reacquiring lapsed users.
Example 2:
Nike’s app ecosystem (Nike Run Club, SNKRS, etc.) shows this in action. Once a user signs up, Nike treats them individually (based on behavior and preferences) and engages through its platforms, not via constant paid social ads.
Example 3:
Spotify’s recommendation engine is a form of AI Twin—it mirrors your tastes and creates Discover Weekly, daily mixes, and playlists tailored just for you.
In Agentic AI, tools like Drift or Intercom use real-time AI to answer questions, offer recommendations, and nudge users through the funnel without human input.
What will happen once these are in place?
It can make Marketing as a Profit Centre – Track revenue per marketing touchpoint and reinvest based on ROAS (return on ad spend).
Which will eventually lead to a Sustainable Growth Strategy.
Move from campaign spikes to always-on customer lifecycle marketing – brands must prioritize deep, personalized customer engagement over short-term acquisition metrics.
This means moving past fixed campaign schedules and embracing strategies that prioritize continuous, real-time customer interaction.
Summarizing all this:
| Principle | Focus | Real-World Example |
| 1 – Shift to Retention | Long-term relationships, less AdWaste | Amazon, Netflix |
| 2- OOO Framework | Personalized, opted-in experiences | Nike apps, Starbucks Rewards |
| 3 – Agentic AI & AI Twins | Real-time, AI-powered marketing agents | Spotify, Drift, Intercom |
| 4 – Marketing = Profit Center | Drive revenue, not just spend money | Sephora, D2C brands with CRM/loyalty |
| 5 – Sustainable Growth | LTV, emotional connection, brand equity | Apple, Patagonia |
Combining all this:
