In the press ·
exchange4media: “The End of ‘Who You Know’”, by our founder Rahul Khurana
In a guest column for exchange4media, Rahul Khurana argues that AI is moving trust in media and marketing from relationships to proof anyone can check.
“AI made proof cheap. It made trust expensive.”
Rahul Khurana, founder of ScaleMind Media and Few Found, wrote a guest column for exchange4media, the Indian advertising, media and marketing news site. It is the thinking behind Few Found.
What the column says, in short
- For years, the biggest mandates in Indian media were won through people: someone the client trusted vouched for you.
- AI made that kind of proof cheap. A polished deck, website or case study takes hours, so looking professional proves nothing.
- The first filter is becoming a machine: teams ask AI assistants to shortlist partners before anyone takes a meeting.
- Trust is coming apart into access, evidence and assurance, and evidence and assurance are moving to things that can be checked.
- His advice: make every claim checkable, publish numbers someone else can verify, and get independently validated.
Read the full column on exchange4media.
Read it at the source
The column belongs to its publisher. This page is our short summary; the art is our own.