MUMBAI: Digital marketing heavyweight Vishal Jacob has taken on a new role as president of AI & digital solutions at Choreograph India, part of the GroupM family, after nearly five years at Wavemaker India.

The veteran, whose career has spanned the rollercoaster ride of India's digital transformation from the dotcom crash to today's data-driven marketing landscape, will now lead GroupM India's artificial intelligence charter while crafting integrated digital solutions for clients.

"I'll be working closely with the digital leadership teams to drive smarter outcomes for clients," said Jacob in his announcement. "I'm excited to be at the intersection of innovation and impact."

Jacob brings over two decades of digital marketing experience to the role, having served as chief digital officer and chief transformation officer at Wavemaker. His CV boasts an impressive list of past roles at GroupM, Maxus, The Upper Storey, Mindshare Interaction and Smile Interactive Technologies.

His previous achievements include transforming an eight-member team into a 100-strong digital powerhouse that garnered recognition at global awards including the Festival of Media, M&M Global and World Media Awards.

A certified coach from ICF with specialisations in transactional analysis and NLP, Jacob has built his reputation on connecting brands with consumers through integrated ecosystems of paid, owned and earned properties—a talent GroupM will now leverage as it dances into the AI era.

As traditional agencies scramble to embrace artificial intelligence, Jacob's appointment signals GroupM's determination not to miss a step in the industry's latest transformation jig.