Aditi Uppal, Vice President of Corporate and Growth Marketing at Teradata, joins our CEO, Dawood Bukhari, on E-Coffee with Experts to share how she thinks about building marketing systems that actually work at scale, and why most companies claiming to be customer-centric are missing the mark.

Aditi brings a rare blend of engineering, brand, and enterprise marketing experience, from launching her career at Castrol in India to completing her executive MBA at Wharton and now leading brand, digital, content, lifecycle, and growth marketing at Teradata.

In this episode, Aditi breaks down the structural difference between companies that are genuinely customer-centric and those that only say they are. She explains why voice of customer has to be embedded across the entire product and go-to-market lifecycle — not just in surveys.

She also gets into the AI activation gap: why having data and insights is not enough if organizations cannot act on them at scale, and how AI agents and orchestration are beginning to change that. Aditi shares how Teradata is using AI to manage six language websites with just two developers, automate their content and creative workflow end to end, and shift their search strategy to prioritize AEO and GEO citations over CTR.

If you work in B2B marketing, demand generation, or marketing operations and want a practical lens on where AI is actually delivering results, this episode is for you.

Takeaways:

  1. Stop measuring CTR alone; citations in AI search are now a critical metric
  2. Customer-centricity must be embedded in product, channels, and innovation roadmaps
  3. Voice of customer should inform every stage of the product and GTM lifecycle
  4. AI agents can mine unstructured data across systems in weeks, not months
  5. Two developers can manage six global websites when automation is done right
  6. The activation gap is the next major challenge AI will help enterprises solve
  7. Video content and FAQs are now essential for showing up in LLM-driven search
  8. Life integration, not work-life balance, is a more honest framework for modern leaders