Jwala Kumar discusses shift to vertical social ecosystems in AI era

Jwala Kumar, Vice President at Explurger, presented a keynote at the FINNIX Summit in Mumbai on October 30, 2026. He argued that brand engagement is shifting from broad horizontal networks to purpose-driven vertical social ecosystems. Kumar outlined how AI-powered experiences, contextual targeting, and interest-led platforms could redefine digital engagement.

The presentation addresses fundamental changes in the digital ecosystem driven by artificial intelligence. Kumar highlighted that traditional 'everything app' frameworks are facing audience fatigue, suggesting that relevance to the individual user is becoming the primary metric for content success.