It’s no secret that ecommerce has become one of the most dynamic arenas for innovation—and Rokt is right at the heart of that evolution. They’re not just optimizing transactions; they’re reimagining them. I recently sat down with Tarana Mehta, SVP of Marketing at Rokt, to talk about AI, personalization, marketing leadership, and what it really takes to deliver relevance at scale. Tarana’s perspective is sharp, thoughtful, and deeply customer-centric—qualities that make her one of the standout voices in modern marketing.

Here’s our conversation:

Roli: Tarana, Rokt has built such a unique position by zeroing in on that high-intent transaction moment. I love that focus—it’s so often overlooked in favor of upper-funnel buzz. And your growth has been impressive: global footprint, marquee brands, a major valuation milestone. From where you sit, what’s been key to unlocking that kind of scale, and how has the brand evolved as you’ve grown?

Tarana: Rokt’s journey has been defined by a relentless pursuit of relevance and value at the very heart of ecommerce. Today, we’re a global business operating in over 15 markets, with a team of more than 800 and a client roster that includes some of the world’s most iconic brands - Uber, Live Nation, Macy’s, AMC Theatres, PayPal, and Hulu. Our recent milestones, including a $3.5B valuation and a strategic merger with mParticle, reflect not just our scale but the trust our partners place in our technology and vision.

The key driver behind Rokt’s success has always been our obsession with the “Transaction Moment” - when customers are engaged and ready to make a purchase. We see this as a significant opportunity to connect with customers in a meaningful way and help brands solve for the paradox of choice. By leveraging AI and first-party data, we help brands deliver relevant offers at the right time, driving value and loyalty. As we've grown, we've stayed true to our mission of making every ecommerce interaction more valuable for both brands and consumers alike.

Roli: You said something that really stuck with me—this idea of helping brands “solve the paradox of choice.” That’s such a smart way to frame the challenge we’re all navigating. Now, as someone who’s seen both the B2B and B2C sides of marketing, I’m curious—what excites you most about the future of B2B marketing, especially with AI reshaping how we build connections?

Tarana: I'm most excited about the convergence of AI and relevancy at scale. It's about moving beyond basic messaging to creating truly dynamic, individualized experiences that build lasting relationships. AI allows us to understand intent and context in real time, making every touchpoint more relevant. I believe the future of B2B marketing is about creating enduring connections, turning interactions into opportunities for genuine engagement.

Roli: “Enduring connections”—yes. That really feels like the next evolution of performance marketing, where it’s not just about the click or conversion, but the relationship. And speaking of evolution, Rokt seems to be all-in on AI—not just in product, but in how you operate. Can you share how you’re using AI in your marketing strategy specifically, and where you’re seeing the biggest impact?

Tarana: AI is integral to Rokt. It's not just some buzzword but a core driver behind everything we do, from how we develop our products to how we support our customers and, of course, how we market.

In marketing specifically, AI powers our CRM, analytics, creative and content creation, enabling us to anticipate customer needs and adapt campaigns in real time. For instance, we use tools like Claude, Perplexity and ChatGPT for content creation and campaign reviews, ensuring our messaging aligns with our brand voice, incorporating deep product and customer knowledge and N8N workflows for automating critical tasks like performance reporting, campaign analytics and paid media optimization. These tools enable us to anticipate customer needs, adapt marketing campaigns in real time, and create more meaningful interactions.

Roli: It’s refreshing to hear how deeply embedded AI is in your day-to-day—not just as a feature, but as a function. I think a lot of marketing teams are still figuring out how to operationalize AI at that level. But of course, AI and personalization bring up the ever-important issue of privacy. With so many privacy-first regulations and growing consumer awareness, how do you navigate that tension while still delivering relevant experiences?

Tarana: Balancing personalization with privacy starts with putting the customer in control. At Rokt, we ensure that all personalization is based on consented, first-party data and clear value exchange. We're transparent about data use and give partners the ability to manage their preferences. By aligning personalization with privacy standards, we build trust and deliver relevant, respectful experiences.

Roli: You nailed it—transparency and value exchange are everything right now. Last question, and it’s one of my favorites: If AI could take over one annoying task in your workday—or life—what would you delegate?

Tarana: When I think about where AI could truly Rokt my day-to-day, it's in optimizing how I allocate my most precious resource: time. We all struggle with the challenge of balancing the necessary engagements with the strategic thinking that moves the needle. If AI could seamlessly filter and prioritize, discerning the truly critical inputs from all the distractions, it would be transformative. Imagine AI sifting through the constant flow of information and requests, identifying the key drivers requiring immediate focus and elegantly managing the rest. This would allow for a much sharper focus on high-level strategy and vision, ensuring I'm deploying my time and energy in the most impactful way possible.

Roli: Amen to that. Give me an AI that manages my inbox, my Slack, and my calendar—and I’ll give it a gold medal.

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Thanks so much to Tarana for joining me and sharing her insight into what modern marketing leadership looks like. Her clarity around relevance, her pragmatism about AI, and her deep respect for customer trust make her a standout voice in our industry.

More View from the Top interviews coming soon. Until next time.

This interview was originally published on Roli Saxena's LinkedIn.