Juhi now depends on her AI Assistant to do a lot of her things before she even consciously thinks of doing them. Initially, it was disconcerting. Now she does not understand how she ever managed without one. Is it time for marketers to re - consider their direct relationship - building activities and strategies with consumers? Should there be a rethink on how brands will be built - in the new era of AIMLA – Artificial Intelligence, Machine Learning and Analytics?