Redefining Digital Strategy: Two99 Founder Agam Chaudhary On AI, Innovation And Brand Growth

Agam Chaudhary, an entrepreneur with a background in biotechnology engineering and Intellectual Property, is redefining how brands scale in the digital era. As the founder and CEO of Two99, a consortium of specialised agencies, Chaudhary has built an ecosystem that integrates AI, cybersecurity, automation, and data-driven insights to deliver sustainable growth for brands worldwide.

In this exclusive interview with OneArabia, he shares the inspiration behind Two99, the challenges businesses face in today's digital landscape, and his vision for the future of marketing and strategy.

Can you share the inspiration behind founding Two99 and how the model differs from traditional agency structures?

The founding idea of Two99 stemmed from firsthand experience observing how siloed the marketing and tech ecosystem had become. Traditional agencies often work in compartments — digital, creative, media buying, branding — each functioning with its own metrics and KPIs. This fragmentation leads to misalignment, inefficiencies, and lost value for brands.

Two99 was created as a consortium model — bringing together best-in-class agencies and capabilities under one ecosystem that solves business problems, not just marketing ones. Our AI-backed engine, Beetle, enables every part of the brand experience — customer journeys, performance media, content, data ops—to talk to each other. Instead of project-based delivery, we focus on business outcome-based interventions, making us not just vendors, but strategic growth partners.

In your opinion, what are the key challenges that businesses face in the digital landscape today, and how does Two99 address these challenges?

Businesses today are bombarded with channels, tools, and trends — yet suffer from analysis paralysis, inconsistent ROI, and campaign fatigue. Their teams often operate reactively, not strategically, due to a lack of integrated insights and long-term thinking.

Two99 addresses this by acting as an extension of their core team — aligning brand strategy, consumer intelligence, and technological enablers like AI and automation. Our work doesn't stop at launching a campaign — it continues into understanding what moved the needle, what didn't, and how to pivot in real-time. We build brands by solving the root challenges: weak community, inconsistent CX, low retention, inefficient spend, and disconnected touchpoints.

Your vision emphasises the importance of a full-scale ecosystem that includes AI, cybersecurity, and data-driven insights. How do you see these elements interconnecting to drive business growth?

Growth in today's world requires more than reach — it needs trust, speed, and adaptability. AI powers this by helping brands understand consumer behavior in real-time, automate personalisation at scale, and predict business outcomes.

But with AI and tech comes the need for trust—hence our proprietary cybersecurity suite, Binary Wall, which ensures ad fraud protection, secure data management, and platform integrity. Data ties it all together by giving clarity and confidence in decision-making. This full-stack approach ensures our clients don't just grow, they grow intelligently and safely.

Can you explain how your proprietary tools, like Binary Wall and GenShark, specifically enhance the capabilities of the brands you work with?

Binary Wall acts as a digital firewall for performance marketing — detecting fake leads, bot traffic, and wasted ad spend in real time. This dramatically improves ROI and builds credibility in data reporting.

GenShark, on the other hand, is our Generative Engine Optimization (GEO) tool that helps brands gain visibility across AI-powered platforms like ChatGPT, Gemini, and Perplexity — where traditional SEO fails. It positions brands to show up in AI-led discovery queries through structured content, knowledge graphs, and conversational relevance.

Together, they allow our clients to perform smarter, waste less, and stay future-ready in an AI-dominant landscape.

With your background in biotechnology engineering and intellectual property, how do you leverage your scientific knowledge in your approaches to business strategy?

Science teaches you to solve through systems, and IP teaches you to value what's original and defensible. This blend has shaped how I build solutions at Two99. Whether it's creating scalable automation processes for marketing workflows, structuring data to unlock behavioral insights, or crafting content IP for brand-owned communities—we approach each challenge with a lens of structure, repeatability, and long-term asset creation.

It's why Two99 emphasizes building "engines" not "campaigns" — engines that keep creating value with time, not fade away post-activation.

Two99 operates in multiple global markets, including India and Dubai. What unique challenges and opportunities do you find in these regions compared to others?

India is a scale market — high volumes, aggressive pricing, and hyper-competition. Here, the challenge is to deliver ROI at speed while still building emotional connection. Our strength lies in balancing automation with deep cultural storytelling—especially across tier 2/3 cities.

Dubai and the GCC markets, meanwhile, are driven by vision — whether it's smart city initiatives, green tech, or lifestyle transformation. The expectations are premium, but decisions are fast and opportunities immense — provided we localize deeply and understand nuances across Emiratis, expats, and South Asian audiences.

Our ability to plug into both types of markets with equal relevance sets us apart.

You mention a collaborative approach rather than a one-size-fits-all solution. Can you provide an example of how this approach has led to success for a specific client?

A skincare brand approached us with a threefold problem — low discovery, distrust in claims, and high acquisition cost. Instead of launching ads alone, we first built a content engine fueled by real customer journeys. We brought influencers not to 'sell' but to 'solve' — answering queries, debunking myths, and co-creating formulations.

We also enabled a micro-community on Telegram where buyers could share feedback and product hacks. This drastically reduced churn and gave real-time product insights.

This integrated, human-first, platform-agnostic approach resulted in 4x engagement and 2.5x revenue within 6 months—none of which would've been possible with a standard playbook.

Looking ahead, what trends do you foresee shaping the future of digital marketing and business strategy over the next few years?

We're entering the age of Generative Discovery — where consumers no longer search; they ask, and expect nuanced, personalised answers from AI engines. This flips traditional SEO, content, and ad funnels on their heads. Other rising trends include:

• Contextual influence: Brands will win not through loud messages but by being contextually helpful at key moments.
• Community-led commerce: Owned platforms like WhatsApp, Telegram, Discord will become trust hubs for product discovery.
• Attention as a currency: The fight won't be for reach but for retention. Brands that respect time and offer value in micro-formats will thrive.

At Two99, we're not preparing for these trends—we're already building for them.