Tina Chopra is the Co-Founder and CEO of Addlly AI, a generative AI startup in Singapore. With nearly two decades of experience in content strategy and creation, she specializes in helping businesses connect with audiences through impactful content. Tina started her career as a business journalist, with stints at Forbes Asia, BBC, and as editor of Wealth Magazine. Before Addlly, she founded Script Consultants, a content marketing agency delivering content marketing projects for clients like Unilever Food Solutions, OCBC Bank, Grab, A*STAR, MPA and others. She holds a Master’s in Media Policy from the London School of Economics and Business Sustainability Management Programme from the University of Cambridge.
In this insightful conversation with CIO Magazine, Tina shares her journey from business journalism to entrepreneurship, the unique value proposition of Addlly AI, and her vision for the future of content marketing. With actionable advice for technology leaders and a deep commitment to innovation balanced with responsibility, Tina offers a roadmap for leveraging AI to drive business success in 2025 and beyond.
From business journalism to co-founding Addlly AI, how has your career evolved, and what inspired you to take the entrepreneurial leap into the AI-driven content marketing space?
I’ve spent over a decade in content creation, starting in business journalism before transitioning to the agency side. Over time, I noticed the growing role of technology and AI across industries, especially in marketing. When ChatGPT emerged, I saw the potential AI had to transform content creation, and I realized there was a unique opportunity to be a part of this shift.
At that time, I saw a gap in the market—there were no tools offering a truly seamless, customized solution for brands to produce content that was both high-quality and aligned with their brand guidelines and values. That’s what inspired me to launch Addlly AI. What started as a personal experiment with AI to streamline my own workflows soon grew into a vision to help businesses scale content creation while staying authentic to their brand. Addlly AI was born out of a desire to make content more efficient, and more effective for businesses in today’s fast-paced digital world.
Addlly AI has already made waves in the content marketing industry. What do you believe sets it apart, and how does it embody your commitment to sustainability and ethical practices?
What sets Addlly AI apart is our zero-prompt content creation platform. Unlike traditional AI tools that require constant prompting and refining, Addlly allows businesses to generate targeted branded content effortlessly in just 1-click. We help brands create content for omni-channel marketing in their own tone and style. To give an analogy, it’s like training a new virtual colleague and this model stays with the company forever and keeps learning along the way. This helps companies to boost productivity and reduces costs significantly.
We were recently awarded Silver at the ASEAN Digital Awards 2025. This recognition affirms that we’re on the right track and reinforces the support we’re receiving from industry. Our platform has strong guardrails to prevent hallucinations and make sure that a human manager is always in the loop, ensuring that the AI complements and enhances the work of marketing teams. Addlly is designed to help people, streamline workflows, and improve productivity, all while maintaining accuracy and alignment with brand values. This approach not only helps businesses scale but also ensures sustainable and ethical content creation practices.
Your expertise spans content creation, strategy, and sustainability. How do these elements converge in your leadership at Addlly AI, and what’s your approach to balancing innovation with responsibility?
At Addlly AI, we prioritize responsibility alongside innovation. We’ve implemented strong AI guardrails, such as internal fact-checking and content safety protocols, ensuring our AI is reliable and secure. Human involvement remains central to our process, with AI complementing teams rather than replacing them.
We also focus on upskilling and retraining people for the AI-driven future. Through programs like the IMDA Gen AI Sandbox – which was designed to support businesses in exploring AI technologies – we worked with professionals to help them understand and implement the best practices for using AI tools. This initiative provides access to resources and guidance, ensuring that businesses not only innovate but do so in a way that is sustainable. Balancing innovation with responsibility is key to creating technology that benefits both businesses and people.
Having worked with leading brands through Script Consultants and Addlly AI, what is one lesson that has shaped your approach to building long-lasting client relationships?
One key lesson I’ve learned is the importance of listening—really listening—to clients. It’s easy to assume you know what they need, but understanding their challenges and goals on a deeper level allows you to provide solutions that truly add value. At Addlly AI, we prioritize building trust and transparency with our clients. This means being responsive, adaptable, and, most importantly, following through on their unique requirements. Long-lasting relationships aren’t built on transactions—they’re built on mutual respect and a shared vision.
In your view, how is AI reshaping the future of content marketing, and what trends should businesses watch for in 2025 and beyond?
AI is already reshaping content marketing, and businesses that haven’t embraced it yet are falling behind. As AI moves from being a “nice-to-have” to a core part of business strategy, companies are beginning to provision for it in their business plans and budgets. This shift is driving the rapid adoption of AI tools, enabling enterprises to generate high-quality content quickly and at scale.
The next big trend is agentic workflows—AI systems designed to work alongside humans, autonomously handling complex tasks while enhancing productivity and efficiency. These workflows will change how businesses approach content marketing, creating a steep shift in productivity and enabling teams to focus on more strategic initiatives.
However, with the proliferation of AI-generated content, the challenge will lie in standing out. This will drive the need for hyper-personalization, where businesses leverage AI agents to create highly targeted, context-aware content that resonates with diverse audiences. The companies that can harness these advanced capabilities will maintain a competitive edge by fostering deeper customer relationships and delivering more impactful marketing.
In 2025 and beyond, businesses that fail to adapt to this new reality will find it increasingly difficult to catch up. The gap is widening, and now is the time to embrace AI-driven solutions to stay ahead in the fast-evolving content marketing landscape.
On a personal note, what is the one piece of advice or life philosophy that has guided you through challenges and success, and how would you share that with aspiring entrepreneurs?
One piece of advice that has always guided me is to never stop learning. I make it a point to learn at least one new skill each year. In 2024, for example, I took on learning a new language and delved deep into agentic workflows to stay ahead of the AI trends. For aspiring entrepreneurs, I would say: embrace learning as a lifelong habit. This continuous learning mindset has helped me stay adaptable and ready for the fast-paced world of business and technology.