Lela Charavgi

Lela Charavgi is an accomplished business development & marketing leader with more than 25 years of experience partnering with leading local and international organizations to accelerate growth and drive informed decision-making.

Leveraging Kantar’s global expertise and deep local market understanding, she helps clients unlock opportunities through purpose-led
brand building, innovation, audience engagement, and customer-centric growth strategies.

By combining data-driven insights with strategic thinking, Lela supports organizations in creating meaningful connections with consumers and achieving sustainable business success.

Presentation Title:
"Chosen or Skipped: The New Reality of Brand Decisions"

Consumer decision-making is being rewired in real time. Kantar's global evidence shows that 82% of adults have used an AI assistant in the past six months, and AI Search has already become the fifth most influential touchpoint in categories like Travel.
Yet in Kantar's analysis of AI answers, up to 40% of brands are simply absent — a silent filtering step that shrinks consideration sets before humans even choose.
Meanwhile, BrandZ Global and in Greece, shows that Meaningful Difference and Trust remain the strongest predictor of Demand Power for the brands.