Prashant Kumar ventures into AI with new consultancy, Entermind

Prashant Kumar, a renowned figure in Malaysia’s advertising industry, has launched Entermind, a Singapore-based consultancy focused on artificial intelligence. The firm, which also has offices in Kuala Lumpur, Bangalore, and Silicon Valley, positions itself as a “whole-brain” AI consultancy, aiming to bridge data engineering with human experience design.

Kumar’s shift into the AI space is a natural extension of a career that has consistently pushed the boundaries of technology and data, he told A+M. He began his career in strategy roles at IPG Mediabrands, rising to become CEO of its Malaysian operations in 2008 and later leading its Asia world markets business from 2011 to 2016.

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In 2016, he founded Entropia, a data-driven marketing agency that was acquired by Accenture, making it one of the company's first massive acquisitions in Southeast Asia. Following the acquisition, Kumar joined Accenture Song as senior partner and head of data and AI for global growth markets, overseeing more than 700 AI projects spanning Asia-Pacific, Latin America, the Middle East, and Africa.

Kumar explained that his decision to start Entermind stemmed from a belief that businesses need a more integrated approach to AI. “Most first-generation AI pilots are failing to scale because we are doing it the legacy way,” he said. “Generative AI is the first whole-brain technology speaking the same language as humans. To make it pay off for an enterprise requires a whole-brain approach, one that is native to AI.”

Entermind will work with businesses to integrate AI into their operations, from designing data architectures and custom models to embedding AI into decision systems, products, and customer experiences. The consultancy’s team combines machine learning researchers and AI architects with strategists and designers to ensure that its solutions are as human-centric as they are technologically advanced. 

Although the company is headquartered in Singapore, its initial focus will be on Singapore, Kuala Lumpur, and the United States, with plans to take on projects across Southeast Asia and beyond. "There are no natural geographical or cultural barriers in the space we are in, but it’s just a matter of where to begin," Kumar told A+M. Entermind also positions itself as sector-neutral, focusing on solving problems wherever businesses need support. "However, in early discussions, we have seen a lot of interest from retail, telcos, insurance and financial services," he added.

Kumar noted that while his roots in Malaysia give him deep insight into the region’s business landscape, the firm’s edge lies in its expertise and the ability to navigate the complexities of scaling AI in real-world environments. "Our real competitive edge is not from the network, but the differentiation we bring in and the reputation as a trustworthy and high-quality partner, that I have made over the years," Kumar said. 

Entermind starts with a 24-person core solutioning hub in Kuala Lumpur, bringing together talent from top consultancies, AI-native startups, and client-side teams. For Kumar, who has spent over two decades bridging data, strategy, and creativity, the firm is a continuation of his long-standing belief that technology and human insight need to move in tandem.

Asked about the state of AI, Kumar expressed a cautious view of the industry’s hype around artificial general intelligence. “To model a human brain in a way that equals AGI (artificial general intelligence) would require modeling its biology,” he said. “The human mind is a highly distributed construct that learns through a wide range of senses and experiences. If anyone talks AGI, they are selling you hype.”

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