Udipta Basumatari is a seasoned technology leader with 16 years of experience at global giants like Salesforce, Adobe, WPP, and Rakuten, where he successfully managed 8-figure revenue business units and pioneered innovative digital solutions. Known for spearheading Adobe’s AI Advertising Cloud expansion in Southeast Asia and driving Bowled.io’s token launch with over $10M in trading volume, Udipta now focuses on Web3 and blockchain innovations. In this interview, he shares insights into how Web3 and AI are transforming industries through decentralization, transparency, and user empowerment, while addressing strategies to overcome challenges and capitalize on emerging opportunities.
How can the decentralization principles of Web3 reshape traditional industries in ways that were previously unattainable?
Decentralization is truly transformative because it rewrites the rules for how industries operate. Take fundraising, for example. In Web3, token sales allow projects to bootstrap both capital and community simultaneously. Instead of going through traditional gatekeepers like venture capitalists or banks, entrepreneurs can connect directly with supporters who become both backers and stakeholders. It’s a powerful way to align incentives and create a grassroots momentum.
Another example is the financial industry, particularly with stablecoins like USDC. They enable instant, cross-border payments, completely bypassing the delays and high fees of traditional systems. This has huge implications for global remittances, making sending money home or conducting international business easier and cheaper.
Decentralization also redefines distribution and market expansion. For instance, platforms like Polymarket leverage stablecoins to provide global access to prediction markets, democratizing participation and decision-making in ways that were unimaginable in centralized systems.
Then there’s the idea of involving users more directly. Take the Brave browser and its BAT token. Users get rewarded for their attention while browsing. It’s a small shift, but it empowers individuals in the value exchange rather than keeping profits centralized with corporations.
Finally, Web3 opens up new possibilities with hardware. Projects like Grass are creating decentralized AI networks by utilizing spare computing power. This challenges the dominance of centralized cloud providers and makes cutting-edge AI resources more accessible and distributed.
These examples show that Web3 is not just tweaking existing systems but fundamentally reimagining how industries can operate with a focus on inclusivity, transparency, and user empowerment.
As someone deeply involved in crypto startups, how would you advise businesses to overcome regulatory, technical, and user adoption challenges when integrating Web3 technologies?
Integrating Web3 technologies comes with its own set of hurdles, but there are clear strategies that can help businesses navigate these challenges effectively.
First, the regulatory landscape is one of the most pressing concerns. To start on the right foot, I always recommend establishing your entity in a crypto-friendly jurisdiction—places like Cyprus or Singapore often provide clear and supportive regulatory frameworks. But this isn’t a one-size-fits-all solution, so engaging a knowledgeable crypto lawyer is essential, especially for token generation and distribution. They can help ensure compliance while minimizing legal risks. Additionally, geo-blocking users in jurisdictions where crypto is illegal is a practical way to avoid unnecessary complications while still scaling globally.
On the technical side, Web3 comes with inherent complexities, which can alienate mainstream users. That’s why abstracting away the crypto jargon is so critical. For example, creating login flows that mimic traditional methods can make onboarding feel familiar and seamless. Nobody wants to struggle with wallet seed phrases or complicated token mechanics in their first interaction with a platform.
User adoption is the final piece of the puzzle, and here it’s all about meeting users where they already are. For Web3 startups, Crypto Twitter (CT) remains the go-to place for connecting with early adopters and industry insiders. But younger audiences—millennials and Gen Z—are increasingly gravitating toward platforms like TikTok and Meta products for discovering new ideas. These platforms can act as an effective upper funnel for user acquisition, with CT providing deeper engagement as users dive further into the ecosystem.
Lastly, I advise focusing on education and trust-building. Crypto and Web3 are still new to many people, and simplifying concepts through educational content or incentivized learning can bridge the knowledge gap. Building trust also means delivering real utility, not hype—when users see the tangible benefits of Web3, adoption naturally follows.
The journey might seem daunting, but with a thoughtful approach to regulation, technical simplicity, and user engagement, businesses can unlock the novel potential of Web3 while overcoming its challenges.
What are the advantages of community-driven projects, and what unique opportunities does Web3 technology provide for building them?
Community is undeniably the cornerstone of success for any Web3 project. In this space, having the best technology isn’t always enough—it’s the project with the most vibrant and engaged community that often rises to the top. Take Cardano, for instance. Despite its well-documented technical limitations, it has remained one of the largest blockchains by market cap, valued at around $34 billion. This is a testament to the loyalty and enthusiasm of its community, which has rallied around its vision and potential.
Another compelling example is Berachain. Even though it hasn’t launched its mainnet yet, it has already amassed nearly a million followers on X (formerly Twitter).
Blockchains, in many ways, operate like social media platforms—their success hinges on the strength of their network effects. The more active participants they have, the more valuable the ecosystem becomes. Web3 technology takes this further by enabling unique ways to incentivize and reward user engagement right from the start.
For example, airdrop campaigns are a powerful tool that many projects use to kickstart their communities. By distributing tokens to early adopters, projects attract users and foster a sense of ownership and alignment. This creates a positive feedback loop where users are not just consumers but active stakeholders in the project’s growth. Airdrops, governance tokens, and staking rewards have all been instrumental in bootstrapping projects like Uniswap and Optimism, which relied heavily on user involvement to grow.
Web3 also enables novel models of collaboration and contribution. Projects like Gitcoin have pioneered community-driven funding for open-source initiatives, allowing developers and contributors to be directly supported by the community they serve. Similarly, DAOs (Decentralized Autonomous Organizations) are redefining governance by giving every community member a voice and a vote, as seen in projects like MakerDAO and Aragon.
With your extensive background in AI and data-driven marketing, how do you see these technologies evolving in the Web3 era to enhance user engagement and personalization?
The convergence of AI, data-driven marketing, and Web3 is an incredibly exciting space.
From the AI perspective, decentralized platforms are paving the way for democratizing access to artificial intelligence. Traditionally, AI has been the domain of large corporations with centralized control and immense resources.
However, projects like Gensyn and the Akash Network are creating decentralized computing networks, making AI training more accessible and cost-efficient by harnessing distributed computing power. Similarly, SingularityNET envisions a marketplace for AI services where developers and users can interact without intermediaries, enabling fairer pricing and greater transparency.
AI is also playing a critical role in areas like content verification and intellectual property tracking. As AI-generated content becomes more prevalent, ensuring authenticity and compensating creators fairly are growing challenges. Blockchain-based projects like Near and Story are tackling this head-on by using decentralized ledgers to track the origin and usage of AI-generated works, ensuring proper attribution and rewards for creators.
In crypto trading, AI is becoming indispensable. Autonomous agents powered by AI, such as those being explored by Virtuals Protocol and Daos.fun, analyze market trends, predict price movements, and execute trades with minimal human intervention. This could revolutionize the speed and accuracy of decision-making in volatile crypto markets.
On the marketing side, Web3 offers an entirely new dimension of user data: wallet behavior on the blockchain. Unlike traditional data, which is fragmented across platforms, blockchain wallets provide an open, unified view of user transactions and preferences. For example, a wallet history might reveal interests in specific NFT collections, token usage patterns, or participation in DeFi protocols. This creates a unique opportunity for brands to build a more holistic and transparent user profile.
Projects like Cookie3 are already leveraging wallet data to build advanced analytics tools that provide insights into user behavior, enabling personalized marketing strategies. Similarly, CryptoAds is exploring how blockchain-based ad networks can use wallet data to target users with precision, ensuring higher relevance without compromising privacy. The Brave Browser and its BAT token also stand out here, rewarding users for viewing ads while providing advertisers with detailed yet anonymized data. This creates a win-win ecosystem where both sides are incentivized.
Looking ahead, the combination of AI’s predictive capabilities and Web3’s transparency could lead to unprecedented levels of engagement. Imagine marketing campaigns that not only understand what users want but also reward them for participating, or AI-powered DAOs that adapt to community preferences in real time.
As an angel investor, what key factors do you evaluate when backing projects that combine Web3, AI, and MarTech, and how do you identify opportunities with the highest potential for success?
When evaluating projects at the intersection of Web3, AI, and MarTech, I start by asking one fundamental question: Is this solving a hard and real problem? The most successful projects tackle issues that are significant, scalable, and difficult to replicate. For example, if a project addresses inefficiencies in decentralized data sharing or creates AI-driven insights tailored for Web3’s unique ecosystem, it’s solving a problem that’s both impactful and deeply relevant.
Equally important is whether the solution adheres to the core principles of blockchain technology. Web3 exists to decentralize control and empower users, so a project must offer something that simply couldn’t be achieved with a centralized server model. For instance, decentralized AI marketplaces or blockchain-driven marketing platforms must leverage transparency, immutability, and distributed ownership as core features, not just as buzzwords. If it can be replicated easily in a centralized system, it probably won’t survive in a competitive Web3 landscape.
The team behind the project is another critical factor. A strong, multidisciplinary team with a clear understanding of both the technical and business challenges in Web3, AI, and MarTech is non-negotiable. I look for founders who not only have expertise but also display resilience, adaptability, and a deep passion for their mission. The ability to navigate the volatile nature of these industries is as important as having a great idea.
I also assess whether the project is on a path to achieving Product-Market Fit (PMF) in the near term. Web3 and AI are fast-moving spaces, and projects need to show traction quickly to stay relevant. Does the product have early users who are not only adopting it but are actively engaged? Is there a clear use case driving adoption, or are they still searching for one? These are key indicators of whether the project can scale effectively.
Beyond these factors, I also consider:
- Market Timing: Is the project entering the market at the right time? The intersection of Web3, AI, and MarTech is still emerging, so timing can make or break a venture. Projects that are too early often struggle to educate the market, while those that enter too late face stiff competition.
- Tokenomics and Incentive Design: For Web3 projects, a well-thought-out token economy is crucial. Does the token serve a real utility in the ecosystem, and are incentives aligned to promote growth without creating unsustainable inflation or sell pressure? Poor tokenomics has been the downfall of many otherwise promising projects.
- Community and Network Effect: A thriving community is often a predictor of long-term success in Web3. I evaluate whether the project has a clear strategy to build and engage a user base, especially since network effects are a key driver of value in decentralized systems.
- Regulatory Awareness: While innovation is important, so is understanding the legal landscape. Projects that are proactive about compliance—whether through jurisdictional structuring or working with legal advisors—show they’re thinking about long-term sustainability.
Ultimately, the highest-potential opportunities are those that align the strengths of Web3, AI, and MarTech in a way that empowers users, creates transparency, and delivers value in a manner that wasn’t possible before.
