In an era where Artificial Intelligence (AI) is reshaping industries, marketing is at the forefront of this transformation. Insights from industry leaders across sectors highlight how AI is driving personalisation, optimising creative processes, and even making inroads into healthcare. In this week’s e4m Martech webinar, multiple leaders talked about the evolution of this going forward.
Himanshu Sirohi from Apollo 24x7 emphasized the importance of using AI tools like Dynamic Creative Optimizer to improve discoverability. "From a discoverability lens, whether it is Meta or DSP, we definitely use Dynamic Creative Optimizer. We kind of change copy on the go, but it is mainly for categories that are more FMCG-related," he noted. This dynamic approach ensures that marketing copy remains relevant and resonates with the target audience in real time.
Echoing a similar sentiment, Vikram Singh from ITC Hotels highlighted their focus on hyper-personalisation. "We are very clear on the degree of personalisation we can achieve. We kind of understand the user and implement N=1 personalisation," he stated. This approach demonstrates how brands are using AI to create highly individualised customer experiences.
With AI offering vast amounts of data, Vitasta Kaul from Hoopr.ai stressed the importance of using data responsibly. "There is a wealth of data available, but we must use it the right way to ensure the customer doesn’t find it intrusive. It’s important to create a balance," she pointed out. By maintaining this balance, brands can enhance their marketing efforts without compromising customer trust.
AI is not just a tool for analysing data—it’s also revolutionising creative industries. Nneha Bhardwaj from GoMechanic highlighted the role of AI in generating creative assets. "When it comes to any sort of creative asset, especially music, generative AI is a grey area. Where AI comes into play is in the way it generates recommendations," she said. She added that "AI is definitely an enabler and a great starting point for something fresh. Its ability to understand what is required, pull the right instances, and draw from the right sources of inspiration is remarkable."
While AI is transforming various processes, experts caution against over-reliance on technology. Nneha Bhardwaj stressed that AI should complement human intuition rather than replace it. "I think we already have the tools to understand customer sentiments. AI should be used as a support system rather than something to rely on completely," she said. She further emphasised the importance of maintaining "a strong balance between AI, technology, and human intervention."
Beyond marketing, AI is also making strides in healthcare. Rahul Poddar from Narayana Health shared his views on AI’s transformative ability in understanding consumer behavior and its potential in disease detection. "Yes, AI can do this—and it’s already doing it. It helps reduce less productive time, allowing more focus on finding solutions for the patient," he said.
As AI continues to evolve, it promises to enhance both creative and analytical processes. However, as these leaders point out, the key lies in using AI to empower human decision-making rather than replacing it entirely. The future of AI in marketing and beyond lies in finding that delicate balance between innovation and intuition.
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