Artificial Intelligence (AI) is transforming the marketing landscape in India, offering businesses innovative ways to engage with customers and optimise their strategies. The use of AI in the Indian marketing sector is expected to grow at a compound annual growth rate (CAGR) of 37% from 2023 to 2030​. The integration of AI in marketing is not merely a trend but a significant shift that is redefining how brands connect with their audience, let’s delve into it.

Personalisation at scale

One of the biggest trends in modern marketing is personalisation and AI enables marketers to deliver just that. By analysing vast amounts of data, AI algorithms can understand consumer behaviour, preferences, and purchase patterns. Brands like Netflix and Spotify use AI to personalise content recommendations based on user behaviour and preferences to significantly enhance user experience​​.

AI allows businesses to create tailored marketing campaigns that resonate with individual customers, fostering brand loyalty and driving higher engagement. For instance, Netflix’s recommendation system influences 80% of the content watched on the platform, further showing how personalisation can drive higher customer engagement and satisfaction.

Also Read: How AI Is Revolutionising Marketing In India

Predictive analytics for strategic planning

By leveraging historical data and sophisticated algorithms, AI can forecast future trends, customer behaviour, and market demands. This empowers marketers to make informed decisions, optimise their strategies, and anticipate customer needs.

In India, businesses are using predictive analytics to streamline their marketing efforts and achieve better ROI. According to a Capterra survey, 63% of marketers use AI for performance marketing and email marketing, highlighting its widespread adoption​​.

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Enhancing customer engagement with chatbots

Chatbots have been making customer service more efficient by providing instant, round-the-clock support. These intelligent virtual assistants can handle a wide range of queries, guide customers through their purchasing journey, and gather valuable data for future marketing efforts.

In India, chatbots are becoming integral to the customer service strategy of many businesses, reducing the burden on customer service teams and improving lead generation. ​From banks to food delivery apps, all the big and small companies are using chatbots to provide instant customer services.

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Content creation and optimisation

AI is also transforming content creation and optimisation. Tools like natural language processing (NLP) and machine learning algorithms can generate high-quality content, optimise it for search engines, and tailor it to specific audience segments.

It saves time and resources while ensuring that the content is relevant and engaging. For example, AI-driven platforms like SurferSEO help marketers optimise their content for better search engine rankings, enhancing visibility and engagement​​.

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Optimisation of website

Website optimisation has become simpler because of AI and enhances user experience by personalising content and streamlining navigation. Flipkart, one of India’s largest e-commerce platforms, uses AI to optimise its website.

AI algorithms analyse user behaviour to recommend products, improve search results, and personalise the shopping experience. This has resulted in higher conversion rates and customer satisfaction​​. Similarly, Amazon India employs AI to personalise product recommendations based on browsing history and purchase patterns, significantly boosting sales and customer loyalty​.

Conclusion

The integration of AI in marketing strategies will likely become more sophisticated, offering even more personalised and efficient solutions. AI offers numerous benefits, but it also raises ethical considerations. It’s important for marketers to ensure that their AI-driven strategies are transparent while respecting customer privacy.

This year’s MMA Impact conference was also centred around unravelling the complexities of integrating AI tools into marketing strategies. At Melt, we had an interesting conversation with Moneka Khurana, Country Head of MMA India, Devika Sharma, Vice President and General Manager of India at InMobi, and Rohit Bhasin, President and Chief Marketing Officer at Kotak Mahindra Bank. Watch the full conversation to know all about the evolving landscape of AI in marketing and its transformative potential.