ETBWS 2025: CMOs decode AI's role in marketing transformation

Time of India

21 hours ago

Marketing is undergoing a seismic transformation. Artificial intelligence (AI) is reshaping how brands connect with customers, predict behaviours, and deliver
personalised experiences
at scale. From content generation to
predictive modelling
, today's CMOs are using AI to accelerate decision-making, enhance customer journeys, and unlock real-time growth opportunities.
At the 7th edition of the Brand World Summit, organised by ETBrandEquity, a panel of leading CMOs explored how AI and data are revolutionising not just marketing operations, but also
customer engagement
. The panel featured Ashish Mishra, CMO, Acko; Darshana Shah, CMO, Aditya Birla Capital; Sai Narayan, CMO, Policybazaar; and Krishna Kota, head of marketing – consumer business, DBS Bank India.
While AI currently acts as an enabler, it is expected to become a key growth driver. Mishra noted that most current applications focus on AI's predictive capabilities, including customer segmentation and fraud detection. On
generative AI
, he said: 'It's easy to get carried away by the scale at which content can be generated. Internally, we are still vetting its use. I believe predictive and generative AI will eventually work in tandem, but for now, our emphasis is on predictive applications.'
Shah said, 'When the omnichannel ecosystem first emerged, AI-powered bots gained traction. These systems, fuelled by vast datasets, enabled voice conversations, journey mapping, and drop-off detection. With
martech platforms
now leveraging data for highly personalised interactions, AI has shifted from being an enabler to a true growth driver in many areas of our business.'
She added, 'There are challenges around built-in biases. For example, when prompting tools like Gemini to generate an image of an Indian woman of a certain age, the results often default to cultural stereotypes – a
bindi
,
sindoor
, or brown skin – irrespective of context. Even in categories like health wear or activewear, such biases persist. We are actively retraining these models to mitigate these stereotypes.'
Narayan said, 'Although insurance is largely digital, customers still require human support when selecting a policy. Traditionally, queries that came in after business hours were only addressed the following morning, which led to lower conversion rates.'
To address this, Policybazaar introduced Finova AI for its life insurance division, an AI-powered bot that replaces human agents outside working hours. 'Finova AI understands Indic languages and responds contextually, facilitating seamless, engaging conversations. These interactions not only extend engagement but also enhance the quality of next-day human follow-ups, resulting in higher conversions.'
Kota said, 'If your data is well-organised, AI capabilities can truly scale. For DBS Bank, this journey began with the basics. In 2017, we built ADA (Analytics Data Architecture), our central data lake, which now powers all AI-led initiatives.'
DBS handles extensive behavioural and transactional data. 'In Singapore alone, we track over 10,000 signals per customer, from spending patterns to salary flows.' To use this data ethically and effectively, DBS developed NBN (Next Best Nudge), an AI-driven framework that delivers timely, personalised suggestions influencing customer decisions.
'We have also created NBC, or Next Best Conversation, enabling our relationship managers to engage customers with data-driven insights. Whether through nudges or conversations, intelligent engagement represents the future of banking, and AI sits at its core.'