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Time of India
18-07-2025
- Business
- Time of India
ETBWS 2025: CMOs decode AI's role in marketing transformation
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.'
Time of India
08-05-2025
- Business
- Time of India
Aditya Birla Capital confronts the rising cost of motherhood
HighlightsAditya Birla Capital's campaign 'Motherhood on Hold' emphasizes the financial challenges women face in deciding to become mothers, encouraging early financial planning. The campaign creatively portrays the emotional toll of delaying motherhood, using a poignant HR exit interview metaphor to symbolize the deferral of motherhood dreams due to financial constraints. According to Darshana Shah, Chief Marketing Officer of Aditya Birla Capital, the campaign serves as a reminder that motherhood should never be a compromise and highlights the importance of financial readiness. Challenging the traditional Mother's Day narrative, the campaign urges women to reclaim agency over their timelines through financial readiness and planning. This Mother's Day, Aditya Birla Capital in creative partnership with FCB Kinnect moves beyond the usual celebratory lens to spotlight a growing and often unspoken truth - the rising cost of motherhood , and how it's compelling many women to put their dreams of parenthood on hold. Titled 'Motherhood on Hold', the campaign has brought to life a powerful insight - for many women today, the decision to become a mother is no longer purely emotional, it's increasingly financial. Backed by data that reveals a rising number of women delaying motherhood due to growing expenses, from prenatal care and childcare to education and everyday living, the campaign underscores the importance of early financial planning. It encourages women to take control of their timelines, reminding them that with the right preparation, motherhood can be a choice, not a compromise. The campaign employs a surprising and thought-provoking narrative device. A woman is seen conducting what appears to be a routine HR exit interview. But in a poignant twist, the 'candidate' she's letting go is revealed to be her own future child - a dream deferred by financial constraints. The campaign paints a deeply relatable picture: that for many, delaying motherhood isn't a decision made lightly, it's a consequence of rising costs. And while the choice may be difficult, financial readiness can make all the difference. Darshana Shah, chief marketing officer, Aditya Birla Capital said, 'Motherhood should never be a compromise. 'Motherhood On Hold' is a powerful reminder of the financial realities many women face today, and a call to act early, so that dreams like motherhood aren't dictated by circumstance.' Chandni Shah, chief operating officer, FCB Kinnect added, 'Motherhood on Hold' is for the women still waiting to become mothers, a reality often left out of the conversation. And that's where creativity becomes meaningful, when it bridges emotional insight with brand purpose.' Neville Shah, chief creative officer, FCB Kinnect said, 'Today planning for motherhood is stressful enough as it is. And to add to it, the cost of becoming a mother and being a parent is rising. We just wanted to gently nudge the people who want to be mothers that we can help them plan one thing and ease that stress.' Watch the video here:
