Chief marketing officers (CMOs) are no longer shooting in the dark when it comes to understanding consumer behaviour, preferences, and market trends. In the age of data-driven decision-making, they find themselves leveraging artificial intelligence (AI) instead. “The key lies in treating AI as more than just a tool — but as a strategic asset,” says Satish HC, executive vice-president & chief delivery officer, Infosys. In this interview, he speaks to Sudhir Chowdhary on how this next-gen technology is redefining the role of marketers. Excerpts:
What tangible benefits does AI bring to the CMO?
For CMOs, the outcomes are clear — more effective strategies, faster delivery, greater customer satisfaction, a competitive edge, and improved ROI with reduced marketing inefficiencies. AI empowers marketers to shift from reactive to predictive strategies, helping them stay ahead in an increasingly competitive landscape.
How can organisations convert that speed into customer value?
Speed is a big advantage of AI, but the real value emerges only when it is closely aligned with a business’s strategic priorities. When executed effectively — with robust governance and quality data — you achieve results that deliver substantive business impact.
The key lies in treating AI as more than just a tool — it must be a strategic asset. However, poorly implemented AI carries potential risks. AI requires human oversight, especially in creative content or campaign design. Overusing AI-driven marketing messages can saturate customers, driving diminishing returns. While AI automates tasks and analyses data efficiently, it cannot replicate human intuition, emotional intelligence, or creativity — essential traits for fostering authentic brand connections. Therefore, AI should amplify human capabilities, enabling marketers to make insightful, data-driven decisions while maintaining a meaningful human touch in campaigns.
What are the barriers to large-scale AI adoption?
The most prominent is infrastructure cost. An AI assistant, for example, can cost as much as a human one unless scaled effectively — for example, deploying multiple assistants to serve various decision-makers across the organisation to reduce individual costs. Another critical issue is reliability, stemming from data quality concerns. Given that AI systems can be fallible, having a human-in-the-loop workflow remains essential.
Other hurdles include fragmented systems and processes — many organisations struggle to fully integrate AI into their workflows. The talent gap is also significant, with a shortage of skilled AI and data science professionals. Additionally, the lack of a clear, organisation-wide AI strategy frequently leads to fragmented efforts, wasted resources, and missed opportunities. Finally, ethical concerns are also emerging as obstacles for widespread AI adoption.
To overcome these barriers, organisations must adopt a long-term vision for AI, align it with existing processes, and prioritise based on pressing business pain points. Investments in talent and robust tech infrastructure are equally essential.
What are the risks associated with AI adoption that marketers should worry about?
AI adoption brings both opportunities and responsibilities. Marketers are particularly cautious about data privacy and security challenges, especially under continually evolving global regulations. Algorithmic bias is another significant concern — if unaddressed, it risks alienating audiences or damaging brand credibility. Misinformation is yet another risk; for example, unintended outcomes from AI-generated content can have unforeseen consequences.
To mitigate such risks, organisations need to implement ethical AI frameworks, ensure transparency, and establish rigorous validation processes for accuracy and compliance. Building customer trust should remain a top priority.
Are small businesses and markets catching up on AI adoption?
Digital adoption is accelerating rapidly across India, fueled by affordable data plans in Tier 2 and Tier 3 cities. Indians now spend over seven hours daily on mobile devices. This presents a fertile ground for localised, AI-driven marketing strategies.
Affordable, cloud-based AI tools are allowing startups and small businesses to innovate, while generative AI platforms have enhanced brand engagement in regional languages. With strong government initiatives and a growing pool of tech talent, India is primed to lead in AI-driven marketing. For instance, a popular travel platform now uses generative AI to enable users to make voice-based bookings in regional languages — marking a significant step toward localised AI adoption in marketing.