'AI and marketing make a powerful combination'

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

- INTERVIEW: SATISH HC, EVP & CHIEF DELIVERY OFFICER, INFOSYS

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.