The Impact of Artificial Intelligence on Marketing Strategy in India

Abstract Artificial intelligence (AI) has moved from experimental pilots to the core of marketing strategy in India. It now influences how brands understand consumers, design offerings, set prices, place media, run promotions, manage channels and partners, and deliver service. India’s unique market structure—massive linguistic diversity, a mobile-first internet, ubiquitous digital payments, and a long tail of small and midsize enterprises (SMEs)—creates distinct adoption paths and opportunities. This article synthesizes how AI is transforming each element of the marketing mix; maps India-specific enablers such as UPI, ONDC, WhatsApp commerce, and vernacular content ecosystems; evaluates implications for organization, governance, and capabilities; and offers an implementation roadmap and measurement framework. The paper also highlights sectoral nuances (FMCG, retail, BFSI, telecom, media, healthcare, education, travel), ethical and regulatory considerations (data protection, consent, algorithmic fairness), and pragmatic constraints (data quality, talent, legacy systems). We conclude with five scenarios for 2025–2030 and actionable recommendations for Indian marketers and policy stakeholders.