Convergence of Creativity & Compliance: How AI is shaping campaigns

CMOs’ Charcha – Delhi Chapter 2025, held yesterday (February 11, 2025), brought together top marketing leaders for a day of insightful discussions and strategic exchanges. With the theme “Marketing in the Fast Lane: Turbocharging Brand Success and Beyond”, the event featured thought-provoking sessions, expert insights, and cutting-edge strategies shaping the future of marketing.

Industry visionaries explored the latest trends, tackled pressing challenges, and shared innovative approaches to brand building in a rapidly evolving landscape.

The event saw an engaging panel discussion on ‘The Convergence of Creativity and Compliance: AI’s Role in Shaping Campaigns’. The panel was chaired by Manas Gulati, Co-Founder & CEO, ARM Worldwide, and the esteemed speakers included:

Alok Agarwal, Chief Marketing Officer, Orientbell Tiles

Dr Ashish Bajaj, Group Chief Marketing Officer, Narayana Health

Neelima Burra, Chief Strategy, Transformation, and Marketing Officer, Luminous Power Technologies

Nimish Agrawal, Executive Vice President and Chief Marketing Officer, Niva Bupa Health Insurance

Sachin Vashishtha, Chief Marketing Officer, Paisabazaar

Snehil Gautam, Chief Growth & Marketing Officer, Housing.com & PropTiger.com

At the outset, Manas Gulati pointed out, “The AI Influencer industry in India is expected to reach ₹16,060 crore by 2030, with a consecutive growth of 50%. This rapid growth is impacting various industries, changing how they create and operate.”

He then went on to ask the panellists about the ways to embody the change that is happening in creation and use in each industry.

Alok Agarwal said, “We use it for insights; it supplements human insights for creatives, for ideation, and for execution throughout the chain.”

Dr Ashish Bajaj shared, “We use it for clinical research, diagnostics. It is about creating and supporting a hybrid structure in terms of settling for us, and it works really well.”

Neelima Burra emphasised on the extensive use of AI in the energy sector, stating, “Complete energy management, which is happening through the grid, how you are consuming, what is the way you using predictive models around that – these are a few of the usages. We also use it for customer support and feedback, where we have chatbots and GenAI for suggesting which is the best model to buy and what kind of load you can look for.”

Burra further said, “We also use it for behaviour insights and content creation. GenAI helps build the algorithm to help with this technical stuff.”

Nimish Agrawal remarked, “We use it to understand what we don’t know.”

Sachin Vashishtha added here, “We try to use it for multiple cases, be it marketing modeling for cross-selling, content translation in different languages, creative optimization, or media planning. In our operations, we are trying to use it as an agent co-pilot. Now we are doing experiments over there. We have a large agent force who help our consumers. We have just started with GenAI, but being a digital-first company, we understood the importance of data and started harnessing the power of AI and started working with machine learning.”

Snehil Gautam said, “For us, AI is a work in progress. Even AI is evolving every week, and our use cases are content optimization. The other piece is machine learning. We use it in consumer preference, where they get what they prefer. Chatbots are trying to enhance pictures of properties for consumers.”

Also Read: Convergence in Media: Strategising for seamless brand experiences