Marketers’ tryst with AI in 2025: Gearing up for hyper-personalised brand interactions

In 2024, artificial intelligence (AI) has firmly established itself as a transformative force in marketing, reshaping how brands connect with their audiences. From hyper-personalized customer journeys to predictive analytics that anticipate consumer needs, AI-driven tools have elevated customer experiences to unprecedented levels. Global brands across industries have embraced AI-powered chatbots, recommendation engines, and dynamic content creation platforms to deliver tailor-made interactions at scale.

This surge in personalization isn’t just enhancing customer satisfaction – it’s directly influencing the bottom line. Case studies reveal impressive gains in marketing ROI, with AI enabling companies to optimize campaigns in real time, allocate budgets more effectively, and achieve precise targeting. As marketers harness the power of machine learning and data-driven insights, the question is no longer if AI can drive engagement, but rather how far its potential can be realized in shaping the future of brand loyalty and performance.

Let’s delve into the strategies certain brands have deployed, the measurable impact on key performance metrics, and the exciting prospects AI continues to unlock in the marketing landscape.

Leveraging AI-driven tools in 2025

According to Ashit Kukian, CEO, Radio City, customer behaviour in the digital world is evolving daily. To keep pace, thousands of brands must adopt modern marketing strategies that help them stand out among competitors and connect effectively with potential customers. In this context, he adds, AI marketing campaigns automate, optimize, and personalize different elements of marketing using artificial technologies.

Radio City leveraged AI-led chatbot for lead generation, sales and marketing campaigns for Nayara and BOB. Through this, they got interesting data that helped them optimize its chatbot operations and engagement strategies for specific time bands in each region.

“Whatsapp chatbots helped us engage with approximately 39K unique users. We also introduced AI RJ SIA, a blend of technology and artistry, in a position to become a personalised companion on the radio. Her dynamic programming spans an array of genres, topics, and music, ensuring there's something to resonate with every listener. It seamlessly integrates into daily life, delivering the right music, stories, and conversations when needed. In our GoSchool marketing campaign, we leveraged AI in different marketing channels such as Google Ads, Meta Ads, and website Ads. Through this we achieved a total of over 16 million impressions, reaching 2 million individuals, garnering multiple clicks, and successfully obtaining 2K+ leads. Since AI-driven tools are in an upward trend it helped us streamline campaigns. By seamlessly integrating AI tools in our marketing strategies, we were able to provide personalized customer experiences and expand our reach digitally to most of our audiences,” Kukian adds.

According to Ripal Chopda, CMO, The Sleep Company, the company leverages AI to create a comprehensive sleep ecosystem that goes beyond comfort, empowering individuals to be their best selves. “Recently, we launched SensAI – an analyzer pillow for sleep – making it the world’s first product patented with SmartGRID technology. Unlike wearable devices, SensAI offers a non-intrusive, seamless solution that tracks both your sleep and health metrics. It monitors your REM stages, sleep score, deep sleep score, heart rate, and respiratory rate, providing a holistic view of your overall well-being. Through continuous innovation, we are fulfilling a greater purpose by helping people improve their sleep quality. As AI drives hyper-personalization, we remain committed to revolutionizing comfort-tech with cutting-edge solutions that prioritize health and wellness,” he explains.

Ripal Chopda reckons that digital marketing has undergone a significant transformation over the past decade, particularly for industries like digital lending. “Brands like ours are using predictive analytics to segment audiences, creating hyper-personalized content, and leveraging performance marketing to deliver measurable results. This transformation is being propelled by advancements in AI reshaping the way loans are originated, approved, and managed. Personalization has been at the core of our strategy; by analyzing customer data, lenders can tailor loan products and offers to individual preferences and behaviours.”

Fibe has a chatbot named Fibo that guides users through every step of their journey. “By changing the tone of the app to make it feel like a conversation, we humanized the user experience, leading to an impressive 88% repeat customer rate. Using customer touch points like calls, in app actions and response to our communication within the app, we are able to bucket customers based on their intent and are able to trigger communication efficiently,” Chopda adds.

In 2024, Roastea used AI-driven tools to personalize experiences for customers and increase engagement, states Chaitanya Bhamidipaty, Co-founder, Roastea. According to him, this has had a major impact on their ROI in marketing.

“AI-enabled customer insights allowed us to refine the features of machines according to changing client needs, such as, for example, zero-plastic compliance and energy efficiency. Predictive maintenance and personalized marketing campaigns increased customer retention by 15% and improved the lead conversion rate by 18%, thereby reducing acquisition cost by 12%. This integration of AI would further fortify our position as a leader in sustainable beverage solutions,” says Bhamidipaty.

Ethical use of generative AI

With the rapid evolution of generative AI, it is imperative for brands to ensure ethical use of AI in their marketing campaigns while maintaining transparency with their audience.

Chaitanya Bhamidipaty points out that it’s the ethical use of generative AI that forms the heart of Roastea. Each marketing campaign, according to him, will therefore reflect the transparent and accountable AI approach.

“At Roastea, we leverage AI to enhance customer experiences with highly personalized recommendations and optimized engagement, always ensuring data privacy and security remain uncompromised. Advanced technologies enable us to monitor machine performance and implement predictive maintenance, allowing us to address potential concerns proactively. We take pride in creating authentic content, avoiding false or manipulative messaging. Ethical standards are at the core of our values, serving as the foundation for building lasting loyalty and trust with our target market,” he adds.

Sudesh Shetty informs that at Fibe they follow strict data privacy standards and adhere to all government regulations and RBI guidelines to ensure ethical use of AI.

“As data privacy regulations continue to evolve, maintaining transparency and authenticity has become essential, as consumers increasingly demand ethical marketing practices. The lending industry is going through a positive disruption, driven by AI, driving efficiency, enhancing customer experiences, and expanding access to credit. However, responsible and ethical use of AI is crucial to ensure the long-term sustainability and integrity of the industry. As we move forward, it is essential to strike a balance between innovation and regulation to create a lending ecosystem that benefits both lenders and borrowers,” Shetty says.

According to Ashit Kukian, Generative AI comes up with both advantages and disadvantages. While Gen AI can streamline the marketing efforts, transparency should be the utmost priority for brands to build loyal relationships with customers, he adds.

“As a company managing multiple clients, we prioritize transparency in our operations. Embracing new-age technology, we remain vigilant about adhering to regulations and ethical practices. To align with our brand values and societal norms, we closely monitor AI-generated outputs, ensuring they are free from misinformation or harmful stereotypes. This commitment underscores our dedication to using AI responsibly, showcasing its genuine applications while ensuring that all communications remain accurate, unbiased, and transparent. Respect for user consent and data privacy is integral to our approach. Every AI-driven personalization effort strictly adheres to individual rights and regulatory requirements. By adopting this balanced strategy, we not only harness the full potential of generative AI but also maintain the integrity and trustworthiness of our marketing initiatives,” Kukian adds.

Ripal Chopda informs that The Sleep Company ensures that their marketing campaigns are ethical in the use of AI by following strict data privacy standards, adhering to all government regulations, and aligning with the best global practices set by partners like Google and Meta.

“Transparency is key for us, and we avoid hyper-personalization, focusing instead on segmentation based on human understanding to create meaningful and respectful customer interactions. We apply AI as a tool collaboratively in our process; it does 60-70% of the job, and we finesse it with human creative sensibility to fit into the ethos of our brand. With AI as a co-creator, we don’t lose the human quotient of innovation while still achieving ethical standards,” he adds.

Trends to watch out for

How will AI transform the marketing sphere in 2025 and beyond? Looking ahead, what trends in AI can we anticipate that will shape the marketing strategies this year, and it is important for organisations to stay ahead in this transformative space?

AI is poised to play a pivotal role in driving data-driven decisions and strategically integrating them into business operations, points out Ripal Chopda.

“We at The Sleep Company harness AI to deliver hyper-personalized experiences. By analysing customer data – such as purchase history, browsing behaviours, and interests – we offer personalized deals and recommendations that resonate with individual customers. The ROPO (Research Online, Purchase Offline) trend is influencing our marketing strategy, as we try to leverage digital ads and social media campaigns for engagement purposes and conversion. Through targeted digital marketing efforts, we aim to turn online content consumers into loyal customers,” Chopda says.

In 2025, Chaitanya Bhamidipaty anticipates AI trends like hyper-personalization, predictive analytics, and conversational AI to revolutionize marketing strategies. He adds that Roastea is preparing by investing in advanced AI tools to deliver even more tailored customer experiences, optimize campaign performance, and enhance real-time interactions. AI will transform marketing by enabling deeper insights into consumer behaviour, automating repetitive tasks, and creating highly adaptive, data-driven strategies, allowing brands to connect with audiences on a more meaningful level while staying agile in a dynamic market.

Ashit Kukian reckons that as the digital landscape is constantly evolving, it has become imperative for brands to transform their marketing strategies to stay aligned with changing consumer behaviour.

“We have already commenced our transformative journey from traditional media to digital media in 2022 with ‘Radigitalization’. With AI-enhanced marketing strategies, it is going to become even more hyper-localized and extremely customized while reducing the cost of marketing operations and opening multiple ways to engage with customers. Advanced machine learning algorithms in hyper-personalization will give us the ability to deliver more relevant content and experience to our audience. Advanced predictive analytics will enable us to accurately forecast customer needs and behaviour. Generative AI promises to change the game for the content creation as it can quickly and efficiently produce high-quality, contextually appropriate material across multiple channels. AI-powered tools will be able to shed more light on sentiment analysis and audience segmentation as well as optimize campaigns and engage with various kinds of customer profiles more effectively. We’re investing in cutting-edge AI technologies, ensuring our teams are equipped to help us stay ahead, and building partnerships with AI innovators. We will manage to change our approach toward marketing into an agile, data-driven, and customer-centric approach that will allow us to set new standards in engagement and effectiveness using AI capabilities. Looking forward to 2025, we expect a set of trends in AI that will have immense influence on our marketing strategy and ultimately benefit the brands that partner with Radio City to drive our digital outreach,” Kukian adds.

Sudesh Shetty predicts that the year 2025 will bring even deeper integration of AI and immersive technologies in digital marketing. In the fintech industry, AI has already been transformative, automating tasks such as managing client data, detecting human errors, recommending management strategies, preventing fraud, and performing quality checks.

“As AI continues to evolve, it is set to revolutionize brand interactions by making them more personalized, efficient, and seamless. We are gearing up for this transformation to enhance customer satisfaction and build stronger relationships. In the lending sector, acquiring customers poses a unique challenge, as it is an in-market product with a limited target audience. AI will play a crucial role in overcoming these challenges by refining targeting strategies and improving engagement with potential customers,” concludes Shetty.

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