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The e4m Martech India Conference 2024 saw industry leaders explore the transformative role of AI in customer experience, emphasising how AI-driven personalization, automation, and innovation are reshaping customer touchpoints.
The panel discussion titled “Customer Experience in the Age of AI” featured Amit Jain, Sr. Vice President – Customer Experience at IndiaMART InterMESH; Amit Verma, CEO and Founder of Digitup; Pooja Baid, Chief Marketing Officer at Versuni; Saurabh Mangal, Analytics Practice Leader at Aditya Birla Management Corporation; and Himanshu Sirohi, Head of Digital Marketing at Apollo 24|7 and was chaired by Himank Tripathi, Chief Communications Officer & Spokesperson at Baazi Games.
Opening the discussion, Tripathi invited insights on how AI transforms customer touchpoints, from personalized recommendations to 24/7 support. He remarked, “Brands have shifted from e-commerce websites to platforms like WhatsApp, offering highly customized experiences. It’s fascinating to explore how AI powers this transition.”
Jain underscored the pivotal role of AI and machine learning across IndiaMART’s processes, highlighting their use in matchmaking and customer interactions. He stated, “Right from seller acquisition to cataloging, we design journeys that account for diverse users, including those from tier-two cities and beyond. With language and technology barriers, AI helps us create smart responses, reducing the effort required from users while enhancing their experience.
Baid emphasized AI’s fundamental purpose of enabling better outcomes tailored to specific functions, whether in media, products, or supply chain. “AI’s impact depends on its application. For media, it’s about better targeting and conversions; for supply chain, it’s about forecast accuracy and efficiency. At Versuni, AI is deeply integrated into our back-end operations, from demand forecasting to customer care, making every interaction more intuitive and personalized,” she explained.
She illustrated this with Versuni’s AI-powered innovations, such as a dial-free iron that automatically adjusts settings based on fabric type. “It may seem like a small feature, but for those who iron daily, it transforms the experience. AI exists to enable better outcomes in every application, and it’s here to stay,”Baid concluded.
As the panel discussion delved deeper, the speakers emphasized the importance of balancing AI’s capabilities with human empathy to drive meaningful customer interactions.
Verma highlighted the irreplaceable value of personal touch in certain industries. “Imagine a luxury hotel replacing human interactions with AI experiences-it would lose its essence. Businesses need to evaluate where AI can enhance outcomes and where human connection remains vital,” Verma explained.
Agreeing with Verma, Sirohi cautioned against jumping into AI trends without a strategy. He remarked, “Everyone wants to sprint with AI, but you need to crawl, walk, and then run. Missteps, like over-reliance on AI for content, can backfire-Google penalized a competitor for excessive AI-generated content, wiping years of their work from visibility.”
He also shared how Apollo leveraged AI to create Ask Apollo, a platform offering structured health diagnostics and personalized recommendations. “Instead of relying on Google for medical queries, our platform uses Apollo’s extensive data to provide accurate differential diagnoses, recommended tests, and nearby doctors. It’s transformed customer engagement and trust,” he noted.
Next, Mangal discussed AI role in enhancing customer management strategies. “AI helps us analyze historical data to predict customer behaviors and optimize outreach. For big-ticket customers, we use AI to identify the right time to engage, ensuring meaningful interactions while minimizing redundancy. It’s still humans connecting with customers, with AI as a recommendation system, he emphasized.
Echoing the need for caution, Baid remarked, “AI is a learning journey for both the technology and its users. Conscious application and continuous learning are key to its sustained success.
Summing up the discussion, Verma added, “Prepare a strong dataset and, most importantly, listen carefully to your customers.”
Online Coverage: Exchange4Media