Indian marketers are transitioning from merely experimenting with artificial intelligence to deploying it on a large scale, with an increasing emphasis on addressing business challenges rather than exploring creative possibilities. Following initial trials in 2024 and broader adoption in 2025, marketers now use AI to better connect consumer discovery with sales and operational efficiency. The focus has shifted toward understanding consumer intent, optimizing timing and relevance, and cutting costs across marketing processes. According to 'The 2026 Blueprint: How AI is enabling the Indian Marketer, ' in search marketing, brands are leveraging AI tools to interpret intent beyond keyword reliance. Companies like Lenovo, Nykaa, and Policybazaar have implemented AI-driven search solutions to more accurately match consumer queries. Policybazaar reported a 28% rise in policy bookings alongside reduced acquisition costs, while Lenovo experienced increased purchases and revenue. Beauty retailer Tira Beauty improved product discoverability by applying AI to update hundreds of thousands of product descriptions, resulting in a 50% boost in organic clicks and a 27% rise in conversion value. Myntra also utilized AI tools to better capture search queries from non-metro users typing in Hinglish. Marketers employ AI to respond to consumer context in real time. For instance, MakeMyTrip used AI to categorize travel-related video content and align ads with viewer intent, leading to a sharp increase in conversions. Education platform Emeritus reported higher payment rates after using AI tools to identify potential learners across digital channels. Speed and responsiveness have become key priorities as well. Myntra FWD used AI to forecast Gen Z trends and accelerate campaign timelines, while Swiggy Instamart leveraged generative video tools to release festive campaigns more rapidly.

Some brands have also harnessed AI-driven personalization to boost consumer engagement, including initiatives centered on user-generated content. AI has further contributed to reducing production costs. Streaming platform Zee5 significantly cut editing time and expenses by automating segments of trailer production, compressing a 16-hour manual editing task into under an hour, slashing editing costs by 95%. E-commerce and quick-commerce companies such as Zepto and AJIO achieved increased efficiency and conversions through AI-generated video ads at scale, with Zepto improving cost-per-install efficiency by 11% and AJIO securing a 20% uplift in conversions. Looking ahead to 2026, marketers anticipate AI becoming a foundational component of marketing operations rather than a supplementary tool. Automated platforms like Ads Advisor and Analytics Advisor are increasingly managing planning, optimization, and measurement, freeing teams to concentrate on strategy and insights. Measurement is expected to evolve toward directly correlating marketing activities with profit margins and business results. Industry experts note that the next phase hinges on AI’s ability to adapt to India’s linguistic and cultural diversity. Brands are investing in locally relevant, conversational content to make AI-driven discovery feel natural instead of generic. As automation spreads, marketers will likely devote more time to creative direction and analyzing consumer behavior, narrowing the gap between brand messaging and consumer discovery.