AI Is Changing What It Means to Build and Who Builds it

AI is no longer just a backend or operational tool it has moved to the centre of how brands engage customers, understand markets, and shape their competitive identity. As consumers become increasingly digital-first and markets grow more dynamic, companies across sectors are shifting from intuition-led strategies to data-driven, precision-led marketing. The momentum is clear: according to Deloitte’s latest State of GenAI insights, over 80% of Indian organisations are actively exploring intelligent automation and advanced digital capabilities, particularly in marketing, customer experience, and business decision-making. The report also notes that nearly 70% of companies say their tech-driven transformations have already met or exceeded ROI expectations, proving that modern digital tools are not just add-ons they are fundamentally reshaping how brands are built and how their perception is crafted.

Customer engagement is witnessing a major shift as brands move towards more personalised and intuitive interactions. Advanced digital tools now study behaviour patterns, preferences, and past interactions to create journeys that feel relevant to each individual. Intelligent chat assistants, virtual sales guides, predictive lead scoring, and behaviour-based recommendations are turning generic touchpoints into meaningful conversations. By mapping the entire customer journey more precisely, businesses are not only improving the quality of interactions but also ensuring smoother transitions, stronger interest, and significantly lower drop-offs.

This shift toward personalised engagement is also reshaping how brands build their overall strategy. With access to richer insights about customer preferences, motivations, and online behaviour, companies no longer have to rely on broad assumptions or traditional surveys. Real-time analytics and predictive models now reveal what audiences are likely to respond to, helping brands fine-tune their messaging and sharpen their competitive positioning. Tools that track sentiment across digital platforms further allow teams to understand public mood, respond quickly to conversations, and maintain a consistent, trusted brand image. As a result, data-led intelligence is steadily becoming the foundation of strategic brand-building.

This growing reliance on digital intelligence is also transforming the execution side of marketing. Day-to-day workflows that once required constant manual oversight are now far more streamlined, with automated tools optimising ad budgets, refining audience targeting, and managing campaigns across Google, Meta, and programmatic platforms in real time. Marketers can now forecast performance, cluster audiences, and run large-scale A/B experiments with far greater ease. Content production has become equally agile, as tools generate multiple variations of copies, visuals, and short-form videos within minutes. Altogether, these advancements are enabling teams to work with greater speed, precision, and creative flexibility.

These shifts are also transforming how businesses understand and navigate the broader market. With stronger analytical capabilities, companies can now spot emerging micro-markets, forecast demand more accurately, and plan launches with greater clarity. Dynamic pricing and real-time competition tracking help brands stay ahead of changing conditions rather than simply reacting to them. At the same time, deeper behavioural insights highlight what truly drives purchase decisions today—trust, convenience, sustainability, digital experiences, and peer reviews. Smart tools like virtual tours, digital twins, and AR/VR showcases are raising consumer expectations and pushing brands to present products more innovatively. Together, these developments are reshaping the overall demand supply equation and redefining how businesses compete and grow.

Authored By: Yamini Agarwal, CMO, Nimbus Realty