At a recent Google India roundtable, Arjun Choudhary, Swiggy’s VP of Revenue & Growth for food delivery, highlighted how AI is transforming marketing strategies for hyperlocal businesses. He emphasized Swiggy’s focus on quality while utilizing Google’s Performance Max for effective user engagement, significantly lowering acquisition costs and improving campaign efficiency. AI-driven tools like Performance Max and Meta’s Advantage+ are emerging as essential assets across various sectors, enabling precise targeting and higher conversion rates at reduced costs. Smaller marketing teams, such as astro-consultancy NumroVani, have also experienced substantial gains by adopting these AI tools, enhancing operational efficiency by reducing campaign admin time. The rise of AI encourages a shift in agency roles, promoting strategic collaboration over traditional methods. While AI enhances execution, the importance of human creativity and contextual understanding remains vital. The future of marketing lies in a hybrid approach where AI handles efficiency and humans drive strategy and creativity.
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