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In today’s fast paced digital marketing landscape, marketers are all looking for innovative ways to tap customer and engage with them to provide a better customer experience. Artificial intelligence (AI) has great potential to create effective dynamic marketing strategies and improve sales and marketing efforts of the business. In fact without AI, it will be difficult for business to survive in competitive landscape and stay ahead in competition.
What is AI and how it is enhancing marketing efforts
As per the survey conducted by TCS (Tata Consultancy Services) of 835 companies in 2017, AI is most widely used by companies across various functional areas of organization, particularly to discuss about marketing AI could beneficial in following ways as shown in the diagram below

Artificial intelligence in marketing (AI Marketing) is a tool for leveraging customer data and AI concepts like machine learning, deep learning to predict customer behavior and their next move to enhance the customer experience and journey.

Below are the examples of leading brands which, successfully implemented AI in Marketing

1. Nike has launched an online store based on augmented reality and projection systems that allows customers to design their own sneakers in-store. The system displays the design on the blank shoes then the chosen designs are printed on the sneakers and available to the customer in about 90 minutes. This customer engaging feature serves two purpose one to collect data about customer preferences for sneaker brand and second it drove sales. Further this data is analyzed with machine learning algorithms and Nike design its future products and deliver personalized product recommendations to the customer through different digital marketing tools.

2. Starbucks use mobile app and its loyalty card to collect and analyze customer data. It uses predictive analytics technique for data analysis and sends personalized content through marketing emails and messages to customers. These content include recommendations when they are approaching a local store also suggest offers to increase the customer’s average order value.

3. Alibaba a retail giant has opened a physical “Fashion AI” store in Hong Kong with aim of streamlining the fashion retail experience to the customer through the use of Artificial Intelligence.
4. Southeastern Europe’s Mobile Gaming Company is also using AI to convert players from the free version of its game to paid version.

5. BMW’s has launched AI-enhanced sports car this is designed for those who values exclusivity and early adoption AI technology. The AI enhanced technology first learns about its driver and then automatically systems are adjusted to enhance cabin experience to suit an individual. BMW’s focus on connected cars and technology-enabled cars is to keep its customers brand loyal.

To summarize, AI is most widely used for customer targeting, to get customer insight and thereby anticipating future customer purchase and presenting personalized offers accordingly. It improves upon media buying and monitoring social media comments to determine overall brand affinity and issues. Advancements in Artificial Intelligence are offering companies, better ways to enhance customer engagement, customer experience and brand loyalty.

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As a dual specialisation student in Marketing and HR at IILM Lodhi Road, I have gained valuable academic and industry exposure. From interning with ITC Limited in Marketing to securing my final placement with BlackRock in HR, IILM has supported me at every step. The institute provided me with both theoretical knowledge and practical exposure, which have been instrumental in shaping my professional journey.

Mahima Sharma

PGDM 2024-26

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My placement journey at IILM Lodhi Road has been an incredibly rewarding experience. Getting placed at Aye Finance as a Management Trainee feels like a milestone that wouldn’t have been possible without the constant guidance and encouragement from the Placement Cell and faculty. The mock interviews, resume-building sessions, and one-on-one mentoring truly helped me gain clarity and confidence throughout the process.

Kamakshi

PGDM 2024-26

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My journey at IILM has been truly enriched by the vibrant clubs and committees on campus. From the Marketing Club to the Cultural Club, each platform helped me explore my interests beyond academics. These communities offered hands-on learning, leadership opportunities, and a chance to collaborate with diverse peers. The events, workshops, and competitions constantly pushed me to grow and express myself. Being part of multiple clubs not only boosted my confidence but also shaped my overall personality. IILM’s club culture truly makes every student feel involved,

Naman Saraswat

PGDM 2024-26

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The experiential learning at IILM Lodhi Road has been really valuable for me. The practical sessions and real-life cases made concepts easier to understand, and I was able to apply many of these learnings directly in my family business. This hands-on approach added real importance to my classroom learning and helped me grow both personally and professionally.

Ananya Mukhi

PGDM 2024-26

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I have gained valuable experience as an intern at Deloitte and EY in the HR field, building confidence and a large network through professional and ethical teams. I also received well-rounded training and a hands-on experience in a real-world environment, and faced challenges with support from mentors. These internships provided indispensable skills for their future career.

Ssiya Ratra

BBA 2021-24

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Choosing IILM has proven to be an excellent choice for me, as it has honed my managerial and entrepreneurial abilities over the course of three years. This program offers a well- rounded education, combining practical, industry-specific, and theoretical knowledge, and sets a high standard for education. With the constant mentorship and guidance of faculty members, my transition was smooth and learning was made both interactive and enjoyable. Overall, IILM has provided me with a comprehensive growth experience, balancing skill development and knowledge acquisition.

Khushi Singh

BBA 2020-23

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The SBS program at IILM has given me a wonderful experience. As a final year student, I can say that I’ve learnt a lot about core business administration and management skills. The learning journey has been enhanced via unique methods of teaching inclusive of case studies, company visits and internships. A perfect blend of theory and application.

Hritish Pahwa

BBA 2020-23

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IILM provided a rewarding campus placement experience in the HR domain, where I went through multiple interview rounds that tested my understanding of HR concepts, communication skills, and problem-solving abilities. The process helped me gain confidence and reinforced my passion for talent management and organisational development. I will always be grateful to my professors for being the guiding light and making this journey smooth.

Vanya Madaan

PGDM 2022-24

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The comprehensive curriculum and extracurricular opportunities at IILM Lodhi Road played a crucial role in securing my placement at BlackRock, a leading global asset management firm. I am now part of the APAC Talent Acquisition team and am deeply grateful to my faculty and mentors for their guidance throughout this journey.

Manjri Bansal

PGDM 2022-24

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My overall learning experience at IILM has been truly enriching. The curriculum is well-structured, industry-aligned, and encourages real-world application of concepts. Faculty members are highly supportive, bringing both expertise and a practical approach to every classroom session. The campus environment fosters collaboration, creativity, and continuous growth. From academic learning to personality development, IILM has played a major role in shaping my confidence and career readiness. I’m genuinely proud to be a part of IILM.

Manav Bhure

PGDM 2024-26

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The professors at our college make learning really interesting and practical. They use AI-based tools, real-life examples, and case studies that help us understand concepts clearly instead of just memorising them. Organisational Behaviour was especially engaging because we discussed real human emotions, workplace situations, and relatable examples rather than only theories. The classes are interactive, meaningful, and easy to connect with. Overall, the faculty makes learning enjoyable and helps us apply classroom concepts to real-life situations.

Sanya Singla

PGDM 2025-27

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I had a really insightful industry visit that helped me understand how real business operations work. It was great to see different teams in action and how they coordinate every day. The staff was welcoming and explained everything in a simple, clear way. This visit helped me connect what we study in class with actual industry practices. I also got a better feel of workplace culture and professional expectations. Overall, it was a very enriching and meaningful learning experience.

Deepti

PGDM 2023-25

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The environment at IILM Lodhi Road encouraged me to explore the intersection of data analytics and business strategy, shaping me into a confident and analytical thinker. One of the most impactful experiences during my PGDM was the live project with Havish M Consulting, where I worked on HR Analytics – Attrition Analysis using IBM Attrition Data. Through this project, I developed an interactive Power BI dashboard and applied machine learning models to identify key factors influencing employee attrition. This hands-on experience enhanced my analytical and problem-

Ansh Rastogi

PGDM 2024-26

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Pursuing my PGDM at 1/LM Lodhi Road has been one of the best decisions of my life. The blend of academic learning, live case studies, and industry interactions has prepared me to take on real business challenges with confidence. The faculty here don’t just teach -they mentor. Their constant encouragement has helped me develop a growth mindset and a strong sense of purpose. 1/LM has not only shaped my professional journey but also helped me evolve as an individual who leads with empathy and conviction.

Dhir Luthra

PGDM 2024-26