AI can no longer be ignored in terms of a marketing tool, can you elaborate more how it can blend with more traditional methods?
AI is not here to replace traditional marketing—it’s here to enhance it. AI’s real power lies in its ability to process vast amounts of data and surface actionable insights at scale, something traditional methods alone can’t achieve efficiently.
AI can no longer be treated as just another tool in the marketing toolkit, it’s becoming a fundamental capability that transforms how we approach marketing. The most effective strategy isn’t replacing traditional methods with AI but blending them to create something more powerful than either approach alone. At its core, marketing is still about storytelling, empathy, and human connection. What AI brings is speed, scale, and precision.
The future is about human-AI collaboration, where marketers use AI to optimize campaigns, personalize experiences, and measure ROI, while still leveraging the storytelling and relationship-building strengths of traditional marketing. For example, a national TV or print campaign can be fine-tuned by AI-driven analytics: machine learning can identify which audiences respond best to certain messages and suggest timing or placement adjustments. Meanwhile, creative teams use that insight to craft on-brand storytelling and memorable hooks. In practice, Sprinklr’s platform unifies channels – social, advertising, customer service, and even in-store feedback – so that AI can correlate online trends with offline actions.
The real opportunity? AI helps marketers act on real-time sentiment, behaviour, and even intent across channels. Blending AI with the art of marketing to create experiences that are not just efficient, but also deeply human.
Generative AI has been the latest trend to sweep the market, but it is being used and overused not always to most efficient results. How can brands use it while not diluting their image and core tenets?
Generative AI’s rise is undeniable. McKinsey estimates that it could add $4.4 trillion annually to the global economy, with marketing and sales among the top beneficiaries.
Gen AI is a powerful tool, but like any tool, it needs to be used thoughtfully. The risk brands face is losing their unique voice or authenticity by over-relying on AI-generated content without proper oversight.
To avoid diluting brand identity, companies should establish clear brand guidelines for AI use-defining tone, style, and messaging parameters. Human review remains critical to ensure the content aligns with brand values and resonates emotionally with audiences. The most successful brands use AI to augment their creative teams, enabling faster ideation and personalisation, without sacrificing the unique qualities that define their brand.
Research shows that brands combining AI with human creativity see up to 30% faster content production cycles, but those who neglect oversight risk eroding trust. The key is to use generative AI to amplify, not replace, brand storytelling. Brands should leverage AI for efficiency and scale but maintain rigorous quality control and ensure every output reflects their core tenets.
At Sprinklr, we view generative AI as an augmentation of human creativity rather than a replacement. It helps scale content creation and experiment rapidly, but the strategic vision and emotional connection must come from people. Brands that strike this balance will harness AI’s efficiency without compromising their core tenets.
Digital space is now where almost everything gets played. And brands are trying anything and everything just to attract eyeballs. Are there any dos and donts in terms of how brand should act in the digital sphere?
The digital landscape is crowded and competitive, but brands must resist the urge to chase every trend. AI is transforming marketing, but it’s not a silver bullet. Brands must focus on relevance, authenticity, and value. In today’s digital landscape, visibility is cheap, but trust is expensive. The brands that stand out aren’t the loudest, they’re the most consistent, relevant, and human.
Don’t resort to clickbait, intrusive ads, or tactics that compromise user privacy. Research says that AI-driven ad buying is quickly becoming the norm but warns that “brands must maintain transparency and control to avoid reputational risks.” The best brands use AI to deliver personalized, respectful experiences and build long-term relationships, not just short-term attention.
A key “do” is to invest in omnichannel consistency—ensure your brand voice and values are reflected across every digital touchpoint. A key “don’t” is to ignore feedback or automate away the human element. Brands that balance automation with empathy outperform those that don’t.
Smart automation, when used right, doesn’t replace the human element—it enhances it. By offloading repetitive, time-consuming tasks like tagging content, scheduling posts, or handling basic queries, AI allows marketers to spend more time on what matters: storytelling, strategy, and meaningful engagement. AI can also act as a bridge, helping brands scale their presence without losing their personality. Automation tools streamline publishing and engagement across social platforms—freeing teams to focus on creative campaigns and deeper interactions with core customers.
It is often forgotten that, brands, away from the digital element also offer customer experience and this is where loyalty gets built. Any two cents about this?
Digital is just one part of the customer journey. As I shared earlier, true loyalty is built on consistent, positive experiences—both online and offline. Sprinklr’s research shows that 80% of consumers say the experience a company provides is as important as its products or services. AI can help unify these experiences by providing a single view of the customer, enabling brands to anticipate needs and personalise service.
Customer experience isn’t limited to digital platforms. It’s the sum of every interaction a customer has with your brand, whether online, in-store, or after a purchase.
However, technology should never replace genuine human connection. The most beloved brands are those that use digital tools to empower their teams, not distance themselves from customers.
For example, AI can flag at-risk customers or surface upsell opportunities, but it’s the empathetic response from a human agent that cements loyalty.
Brands that blend digital efficiency with human warmth see higher retention and advocacy rates.
As generative AI enters creative spaces like fashion, advertising, and content production, it’s raising new ethical questions—particularly around consent, identity, and transparency. How should brands navigate these challenges as the technology continues to evolve?
Ethics must be at the heart of any AI strategy. As Harvard Business Review and McKinsey emphasize, brands need robust governance frameworks to ensure responsible AI use. This includes transparency about when AI is used, obtaining consent for data usage, and respecting intellectual property. For example, Sprinklr has implemented strict guidelines for AI-generated content to ensure it meets our standards for accuracy, fairness, and brand safety.
McKinsey’s research suggests that companies with strong ethical AI practices are 1.5x more likely to build customer trust. Brands should regularly audit their AI systems for bias, involve diverse teams in AI development, and educate stakeholders about responsible use. Ultimately, as generative AI becomes more pervasive, the brands that lead with integrity and transparency will be the ones that earn lasting loyalty.
At Sprinklr, we believe in Responsible AI — AI that empowers creativity but doesn’t compromise human dignity. We help brands build internal guardrails so they can innovate without losing sight of who they are, or who they’re serving.
