DIGITAL MARKETING
SHARP CURVE IN SOUTH ASIA
Sanjeewaka Kulathunga takes note of how AI is transforming marketing today
With extensive smartphone use, the rapid rise of short form videos and a highly price sensitive audience, businesses in South Asia are realising that the future of marketing depends on AI systems that are adaptable, affordable and localised.
The region’s marketing environment is transforming at a remarkable speed; and they’re aligning with the global surge in artificial intelligence while developing distinct regional characteristics.
This evolution marks a shift from traditional campaign centred marketing to continuous AI driven customer engagement that learns and personalises in real time.
A key driver of this transformation is personalisation at scale. Leading e-commerce platforms such as Flipkart and Amazon India employ advanced machine learning (ML) algorithms to create individualised shopping journeys.
These tools analyse browsing behaviour, purchasing history and contextual factors – for example, location and device – to present customised offers and product recommendations.
Such efforts have increased customer engagement, repeat purchases and conversion rates, and reduced acquisition costs. Personalisation offers a competitive advantage and is essential to customer retention.
GENERATIVE AI Another emerging trend is conversational commerce that allows customers to interact and transact directly within messaging apps and super-app ecosystems.
As users across South Asia spend more time on WhatsApp, Telegram and local chat platforms, businesses have integrated their services into these digital spaces.
For instance, the partnership between JioMart and WhatsApp allows users to browse, order and pay directly within a chat interface. AI chatbots guide consumers through the process and permit small retailers to expand digitally without building their own apps.
This model resonates especially in India and Bangladesh, where chat based interactions are more intuitive than navigating complex e-commerce sites.
Artificial intelligence is also revolutionising content creation and creative automation. Generative AI tools now produce localised ad copy, video scripts, product descriptions and even artificial intelligence generated visuals tailored to specific markets.
Beyond content, AI has become vital to operations and logistics by directly shaping the customer experience. Quick commerce and food delivery services such as Swiggy apply artificial intelligence at every operational level from predicting spikes in demand, and optimising delivery routes to managing inventory and suggesting personalised bundles.
These intelligent systems make services faster and more reliable, turning operational precision into a marketing advantage. Efficient delivery and personalisation reinforce trust and loyalty, and demonstrate how operational AI supports brand reputation.
NOT BY BOTS ALONE However, the region also faces major challenges. There’s a shortage of skilled professionals in machine learning operations (MLOps), data engineering and AI ethics.
Many enterprises operate with fragmented data infrastructure and face inconsistent privacy regulations across borders. And ethical issues such as algorithmic bias, lack of transparency and limited digital literacy call for caution.
So leading businesses are adopting governance focussed approaches that prioritise clear consent models, responsible data use and human oversight. Successful marketers tend to begin with one or two high value AI applications, carefully measure their impact and scale responsibly.
For marketing leaders, several strategic practices are becoming standard. Building a unified consent based data system that merges identity, transaction and behaviour data is essential.
By beginning with pilot AI projects such as customer service chatbots or loyalty programmes, teams learn quickly while minimising risk. Working with local AI vendors ensures cultural and linguistic relevance.
Investing in internal MLOps and ethics teams helps maintain fairness, transparency and model accuracy. Success metrics should prioritise business outcomes such as lifetime value, repeat purchase rates and customer acquisition costs, rather than only algorithmic performance.
Artificial intelligence has moved from experimentation to necessity in South Asian marketing. The region’s innovators are proving that scale and localisation can coexist when guided by ethical and cultural awareness.
Businesses that treat AI as an intelligent partner by combining automation with human insight will shape the next phase of digital marketing growth.
Those that see it as merely a cost cutting tool risk falling behind competitors who understand its real promise – turning raw data into adaptive human centred intelligence that deepens engagement and drives sustained value.
Operational AI supports brand reputation
