At the Pitch CMO Summit 2025, held on June 5th at The Leela Ambience, Gurugram, a lively panel unfolded on the theme “CX and Innovation: Building Emotional Connections.” With experts from food, fashion, and tech coming together, the session, moderated by Shantanu David, Special Correspondent, exchange4media, explored how AI is transforming not only the way brands communicate but also how they forge genuine, human-centric bonds with their consumers.
Kicking off the discussion was Nisha Khatri, Head of Marketing at Libas, who brought in the fashion perspective with sharp clarity. “AI is now omnipresent—our challenge isn’t whether to use it, but how well we can integrate it across all touchpoints: online, offline, QuickCommerce, and even in-store,” she said.
Khatri explained how Libas uses customer data to personalize journeys on its website, tailoring messaging around everything from pricing preferences to regional festivals. However, she also sounded a note of caution about the use of tech in physical retail environments. “In India, AR and VR in offline stores haven’t quite taken off. The customer isn’t always familiar with the tech, and unless we invest in educating them, these tools can become more intimidating than helpful.”
Picking up from food’s corner, K Ganapathy Subramaniam, Chief Marketing Officer at LT Foods, spoke about how Daawat has embraced AI to enhance culinary experiences. “I sell rice for a living, but with AI, we’re now selling stories and memories around food,” he shared with a smile.
The brand’s World Biryani Day campaign, which allowed users to virtually cook with celebrity chef Sanjeev Kapoor, was one such example. “From scanning QR codes on the pack to accessing hundreds of regional recipes, we’re using AI to let people express themselves through food—without taking away the joy of doing it themselves.”
Representing a more tech-driven approach, Arvind Sabharwal, Business Head of On Package Advertising at Amazon, explained how the e-commerce giant is redefining personalization at scale—starting with the packaging. “Unboxing is an emotional moment,” Sabharwal noted. “We’re using that window of high intent to deliver hyper-personalized ads based on region, demographic, or even weather.”
He shared a campaign example with Godrej Properties, where Amazon created different packages for Pune and Kolkata, aligning color palettes and messaging to the respective brand identities and consumer psychographics. “This isn’t about interrupting the experience—it’s about enhancing it when the customer is most engaged.”
Arnab Choudhury, General Manager - Marketing at Catch Salt & Spices, DS Group, took the personalization conversation into the kitchen—quite literally. “We’ve always been in the hyper-personalization business—our products allow you to adjust a single dish to individual preferences,” he said.
At a campaign level, Choudhury highlighted an AI-powered monsoon activation where media budgets dynamically shifted based on real-time rainfall data across regions. “Whether it’s tweaking communication or innovating with product variants, AI helps us adapt to taste—both literally and metaphorically.”
As the conversation evolved, the panel began to question where the line lies between personalization and intrusion. “There’s a fine balance between being relevant and being creepy,” said Choudhury. “We personalize within constraints, especially in FMCG. Four versions of garam masala might sound basic, but each is backed by insights.”
Khatri concurred, adding that at Libas, personalization is always intentioned around empathy. “We aim to be intuitive, not invasive. For instance, for Mother’s Day, we use data to tailor offers online—and then extend the experience offline with mother-daughter events at our stores.”
Sabharwal emphasized that personalization must also be frictionless. “On-package QR codes now serve as doorways to immersive VR experiences,” he said, referencing Amazon’s global campaigns where users could see themselves in festive avatars. “But the tech must make the user feel empowered, not overwhelmed.”
Subramaniam echoed that thought, pointing out that AI should be used to facilitate creativity, not replace it. “Nobody knows how to cook 300 biryanis—but with the right tools, we can help people try a new one every day.”
As the panel wrapped up, the focus shifted to what’s next for customer experience. “Predictive customization is the future,” said Khatri. “The aim is a seamless, unified brand voice across platforms.”
“True customer experience,” added Subramaniam, “is when users don’t just consume your product—they co-create the journey with you.”
“You can’t fake emotional resonance,” concluded Choudhury. “AI is a powerful engine, but the heart still needs to be human.”
You can watch the complete interaction on YouTube.
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