In 2024, WebEngage has strategically harnessed AI-driven tools to personalize customer journeys across a range of industries, boosting customer engagement and driving marketing ROI. Raahul Seshadri, Director of AI & Tech at WebEngage, shares insights into how AI-powered solutions have enabled brands to scale hyper-personalized experiences and achieve measurable success in customer retention. From e-commerce to healthcare, the company’s use of predictive analytics and real-time data insights has resulted in improved marketing ROAS and elevated customer lifetime value. Seshadri also discusses the ethical considerations of generative AI and shares his vision for how AI will continue to reshape marketing strategies in 2025.

How has your brand used AI-driven tools in 2024 to personalize customer experiences and drive engagement, and what measurable impact has this had on your marketing ROI?
In FY 2024, WebEngage utilized AI-driven tools in order to power hyper-personalized customer journeys across the multi-touchpoints, enabling scale for brands to deliver individualized experiences. We assisted businesses in e-commerce, edtech, fintech, foodtech, media & publications, gaming, BFSI, healthcare, and online retail, amongst others, to enhance engagement and retain customers by leveraging the use of predictive analytics, dynamic segmentation, and real-time data insights. This led to significant improvements in marketing ROAS for our clients as several of them were able to achieve impressive repeat purchases with a high rise in customer lifetime value.

With the rapid evolution of generative AI, how have you ensured ethical use of AI in your marketing campaigns while maintaining transparency with your audience?
We prioritize the ethical use of generative AI by ensuring all campaigns are rooted in transparency, data privacy, and user consent. Our AI-driven solutions are designed to enhance bespoke experiences while adhering to strict compliance standards, promoting trust between brands and their audiences. We believe that businesses should be supported for meaningful customer engagement and customized solutions to sustain the long term of customer relationships. Because of this, we try to ensure stability to the business while offering a comprehensive approach in our digital marketing campaigns.

Looking ahead, what trends in AI do you anticipate will shape your marketing strategy in 2025, and how are you preparing to stay ahead in this transformative space? How will AI transform the marketing sphere?
At WebEngage, we’re leveraging AI to deepen customer insights, automate decision-making, and enhance retention strategies across multiple touchpoints. However, while crafting the strategies we are not over-selling the products and services. AI will play a significant role in defining marketing strategies in 2025 through hyper-personalization, predictive analytics, and real-time customer engagement. We are empowering brands to stay ahead in this transformative space by integrating AI-driven data intelligence into our Retention Operating System and delivering meaningful experiences that resonate with each of the customers.