Tanishq leverages AI to slash customer acquisition costs by 38% 

The brand continues to innovate with AI in other fields of operations across its communication and retail platforms, particularly evident in its campaign for the ‘Utsaah’ collection 

MUMBAI: Tanishq has made efforts to harness the power of artificial intelligence to enhance its operations which has yielded results, significantly reducing customer acquisition costs by 38%. This achievement was highlighted by Bhaskar Ramesh, Director of Omnichannel Businesses at Google India, during his presentation at the India D2C Summit 2024 on Wednesday. 

In his session titled “AI in D2C Retail: Focus, Not Frenzy,” Ramesh emphasized the transformative potential of AI in the retail sector. He noted that Tanishq has implemented AI-powered omnichannel solutions, allowing the brand to deliver a seamless shopping experience across both online and physical stores. This integration has resulted in a notable 26% impact on store sales attributed to Google AI technologies. 

“Tanishq’s approach illustrates how AI can not only optimize customer acquisition but also enhance overall retail performance,” Ramesh stated. He underscored that AI is fundamentally changing the retail landscape, focusing on three key use cases: improving customer experiences, enhancing productivity, and boosting enterprise effectiveness. 

Tanishq continues to innovate with AI in other fields of operations as well. Recently, the brand has embraced artificial intelligence (AI) and technology across its communication and retail platforms, particularly evident in its campaign for the ‘utsaah’ collection. When asked how the brand integrates tech in such an aspirational and emotionally driven category, the team emphasized their focus on storytelling. 

“It’s exciting to move beyond traditional 35-second ads by utilizing long-form storytelling, short-form content, and innovative tech like AI. We see AI playing a significant role in enhancing our content creation and distribution,” said Krishnaswamy, General Manager, Tanishq Marketing. 

 
 
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