New Delhi, July 7 -- AI adoption among Indian marketers is rising sharply, but the real competitive advantage may come from something more foundational: unified customer data.

Salesforce, which released the India findings from the tenth edition of its State of Marketing report, said 81% of marketers in India have adopted AI. However, the report also underlines a clear challenge. AI-led personalization cannot scale effectively unless marketers have access to clean, connected and usable customer data.

The findings are based on a double-anonymous survey conducted between October 8 and November 17, 2025. The global survey covered 4,450 marketing decision makers, including 250 respondents from India.

The report suggests that the problem is ...