India, May 28 -- Experimentation is a crucial part of marketing teams at Indian startups for customer acquisition, experience, journey, and retention. With AI, this workflow has been accelerated. Speaking at the third edition of Inc42's AI Summit, 2026, Zepto's chief growth officer Divesh Sawhney noted that AI-powered experimentation has become deeply embedded in the quick commerce company's growth playbook, especially as customer acquisition costs continue to rise.

He added that AI has helped Zepto evaluate campaigns more rigorously through continuous experimentation frameworks instead of relying on vanity metrics.

"AI helps us scale experimentation much faster. but the real impact is visible on the backend through customer feedback, r...