New Delhi, April 20 -- Nearly four years ago, Jaquar Group launched a series of ads about an entirely new business it had entered: lights. For a company synonymous with bathroom fittings, it was a difficult campaign to pull off. The ad campaign-a series of videos depicting people expecting bathroom fittings in unusual spaces only to be surprised by Jaquar lighting instead-went on to win several awards.

But now, as Jaquar pushes ahead with its global ambitions, it is navigating a marketing landscape increasingly disputed by artificial intelligence (AI). The situation is complicated by a unique feature of Jaquar's core industry, where sales are made not directly to customers but via an extensive dealer network.

Sandeep Shukla, vice-presid...