India, Oct. 3 -- Consider an e-commerce platform like Amazon that presents product recommendations aligned with user preferences before a search is initiated. Or a streaming service like Netflix that suggests the next viewing option before the current selection concludes. These are not accidental experiences-they are driven by Artificial Intelligence (AI), which is transforming how brands engage with consumers.

AI has evolved from a background function to a central component of customer engagement. It enables organisations to analyse, anticipate, and respond to consumer behaviour with increasing accuracy. Today, AI not only powers operational processes but also redefines how brands interact with customers, shifting from generic messaging...