Marketing’s new puppet master: Influencing the shopper choices with AI personalisation

Imagine logging into Myntra and instantly seeing outfits that match your style, size, and even the latest trends—without having to search for them. Whether it’s a limited-time discount on a brand you love or a nudge about the perfect accessories for your recent purchase, it feels seamless and intuitive.

But it’s not luck—it is AI-driven personalisation in action.

In 2025, AI isn’t just transforming marketing; it is reshaping the entire shopping experience. In India, where digital-first consumers crave hyper-personalised interactions, AI-powered marketing is turning casual browsers into repeat customers, giving brands an edge in an increasingly competitive space.

A game-changer?

AI-driven personalisation is becoming a key feature for India’s top fashion and lifestyle platforms. Their AI algorithms analyse customer behaviour—browsing history, purchase patterns, body measurements, and even colour preferences—to offer curated fashion recommendations that feel tailor-made for each shopper.

But a few platforms take it a step further. Their AI-powered style assistants help users mix and match outfits based on their wardrobe history, making it easier than ever to build a personalised fashion statement. These shopping assistants are emerging game changers. No more endless scrolling—just the right outfit at the right time.

And the impact? Personalised recommendations drive a significant portion of its revenues, proving that customers are far more likely to shop when they feel understood.

Fashion is not the only industry where brands are looking at leveraging AI-powered personalisation. Across industries, brands are harnessing AI to craft hyper-personalised experiences.

For instance, Starbucks suggests drinks based on past orders, weather conditions, and even the time of day, boosting customer retention. Netflix curates content recommendations so precisely that 80% of what users watch comes from AI-powered suggestions. Nike leverages AI for custom sneakers and workout plans, making every customer feel like a very important person (VIP).

According to a SurveyMonkey report, 88% of marketers now integrate AI into their strategies, proving that personalisation is no longer a bonus—it’s the new standard.

Why personalisation works

Consumers expect brands to ‘get’ them. And when they do, the results speak for themselves. 80% of businesses report increased customer spending when personalisation is implemented.

Personalised experiences lead to 38% higher spending per consumer. 52% of consumers report greater satisfaction when interactions feel tailored to them. In an age where attention spans are fleeting, AI-driven personalisation ensures brands don’t just capture attention—they hold it.

However, it is not all smooth sailing. While consumers appreciate convenience, they are also increasingly concerned about the privacy of their data.

A Contentful study found that only 37% of customers fully trust companies with their sensitive, personally identifiable data. For India’s fashion and lifestyle e-commerce brands, the key is transparency. Striking a balance between hyper-personalisation and ethical data use will be essential in maintaining customer trust and long-term loyalty.

2025 and beyond

The future of AI-driven personalisation is even more exciting. Gartner predicts that by 2025, 30% of outbound marketing messages from large brands will be synthetically generated by AI.

That means AI won’t just personalise experiences—it will create them. Think AI-generated video ads tailored to individual viewers, real-time dynamic pricing, and virtual shopping assistants that predict fashion trends before they even hit the runway.

Lastly, AI-driven personalisation is no longer a luxury; it is the standard today. It is not just a marketing strategy; rather, it is a new normal. Brands that embrace AI-powered, seamless, hyper-personalised experiences will lead the pack, while those clinging to one-size-fits-all marketing will fade into irrelevance.

As we step deeper into 2025, one thing is clear: The future of marketing is not only digital—it is deeply personal. And AI is making it happen.

— Kavita G Rao, chief marketing officer, Findability Sciences.