How Info Edge India is leveraging GenAI to achieve efficiency

Info Edge India, a homegrown internet company, was at the forefront of disrupting India's online industry in late 90s, with the launch of Naukri.com in 1997. Almost three decades later, it is keeping up with its tradition of adopting technology early on and pro-actively experimenting with the new-age trends to strengthen its line-up of products and services.

Group chief marketing officer Sumeet Singh told Campaign that the Sanjeev Bikhchandani-led company started working with generative artificial technology (gen AI) last February. Since then, it has been through a learning curve as it tried to match paces with constantly evolving technological changes. This includes introducing Naukri 360, a comprehensive career tools platform as one of its gen AI-powered initiatives.

“Some of the experiments have failed, a lot have worked; that’s really our culture. Our science and tech teams are working of large language models (LLM). We are using gen AI tools in lot of our functions, which has helped us in reducing the turnaround time,” she informed.

The marketing professional, who is on the verge of completing two decades at the pure-play internet firm, also shared that every business vertical has its own marketing unit that is completely aligned to company’s overall goals. “We’re not really viewed as a support function; we are viewed as a core member of the collective team," she maintained.

While asserting her approach to making limited, yet judicious, choices that can leave an impact, Singh also stated content marketing as her go-to strategy. She believes it has become unavoidable and is the default pick in a marketer’s playbook these days.

From discussing Info Edge's latest work with Disney Hotstar in the OTT space, to creating internal cohorts for in-depth research amongst teams, Singh discussed several topics with Campaign. This included why there’s a need to follow the consumer and how working on a variety of brands in recruitment (Naukri), education (Shiksha), match-making (Jeevansathi) and real estate (99acres) categories, gives an edge to her long-standing stint at the large-cap company, which has a market capitalisation of INR 97,932 crore.