Artificial intelligence is no longer limited to software or search engines. It is inside your kitchen, embedded in your air purifier, and driving how companies speak to you. In this exclusive conversation with MartechAI.com, Pooja Baid, Chief Marketing Officer at Versuni India, offers an inside view of how a legacy brand is using AI across product design, customer engagement, and marketing strategy.

From connected appliances that adapt to user behavior to personalized CRM journeys and predictive analytics for demand forecasting, Pooja shares how Philips is navigating the MarTech and AI shift with purpose, not just hype.

Excerpts:

Q: There has been a surge in marketing tools and AI platforms. How are you using them to enhance engagement?
The real challenge today is not about reaching more people. For a brand like Philips, that part is relatively easy. The more important task is to free up time and focus from repetitive work so that teams can think about deeper, more human problems.

One tool we use is pitch.com, an AI-powered presentation builder. I do not make customer pitches myself, but our sales team does every day. Instead of relying on marketing for each pitch deck, they now input basic details about the customer and objective, and the tool creates a tailored presentation. This saves time and helps both sales and marketing focus on strategy and delivery.

Q: Many brands use AI to identify and reach new audiences. Are you not missing growth opportunities by not doing that?
Philips is India’s largest consumer appliances brand. Our growth strategy is different because we are not chasing awareness. Our aided awareness is over 99 percent, and our spontaneous awareness is more than 80 percent. That is extremely rare, even for large legacy brands.

We are not trying to introduce Philips to the consumer. We are trying to make our message more relevant to each segment. That is where AI becomes important. It allows us to take the same product story and frame it differently for different users. It is not about reach. It is about persuasion.

Q: So you use AI mainly for personalization and message tuning?
Yes. I look at AI as a tool for sharper persuasion. We use it to segment consumers better and tailor messages that feel more specific to their behavior, needs, or intent. For example, a proposition can be crafted to look and feel different depending on whether it is being presented to Brij or to Anupama. Same product, different framing.

Q: What is your view on personalization in marketing today?
I often tell my team that personalization without purpose is just noise. Sending an email that says “Hi Pooja” is not personalization. That is superficial. Real personalization is when the product or service understands your behavior and adapts to it in a meaningful way.

For example, our air purifiers come with night mode. Over time, we noticed that users tend to switch this mode on at a specific time. We upgraded the product to detect that pattern and either automate the switch or prompt the user with a suggestion. That is meaningful. That makes the device feel like a part of your life, not an added task.

Q: Are you applying similar thinking to CRM and customer journeys?
Yes. We personalize CRM communication based on usage patterns, but the bigger opportunity is at the product level. Many of our devices are connected. They learn how you use them, and we use that data to deliver a better experience.

For example, if your usage of an air fryer suggests a pattern, we can help you cook more efficiently or use less energy without changing your outcome. We are also doing A/B testing on different messages for different cohorts, but that is fairly standard. What sets us apart is our ability to personalize at the hardware level.

Q: Any examples of AI-powered tools you have built in-house?
We built a tool called Empathy. It solves a problem many people have experienced. You call customer care, the call drops, and when you call back, you have to repeat your issue from the beginning.

Empathy detects if you have called within the past 24 hours and automatically routes you to the same agent. It saves time and frustration, especially when you are already unhappy. It is a simple idea with a big impact.

Q: Let’s talk about forecasting. How are you using AI to predict demand surges?
We started using AI and machine learning for supply chain and forecasting even before I joined. Our products have many components. Some are imported, others have long lead times. Accurate forecasting is critical.

We use historical data to identify patterns and connect every node from raw material to final delivery. Our forecast accuracy allows us to maintain fill rates above 95 percent with our major customers. That means we deliver the right product at the right time in full. That kind of precision is only possible with intelligent prediction.

Q: Where do you see the future of AI going in the home appliance industry?
The first trend is wider adoption of smart appliances. Today, only a few premium products are app-operated or voice-enabled. In the future, this will be standard. More devices will become intuitive and responsive.

The second big trend is energy optimization. AI will not just help appliances perform tasks. It will help them perform those tasks using the least possible energy. If you can cook the same meal at lower temperature and shorter time, why not let the appliance suggest that? This is where AI will quietly change both behavior and environmental impact.

Q: Your products have been featured on shows like MasterChef Australia. How does content marketing fit into all this?
We were proud to see our air fryer featured on MasterChef Australia. Interestingly, Philips India sponsors the show. The Indian audience actually watches MasterChef Australia more than the Indian version.

What I liked was that the product was not shown in an ad. It was part of the cooking process. That is what content marketing should be. The product becomes a character in the story. It proves itself without hard selling.

Q: Lastly, what is your advice for marketers trying to embrace MarTech and AI today?
Start with the problem, not the tool. If you do not know what you are trying to solve, no AI platform will help. Ask what value you are adding to the customer. If the answer is unclear, go back and rethink.

AI should not be added for the sake of it. It should simplify something. For the customer. For your team. For the business. Only then does it become powerful.