Over the last year, Indian marketers have shifted from experimentation to serious scale in AI adoption. What once looked like a scattered set of pilots has turned into a systematic overhaul of marketing operations, with teams adding a new layer of AI tools to their stack without making too much noise about it. These tools are not replacing the core CRM or the CDP. Instead, they are quietly filling the operational gaps that slow campaigns, complicate personalisation, and drain productivity.
The result is a new workflow where creative, data, media, and content teams are increasingly working alongside AI agents, copilots, evaluators, and automation tools. While the headlines are often about the larger platforms, the most interesting action is in the tools that sit in the middle tier of the MarTech stack. These are the tools that Indian marketers have started using every day to brief, create, optimise, tag, analyse, and ship campaigns faster.
Below is a list of the AI tools that have become quietly influential in the Indian marketing ecosystem, many of them adopted faster than anticipated at both enterprise and high growth companies.
1. Writer and Jasper for Creative Workflows
Most Indian brands now run some form of creative AI in the content pipeline. Writer and Jasper have become common tools across BFSI, e-commerce, and consumer brands because they help reduce the turnaround time for social copy, email variants, blog drafts, and performance ad copy. These tools give teams the ability to create hundreds of variations that can then be shortlisted and edited by human creators.
A content head at a large e-commerce brand recently noted that these tools have become part of their “always on” workflow because they solve the problem of creative fatigue. The tools are also widely used by agencies that now integrate them directly into their revision and concepting cycles.
2. Synthesia and Rephrase for Video Automation
AI video creation is no longer a niche experiment. Teams at D2C brands, fintech companies, and digital agencies use tools like Synthesia and Rephrase to produce short videos for onboarding, explainers, and product education. Instead of setting up a full production, marketers can generate studio quality videos using avatars, virtual presenters, and templated brand environments.
The biggest use case is not advertising, but education. Customer success teams and performance marketing managers increasingly rely on AI generated walkthrough videos, especially in categories like finance, health, and direct to consumer electronics. It has reduced the dependency on long and expensive shoots, making video a more repeatable asset category.
3. Mutiny and Lift AI for Conversion Intelligence
Indian marketers have quietly embraced AI driven website personalisation. Mutiny and Lift AI are now being used in SaaS, BFSI, and EdTech for conversion uplift through personalised landing pages, intent scoring, and page level optimisation. These tools detect visitor intent, segment behaviour dynamically, and serve variations most likely to convert.
The shift has been rapid because Indian marketers are no longer satisfied with static landing pages. Personalisation at the ad and email level had already matured. The missing layer was the website experience. With these tools, brands are now seeing improvements in conversion rates without needing to rebuild entire funnels.
4. Lang AI and Forethought for Customer Support Automation
Support teams in India are increasingly adopting AI agents that classify tickets, generate responses, and automate the resolution workflow. Lang AI and Forethought are two tools that have grown quietly across sectors like consumer electronics, travel, and e-commerce. These tools help brands reduce average handling time and provide consistent responses across channels.
The biggest advantage is the ability to detect sentiment, issue type, and priority automatically. Support workflows that earlier took hours now move in minutes. This is especially important for large scale brands managing thousands of daily queries during high traffic events.
5. Notion AI and ClickUp AI for Marketing Operations
Marketing operations teams have been early adopters of workflow automation. Notion AI and ClickUp AI are being widely used to automate meeting notes, summarise campaign reports, and break down complex projects into task lists. CMOs and functional heads often use these tools to maintain clarity across multi team initiatives that involve creative, media, data, and product teams.
These tools have become the invisible backbone of many large marketing teams. They help maintain velocity and ensure teams do not lose time in handoffs. In many cases, project managers call them their most used tools, often more than the CRM or the email platform.
6. Pudding and Impact for Influencer Intelligence
Influencer marketing has now become a performance channel. Tools like Pudding and Impact have become popular among Indian brands because they help evaluate influencer authenticity, detect fake followers, track conversions, and manage payouts. With the rise of short form video consumption, marketers need analytics that go beyond follower count and engagement rate.
These AI tools analyse audience quality, sentiment patterns, brand affinity, and content style to predict which creators will drive the highest conversion. They also help marketers identify new creators who may not have large audiences, but have high influence in specific micro categories.
7. Descript for Audio and Podcast Content
Brands and agencies that produce audio content have embraced Descript for editing, cleanup, transcription, and overdub. This tool has become a favourite because it cuts down the editing time for podcasts, webinars, and interviews. Its AI powered filler removal, background noise cleanup, and voice cloning features add speed without compromising quality.
Several Indian agencies that manage branded podcasts say that Descript has brought discipline and consistency to the audio production workflow, especially for clients with aggressive weekly publishing cycles.
8. Perplexity and Harmonic for Market Intelligence
AI powered research tools have become a staple for strategy and planning teams. Perplexity and Harmonic are being used to extract competitive intelligence, analyse categories, map companies, and identify emerging signals in consumer behaviour. These tools have helped reduce dependency on large desk research teams, without compromising the depth of insights.
For CMOs, the value lies in getting a synthesis of trends and signals that can be immediately applied to campaign planning and customer journeys. These tools act as an early radar, helping brands stay ahead of shifts in the category.
9. ElevenLabs for Voice Generation
With short video and snackable content rising sharply, brands are experimenting with voice AI for vernacular content. ElevenLabs is commonly used to generate voiceovers in multiple Indian languages for reels, app videos, and call center scripts. The ability to switch between voices, tones, and speeds makes it ideal for marketers targeting regional audiences.
It has also helped streamline the production of multilingual creative, especially for national campaigns where teams need twenty or more language variants quickly.
10. Zapier AI and Make AI for Workflow Automation
The quietest adoption has been in automation. Zapier AI and Make AI are now standard tools in sophisticated marketing teams. They automate reporting, lead routing, tagging, enrichment, personalisation triggers, and CRM workflows. These tools help unify systems that would otherwise remain disconnected.
Many Indian brands now use AI assisted automation to reduce data errors, speed up campaign activation, and improve attribution reporting. The shift towards automation is happening in the background, but it is reshaping how marketing teams operate day to day.
These ten tools are not replacing the core stack. They are making it faster, more intelligent, and more efficient. The next phase of Indian marketing will not be shaped only by the large platforms, but by these mid layer AI tools that quietly reshape how work gets done. The teams adopting them early will move faster, scale better, and compete more effectively in a market where speed converts directly into revenue.
Disclaimer: All data points and statistics are attributed to published research studies and verified market research.
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