India is at the epicenter of a transformative marketing technology revolution, powered by Artificial Intelligence (AI). The latest KPMG Global AI Report (2025) sheds startling new insights, positioning India as a global leader in AI adoption, trust, and innovative use cases, reshaping the country's marketing landscape faster and more profoundly than any global counterpart.

India's AI Adoption Boom: Marketing’s New Mantra

India’s love affair with AI in MarTech isn’t just a trend—it’s an unstoppable movement. According to the KPMG report, India emerges as the top global adopter of AI, with a staggering 92% of Indian respondents using AI regularly. This remarkable statistic dwarfs global averages (66%) and significantly surpasses developed markets like the US (53%) and UK (52%).

Why is this happening? Experts attribute this boom to India’s unique blend of a young, tech-savvy population, rapidly expanding digital infrastructure, and marketers’ growing reliance on AI-driven insights to personalize consumer engagement at scale.

"India’s marketers are leapfrogging traditional tools," says Prof. Nicole Gillespie from the University of Melbourne, co-author of the KPMG report. "They’re embracing AI wholeheartedly, and it's reshaping how brands connect with consumers."

AI Trust Factor: Why India Is Different

Globally, trust in AI remains mixed. Yet, in India, trust is remarkably high, with nearly 80% of respondents indicating strong confidence in AI’s capabilities. This optimism contrasts sharply with advanced economies like Germany, France, and the US, where skepticism persists.

Why do Indians trust AI more? Industry analysts believe India’s youthful demographic, eager for digital innovation and improved consumer experiences, fuels this positivity. High trust translates into greater acceptance and integration, pushing Indian marketers into global AI-leadership roles.

Gerard Hassed, co-author of the KPMG report, explains, "India’s positive outlook on AI is fueling accelerated adoption, driving powerful results in targeted marketing and customer engagement."

AI-Powered Marketing: From Efficiency to Personalization

The report reveals AI’s transformative impact on India’s marketing efficiency and personalization capabilities. Indian marketers harness AI to deliver personalized content, product recommendations, and predictive analytics, driving higher conversion rates and unprecedented ROI.

Indian brands—from FMCG giants to startups—are leveraging AI chatbots for customer service, generative AI tools for creating compelling content, and machine learning for advanced data-driven targeting. The results? Exceptional consumer experiences, reduced campaign costs, and significantly higher engagement levels.

"Indian brands see AI not just as a tool, but as a competitive necessity," notes Prof. Gillespie. "This aggressive embrace is setting benchmarks worldwide."

Addressing the AI Literacy Gap: India’s Next Big Challenge

Despite rapid adoption, AI literacy remains a critical gap. The KPMG report indicates about 64% of Indians feel adequately knowledgeable about AI—significantly higher than the global average (52%) but leaving room for growth. India’s MarTech leaders now face a strategic imperative: increasing AI literacy across their workforce and consumer base.

AI training initiatives, both in universities and corporate India, are ramping up swiftly. Leading marketing institutes and tech firms, including IITs, IIMs, and technology giants like TCS and Infosys, are aggressively introducing dedicated AI curricula, workshops, and skill development programs.

"Improving AI literacy is critical to unlocking even greater benefits," says Gillespie. "India is uniquely positioned to lead this global AI literacy drive."

Tackling Risks and Ethical Concerns: India Takes Charge

The KPMG report underscores widespread global anxiety around privacy, cybersecurity, and misinformation associated with AI use. However, India demonstrates proactive leadership in AI governance and ethical practices, acknowledging the risks while maximizing benefits.

Approximately 76% of Indian respondents demand clearer, robust regulation around AI, reflecting widespread public awareness and active engagement. Indian marketers are already deploying stricter data governance, transparency measures, and responsible AI frameworks to manage these concerns effectively.

Gerard Hassed highlights, "India understands that ethical AI usage will ultimately sustain consumer trust, a critical factor for long-term success."

AI at Work: India’s Martech Workforce Transformed

AI’s profound influence on India’s marketing workforce cannot be overstated. KPMG finds that approximately 72% of Indian employees regularly use AI tools in their work—far ahead of advanced economies (49%). The report reveals widespread use of generative AI, predictive analytics, and real-time data visualization, enhancing productivity and innovation in Indian marketing teams.

However, this widespread use also reveals new challenges, including potential over-reliance on AI, reduced interpersonal collaboration, and inadvertent misuse. Indian companies now prioritize developing comprehensive AI governance policies and responsible-use guidelines to balance technology benefits with human judgment and oversight.

"AI isn't replacing marketers—it’s supercharging their capabilities," says Hassed. "But managing AI responsibly is critical."

Future Talent: How India's Students Are Harnessing AI

India’s AI leadership extends into education, shaping the next generation of MarTech talent. According to KPMG’s data, 90% of Indian students regularly utilize AI for their academic tasks, making them among the world’s most proficient future marketers.

This widespread usage significantly impacts their skills, enhancing efficiency, creativity, and innovation. However, over-reliance risks weakening essential skills such as critical thinking and creative collaboration. Educational institutions now grapple with balancing AI-enabled benefits while preserving traditional skillsets.

"India's students are ahead in AI proficiency—but striking the right balance will determine future marketing success," advises Gillespie.

India’s AI-Powered Marketing Future: Bold, Bright, and Boundless

India's rapid and strategic adoption of AI is not merely a technological story—it’s a marketing revolution with global implications. India's marketers, brands, and educational institutions are leveraging AI’s potential far quicker than their global counterparts, setting powerful precedents.

This AI-driven MarTech momentum positions India as not just a global leader but a trendsetter, defining how technology shapes marketing's future. Challenges around literacy, regulation, and responsible usage remain—but India’s proactive stance indicates strong, sustainable leadership.

As the KPMG report illustrates, India’s AI-driven MarTech narrative is a compelling story of bold moves, rapid transformation, and boundless opportunity.

India’s MarTech revolution, fueled by AI, isn't just thriving—it's rewriting global marketing rules.