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Var Speak
Epson Embraces AI to Make Marketing More Intelligent, Predictive and Relevant
TUSHAD TALATI Director- Brand & Communication Epson India Evolving Marketing Strategy for the AI Era AI is changing Epson’s marketing in many ways, and we are looking at different ways to harness its benefits. The first and most obvious is that AI is changing how people discover our brand. People are increasingly asking AI platforms questions rather than simply typing keywords into a search engine. This means our marketing has to think beyond traditional SEO and consider how Epson and our products are represented in AI-generated answers. Being visible and credible in these new search environments has become an increasingly important part of brand building and demand generation. The creative process is changing too. AI allows us to take a core idea and quickly develop different messages and executions for different audiences. We operate with a relatively lean marketing team supported by a network of specialist agencies, so AI is also becoming an important enabler in the way we work. We are using it across creative strategy, content, PR, marketing communications, web and technology-related activities. As we move forward, we are looking to use AI to understand customers better and make better decisions. For example, we want to bring together signals from website behaviour, search, content engagement, CRM and other interactions that previously sat in different places. If someone is researching high-volume printing, repeatedly looking at cost-per-print information and downloading product specifications, that should tell us much more about their intent than simply knowing they are an SMB customer. We can use those signals to make our communication more relevant and, through Account-Based Marketing, identify high-value businesses and tailor our approach around their specific needs. The next step is to move from understanding behaviour to predicting it. AI should help us identify which customers may be ready for an upgrade, which prospects are more likely to convert, or where an emerging demand may be developing. That can influence not just marketing, but where sales focuses, which partners we activate and where we invest. It also helps us get closer to measuring marketing by actual business outcomes rather than just clicks, impressions or engagement. For us, the real opportunity is not simply to make marketing faster. It is to make it more intelligent, more predictive and more closely connected to business growth.
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