Kaspersky Scales AI While Keeping Human Judgement at the Core

PIYUSH KUMAR
Marketing Manager Kaspersky

Evolving Marketing Strategy for the AI Era

On the product-messaging side, our language is shifting from generic "AI-powered protection" claims to being specific about the detection layers actually doing the work.

On the marketing operations side, AI is changing three things for us. Instead of one nurture track per persona, we can build content paths based on a prospect's vertical, company size, and stage in the buying cycle, across web, email, and ad creative. Second, for account-based marketing, AI-assisted intent and firmographic signals help us prioritize where sales and marketing effort actually goes, instead of running one broad campaign at everyone. Last, AI can also be used to pilot experiences at trade shows and owned events.
 
But none of this replaces judgment. AI can suggest a next-best asset, but it can't decide what claim is defensible in front of a CISO. In fact, I feel judgement has more value now since some parts of execution can be automated by AI.

Technology-driven Trust, Partner Ecosystems, and Customer Experience

In the content pipeline, AI compresses the first-draft stage rather than replacing judgment — threat research summaries, first-pass social copy, and meeting notes turned into follow-up briefs are AI-assisted now, which frees the team to spend more time on strategy and message calibration instead of drafting from a blank page. On the analytics side, predictive lead scoring, so sales teams prioritize accounts with real buying signal instead of working through raw lead volume, also helps. But especially for the latter, the tools are only as good as the data feeding them.

Brand Positioning in Competitive Market

Mindshare is deliberately the first one. India's enterprise and government security market has more vendors competing for the same budgets than most CISOs can realistically evaluate. Being remembered and trusted by the time a shortlist gets built matters as much as any single campaign.

The second is vertical specificity. "Enterprise cybersecurity" isn't one buyer — a BFSI CISO, a manufacturing OT security lead, and a government PSU IT head care about different threats, different compliance pressure, and different proof points. We're moving away from one-size-fits-all messaging toward vertical-specific narratives, and this is especially relevant now that India's data protection framework is speeding up.