As vehicles evolve into smart, connected devices, automotive marketing is experiencing a seismic shift – driven by

Software-Defined Vehicles

(SDVs) and accelerated by AI-powered solutions. From

hyper-personalisation

and predictive analytics to ethical deployment of Artificial Intelligence (AI), Indian Original Equipment Manufacturers (OEMs) are reimagining customer journeys to resonate with today’s digitally savvy vehicle buyers.

AI is fast becoming central to the automotive martech (marketing technology) stack, fundamentally reshaping how automotive brands position, promote, and sell their products. Where once the vehicle buying and ownership journey were defined by physical touchpoints—showroom visits, dealer interactions, and test drives, AI-driven tools today are disrupting this paradigm by enabling highly personalised experiences, shortening buying cycles, improving lead quality, and redefining aftersales engagement.

Unlike traditional broad-stroke campaigns, AI-driven martech empowers OEMs to allocate marketing budgets more efficiently. These intelligent systems not only tailor experiences to individual preferences but also provide real-time insights that help brands engage better with potential buyers, nurture leads, and optimise every step of the purchase funnel.

“The future of AI-powered vehicle marketing points towards deeper personalisation and seamless customer journeys,” says Dikshant Dave, Founder & CEO of Zigment AI. “Brands will increasingly leverage AI for sophisticated lead nurturing, instant engagement across digital platforms, and predictive analytics to anticipate customer needs. The result will be a fully integrated and frictionless buying experience, significantly enhancing consumer satisfaction, brand loyalty, and operational efficiency.”

Dave highlights a growing interest among Indian OEMs in embedding AI into their martech strategies to create consistent and personalised digital experiences. “At Zigment, we've observed a significant surge in interest from our clients and prospects in deploying agentic AI solutions. This shift allows OEMs to unify fragmented data, offer seamless omnichannel interactions, and automate lead nurturing, ultimately driving greater efficiency from their marketing budgets and enhancing customer experiences.”

“With our enterprise-grade Mahindra AI platform, we’re building intelligent interfaces and connected experiences, that continues to evolve even after the purchase,” says Nalinikanth Gollagunta, CEO – Automotive Division, Mahindra & Mahindra Ltd. (M&M). “Customers today expect their vehicles to behave like smart devices and as an extension of their digital lifestyles - AI is key to making this a reality.”

Gollagunta emphasises the importance of ethical AI and data responsibility in building trust. “The future of automotive marketing is hyper-personal, immersive, and responsive. Think AR-driven showroom experiences, voice-based vehicle configurators, and real-time support - all powered by AI. At Mahindra, we place strong emphasis on ethical AI, robust data privacy measures, and transparent governance. We strongly believe that customer trust is not negotiable - it’s the foundation on which the future of intelligent mobility must be built.”

AI-led marketing platforms must meet the highest global data compliance standards, including GDPR and SOC 2. “Brands adopting AI-driven marketing platforms ensure rigorous data protection measures, secure data handling practices, and comprehensive audit trails,” notes Dave. “These protocols ensure that consumer data remains secure and privacy-compliant, maintaining trust and safeguarding brand integrity in AI-powered marketing initiatives.”

Virat Khullar, Head of Marketing at Hyundai Motor India Ltd., echoes the sentiment. “AI is reshaping automotive marketing by integrating data, technology, and human insights to deliver more personalised and relevant experiences. It’s helping brands move beyond traditional, broad-based campaigns towards more precise and agile strategies,” he says.

Highlighting Hyundai’s focus on targeted marketing and real-time performance tracking, Khullar notes, “AI allows us to better understand customer needs, improve lead generation, and drive continuous improvement. As AI continues to evolve, it will play an even greater role in building deeper customer connections and shaping the future of automotive marketing.”

Udit Malhotra, Head of Marketing, JSW MG Motor India, sees AI as a pivotal force in changing how consumers engage with auto brands. “While it (AI) is still in its nascent stages and the full potential is yet to be unleashed, it is causing a shift in the patterns of how consumers interact with auto brands. AI tools provide deeper insights into consumer preference and behaviours, giving a competitive edge.”

Malhotra notes that Indian consumers are evolving from value-conscious to lifestyle-oriented buyers who seek tech-savvy, personalised, and globally aligned experiences. “They expect the brand to be tech savvy and responsive, offering modern and personalised experiences that is out-of-the-box and creates an aura of exclusivity around them.”

In our pursuit of excellence for innovation, Malhotra says, “JSW MG Motor India has embraced the transformative power of Generative AI across multiple facets of our operations and are consistently up for new challenges that can be solved using the power of AI. We leverage AI for Enriching Customer Experience (Avira – AI based personal assistant) and for Sales Planning & Forecasting (SalesIQ).”