ANNKITA KARRVA
Associate Director –
Marcom (B2B)
BenQ India
Evolving Marketing Strategy for the AI Era
For me, AI is changing the speed of marketing, but not the reason we do it. I still start with the customer: what are they trying to solve, what is changing in their world, and where can we genuinely add value? AI helps my team research faster, test ideas, personalise communication and get to execution quicker. But I don’t want us to become obsessed with using AI everywhere.
The real opportunity is to combine technology with human understanding. My focus is on building sharper propositions, more relevant conversations and marketing that moves beyond awareness to influence consideration, engagement and ultimately business growth.
Brand Positioning in Competitive Market
My biggest priority is clarity. In technology, it is very easy to talk about products, features and specifications and assume customers will see the difference. I believe marketing has to do the harder job of answering why it matters to them.
I focus on sharp positioning, strong storytelling and creating experiences that make the brand memorable. At the same time, I want marketing to be accountable to the business. We look at the quality of engagement, contribution to pipeline and how marketing supports sales and partnerships. For me, differentiation happens when the market understands not just what you sell, but why you matter.
Technology-driven Trust, Partner Ecosystems, and Customer Experience
I look at AI and data primarily as tools to understand people better, not simply as ways to automate marketing. We use insights from campaigns and digital engagement to understand what resonates, where customers are spending their attention and how we can make our communication more relevant.
In enterprise technology, trust takes time, so consistency matters enormously. Digital channels help us stay connected with customers and partners between physical interactions, while AI allows us to be more responsive and personalised. But ultimately, trust comes from delivering on what you promise. Technology can enable that relationship, but it cannot replace it.
