ARVIND SAXENA
CMO
NEC India
Evolving Marketing Strategy for the AI Era
AI is transforming marketing from a function focused on communication and campaign execution into one driven by intelligence, insights and continuous customer understanding. For a B2B technology organisation like NEC India, marketing’s role is evolving to not only communicate solutions but also anticipate market conversations, understand stakeholder needs and create meaningful engagement across the customer journey.
At NEC India, we are leveraging AI across key areas of marketing, including market intelligence, audience understanding, content development, campaign optimisation and performance analysis. AI-powered tools are helping our teams identify relevant industry trends, derive sharper insights from data, personalise communication and improve the speed and scale of content creation. These AI-enabled workflows have helped us achieve 60–70% faster turnaround times, while reducing repetitive manual effort and enabling teams to focus on higher-value activities such as strategic planning, thought leadership, brand storytelling and deeper collaboration with business teams.
However, the true value of AI in marketing goes beyond efficiency. It enables us to become more agile, insight-led and customer-focused. Our approach is to combine AI-driven capabilities with human creativity, strategic thinking and domain expertise to build communication that is not only faster, but also more relevant and impactful.
Brand Positioning in Competitive Market
In an increasingly competitive technology landscape, differentiation cannot be defined only by the solutions an organisation delivers. It is shaped by the purpose behind those solutions and the impact they create. At NEC India, our purpose of “Empowering Lives, Building Tomorrow” serves as the foundation for how we approach technology, innovation and customer engagement. For us, technology is not the end objective; it is an enabler that helps create more connected, inclusive and empowered societies.
Our focus is on building narratives that connect technology with human outcomes. As AI continues to reshape industries and business models, it is important for organisations to ensure that technology adoption remains aligned with a larger purpose. AI should enhance our ability to understand, engage and serve people better, rather than become an objective in itself. Our priority is to build a stronger purpose-led brand narrative, where marketing communicates not just what NEC does, but why it matters. This involves creating meaningful thought leadership, strengthening stakeholder engagement and demonstrating how technology can enable progress for customers, businesses and society. Ultimately, NEC’s differentiation comes from combining deep technology expertise with a purpose-driven approach, ensuring that innovation continues to remain focused on empowering lives and building a better tomorrow.
