AI will assist, but never replace creativity in auto marketing: Partho Banerjee

As AI continues to disrupt industries worldwide, its role in auto marketing is a hotly debated topic. At the e4m Auto Marketing Summit 2025, Partho Banerjee, Senior Executive Officer, Marketing & Sales, Maruti Suzuki India Limited, addressed the growing influence of AI, emphasising that while it enhances efficiency, it can never replace human creativity and strategic thinking.

Banerjee stated that even though AI is reshaping marketing by automating routine tasks, true innovation remains a human domain. "AI is learning; it will always be one step behind. Many believe AI will replace marketers, but at least in this field, that won’t happen. Creativity lies with people," he stated.

He further said that in the digital space, AI will be a valuable tool, helping generate multiple renderings based on briefs. However, truly out-of-the-box thinking will always require human ingenuity.

Despite the increasing adoption of AI and digital marketing tools, Banerjee stressed that content quality and relevance remain the most critical factors for success. "You can put anything on digital, but will it connect with your audience? That’s what matters," he said.

Content is crucial - its impact lies in how well it connects with the target audience. No matter the medium, whether digital or traditional, success depends on engaging and resonating with the right people. While digital platforms are gaining prominence, it's the quality and relevance of content that truly make a difference.

Citing a recent Adani campaign, he highlighted the challenges of visibility and engagement. "It was a fantastic ad with great execution, but not many people had seen it yet. That shows content needs the right reach to make an impact."

Banerjee urged marketers to move beyond functionality-focused messaging and instead build strong, purpose-driven narratives. "Functionality is important, but if you can build a strong purpose around a product, that’s when it truly stands out," he explained.

He further cited Maruti Suzuki’s ‘E for Me’ campaign, launched alongside the EV Vitara at the Bharat Mobility Show, as an example. "The small ‘e’ represents our electric ecosystem, while the big ‘E’ symbolises Earth and sustainability. Every Indian can contribute to a larger cause through small steps."

Banerjee further emphasised that not every brand needs to cater to the same demographic. "Define your product positioning clearly and identify where it fits in the market. Not every brand needs to compete in the same space. Often, brands make the mistake of trying to appeal solely to a young target group, but the market is vast, and positioning should align with the right audience rather than just chasing trends."

He advised marketers to clearly define their target segment rather than chase mass appeal. “Even a niche market can be profitable if it aligns with your sales goals. Identify your segment and own it."

Banerjee concluded, "AI will assist, not replace. Marketing success still depends on innovation, storytelling, and connecting with the right audience."

As AI continues to transform the industry, the core principles of marketing—strong storytelling, purpose-driven branding, and precise positioning—will remain as important as ever.