AI can make sales and marketing more cost-effective: Spyne's Deepti Prasad

The possibilities of AI are endless. The technology can be leveraged in unseen ways—from machine learning capabilities used in healthcare diagnosis to sophisticated studio-like images generated without expensive marketing campaigns.

At the panel discussion on ’Tech your Brand Places’ moderated by Dr Madanmohan Rao, Research Director, YourStory at SheSparks 2024, Deepti Prasad, Co-founder and Marketing, Spyne, and Samriddhi Bhattacharyya, Country Director, Small Business Solutions, Dell Technologies took a deep dive into the dynamism and scope of AI in business and the power that women bring into sales and marketing.

“We are closely watching the generative adversarial networks (GAN) to see what is going to come about while parallelly looking at ethical and sustainable ways to tap into this space,” said Bhattacharyya.

A GAN is a deep learning architecture that enables neural networks to become more accurate in their predictions.

“After having survived the pandemic and witnessing the ways it put a load on our healthcare system, it is exciting to see what AI can do to revolutionise this space through predictive analytics, acting as a doctor’s assistant, etc,” she said.

Talking about the importance of cost-effective technologies in sales and marketing, Prasad said AI can offer efficient solutions to processes such as leveraging management systems, tracking end-to-end analytics, automating LinkedIn invites, and so on. 

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“When it comes to any business that is going digital, the first step is visualisation. If you are going to compete in the market, you have to look premium. Only 1% of the population gets access to studio-quality images. But with 3D-generative models and videos, AI makes this space inclusive to smaller, D2C brands from Tier II and Tier III cities as well,” she said.

Bhattacharyya said Dell’s women’s entrepreneurial programme, Dell Women's Entrepreneur Network, has 50 chapters and 80,000 participants. “It is a powerful way to tackle the information asymmetry that exists for women founders from small towns and rural areas. We expose them to industry experts so that they can scale and grow their businesses; and build awareness on the technologies they could invest in,” she said.

Prasad added that women in sales and marketing were reluctant to take risks and that this stemmed from a certain lack of confidence. However, they are experts at researching, connecting with people and building relationships before harvesting it at the business level, she added.