Agility, AI and hybrid customer journeys: Top tips from Indian marketers at Adobe Summit 2025

At Adobe Summit 2025, leading digital marketers came together to share how they’re staying ahead of the curve in a rapidly evolving digital landscape. Now, we’re passing on some exclusive insights that could reshape the way your business thinks about digital transformation and marketing.

We caught up with Avinash Sorte, Head of Direct to Customer & Products at Bajaj Allianz General Insurance, and Ravi Santhanam, Group Head, Chief Marketing Officer and Head of Direct to Consumer Business at HDFC Bank. They opened up about navigating the complexities of digital transformation in India, one of the fastest-growing markets in the world.

One key takeaway from our conversations with Santhanam and Sorte was that digital evolution is a mindset, not a milestone. Let’s dive into some of the other valuable insights that the two marketers shared.

Staying agile in a rapidly changing market

India’s digital economy is growing incredibly fast thanks to its mobile-first population and steady stream of new mobile users. Santhanam and Sorte see this growth as both a challenge and an opportunity, requiring continuous reinvention.

Consumer behaviour, expectations and technology are evolving quickly, so marketing teams need to keep up and stay agile. This means being in tune with customers’ needs in real time and adjusting strategies on the fly.

To succeed in India’s high-growth market, marketers must consider agility and adaptability as core competencies.

Embracing AI to create hyper-personalised content

AI is revolutionising how marketers connect with their audiences, allowing them to deliver the right message at the perfect moment.

It’s helping businesses go beyond basic personalisation to create highly relevant and engaging content that resonates on a deeper level with customers.

AI isn’t merely enhancing content quality — it’s transforming how marketers approach content creation.

The importance of blending digital and physical touchpoints

Even in a digital-first economy, customers still move between online and offline interactions. It’s vital for businesses to create seamless experiences across all touchpoints.

The future lies in integrating physical and digital elements, offering customers the best of both worlds. Winning their trust means orchestrating hybrid journeys that combine digital convenience with a human touch.

Digital transformation never ends (and that’s a good thing)

Another thing Santhanam and Sorte agree on is that digital transformation is an ongoing journey.

It’s not about reaching a final destination but continuously evolving with new technologies, market demands and, most importantly, customer expectations.

Whether it’s staying agile, using AI to drive more meaningful customer interactions or crafting blended brand experiences, Bajaj Allianz General Insurance and HDFC Bank demonstrate that the businesses that evolve are the ones that thrive.

Watch Adobe Summit on demand to learn how other leading marketers approach digital transformation.