"Growth boils down to heritage, curiosity & connecting the dots"

GURVINDER SAHNI, Chief Marketing Officer, Persistent Systems discusses AI-led marketing, Persistent's growth strategy, and the evolving role of technology in shaping business innovation in this interview with BW Businessworld's Noor Fathima Warsia

- Noor Fathima Warsia

Marketing for tech companies often presents unique challenges, particularly when catering to a highly specialised target audience. Could you delve deeper into your ‘Re (AI) magining’ campaign?

We recently launched ‘Re(AI)magining the World' campaign. We have put up billboards in Pune and San Francisco; similar campaigns will be rolled out in other cities. This initiative reflects our curiosity, humility and courage as we navigate the evolving landscape of AI (artificial intelligence). We aim to collaborate with customers to shape the future. We are focussing on training—70 per cent of our workforce has completed our in-house AI curriculum. Our strategy combines people and platforms, ensuring we lead with AI while staying rooted in our core values.

This campaign is a commitment to innovation. It places AI at the heart of our narrative, emphasising our healthcare, banking and more capabilities. The design highlights AI prominently, signalling its centrality to our mission. This initiative aims to inspire employee pride and trust among partners and clients.

Lately, there was scepticism about the second generation of AI being more of a novelty than a transformative force. What is your perspective?