The machine as the medium

AI-LED AD TOOLS ARE HELPING SMALL BRANDS REDUCE RELIANCE ON BIG AGENCIES

- GEETIKA SRIVASTAVA

AT A GOOGLE India roundtable last week, Arjun Choudhary, VP of revenue & growth head for food delivery & Instamart at Swiggy, offered a peek into how one of the country's largest hyperlocal brands is deploying artificial intelligence (AI) not just as a tool, but as a strategic partner.

"As a hyperlocal business, we prioritise quality over volume, while focusing on users across cohorts," Choudhary said. "Google has played a key role in helping us reach and engage them effectively. With Performance Max, we've delivered the right ads to the right users, driving new user growth while reducing costs. Testing Retention Mode has also helped cut re-engagement costs by nearly two-thirds. These capabilities have helped us improve results while making our campaigns more efficient."