The machine as the medium

AT A GOOGLE India roundtable last week, Arjun Choudhary, VP of revenue and growth head for food delivery and 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.

- GEETIKA SRIVASTAVA

"As a hyperlocal business, we prioritize 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."