AI in Content Marketing: Ft. Diljit Dosanjh’s Transformative Approach

Good morning, my fantastic subscribers,

As 2024 edges closer to its end, I’m thrilled to bring you the penultimate article of our content marketing IP, Content That Clicks! ??

In this edition, we spotlight the transformative power of AI in content marketing, using the Dil-Luminati tour by Diljit Dosanjh, as an example. From AI-driven personalisation to predictive analytics, Diljit’s team showcased how technology can amplify fan experiences and revolutionise brand collaborations.

And, we also explore what AI has in store for 2025. The potential for optimising content across platforms like digital, YouTube, TV, and even print is immense, and brands have never been more equipped to engage audiences meaningfully.

Let’s dive right in!

For his Dil-Luminati tour, Dosanjh didn’t just perform; he delivered a next-level AI-powered fan experience. From personalised merchandise to social media interactions powered by real-time AI tools, Diljit seamlessly integrates cutting-edge tech into his artistry.

Diljit has redefined content marketing by seamlessly integrating AI into his promotional strategies.

Let’s take a look:??

1. AI-Driven Fan Engagement: Diljit’s partnership with Zomato Live leveraged AI for hyper-targeted promotions. By analysing user data such as location and browsing patterns, personalised advertisements directed fans to ticketing platforms. For the Dil-Luminati tour, predictive analytics also optimised the timing of ads, ensuring they were delivered when potential buyers were most likely to engage. This increased ticket conversion rates by nearly 40% across major concert cities!
2. Content Personalisation: Social media campaigns utilised AI to create dynamic content tailored to specific audience segments. For instance, fans engaging with hashtags received curated updates and personalised concert reminders. AI-powered chatbots also handled fan queries, streamlining ticket sales and merchandise orders.
3. BrandxBrand Collaborations: AI also enhanced the partnership with Levi's, powering the design of a limited-edition collection linked to the tour. AI algorithms analysed fashion trends and consumer preferences in different cities, allowing Levi's to create location-specific designs. For example, the limited-edition 578? Baggy Jeans and items such as graphic tees and sweatshirts, were customised to resonate with the fans' cultural preferences in cities like Kolkata and Bengaluru. This approach led to a 20% increase in merchandise sales at concert venues and a 15% increase in online sales for Levi's during the tour.
4. Real-Time Social Media Integration: AI tools were also used to create real-time social media content during concerts, dynamically generating posts featuring live performances and fan shout-outs. Real-time content generation during events is predicted to increase audience interaction by up to 50%.

Diljit's Dil-Luminati tour has set a benchmark for combining entertainment with cutting-edge AI applications, showcasing how technology can revolutionise content and event marketing and strengthen brand collaborations.

The Predictive Power of AI for 2025 and Beyond

As the world hurtles towards 2025, AI’s role in transforming content across platforms—such as digital, YouTube, TV, print, and emerging channels like podcasts, streaming services, and mobile apps—is becoming more pronounced. The predictive power of AI will enable brands to personalise content, optimise marketing strategies, and create immersive experiences, ensuring they stay ahead in a competitive landscape.

Here's an in-depth look at how brands across various industries will harness AI to drive engagement, sales, and customer loyalty across all these channels.

1. Digital Content: Hyper-Personalised, Data-Driven Campaigns

AI is already a game-changer here, with 75% of Indian marketers using AI tools to enhance targeting and engagement (according to a recent Deloitte survey). Tools like predictive analytics help brands anticipate customer needs, making interactions more relevant and personalised.

Real-Time Example: Reliance Industries has integrated AI into their e-commerce platforms, including JioMart, to personalise the shopping experience for users. AI algorithms analyse user behaviour, preferences, and past purchases to offer tailored product recommendations and personalised discounts.

This AI-powered strategy has been instrumental in driving a 20% increase in user engagement and 15% higher conversion rates across Reliance's online platforms.

Future Projections: By 2025, AI-driven personalisation will be even more sophisticated, improving not just conversion rates but also enhancing the customer journey.

According to McKinsey, brands that leverage AI for personalisation see an average 30% increase in conversion rates and a 20% improvement in customer satisfaction.

2. YouTube: Smarter Content Creation

In India, where YouTube sees over 500 million active users monthly, AI-driven algorithms are pivotal in ensuring the right content reaches the right audience. Diljit Dosanjh’s Dil-Luminati tour leveraged YouTube’s AI features for real-time concert updates, personalised reminders, and dynamic ads. The result? Engagement rates spiked by over 40%, proving AI’s potential to transform fan engagement.

A report by PwC reveals that 60% of streaming users are more likely to stay subscribed if their recommendations feel tailored.

Real-Time Example: Tata Motors used AI to optimise their YouTube ad campaigns during the launch of the Tata Nexon EV.

AI-driven tools analysed viewers' engagement data to create targeted ads for different audience segments, leading to a 35% increase in video viewership.

Future Projections: By 2025, AI will further enhance YouTube ad targeting, providing real-time adjustments based on user behaviour and preferences.

Brands using AI for real-time content optimisation will likely see 50% higher engagement rates for their ads.

3. Television: Optimising Programming & Ad Placements

While traditional TV still holds sway, AI is modernising the game. Brands like Tata Sky use AI to optimise ad placements, ensuring that the right message reaches target demographics. Imagine predictive analytics ensuring your ad airs during cricket matches most viewed by your audience segment. The efficiency boost?

Nearly 50% reduction in wasted ad spend, as per an EY India study.

Real-Time Example: Zee5 leverages AI to recommend content to its users.

By analysing viewing patterns, the platform serves personalised suggestions, resulting in 20% more average watch time per user.

Similarly, TV networks like Star Plus use AI to refine ad placements, ensuring that ads are shown to the most relevant audiences.

Future Projections: By 2025, AI will be able to make real-time adjustments to ad campaigns, ensuring that content is delivered to the right audience at the right moment.

This could lead to a 40% increase in ROI for TV advertisers.

4. Print: Personalisation and Relevance

AI may seem less relevant in print, but it’s quietly revolutionising how content is produced and consumed. The Times of India uses AI for hyper-local news customisation, predicting what readers want based on location and preferences.

This approach has led to a 20% increase in subscription renewals, highlighting how personalisation is transforming traditional formats.

Real-Time Example: Hindustan Unilever uses AI for its print campaigns to target specific demographic groups with personalised product recommendations.

By integrating insights from its digital campaigns, HUL has boosted the performance of its direct mail campaigns by 15%.

Future Projections: By 2025, AI will allow brands to more effectively blend their digital and print strategies, with AI-powered insights driving personalised mailings, offering a potential 25% increase in engagement for direct print campaigns.

5. Podcasts: AI-Driven Storytelling & Targeted Ads

India’s podcast space is booming, with 150 million monthly listeners, and AI is at the heart of this surge. From voice analytics predicting listener moods to dynamic ad insertions tailored to individual preferences, brands like Spotify and JioSaavn are leveraging AI to boost engagement and ad revenues.

Real-Time Example: Spotify in India uses AI to personalise podcast ads based on users' listening habits.

For example, Spotify's AI-powered Discovery Mode increased content discoverability by over 30% for new Indian podcasters.

Future Projections: By 2025, AI will enable even more precise targeting, allowing brands to serve contextual, voice-activated ads that resonate deeply with listeners.

This could result in 40% higher engagement for podcast ads compared to today.

6. Streaming Services: Predictive Content Recommendations

Streaming platforms, including Netflix and Disney+ Hotstar, use AI to recommend personalised content based on user behaviour. As AI tools evolve, these platforms will use predictive analytics to not only recommend content but also forecast what types of shows or movies will perform well.

Real-Time Example: Netflix India uses predictive AI algorithms to analyse user data and suggest personalised content, boosting engagement and watch time.

The result has been a 30% growth in average viewing time per user.

Future Projections: By 2025, predictive AI will become a core aspect of streaming services, with platforms using advanced algorithms to forecast audience interest before content is even released.

This will likely increase engagement by 30-40% and optimise content development for better audience targeting.

7. Mobile Apps: Context-Aware Marketing

AI’s integration with mobile apps will allow brands to engage with consumers in highly personalised ways. From location-based recommendations to AI-driven notifications, the future of mobile marketing is deeply intertwined with AI.

Real-Time Example: UrbanClap (now Urban Company) uses AI to provide users with personalised service recommendations based on their past interactions, geographic location, and preferences.

This has led to a 15% increase in bookings for personalised home services.

Future Projections: By 2025, mobile app AI will be even more sophisticated, enabling brands to deliver hyper-personalised, context-aware notifications.

With predictive insights from AI, brands can expect up to 30% higher conversion rates from personalised in-app messaging.

The K(Now) Vantage: An AI Blueprint for Brands in 2025

AI isn’t some far-off technology anymore—it’s here, and it’s a game changer for brands looking to connect with today’s savvy, data-driven consumers.

And while brands use all the channels above with relevant AI integrations, here’s a 10-point AI blueprint tailored for 2025 and beyond:

1. Hyper-Personalised Content Creation & Distribution: AI enables brands to create & deliver content tailored to individual preferences across platforms.

Example: Netflix uses AI to curate 80% of user watchlists, resulting in a 35% viewer retention boost.

2. Predictive Analytics for Campaign Optimisation: Leverage AI to forecast campaign performance, optimise budgets, and identify peak engagement times.

Example: Reliance JioCinema used predictive AI to gauge cricket match audience spikes during IPL 2023, enhancing ad placements and increasing ad efficiency by 45%.

3. Dynamic Ad Creation and Delivery: AI creates and serves ads in real-time based on user behaviour and platform data.

Example: Swiggy's AI-powered “Instamart” campaign analysed user location and purchase habits, leading to a 30% rise in order conversions.

4. Real-Time Customer Interaction: AI chatbots and voice assistants offer instant, context-aware solutions to customer queries.

Example: Flipkart’s AI-driven chatbot enabled 24/7 customer service, improving response times by 60% and boosting customer satisfaction.

5. Intelligent Content Recommendations: AI suggests the most relevant content, playlists, or product recommendations, enhancing user experiences.

Example: Spotify India’s AI-curated playlists accounted for 80% of the platform's engagement growth in 2024.

6. AI-Powered Influencer Partnerships: Identify niche influencers with AI to target precise audience segments effectively.

Example: Tata CLiQ used AI to identify nano-influencers, achieving a 50% higher engagement rate compared to traditional influencer campaigns.

7. Enhanced Cross-Channel Consistency: Ensure seamless branding across digital, TV, print, streaming, podcasts, and mobile apps using AI-driven insights.

Example: Zomato synchronises ad copy and visuals across TV and mobile ads using AI, driving 25% higher brand recall.

8. Mood-Based Marketing: AI analyses emotional trends to curate marketing campaigns resonating with users’ sentiments.

Example: Cadbury’s "Not Just a Cadbury Ad" campaign used AI to create geo-specific ads, boosting local sales by 18% during Diwali 2024.

9. Customised Content Creation Based on Data Analytics: From blogs to videos, AI tools like ChatGPT streamline scalable content creation.

Example: AI has enabled Myntra to scale content and improve customer engagement, likely influencing the reported 80% growth in the D2C segment and 150% growth in Gen-Z fashion. (CNBC TV 18)

10. Advanced Audience Analytics: AI deciphers complex consumer data to refine segmentation and predict future behaviour.

Example: Reliance Retail’s AI-driven loyalty programs track 5 million+ customers, offering personalised deals, increasing retention rates by 40%.

By embracing this AI blueprint, brands can unlock unprecedented growth, build meaningful consumer connections, and stay ahead of the curve in India’s rapidly evolving market.

As we step into 2025, the question isn’t whether brands will use AI but how creatively they’ll harness its power.

Stay tuned for the final instalment of Content That Clicks—where we’ll dive into how Indian startups are leaving legacy brands behind when it comes to leveraging AI for dynamic brand narratives.        

Spoiler alert: Startups are not just ahead of the curve—they're completely reshaping the marketing game! With 61% of startups utilising AI compared to only 35% of legacy brands, the numbers tell a compelling story.

Until next time, keep creating and blooming...

In gratitude,

Nisha