Humanising AI with Arundhati Bhattacharya, Salesforce
digital transformation
is at a crossroads, propelled by widespread adoption yet challenged by legacy business infrastructures. Navigating this complex landscape,
Salesforce
India's president and CEO,
Arundhati Bhattacharya
, sees both immense potential and critical hurdles, particularly in the adoption of artificial intelligence (AI) and advanced marketing technologies (
Martech
).
'Trust', Bhattacharya emphasised in a candid conversation with ET BrandEquity, 'is fragile'. In the age of AI, where scepticism about data privacy and ethics is heightened, fostering trust requires more than technological innovation. It demands credibility and genuine human connection. This principle underpins Salesforce's strategic choice of Rahul Dravid for its recent AI-centric campaign. Dravid, known for his humility and steadfastness, symbolises the company's commitment to responsible and human-centric 'agentic AI'.
Bridging the Digital Divide
India, as Bhattacharya pointed out, presents a paradox in digital readiness. On one hand, individual consumers exhibit extraordinary enthusiasm towards digital adoption. A Salesforce survey highlights that India boasts the highest proportion of digitally active individuals over the age of 80 globally, a testament to the country's robust digital public infrastructure, including Aadhaar, UPI, DigiLocker, and ONDC. These initiatives have significantly accelerated digital inclusion, bringing underserved communities online.
Conversely, traditional Indian businesses, particularly legacy enterprises, face distinct challenges. Bhattacharya observed that while digital-native startups benefit from agility and cloud-based architectures, legacy organisations must grapple with the complexities of modernising outdated infrastructure without disrupting ongoing operations. Drawing a vivid analogy, she remarked, 'Legacy companies must transform while running the business, much like changing tyres on a moving car.'
Yet, these legacy entities also hold invaluable assets, deep institutional knowledge, vast customer bases, and established trust. Bhattacharya believes targeted AI applications addressing specific pain points, such as customer service enhancement or internal decision-making, offer significant opportunities. The banking sector illustrates this well: retail banking is markedly more digitalised compared to corporate banking, where personal relationships and face-to-face interactions still predominate.
Martech: From Instinct to Precision
In parallel with AI, India's Martech landscape is evolving, fundamentally reshaping marketing practices. Bhattacharya contrasts today's precision-driven, data-informed marketing with earlier instinct-based approaches that dominated her tenure in public-sector institutions. 'Marketing has transformed from a shot in the dark into a scientific discipline,' she noted. Today, companies leverage Martech tools for precise customer segmentation, behavioural targeting, and real-time performance measurement.
Salesforce's recent campaign illustrates this shift vividly. A simple print advertisement featuring a QR code seamlessly transitioned audiences into an immersive, mixed-reality experience with Rahul Dravid.
Personalisation and Privacy: Striking the Balance
While Martech has elevated personalisation to new heights, Bhattacharya stresses the fine line between relevance and intrusion. Genuine personalisation extends beyond superficial customisation, it encompasses context, timing, channel choice, and consumer intent. 'True personalisation knows when and how to engage customers,' she remarked, emphasising that transparency and ethical data usage are paramount to maintaining trust.
Her insights align with Salesforce's own research, which consistently underscores consumer expectations for ethical data handling and responsible AI usage. The emphasis is clear: businesses must ensure technology enhances the customer experience without encroaching upon personal boundaries.
Humanising AI and Addressing Workforce Concerns
Addressing prevalent fears about AI's impact on employment, Bhattacharya maintains a nuanced perspective. 'AI is a tool, not a substitute for human experience,' she clarified. While acknowledging AI's capability in executing routine tasks efficiently, she highlights its limitations in replicating genuine human creativity and nuanced emotional intelligence.
For Bhattacharya, AI's true value lies in liberating professionals from repetitive tasks, enabling them to focus on strategic thinking, problem-solving, and innovation. Her own experience at Salesforce illustrates this: AI-driven anomaly detection in mundane tasks such as expense reporting allows her more bandwidth to concentrate on strategic decision-making.
Yet, she acknowledges the necessity for continual upskilling. 'If your job is entirely repetitive and you aren't adapting, then there is certainly risk,' she cautioned. Bhattacharya encourages professionals to proactively embrace AI: 'We're at the start of a massive wave. You can either be overwhelmed or learn to ride it smartly.'
India stands poised at an exciting juncture. Its digitally enthusiastic population and rapidly evolving Martech ecosystem offer a fertile ground for innovation. Yet, the road ahead requires cautious navigation around ethical pitfalls and digital divides. Bhattacharya's vision for Salesforce, and India at large - is clear: leveraging AI and Martech not merely for technological advancement but to fundamentally enhance human experiences.
Ultimately, Bhattacharya advocates an approach grounded in humility, responsibility, and ethical clarity. Her vision encapsulates a balanced ethos for India's digital future-bold yet responsible, innovative yet human-centric. In her words, 'AI's greatest promise lies not in replacing human potential, but in amplifying it.'
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