MarTech Day: Integrating AI in the MarTech Stack

Time of India

06-05-2025

HighlightsShawn Chandy, Chief Marketing Officer of Paragon Footwear, emphasized the use of Artificial Intelligence in creating diverse content for social media, significantly reducing the time and costs associated with traditional photoshoots. Preetam Jena, Chief Marketing Officer of Fixderma, explained how Artificial Intelligence is enabling personalized engagement with customers by building cohorts based on unique skin characteristics. Fixderma utilizes machine learning to adapt marketing campaigns in real-time, allowing for the swift launch and adjustment of campaigns without needing external agencies. Jena highlighted the importance of creating specific customer cohorts for targeted marketing, which leads to more personalized skincare solutions and cost-effective customer retention strategies.
AI is transforming every facet of marketing today, from personalisation and customer cohorting to content creation.
On
MarTech Day
, an esteemed panel of speakers, including Preetam Jena, CMO, Fixderma, and Shawn Chandy, CMO, Paragon Footwear, shared their thoughts on how marketers are leveraging AI in their operations.
Chandy opened the session by discussing how Paragon Footwear is using AI for content creation. He said, 'We use AI to produce diverse content for social media and other digital platforms. Each month, we launch 20 to 30 new footwear designs. Previously, physical photoshoots for these designs were both time-consuming and costly. Now, AI enables us to create compelling content, showcasing our products in imaginative settings with creativity, in a cost-effective and efficient manner.'
While Paragon Footwear is harnessing AI for content generation, Fixderma is using it to build meaningful cohorts based on different skin types, allowing marketers to target these more effectively.
Elaborating on this approach, Jena said, 'AI is crucial for us, as it enables personalised, one-on-one engagement with customers. While everyone's skin is unique, shared characteristics allow us to create cohorts using AI. Our facial analysis software, for instance, uses a camera to capture detailed facial structures, identifying current skin concerns and predicting future needs. This allows us to build cohorts for different skin types and target them effectively in campaigns.'
Another use case for AI at Fixderma lies in campaign management. It enables the brand to launch and adapt campaigns swiftly without relying on agencies for real-time adjustments. By leveraging machine learning, Fixderma can refine existing campaigns on the fly.
Over time, AI has also become an integral part of the
MarTech
stacks of brands. Consider the case of Fixderma, which aimed to promote its Nigrifix cream, a product that already had a vocal user base and turn it into a revenue generator.
Expanding on this example, Jena said, 'With our database of customer purchases over the past two to four years, we successfully mined data on customers who were using our products. This enabled us to create distinct cohorts based on user behaviour, such as Nigrifix consumers with acne-prone skin or male Nigrifix users. These cohorts were then integrated into automated campaigns on Facebook and Google, with bid management also automated for efficiency.
This streamlined customer journeys and significantly reduced costs at every stage. Retaining existing customers — who are acquired at a fraction of the cost of new users — proved highly cost-effective, approaching near-zero additional expense.'
Jena concluded the session with his thoughts on the future of MarTech and the growing role of AI within the skincare category.
'Every individual's skin is unique, yet shared traits create identifiable cohorts. Larger cohorts yield more generalised data, reducing precision. To counter this, we need to use AI to build numerous, highly specific cohorts. This enables deeper, intent-driven conversations and more personalised skincare solutions,' Jena concluded.
Watch the video here: