Bridging Horizons: AI Applications in Marketing

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The Centre for Academic and Professional Support (CAPS), in collaboration with the School of Business & Management (BBA) and the Office of Alumni Association, successfully organized an awareness session titled “Bridging Horizons – AI Applications in Marketing” on 17th January 2026, from 10:30 AM to 11:30 AM, at the Seminar Hall, Management Block, CHRIST (Deemed to be University), Pune Lavasa Campus – The Hub of Analytics. The session was conducted during the Academic Year 2025–26 and was attended by 100+ second-year BBA students, reflecting strong interest in emerging technologies and industry trends.

The session was led by Mr. Karan Lakhwani, Director of Sales & Marketing, Newton, and a distinguished alumnus of CHRIST University, Bangalore. Mr. Lakhwani began by sharing his professional journey, highlighting how his academic grounding at CHRIST played a crucial role in developing adaptability, analytical thinking, and industry readiness. His interaction set an inspiring tone, particularly for students aspiring to careers in marketing, analytics, and entrepreneurship.

A major focus of the session was the role of Artificial Intelligence (AI) in modern marketing practices. Mr. Lakhwani emphasized that AI is not a replacement for marketers but a powerful support system that enhances efficiency, accuracy, and strategic decision-making. He explained how AI is extensively used in areas such as customer segmentation, personalized advertising, content recommendation systems, and predictive analytics. Through real-world examples, he illustrated how AI enables marketers to analyze large volumes of data quickly, helping businesses better understand customer behavior and preferences.

Another key theme of the session was data-driven decision-making. Mr. Lakhwani highlighted how AI-driven tools allow organizations to move beyond intuition and assumptions, relying instead on real-time data insights. He discussed how AI can predict customer demand, optimize pricing strategies, and improve the performance of marketing campaigns, thereby increasing competitiveness and profitability in dynamic markets.

The speaker also introduced students to commonly used AI-powered marketing tools, including chatbots for customer engagement, AI-enabled CRM systems, automated email marketing platforms, and social media analytics tools. He explained how these technologies enhance customer experience while simultaneously reducing time, cost, and manual effort for organizations. Importantly, the session addressed the ethical dimensions of AI usage. Mr. Lakhwani cautioned students about issues such as data privacy, algorithmic bias, and responsible data handling. He stressed the importance of balancing advanced technology with human creativity, critical thinking, and ethical judgment, especially in customer-centric domains like marketing.

Concluding the session, Mr. Lakhwani encouraged students to proactively build practical and industry-relevant skills alongside their academic curriculum. He advised them to develop basic data analysis capabilities, familiarize themselves with AI tools, and continuously stay updated with evolving market trends. Overall, the session effectively fulfilled its objective of creating awareness about recent technological trends in business, particularly marketing, and inspired students to embrace AI as a strategic enabler for future careers.


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