Artificial intelligence (AI) has moved from a peripheral experimentation tool to a central operating layer of marketing practice in India, reshaping how brands segment audiences, create content, buy media, and optimise the customer journey. This paper examines modern AI-enabled marketing techniques as they are being applied in the Indian context, including hyper-personalisation using zero-party and behavioural data, generative AI for scaled content and creative production, predictive analytics for campaign optimisation, AI-driven programmatic advertising, and the emergence of autonomous "agentic" marketing systems capable of planning and executing campaigns with limited human intervention. Drawing on industry survey data, marketing-technology vendor reporting, and Indian regulatory sources, the paper finds that Indian marketers are adopting these techniques rapidly but unevenly, with most organisations still in an experimentation phase even as leading brands report measurable gains in conversion rates, customer acquisition cost, and content production speed. The paper also examines India's fast-evolving regulatory response, including the Digital Personal Data Protection Act, 2023, the Advertising Standards Council of India's disclosure requirements for AI-generated content and AI-driven influencer marketing, and the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Amendment Rules 2026 governing synthetic media labelling. The paper concludes that while AI offers Indian marketers substantial gains in personalisation, efficiency, and reach, particularly given India's linguistic diversity and mobile-first consumer base, sustainable adoption depends on maintaining data-quality discipline, authentic brand voice, and rigorous compliance with an increasingly detailed disclosure and consent framework.

Keywords: artificial intelligence, digital marketing, India, personalisation, generative AI, programmatic advertising, agentic AI, ASCI, DPDP Act, influencer marketing