In The Economic Times , BCG’s Kanika Sanghi elaborates on the increasing use of GenAI input while shopping, according to a BCG report . In India, where 64% of consumers report using GenAI in their purchase journeys, this is a major business opportunity. “With adoption extending across personal and professional decisions, brands in India will need to ensure they are effectively represented in AI-enabled journeys through clear value propositions, high-quality data, and responsible AI practices,” Sanghi notes.
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The Economic Times