Conversational AI is shifting customer engagement in India from static digital interactions to two-way, context-aware experiences. While 98% of Indian enterprises have adopted AI-enabled rich messaging, only 5% deliver fully connected end-to-end customer journeys, and 63% use more than one use case. Enterprises extending rich messaging beyond sales and marketing to fulfillment and transaction support, customer support, and authentication report the greatest returns. Five foundational capabilities support scale and sustained impact: design holistic and tailored strategies, invest in AI-ready data and tech foundations, establish an integrated operating model, orchestrate a diverse partnership ecosystem, and adopt a unified, value-based measurement system.
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