On this page
ITC uses AI to optimise about 7,000 campaign line items, built from just three SKUs, several times a day
Our read
ITC will likely widen its AI campaign optimisation beyond the initial three SKUs, but concrete outcome metrics may lag the publicity.
For operators
Three SKUs fanning out into roughly 7,000 campaign line items is more than a team can manage by hand, so brands running similar combinatorial media should put AI-driven intraday optimisation on a clear taxonomy and guardrails, and track decision latency alongside ROAS.
Watch
ITC quantifying sales, efficiency or cost gains from the AI programme in results commentary or investor material
Ask next
What else has ITC done in the last three months?The report,
ITC began actively looking at AI-led transformation at enterprise level around October-November 2025, and chief marketing and digital officer Shuvadip Banerjee said decision latency has come down significantly. Banerjee said the AI optimisation works towards the desired return on ad spend.
- Campaign line items from three SKUs
- about 7,000
One email each morning: the day’s top moves in Indian retail, why each matters and what to watch. Free. Stop any time.
What to track next
- Announcements of additional ITC brands or categories moved onto the same optimisation system
- A rival FMCG company disclosing comparable multi-daily AI campaign optimisation
- Agency or vendor announcements tied to ITC's AI marketing stack
- Further ITC talks after DigiPlus Fest 2026 giving the same ~7,000 line-item figure with no added detail
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- ITC is likely to extend the AI optimisation approach beyond the initial three SKUs into other brands and categories, as the enterprise AI effort that began around October-November 2025 matures.
- Expect ITC executives to keep citing reduced decision latency at industry events and in interviews, but to be selective about publishing hard performance figures.
- FMCG rivals may publicise comparable AI-led campaign optimisation programmes to avoid ceding the narrative on marketing efficiency.
- Ad platforms and marketing-technology vendors are likely to pitch automated multi-variant optimisation to Indian FMCG marketers, citing ITC's example.
- ITC's agency and media partners may be pushed to restructure work around automated line-item management rather than manual campaign builds.
The source
Published
First seen