Unlocking the real power of Generative AI lies in your customer data

By Raviteja Dodda, CEO & Cofounder, MoEngage

India has become one of the world’s fastest adopters of artificial intelligence. An IBM report shows that nearly 59% of Indian companies already use AI—outpacing the US, UK, and even China. From chatbots to campaign copy, businesses are experimenting with Generative AI at scale.

But let’s be honest: most of these efforts fall flat.

Why? Because brands are treating Generative AI as a shiny new add-on, not a core part of their customer engagement strategy. The result? A flood of generic, AI-written messages that may look impressive at first but fail to resonate. Consumers tune them out.

So here’s the uncomfortable truth: Generative AI, when used in isolation, is ineffective for customer engagement.

The real potential of Generative AI is only when it is integrated with customer data. When AI comprehends a customer’s history and ...