AI Has Scaled Speed Of Experimentation For Marketing Teams: Zepto’s Divesh Sawhney

Experimentation is a crucial part of marketing teams at Indian startups for customer acquisition, experience, journey, and retention. With AI, this workflow has been accelerated.

Speaking at the third edition of Inc42’s AI Summit, 2026, Zepto’s chief growth officer Divesh Sawhney noted that AI-powered experimentation has become deeply embedded in the quick commerce company’s growth playbook, especially as customer acquisition costs continue to rise.

He added that AI has helped Zepto evaluate campaigns more rigorously through continuous experimentation frameworks instead of relying on vanity metrics.

“AI helps us scale experimentation much faster …but the real impact is visible on the backend through customer feedback, retention behaviour and incrementality metrics,” Sawhney said.

Meanwhile, Aniket Bajpai, the cofounder of LimeChat, said customer communication itself is undergoing a structural shift in the AI era.

“Earlier, brands were bombarding users with messages across channels. Now the shift is towards interactive conversations using voice and chat agents. The idea is to make engagement contextual, measurable, and significantly more cost-efficient,” Bajpai said.

Bajpai claimed AI-led conversational workflows can reduce customer engagement costs by nearly 30% to 40% in some use cases. He also stressed that hyperpersonalisation has become far more achievable in an “AI-first world” because brands now have access to richer behavioural signals and real-time customer data.

On the content side, Soumyadeep Mukherjee, cofounder of Dashverse, argued that AI’s biggest impact lies in dramatically increasing creative experimentation velocity.

“Every piece of content has a hit rate attached to it. AI simply gives us more chances at discovering that hit faster, and feedback from audiences today is brutally honest,” Mukherjee said.

He added that AI tools are also enabling creators and brands to push storytelling boundaries with “wackier” and more experimental formats at scale.

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