Intelligent search: As advanced technology solutions grow smarter, it's important to remember that audiences are becoming smarter as well. Thanks to social media and rapid-fire search engines (like Google!), people find what they are looking for faster than ever before. AI and big data solutions can actually analyse these search patterns and help marketers identify key areas where they should focus their efforts. Smart ads: Marketers like Tata Capital are already experimenting with smarter ads, with account-based marketing solutions, but AI helps teams take this a layer further for truly insightful analysis. AI solutions are dig deep into keyword searches, social profiles, and other online data for human-level outcomes.

Seeking competitive advantage through IT is a game Tata Capital is playing only too well. Not too long ago, the non-banking financial arm of Tata Group, launched a'myLoan'mobile app to make an intelligent and real-time assessment of the borrower's loan application via a highly sophisticated algorithm, using a mix of digital, social, financial and alternate data coupled with Machine Learning. The industry- first initiative was targeted at the under-served segments such as first-time loan takers who do not have a credit history. Tata Capital is using technology to run rings around its industry peers. Take, for instance, its online portal – cars.tatacapital.com,