20 June, 2025 BY Alba Fiorella Aviles

How AI + analytics are revolutionizing marketing performance

In an environment where every interaction matters, organizations applying artificial intelligence with an operational focus are making a measurable difference. And if there's a clear example of that, it's EXL.

As their Executive Vice President, Narasimha Kini, recently explained in an interview with the New York Post, EXL has increased marketing ROI by 60% and improved engagement by 35%, thanks to a strategy where AI is directly embedded into real commercial processes.

What matters isn’t just the data, but how it’s used: a direct integration between artificial intelligence, advanced analytics, and commercial execution.

AI in action: operational, predictive, and connected

EXL hasn’t limited itself to using AI as an assistant or peripheral tool. It has made it a structural part of how the business operates. Some of the most notable use cases include:

  • Insurance: in collaboration with Nvidia, they developed predictive models that anticipate purchase intent, customer churn, and the optimal timing for campaigns.
  • Retail and Sports: applying real-time analytics to adjust promotions, personalize messages, and redesign customer journeys on the fly.

The key lies in a solid integration: AI + data + processes. Not as a lab experiment, but as a true business operating system.

Implications for Marketing and CRM

This approach is fully applicable to organizations managing large volumes of data and customer relationships. The goal is to activate AI within the existing ecosystem, especially within CRM.

  • Embedding analytics inside the CRM: not as a dashboard, but as a decision-making engine.
  • Connecting AI across the funnel: from predictive acquisition to automated retention.
  • Closing the measurement loop: it’s not enough to report KPIs — you need to analyze, predict, and act on them in real time.

When applied correctly, AI doesn’t replace marketing — it enhances it. It makes it smarter, faster, and significantly more effective.

How to get started: The Hike&Foxter approach

Based on our experience implementing AI in CRM and commercial processes, we recommend the following roadmap.

  • Data audit: identify silos, redundancies, and automation opportunities.
  • Design of intelligent flows: connect your tech stack so data flows, learns, and acts.
  • Actionable predictive models: for real cases like lead scoring, churn prediction, or content recommendations.
  • Continuous, real-time measurement: tools that help you understand not only what happened, but what’s happening — and what might happen next.

Ready to take the first step?

If you're considering introducing AI and advanced analytics into your marketing and CRM workflows, Hike&Foxter can guide you throughout the entire process, from goal definition to technical implementation and results measurement.

Request a no-obligation diagnostic session and start exploring solutions tailored to your business.

Schedule a meeting

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Recommended AI Stack: Tools by Objective

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