THE MARKETING CHIEF INTERVIEW
This commitment to building trust has played a key role in shaping the company’ s approach to new technologies, particularly as Tech Mahindra begins to find innovative ways to bring AI into the development of its marketing strategy.
“ We are looking at AI across the entire marketing value chain, from intelligence and audience understanding to content development, personalisation, campaign optimisation and productivity,” Peeyush says.“ Within the team, our approach is to combine experimentation with responsibility. We want people to use AI, learn quickly and redesign workflows, but not simply automate existing processes.
“ The larger opportunity is to ask how marketing itself should work differently in an AI-first environment. My view is that AI will not reduce the importance of creativity or judgment. It will increase the premium on both.”
But earning this trust from audiences – whether that’ s from building a new brand strategy or investing in new technologies – requires deep trust from behind the scenes.
“ The strongest marketing organisations are deeply connected to business strategy, and that requires close alignment across the CXOs,” says Peeyush.“ The CEO helps ensure that marketing is anchored in the direction and ambition of the business. The CFO brings rigour around investment, measurement and value creation. When these relationships are based on trust and
46 October 2026