A curated learning library of proven AI applications across the marketing lifecycle, built by the Marketing + Media Alliance (MMA) India member community and the MMA India AI Council.
What it is
The 101 AI in Marketing Use Cases is a compendium of practical, deployed applications of AI, drawn from real work inside MMA member organisations. Each use case shows how AI was applied to a specific marketing problem and the business impact it produced.
This is not a catalogue of possibilities. It is a record of what is already working.
Why it matters
AI fluency remains uneven across the marketing industry. Some organisations are deploying sophisticated AI applications at scale. Many CMOs and marketers still lack visibility into what AI can actually do, where it creates value, and how to prioritise adoption.
The 101 Use Cases closes that gap. It translates AI concepts into contextual, peer-built examples that help marketers understand the art of the possible and build their own implementation roadmaps.
Where it comes from
The project builds on the AI Marketing Maturity Study, released by MMA India in H1 2026 with EY as Knowledge Partner. The study mapped how AI maturity is progressing across four high-impact domains:
- Content and Creative: AI in ideation, production, and creative effectiveness
- Measurement and Insights: AI in analytics, attribution, and decision intelligence
- Propensity Modelling: AI in prediction, targeting, and audience intelligence
- Customer and Sales Journeys: AI across acquisition, conversion, and retention
The 101 Use Cases is the on-ground evidence behind that framework: how AI applications are moving across each of these four categories, one deployment at a time.
Who built it
The library brings together submissions from 50+ member companies, with active participation from the MMA India AI Council and SMARTIES India entrants. Every use case is attributed to the organisation that built it, positioning members as the leaders solving these problems.
A library that grows every quarter
The 101 Use Cases runs round the year. New submissions are added on an ongoing basis, giving MMA and its members a quarter-by-quarter view of how AI in marketing is moving, where adoption is accelerating, and which categories are maturing fastest.
It launched at MMA's SMARTIES Unplugged in October 2026 and lives on as a permanent resource in the MMA Knowledge Centre, feeding MMA's Think Tank and Lab work on applied AI models.
Contribute your use case
Members can submit a use case at any time as a short PDF (under 150 words) or a 2 to 3 minute video, covering the brief, how AI was actively used to solve the problem, and the impact experienced.
