Feb 10 2025

The CMO’s MO: Sapna Desai urges brands to go digital, but not ditch the human touch

By Sapna Desai

ManipalCigna Health Insurance’s CMO describes how the brand is redefining insurance with strategies including AI-powered customer experience championing women’s health.

  1. What are the three biggest opportunities for your brand?

 

As a brand, we are constantly inspired to seek the answer to one important question ‘WHY?’ This is where the opportunities lie to create relevance and drive preference for our proposition.

 

Our country’s diversity is reflected in varying healthcare requirements across regions. This provides us with an opportunity to cater to the broad market by offering products customized to meet the needs of people, whether the customer is based in a metro or a Tier 3 town.

 

Technology also presents a booming opportunity to enhance the customer journey. From AI-driven chatbots to seamless app interfaces, technology allows us to redefine how customers experience insurance—making it simpler, faster, and more intuitive.

 

Finally, our focus extends to critical areas such as women’s health and other underrepresented segments. There is a growing need for affordable, predictable, and simple health insurance products catering to these segments.

 

 

  1. Spill the C-suite strategy around Generative AI. How are you using it to democratize creativity?

Generative AI is definitely helping us push creative boundaries, in marketing and beyond. This has been a result of early integration, as we saw the potential of Generative AI beyond the surface level and recognized applications that help deliver value.

 

AI is supporting quick turnaround, to learn faster by analysing responses and trends, and make early tweaks which can in turn result in maximum output. In fact, we were one of the first brands in the BFSI sector to have an official AI-Generated 3D Mascot – Sarvanand, our witty expert.

 

We must understand that Generative AI can enhance human creativity by suggesting ideas and streamlining the creative processes. However, we should not ignore the aspect of artistic expression that humans can bring. The future is to maintain the balance between artificial intelligence and creative intelligence.

 

Read more here: https://www.campaignindia.in/article/the-cmos-mo-sapna-desai-urges-brands-to-go-digital-but-not-ditch-the-human-tou/500604