Meta and Bain’s 2024 report, Win with Conversations, explores how generative AI is transforming consumer engagement in India. With over 650M Indians on messaging platforms but only ~200M shopping online, conversational commerce via platforms like WhatsApp can bridge this gap. Generative AI enables scalable, humanlike, vernacular, and multimodal interactions, unlocking end-to-end customer journeys. Over 80% of enterprises plan to invest in conversational AI for higher engagement, personalization, and ROI. SMBs benefit through discovery, payments, and support. Six imperatives—including personalization, trust, and ROI measurement—guide adoption, while case studies (e.g., PolicyBazaar, Cars24) show tangible results.

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