India’s Global Capability Centres (GCCs) are rapidly becoming major hubs for artificial intelligence innovation, with multinational companies using AI across healthcare, marketing, finance, HR and product development to improve efficiency and accelerate decision-making.
From identifying the right social media influencers to supporting drug launches and creating digital product visuals, companies are increasingly integrating AI into core business operations.
Executives from several GCCs said AI is helping automate repetitive tasks that previously required hours of manual work, allowing teams to focus more on innovation and strategic operations.
Apollo Hospitals has introduced an AI-powered clinical assistant developed with Microsoft to help doctors collect patient information and generate insights faster.
“That is 20% time given back to doctors. That is 20% time back to patients,” said Puneet Chandok, president of Microsoft India and South Asia.
At the Bengaluru centre of Catalyst Brands, owner of U.S. retail chain J.C.Penney, teams are testing computer-generated imagery to create product visuals and videos. The company said the technology could reduce the need to move products globally for photo shoots.
Nihar Nidhi, India managing director at Catalyst, said Bengaluru is “at the nose of the rocket” in piloting these AI-based initiatives.
Kimberly-Clark, the maker of Huggies diapers, is also using AI tools to improve marketing operations. One internal platform helps identify and evaluate social media influencers to increase product reach and engagement.
Novo Nordisk is deploying AI across key areas of the drug launch process, including regulatory documentation, safety data analysis and commercial analytics. Global pharmaceutical companies are increasingly using AI to identify clinical trial participants faster and reduce reporting timelines.
IBM India is working with educational institutions and local authorities to develop AI-enabled air quality monitoring systems. The company is also collaborating with the government on AI adoption and digital upskilling initiatives.
Workday India said its teams are now working more closely with global operations to build AI tools for payroll, hiring and finance management.
“For us, it’s no more about saying – hey, we’re part of that rubric where we’ll build a few modules in the Lego module. It’s about building the entire model together,” said Workday India President Sunil Jose.
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