4. Generative Campaign Studio

Brand-safe imagery, reels and copy per drop, per city, per language — generated in hours, guardrailed against brand and licensor rules, and re-ranked by what actually performs. Target: Creative cost per asset down 70%, campaigns live in hours.

Quick winPilotNow

Business impact

80/100

Cost per creative asset

Build effort

30/100

Internal platform

Projected lift

+20%vs pre-agent baseline

Cost per creative asset

Time to value

≤ 90 days

From kickoff

Interactions / month

4,284+18%

Agent-handled

Automation rate

61%-7% human touches

No human in loop

Net value / year

₹1.2Cr

Revenue + cost avoided − run cost

Payback

7 months

Cumulative net positive

Adoption curve

Agent-handled volume vs pre-agent baseline

Jul102 peakDec

Baseline (manual process)

JulAugSepOctNovDec

Readiness scorecard

Six delivery dimensions

DataModelIntegrationAdoptionComplianceOps readiness

Outcome funnel

How cost per creative asset is produced

  • Eligible interactions4,563
  • Agent-handled3,26372%
  • Qualified outcome1,71352%
  • Cost per creative asset won82348%

Usage by geography

-113
3
61
90
105
Metro NCRMumbaiBengaluruHyderabadTier-2 cluster

Cost mix

Share of run cost

30
  • Inference37%
  • Integration19%
  • Data prep3%
  • Change mgmt8%

Cohort retention

Share of users still using the product weekly

W1W2W3W4W6W8
Cohort 11079687806762
Cohort 21059288756254
Cohort 31039782735651
Cohort 41039386776662
Cohort 51039282766652

Performance by geography

Indexed 0–100 across five signals

VolumeAccuracyDeflectionCSATRevenue
Metro NCR6088694174
Mumbai6998447159
Bengaluru8139375378
Hyderabad8588957488

Model quality

Live vs target

MetricCurrentTarget30-dayStatus
Precision8590+3.1Closing gap
Recall7285+4.4Closing gap
Grounded-answer rate8395+1.8Closing gap
Escalation rate26-2.2Closing gap
P95 latency (s)23-0.4Closing gap
Hallucination flags / 1k11-0.9On target

Service levels

80%

Impact score

70%

Delivery ease

89%

Uptime (30 days)

Unit economics

₹ per year, indexed to pilot scale

  • Revenue influenced₹3.8Cr
  • Cost avoided₹50L
  • Run cost₹16L
  • Net value₹1.2Cr

Cumulative ROI by quarter

Q1116% peakQ4

Channel mix

  • Voice41%
  • WhatsApp-29%
  • Web100%
  • Field app-18%
  • Email6%

Language mix

5
  • English-2%
  • Hindi3%
  • Tamil-10%
  • Telugu-1%
  • Bengali3%

Segment performance

Volume, automation and win rate per market

MarketInteractionsAutomationCost per creative assetValueTrend
Metro NCR-33
18%
15%₹-50L
t0t1t2t3t4t5t6t7
Mumbai183
36%
16%₹-15L
t0t1t2t3t4t5t6t7
Bengaluru-159
25%
3%₹2L
t0t1t2t3t4t5t6t7
Hyderabad-330
20%
-4%₹11L
t0t1t2t3t4t5t6t7
Tier-2 cluster-415
37%
-7%₹-25L
t0t1t2t3t4t5t6t7

Experiment log

What we tested on this product

ExperimentStatusResultOwner
Prompt v3 vs v2Won+8% cost per creative assetAiera Labs
Voice-first vs chat-firstRunning+-2% so farGrowth Pod
Retrieval window 8k → 32kWon-3% escalationsPlatform
Human review threshold 0.7Rolled backno liftOps
Vernacular tone packRunning+1 CSAT ptsCX

Risk register

Owned mitigations before scale

RiskSeverityMitigationOwner
Data freshness in source systemsMediumHourly sync + staleness alertsData Eng
Regulatory language in outputsHighMarketing consentCompliance
Field-team adoptionMediumIn-app nudges + weekly coaching drillsSales Ops
Model cost driftLowRouter to smaller models for routine intentsPlatform

Where it sits in the portfolio

Tap another dot to switch product

Quick winsBig bets
Impact ↑Effort →

Systems it touches

  • DAM / brand asset library

    Approved assets, lockups and licensor rules

    Live

  • Meta & Google Ads

    Auto-publish variants and pull performance

    Live

  • PIM

    Live catalogue attributes feeding every asset

    Live

Product brief

Who uses it

Brand marketing, ecommerce merchandising

Metric it moves

Cost per creative asset

Why Arvind wins

Licensed brands need approval-safe creative at speed — this is both

Image and video generationBrand + licensor guardrailsPerformance feedback loop

Guardrails

Applied to every response

  • Marketing consent
  • Return-policy accuracy
  • No unverified discount claims

Delivery plan

14-week path to production

Weeks 1–3

Ground the data

Connect 3 product sets, historical conversations and CRM outcomes.

Weeks 4–6

Pilot with one team

Run in Metro NCR with human review on every output.

Weeks 7–10

Automate the loop

Hand cost per creative asset decisions to the agent with escalation thresholds.

Weeks 11–14

Scale across lines

Roll out to 5 languages and all geographies.

How it works

End-to-end, from signal to learned outcome

01

Capture the signal

Every Voice and WhatsApp interaction, plus CRM and order events, is streamed in and tagged to a customer, Menswear and geography.

02

Ground the context

Image and video generation indexes the 3 Arvind product sets, pricing rules and policy language so nothing is answered from memory alone.

03

Reason and decide

Brand + licensor guardrails scores the situation and picks the next best action — answer, quote, schedule, escalate — with a confidence threshold behind it.

04

Act in the workflow

Performance feedback loop writes back into CRM/ERP and fires the customer-facing action in English or Hindi, so the team sees it where they already work.

05

Learn from outcome

Won/lost and cost per creative asset outcomes flow back nightly; prompts, thresholds and routing are retuned every fortnight.

Data it runs on

Sources, contents and refresh cadence

  • Conversation history

    Voice, WhatsApp, Store CRM, Marketplace, D2C site transcripts with intent, objection and sentiment labels.

    Streaming

  • Catalogue & pricing

    Menswear · Womenswear · Accessories & footwear with specs, availability and approved commercial language.

    Hourly

  • CRM outcomes

    Stage moves, win/loss reasons and owner activity per enquiry.

    15 min

  • Operations systems

    ERP order, stock, dispatch and service records used to answer status questions.

    Hourly

  • Market signals

    Demand and competitor movement across 5 geographies via DeployOneSense.

    Daily

Customer & team journey

  1. 1Trigger

    Brand marketing, ecommerce merchandising hits the moment this product exists for — creative cost per asset down 70%, campaigns live in hours

  2. 2Agent acts

    Aiera responds within seconds on Voice, grounded in the live catalogue and the customer's own history.

  3. 3Human in the loop

    Anything below the confidence threshold, or touching Marketing consent, routes to a named owner with full context attached.

  4. 4Close the loop

    Outcome is written back, the customer gets a summary on WhatsApp, and cost per creative asset is attributed to this product.

Metric tree

What we steer and what we protect

North star

Cost per creative asset

Drivers

  • Agent-handled share of eligible interactions
  • First-response time and resolution time
  • Qualified outcomes per 100 conversations in Metro NCR
  • Repeat engagement within 30 days

Guardrail metrics

  • Grounded-answer rate above 95%
  • Escalation rate inside agreed band
  • Marketing consent
  • Run cost per conversation below target

Squad to build it

Who is needed and for what

  • Product owner (Arvind)

    Scope, adoption and the business case

    0.3 FTE

  • Conversation designer

    Prompts, tone and 5-language scripts

    1 FTE

  • Data / integration engineer

    CRM, ERP and telephony wiring

    1 FTE

  • ML engineer

    Scoring models, evaluation harness, drift

    0.5 FTE

  • Ops champion per market

    Floor adoption across 5 geographies

    0.2 FTE each

Commercials

How the product pays for itself

Delivery model
Internal platform
Cost drivers
Inference volume, telephony minutes, integration upkeep
Charge basis
Per handled conversation
Break-even
6 months at pilot volume
Scale unit
One geography × one Menswear

Rollout waves

Scope and the exit test for each wave

Wave 1 — Prove

Metro NCR, Menswear, human review on every output.

Exit test: Cost per creative asset beats manual baseline on 200+ conversations.

Wave 2 — Automate

Add Mumbai and Hindi; agent acts without review above threshold.

Exit test: Escalation rate under 10% for four straight weeks.

Wave 3 — Extend

All 3 product sets and 5 channels, wired into CRM reporting.

Exit test: Adoption above 70% of eligible interactions.

Wave 4 — Compound

Roll across 5 geographies and share the model with sibling Arvind businesses.

Exit test: Net value positive at run-rate; owned by business-as-usual team.

Dependencies to unblock

Needed before wave 1 starts

  • API access to CRM and ERP for Arvind Fashions
  • Approved language pack for English, Hindi, Tamil, Telugu, Bengali
  • Telephony numbers and consent records for outbound
  • Sign-off on Marketing consent
  • Named market champions for floor adoption

Open questions for the business

Answer these to lock the scope

  • Which Metro NCR team runs the pilot and who signs off on outcomes?
  • How far back does usable conversation history go for Menswear?
  • What confidence threshold is acceptable before the agent acts unattended?
  • Which existing report does cost per creative asset get compared against?
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