On 25th Nov 2025, Jagan Institute of Management Studies (JIMS) hosted a highly engaging and insightful session on ‘The Role of AI in Marketing,’ featuring Mr. Peush Bery, founder of Xtreme AI. The session aimed to offer students a comprehensive understanding of how artificial intelligence is revolutionizing marketing strategies and the technologies driving these changes.
The esteemed guest speaker, Mr. Peush Bery has over 17 years of experience in product development, sales leadership, and AI-driven innovation, Mr. Bery is a visionary in the tech and marketing industries. The session showcased how customer service has evolved from basic rule-based chatbots to advanced AI-powered conversational agents capable of understanding intent, context, and complex queries. Large Language Models (LLMs) drive this shift by processing information through tokens and predicting responses using deep learning, enabling natural, human-like interactions.
Advanced tools such as Vector Databases and RAG enhance accuracy by retrieving relevant real-world information and reducing errors. Prompt engineering further optimizes model performance through structured input techniques.
In real-world applications, Voice AI agents are accelerating sales by enabling instant, human-like conversations and improving speed-to-lead. Meanwhile, platforms like ChatGPT are reshaping online commerce with personalized, agent-style product guidance. Overall the session was highly impactful for the upcoming AI Generated world.