Razorpay has expanded the role of Apuarv Sethi, who previously led the company’s brand and SME marketing efforts, to drive its next phase of AI-powered marketing, customer engagement, and go-to-market strategy.
Having played a significant role in shaping Razorpay’s brand presence and SME-focused growth journey, Sethi will now focus on integrating AI-driven capabilities across marketing operations, consumer experiences, and business expansion initiatives.
Commenting on the shift, he said, “The future of marketing will be shaped by AI and human creativity together.” The statement reflects a growing industry view that successful marketing strategies will increasingly combine automation, predictive intelligence, and human-led storytelling.
The move highlights how fintech companies are adopting AI not only for products and operations, but also for customer acquisition, engagement, and lifecycle marketing in increasingly competitive digital markets.AI is becoming central to how brands personalise experiences, optimise campaigns, and scale customer engagement.
Bottom line: Razorpay’s leadership expansion signals a stronger push toward AI-native marketing strategies powered by both automation and creative brand thinking.
