Amul AI is content marketing at scale: ‘Sarlaben’ turns farmer queries into a 24x7 brand channel

New Delhi: The launch of Amul AI, an AI platform offering round-the-clock guidance to dairy farmers, is being positioned as a technology upgrade for animal husbandry. 

It is also a sharp example of content marketing at scale in the AI age, where the “content” is no longer a one-time campaign but a branded, always-on advisory service that keeps users in a daily loop.

Gujarat Chief Minister Bhupendra Patel launched the platform on Wednesday in Anand. Amul AI will be available through the Amul Farmer mobile app, which the cooperative says has been downloaded by more than 10 lakh farmers. 

Farmers can also access the AI assistant through a phone call using feature phones or landlines to get personalised information about individual cattle, according to an official release.

The platform can also be used by farmers not directly associated with Amul for general information on dairying and animal husbandry. The primary language will be Gujarati.

Patel said the initiative would be a milestone in modernising agriculture, animal husbandry and the dairy sector, and in advancing self-reliance under the leadership of Prime Minister Narendra Modi. Amul described the event as part of an effort to make the cooperative ecosystem “smart” from farmers to technology. The cooperative said it represents 36 lakh milk producers across more than 18,500 villages.

The shift is visible in how the service is designed. In traditional content marketing, brands publish explainers and advisories to build trust. Here, trust is built through continuous utility. The “content” is the answer a farmer receives on cattle health, feed practices or vaccination schedules. The “distribution” is the app and voice channel. The brand sits inside the interaction, not just around it.

The assistant is being introduced as a named digital helper, ‘Sarlaben’, and is designed to work through both app and voice access. The voice layer widens reach in a market where smartphone access and data usage can vary sharply by household.

Patel said Amul has used technology through its digital systems to help members and milk producers earn more, and that integrating farmer and animal husbandry databases into its IT backbone prepares it with Amul AI for “Advantage India.” The tool is also tied into Amul’s digital infrastructure for milk collection and livestock services, including cooperative systems used at village collection points.

Patel linked the launch to government priorities, citing Union Budget provisions and a fund to prepare 20,000 veterinary professionals to strengthen the dairy ecosystem. He also referred to recent trade deals with the US and the European Union, saying dairy imports being excluded would protect livelihoods linked to milk production. 

Patel said India’s dairy sector would increase production and move towards becoming a global dairy hub, describing Amul AI as aligned with the Viksit Bharat 2047 goal.

For Amul, the play is straightforward. A cooperative brand built on procurement and trust is adding a daily advisory interface that deepens habit and reliance. If it works reliably, it becomes a scalable, low-cost way to keep farmers engaged, surface best practices and schemes, and reinforce the cooperative’s value proposition at the same time that it solves a problem.