MICA and Komerz partner on AI commerce for students

More than 400 students at one of India’s top marketing schools will use an AI-powered commerce platform in their coursework through a new partnership between MICA and UK-based technology company Komerz.

The deal integrates Komerz OS into MICA’s academic program, providing students with hands-on experience using live business datasets and commercial decision-making tools. The initial phase includes four modules: brand strategy, consumer intelligence, marketplace strategy, retail media, revenue growth management, and commercial analytics.

Classroom meets commerce

MICA, previously known as the Mudra Institute of Communications in Ahmedabad, has spent over three decades combining creativity with strategic thinking. The partnership strengthens its focus on how technology and data influence daily business decisions, mirroring changes in the marketing field.

Marketing teams now operate across functions that were once distinct. Creative development, consumer research, analytics, media, and commerce increasingly intersect, reshaping employer expectations. The program prepares students for this environment by expanding beyond traditional brand-building and communications training.

Students gain access to tools used in actual commercial settings. Komerz OS links data, intelligence, and execution across the commercial value chain, supporting tasks like consumer targeting, channel performance, demand forecasting, and market expansion. Introducing these tools into classrooms reflects efforts to align education with the software businesses rely on.

This alignment has become more pressing as AI moves from experimental use to standard practice. Employers now seek graduates who can interpret data, understand automated systems, and connect creative work to measurable outcomes. The partnership demonstrates how schools adapt to these demands while maintaining core training in strategy and creativity.

Jaya Deoras Deshmukh, Director and CEO of MICA, described AI as the most significant transformation the marketing industry has experienced in years. “It’s changing not only the tools marketers use, but the skills organizations now require,” she said. “By integrating Komerz OS into our learning environment, we’re giving students direct exposure to the technologies shaping modern business.”

Beyond the classroom

The collaboration includes more than just teaching modules. MICA and Komerz will also work together on research, executive education, industry publications, innovation programs, and internships to strengthen ties between academia and industry.

For Komerz, the partnership introduces its platform to students entering marketing careers. The company, established in 2023, framed the tie-up as a response to the growing integration of commercial work across departments.

India has emerged as a major market for marketing technology and digital commerce skills. For UK-based firms like Komerz, academic partnerships help expand their presence and shape future talent. For institutions like MICA, these collaborations ensure courses remain relevant to employers while preserving strengths in strategy and creativity.

The program reflects a broader trend: schools face pressure to produce graduates ready for roles that didn’t exist a decade ago. Students won’t just study brand strategy—they’ll practice it in environments that replicate data-driven, cross-functional workplaces.

This change affects how students think. A marketing campaign is no longer just creative; it’s a business decision with measurable results. The partnership bridges this gap, letting students see how their work fits into the bigger picture before graduation.

The first group of students will start using Komerz OS later this year. Plans call for expanding the program based on early outcomes.