KBD Talent Forge Exclusive
May 13, 2025

How Leading Companies Like Marico Are Using AI to Predict and Prevent Employee Attrition

In a talent market where employee loyalty is often short-lived and attrition costs continue to soar, companies are turning to artificial intelligence and analytics to turn the tide. One standout example is Marico, the FMCG leader that’s using AI not just for recruitment—but for retention.

At KBD Talent Forge, we’ve long emphasized the power of aligning technology with human capital strategy. Marico’s approach is a compelling case study in just how effective that alignment can be.

Predictive Attrition Management: What It Means

Predictive attrition management uses AI models and workforce analytics to forecast which employees are at risk of leaving. Rather than reactively managing exits, companies like Marico are identifying patterns and triggers before attrition happens—and acting on them.

Marico’s HR team integrates data across multiple employee touchpoints, including:

Engagement levels from regular pulse surveys via platforms like Glint

Sentiment analysis from conversational AI bots like Amber

Learning participation trends from Marico’s L&D platform, BLINK

Performance and feedback loops through manager check-ins

These insights feed into a predictive model that scores employees on potential attrition risk—allowing the HR team to engage in targeted, timely interventions.

The Power of “Tech + Touch”

What makes Marico’s approach different is its emphasis on combining digital tools with human empathy. While AI handles pattern recognition and alerts, people leaders step in to have real conversations, offer mentoring, redesign roles, or suggest growth paths tailored to the individual.

This strategy, dubbed “Tech + Touch,” reflects a growing trend among forward-thinking employers—and one that KBD Talent Forge encourages across industries.

Results That Speak Volumes

Since implementing these tools, Marico has:

Reduced early-stage attrition, especially within the first 90 days

Improved employee sentiment among frontline and sales staff

Enhanced leadership decision-making with live, data-driven dashboards

Amit Prakash, CHRO at Marico, notes: “AI doesn’t replace human connection—it augments it. When used well, it enables us to listen deeply, act faster, and build a workplace where people stay because they feel seen and valued.”

Takeaways for KBD Talent Forge Partners

At KBD Talent Forge, we believe every organization can replicate this success with the right framework:

Invest in real-time feedback tools

Use AI to flag—not decide—on HR actions

Train managers to respond with empathy and intent

Embed predictive analytics into your regular people processes

Marico’s journey is not just about technology—it’s about transforming HR into a strategic, proactive partner in business growth. And for the future-ready organizations we support at KBD Talent Forge, this is exactly the path forward.