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Category: Digital

  • ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    ASCI and the Unstereotype alliance unveil study on Diversity & Inclusion in Advertising

    Mumbai: The Advertising Standards Council of India (ASCI) and the UN Women convened Unstereotype Alliance (UA), launched their collaborative study on Diversity and Inclusion (D&I) in Indian advertising. The report, prepared by Kantar, a global brand research partner to the world’s leading companies, deep dives into a critical component of ESG (environmental, social and governance) goals of corporates. The study was unveiled at the DEI Edge Summit, co-hosted by ASCI and UA, and supported by organisations such as Diageo, HUL and Disney Star.

    The joint report provides new insights on Indian advertising’s D&I representation versus global practice (leveraging data from the 2023 Global MONITOR survey) and a wealth of original findings on Indian advertising trends accommodating D&I. Some of the key dimensions of D&I representation mapped in the report were age, gender, sexual orientation, race, physical appearance, social class, disability, and religion, across 28 markets around the world.

    The global dimension

    Compared to 33 percent of consumers across the world, 48 percent of Indians expressed the need for more inclusive representation by brands. India’s socially aware consumers are an encouragement for brands on the way to inclusiveness and a wake-up call for those yet to embrace D&I.

    The research scoured through all the new ads that aired in October 2023. Coupled with Kantar’s extensive analysis of advertisements over the past few years, the study provides a snapshot of the patterns, progress, and scope for improvement in DEI in India.

    Key findings of the Indian study: There was a near absence of representation diversity in Indian advertising.   The study found a dismal less-than-1 % representation of the LGBTQ+ community, people with disabilities featured in less than 1% of the ads and only 4% of Indian ads depicted people aged above 65 years.

    Women representation: While the presence of women in ads was comparable to men, sticky stereotypes still prevail. More women are portrayed with fair skin tone (58% of women vs 25% of men on-screen), with less diverse physical appearance (39% of women were shown as slender vs 16% men on-screen) and low non-traditional roles (17.5% of women were depicted as the sole caregiver vs 3.5% men characters) and less authoritative (with male characters three times more authoritative than their female counterparts).

    Women tended to be shown as younger with 86% of them between 20 and 39 years of age compared to 62% of men.

    ROI boost

    The study’s Unstereotype Metric or UM, designed by the Unstereotype Alliance with Kantar, regularly tracks advertising to understand the impact on ROI for brands with more progressive advertising.

    Positive female and male UM unlocked higher marketing ROI, the study found, both in terms of short-term gains in sales and long-term benefit of brand equity.

    There was an average percentile difference of over 54 (more positive female UM) and 59 (more positive male UM) in brand equity and an average percentile difference of over 32 (more positive female UM) and 38 (more positive male UM) in short term sales likelihood between ads in the top quartile and bottom quartile on the Unstereotype Metric in ads tested by Kantar in 2022.

    The DEI Edge Summit

    Inclusive casting, greater diversity with organisations, and aligning with the D&I purpose are just some of the areas advertisers can explore to embark on a successful D&I journey. The summit brought together several expert voices to explore the barriers to D&I adoption and possible ways ahead, showcasing different brand case studies, and providing insights for brands wishing to embark on this journey. Leading experts from the Industry, D&I champions, and media and films shared their views and journeys in this space.

    ASCI CEO & secretary general Manisha Kapoor said, “There is no doubt that advertising shapes society. Indian advertising is missing the Diverse and inclusive narratives that can provide a real edge to brands, as can be seen in the study. Along with The Unstereotype Alliance and other partners, ASCI would like to nudge and support the advertising industry in getting its DEI representation right. The opportunity to include diverse perspectives and stories is a powerful one, and the event showcases the immense benefits both brands and society can derive from such progressive inclusions.”

    Brands which have internalised DEI agree. Diageo India CMO Ruchira Jaitly said, “As marketers, we have a crucial role to play in championing inclusion and diversity and in telling stories that elevate diverse and progressive voices through brand campaigns where everyone is represented, from script to screen, and which resonate with our consumers.  We started our journey on progressive portrayal seven years ago and are proud of our progress. Diversity, Equity, and Inclusion is a critical component of Diageo’s Society 2030 ambition and progressive marketing is a core part of this ambition.”

    UN Women country representative Susan Fergusan said, “We, as the conveners of the Unstereotype Alliance India National Chapter, are pleased to host the DEI EDGE SUMMIT in collaboration with the ASCI Academy. Over the past two years, the Unstereotype Alliance in India has united brands, organizations, and individuals who believe in the transformative influence of advertising and media in fostering an inclusive society. Our efforts transcend campaigns; we strive to dismantle stereotypes, fostering a cultural shift that champions diversity and inclusion in advertising industry”.

    About this report

    The objective of the 28 DEI Country Factbooks is to provide companies with a basic understanding of the diversity landscape and the key equity and inclusion issues in each of the 28 markets* covered in the Global MONITOR survey.

    Primary data sources: Most quantitative findings are based on the 2023 Global MONITOR survey. The survey is collected among 36,000+ consumers, age 13+, in 28 markets* around the world.

    *Markets included: Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Nigeria, Philippines, Poland, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, Turkey, United Kingdom, United States and Vietnam.

    Other key sources cited:

    1   World Factbook

    2   Social Progress Index

    3   WEF Gender Gap Index

    4   World Bank

    5   Gallup Poll

    6   Ipsos Poll

    Terminology: Throughout the report, the term LGBTQ+ is used to refer to the Lesbian, Gay, Bisexual, Transgender and Queer community. The term LGB is used when referring to survey respondents who identify as Lesbian, Gay or Bisexual.

  • Unilever and Accenture collaborate on next generation AI

    Unilever and Accenture collaborate on next generation AI

    Mumbai: Accenture (NYSE: ACN) is joining forces with Unilever, the consumer goods multinational —whose 400+ brands are used by 3.4 billion people every day— as part of a strategic initiative to leverage Unilever’s AI research and implementation of technologies that enhance productivity, drive efficiencies, and accelerate disruptive and AI-powered innovations at scale.

    The work will kick-off from Unilever’s global AI Lab “Horizon3 Labs”, recently opened in Toronto — a city recognized for its concentration of AI expertise and home to one of Accenture’s six Gen AI studios in North America.

    The two companies will explore new applications to scale generative AI; for example, assets from Accenture’s AI Navigator or its proprietary “switchboard,” which allows a user to select a combination of models to address the unique business context.

    “This collaboration builds on our relationship of more than three decades with Unilever, which continues to raise the bar as a digital powerhouse and industry leader,” said Accenture CEO & chair Julie Sweet. “The combination of Horizon3Labs’ disruptive innovation with Accenture’s deep expertise and strong ecosystem partnerships will help Unilever scale AI and generative AI more rapidly and responsibly across its business and discover new pathways to value.”

    “We are excited about building on our long-standing partnership with Accenture to step up our innovation agenda and drive value for our consumers, retailers, and distributors. Horizon3 Labs is a unique platform for collaboration and co-creation, and we look forward to working with Accenture and other partners to take our investment in AI to a new level,” said Unilever chief enterprise & technology officer Steve McCrystal.

    This initiative will leverage the industry solutions and accelerators within Accenture’s previously announced $3 billion investment in data and AI. As part of these efforts, Accenture will connect Unilever with its top data and AI experts, and help capitalize on Accenture’s ecosystem partnerships, ventures, and strategic investments within its Center for Advanced AI, which includes more than 1,450 pending and issued patents in Accenture’s AI solutions and learnings from more than 300 generative AI projects. 

  • ASCI’s draft guidelines ensure honest environmental ads

    ASCI’s draft guidelines ensure honest environmental ads

    Mumbai: The Advertising Standards Council of India (ASCI), has proposed draft guidelines for environmental claims in advertising. The draft guidelines are open for public feedback until 31 December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

    Environmental claims include claims that suggest or create an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product, or has specific environmental benefits.

    Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

    The draft guidelines target greenwashing – the deceptive practice of making misleading environmental claims. ASCI emphasizes the paramount importance of substantiated, comparable, and verifiable claims to combat misinformation. In its ad-surveillance ASCI has found that several terms are loosely used to communicate environmental benefits, giving an impression that the product is greener than it actually is.

    Notable Industry experts have given their opinion regarding these guidelines.

    Edited excerpts

    Leads Brand Connect managing director Richa Khandelwal

    ASCI guidelines on the environment are a powerful tool in promoting sustainable advertising practices. By adhering to these guidelines, brands can demonstrate their commitment to protecting our planet and inspire positive change. It’s all about creating advertisements that are not only impactful but also mindful of their environmental footprint. We embrace ASCI drafted guidelines to foster more responsible advertising where thoughtful creativity and sustainability go hand in hand. 

  • Digital success unleashed: How to achieve maximum reach through content promotion

    Digital success unleashed: How to achieve maximum reach through content promotion

    Mumbai: The complexity for marketers today is that the rule book keeps evolving and changing. The fragmentation of media channels, lack of assured ROI and the options to avoid being advertised to all makes the job of making a bang for every buck spent, harder than it has ever been.

    As partners to our clients, we are not only involved in the creative side of content development but we also play a big role in deciding the promotion plan, media choice and budget allocation through our media buying services. This unique capacity itself helps us look at content marketing in a holistic way, wherein we are able to pool in learnings from various departments to make sure a campaign delivers authentic results. Our North Star is not to just hit numbers when it comes to reach, but also to ensure how much engagement the content gets.

    I often come across spirited discussions on how one must choose Influencers primarily as a media vehicle. Their number of followers is considered a guaranteed reach. Unfortunately, that is hardly ever the case. Going by published benchmarks, the reach rate of an Instagram account with 500K followers is 1-2 per cent for stories and 10-12 per cent for posts. Only in the case of celebrity posts have we seen a higher reach of upto 50 per cent when it comes to branded content.

    Our head of digital media buying, Varun Melwani, has some interesting thoughts on the topic as well. “Look at platforms like Viral Bhayani and Instant Bollywood and evaluate their engagement rate. It gives you a very clear understanding of what people want to consume on the internet”. Meme marketing is another great avenue to accelerate reach. However, one must understand that the content that gets shared here has to be tailored to the account and its audience and not be obviously advertising-y. For example, in the past, we have ‘leaked’ frames from a celebrity ad on their fan pages with links to the brand page. This performed way better in terms of engagement and reach than when we posted the actual ad film. What comes next is to be absolutely clear about what such an activity does for the brand – does it build credibility and brand equity, no. Does it hit Awareness targets and reach. Absolutely.”

    The key lies in being absolutely sharp in what the goal of the campaign is and then curating the right mix basis budgets. If influencing the brand’s perception is the primary objective, I would not consider higher reach as a success metric. I would look at the audience profile that the engagement comes from. If a brand is new and would want to increase their Awareness, One will often argue higher the budget, better the reach. But as we have established already, some strategic thinking in picking the right mix can extend the value of every ad-rupee one spends.

    Here are some points and questions I go back to time and again when developing end-to-end campaigns:

    1.   Promotion does not just mean ads on the Big 2 platforms – Meta and Google (X is axed by most clients today for reasons known to all). Using Groups, Communities, Fan Pages, Meme Accounts can play a big role in delivering quality reach.

    2.   The content you create itself determines the reach it will get. The paradigm shift from pushing advertising to creating content that gets pulled, keeping audience behaviour and interests is at the key to optimising organic reach

    3.   Don’t expect the same content to work across platforms and ad-types. Putting the same message and same type of content will reduce the effectiveness of the money spent.

    4.   Read between the lines when reviewing performance reports and media pitches. There is more than what meets the eye when it comes to being ‘’assured’ a certain reach.

    5.   Lastly, don’t be swayed by hitting higher numbers; reaching the right audience who are engaged is far more effective than shelling big bucks to reach a lot of generic audiences.

    Creativity in our industry has now transcended from content development to how to promote said content. Finding a partner who can navigate this complexity and strike a balance in the quantitative and qualitative aspect of planning the promotion mix is rare but worth the search.

    This article has been authored by Makani Creatives chief brand officer Suchana Sarkar.

  • From scripts to notifications: Vicky Kaushal’s special delivery on Zomato

    From scripts to notifications: Vicky Kaushal’s special delivery on Zomato

    Mumbai: Zomato, India’s food ordering and delivery platform, has joined forces with the acclaimed Bollywood actor Vicky Kaushal to pay a special tribute to India’s first Field Marshal, Sam Manekshaw. Known for his stellar performance on screen, as part of the collaboration, Vicky Kaushal, in a unique twist, will be seen stepping into a different role for a day, playing, crafting, and sending orders on Zomato.

    In Zomato’s latest ad film, Zomato users are greeted with notifications written by Vicky Kaushal himself. From creating personalized breakfast requests to exploring pizza preferences, such as the choice of pineapples as toppings, the actor embodies the commanding nature of his character. Creating a seamless connection between the film and the Zomato platform, the actor also encourages people to watch “Sam Bahadur” in theaters. This collaboration extends beyond the screen to social media content that captivates audiences, tailored notifications that tantalize taste buds, visually appealing app banners, and cityscape hoardings. Zomato and Vicky Kaushal offer users a distinctive fusion of delightful orders and engaging stories, transforming every interaction into an enjoyable experience.

    As part of the celebrations, Zomato also hosted a special secret screening of Sam Bahadur for its delivery partners in Delhi. Vicky Kaushal, portraying reel-life Sam, graced the screening as a surprise for the 200 delivery partners who attended it.

  • AI can never match human ingenuity in advertisement: I&B ministry’s Vikram Sahay at MarCon 2023

    AI can never match human ingenuity in advertisement: I&B ministry’s Vikram Sahay at MarCon 2023

    Mumbai: “Remember that advertisement is all about making a product or a service unique. Even the best of the software like ChatGPT will never offer that uniqueness. So, do not feel discouraged by them as they often compromise the quality of the advertisements,” said Ministry of Information and Broadcasting joint secretary & Government of India Vikram Sahay, while delivering his keynote address at the 19th edition of the Marketing Conclave (MarCon), organised by the Internet and Mobile Association of India (IAMAI) on 22 November 2023 in Mumbai.

    This year MarCon explored, through 30 sessions, across four tracks, the theme of “Tomorrow’s Canvas: Tech and the Art of Marketing”. The conference was co-powered by Whistle Feed.

    Addressing the conference’s theme topic, Sahay delved into the dynamic intersection of technology and marketing, shedding light on innovative strategies to navigate the evolving landscape of digital advertising.

    In his keynote Sahay also dwelt on advertising regulatory practices and underlined the importance of ethical marketing. “Today, we have certain regulatory practices and guidelines that protect us from misleading ads, especially in education and healthcare. We must stay away from such unethical practices,” he said.

    MarCon 2023 brought together on one platform more than 65 industry captains and subject stalwarts to explore the theme subject 360 degrees. Over 350+ agencies, 500+ leading brands and 1500 delegates took part in the conference.

    Speaking on unified measurement for digital platforms, Jio Ads CEO Gulshan Verma explained, “Fundamentally, measurement is the backbone of business, translating into vital components such as your business metrics, engagement metrics, and sales figures. What further adds to this process is the perception of your brand. Introducing unified measurement transforms the landscape, where context makes all the difference. Online and physical touch points make it challenging to analyse or even apply unified measurement. Unification will happen if we are able to link business numbers and other tangibles to arrive at some sort of numeric unification or one scale of measurement for digital platforms.”

    Talking on changing tech allowing new age marketers to connect with ‘BHARAT’, Federal Bank CMO MVS Murthy said, “AI does not have an emotional quotient hence it cannot be sensitive towards human emotions. Only humans can understand the subtle sensitivities of any matter. While targeting Bharat, it’s important we understand and acknowledge these nuances and think regional and vernacular first, it’s a human emotion, we think in our mother tongue and then speak in English or any other language.”

    Among other prominent speakers at the conclave were Group M South Asia president Tushar Vyas; Games 24 x 7 VP Gaurav Verma; Meta ads business director & head Arun Srinivas; Sony Pictures Network Ltd senior VP and Ad revenue head Ranjana Mangla, Physics Wallah marketing head Sanket Narkar and Tata Digital CMO Shoumyan Biswas.

    Results of the second edition of the prestigious Digital Native Brands Awards (DNBA) were announced at a gala ceremony at MarCon. This year there were over 150 entries for DNBA, which were distributed in 19 categories. The Awards celebrate and honour businesses and brands that have harnessed the power of digital technology, epitomize the spirit of digital entrepreneurship, and leverage technology as a core driver of their success. The Best DNB Woman Entrepreneur of The Year Award went to Ghazal Alagh, Honasa Consumer Pvt Ltd (Mamaearth) and the Best Digital Native Brand Entrepreneur Award was bagged by Manish Chowdhary, WOW Skin Science.

  • MMA Global India launches AI Advisory

    MMA Global India launches AI Advisory

    Mumbai: MMA Global India proudly announces the inauguration of the MMA Global India AI Advisory, a collaborative effort uniting the marketing ecosystem comprising members such as McDonald’s, HP, Microsoft, EY, ReBid, SAS, Netcore, Airtel, Aditya Birla Group, Tata Consumer Products, Bridgestone, CEAT, HDFC Bank, ICICI Bank, L’Oreal India, Mondelez, MakeMyTrip, and many others.

    Why AI Advisory?

    The subject of AI is fast-evolving, and keeping up with the pace can be challenging. The MMA Global India AI Advisory is here to provide the right platform for industry representatives to discuss challenges, engage in knowledge sharing, and drive collaboration for growth.

    “With 3 out of 4 companies already experimenting and scaling, especially in areas like marketing optimization and personalization, our AI Advisory will serve as a compass to enable marketers to harness intelligence and propel innovation. I wish to welcome our AI advisory members and the industry to help shape the future of AI in marketing and together tread the path to AI-powered marketing,” shared MMA Global India country head and board member Moneka Khurana. She further added that “this council serves as a testament to our commitment to fostering collaboration, knowledge sharing, and pushing the boundaries of AI applications in the Indian marketing landscape.”

    Objective of the AI Advisory:

    The AI Advisory at MMA Global India is committed to driving the adoption of AI applications in marketing at scale. It represents a working coalition of leading marketers and thought leaders focused on applying AI to marketing responsibly and effectively.

    What Sets the Advisory Apart:

    With a special focus on the Indian market, the MMA Global India AI Advisory ensures marketers have access to relevant content and resources needed to be at the forefront of technological innovation.

    Ernst & Young, head & partner and marketing advisory Amiya Swaru sharing his excitement for the launch, said, “The MMA India AI Advisory is a significant initiative; and a commitment to drive effective AI integration in marketing. Through thought leadership, the AI Advisory’s objective is to enable marketers to deliver business goals using effective use of AI and technology.”

    Our Experts on the Council Will aim to:

    1   Champion AI-Powered Marketing and Branding Tech

    2   Foster Knowledge Sharing via Thought Leadership

    3   Keep Members at the Forefront of AI Marketing Applications

    4   Establish Authority in Marketer Tech and Be the Go-To Council

    This group is laser-focused on driving conversations at a micro-level for the industry, with visible outcomes in reports, use cases, surveys, and more. Dedicated solely to the Indian market, the MMA Global India AI Advisory guarantees marketers access to content most pertinent to them, ensuring MMA’s members remain leaders in this generation’s most critical frontier of technological innovation.

    “In the realm of AI-driven marketing, the MMA Global India AI Advisory stands as a beacon of industry collaboration. The advisory’s collective mission is clear – to champion AI-powered marketing and pave the way for marketers to not just adapt but lead in this era of transformative technology,” were some strong closing words by another key founding member of the council, ReBid CEO & founder Rajiv Dingra. 

  • OnePlus launches OnePlus AI Music Studio

    OnePlus launches OnePlus AI Music Studio

    Mumbai: OnePlus, the global technology brand, recently announced the launch of its latest community-first innovation, unveiling the OnePlus AI Music Studio. This revolutionary platform redefines the landscape of creative expression, empowering users to compose, craft, and unleash their musical prowess through cutting-edge AI technology.

    The OnePlus AI Music Studio is a transformative space where artistic dreams take flight, providing an immersive environment for music enthusiasts to explore their creative potential. Offering an array of genres, including rap, hip-hop, and EDM, this avant-garde tool enables users to become composers in their own right.

    “At OnePlus, we’re dedicated to fostering innovation and enabling our community to push boundaries. The OnePlus AI Music Studio embodies our commitment to empowering users to explore their creativity in unprecedented ways,” stated OnePlus director of marketing Ishita Grover.

    This innovative platform allows users to craft lyrics, seamlessly blend them with AI-generated beats, and witness their musical vision come to life. The Studio offers a visually stunning interface, culminating in the creation of captivating music videos, all easily accessible at the user’s fingertips. “The OnePlus AI Music Studio isn’t just a tool; it’s an unparalleled fusion of technology and creativity, providing users the opportunity to unleash the artist within. It’s about giving our community the power to shape their musical journey,” added stated Ishita Grover.

    With an emphasis on community engagement, the OnePlus AI Music Studio allows users to share their compositions with the world, inviting them to download and spotlight their masterpieces across various social media platforms. Moreover, the platform provides an avenue for recognition, enabling users’ tracks to be voted to the top and potentially featured by OnePlus.

    The OnePlus AI Music Studio represents a paradigm shift in creative expression, bridging the gap between technology and artistry. It stands as a testament to OnePlus’ commitment to empowering its users to transcend boundaries and redefine the possibilities of artistic innovation.

    For further information and to experience the OnePlus AI Music Studio, visit https://aimusicstudio.oneplus.com/

  • Navigating tomorrow -The rise of artificial intelligence in leadership

    Navigating tomorrow -The rise of artificial intelligence in leadership

    Mumbai: In an era marked by rapid technological advancements, the integration of artificial intelligence (AI) into various facets of our lives is becoming increasingly prevalent. One of the most intriguing and transformative areas where AI is making a significant impact is in the realm of leadership. As AI technologies continue to evolve, leaders are presented with both unprecedented opportunities and unique challenges in harnessing the potential of intelligent machines.

    The rise of AI in leadership

    The traditional image of a leader conjures visions of a person at the helm, making critical decisions based on experience, intuition, and emotional intelligence. However, the landscape is shifting as AI becomes an integral part of organizational structures. AI is not replacing leaders but augmenting their capabilities, providing data-driven insights and automating routine tasks to allow leaders to focus on more strategic aspects of their roles.

    Data-driven decision making

    One of the primary contributions of AI to leadership is its ability to process vast amounts of data quickly and accurately. Leaders can leverage AI algorithms to analyze market trends, consumer behaviour, and internal operations. This data-driven approach empowers leaders to make more informed decisions, identify opportunities, and mitigate risks more effectively. AI doesn’t replace human intuition but complements it by providing a robust foundation of evidence on which leaders can base their choices.

    Enhanced productivity and efficiency

    AI is adept at handling routine and repetitive tasks, freeing up valuable time for leaders to focus on tasks that require creativity, strategic thinking, and emotional intelligence. From automating administrative functions to streamlining complex workflows, AI can enhance overall productivity and efficiency within an organization. This allows leaders to dedicate more time to building relationships, fostering innovation, and crafting a compelling vision for the future.

    Leadership development through AI

    AI is not only a tool for current leaders but also a valuable resource in nurturing the leaders of tomorrow. Machine learning algorithms can analyze leadership styles, competencies, and behaviours, providing tailored insights for individual professional development. This personalized approach helps aspiring leaders understand their strengths and areas for improvement, fostering continuous learning and growth.

    Cultural transformation and inclusivity

    AI-driven analytics can also play a pivotal role in shaping organizational culture. By analyzing communication patterns, sentiment, and employee engagement data, AI can provide leaders with real-time insights into the pulse of the organization. This information enables proactive interventions to enhance employee well-being, address concerns, and foster a more inclusive workplace culture.

    Challenges and ethical considerations

    While the integration of AI in leadership brings about numerous benefits, it also presents ethical considerations and challenges. Issues related to bias in AI algorithms, transparency, and privacy must be carefully addressed. Leaders need to ensure that AI technologies are deployed ethically and align with the organization’s values. Additionally, there is the concern of job displacement as routine tasks become automated. Leaders must navigate these challenges with a keen awareness of the social and ethical implications of AI adoption.

    The human touch in AI-Augmented leadership

    Despite the increasing role of AI in leadership, the human touch remains irreplaceable. Emotional intelligence, empathy, and the ability to inspire and motivate are qualities that distinguish human leaders. AI can provide valuable insights and support decision-making, but the emotional and interpersonal aspects of leadership require the nuanced understanding that only humans can provide.

    Building trust in AI

    Building trust in AI systems is paramount for successful integration. Leaders must communicate transparently about the role of AI, its limitations, and the ethical frameworks in place. Establishing trust among employees, stakeholders, and the wider community is crucial for the acceptance and effective implementation of AI technologies.

    Preparing leaders for the future

    As the role of leaders continues to evolve in the age of AI, there is a growing need for leadership development programs that incorporate AI literacy. Leaders should understand how AI works, its potential applications, and the ethical considerations associated with its use. This knowledge equips leaders to make informed decisions about AI implementation and ensures they remain at the forefront of shaping the future of leadership.

    Conclusion: The synergy of human leadership and AI

    The rise of AI in leadership heralds a new era of possibilities, where human leaders and intelligent machines collaborate synergistically. The integration of AI empowers leaders with unprecedented access to data, insights, and efficiency. However, the essence of leadership—the ability to inspire, guide, and connect with people—remains distinctly human. Successful leaders in the AI-driven future will be those who adeptly balance the benefits of technology with the enduring qualities of leadership that make a lasting impact on individuals and organisations alike.

    The author of this article is Shisham Digital CMO Ankoor Dasguupta.

  • VDO.AI achieves Google Certified Publishing Partner status

    VDO.AI achieves Google Certified Publishing Partner status

    Mumbai: VDO.AI, the foremost global advertising technology innovator, proudly announces its recent certification as a Google Certified Publishing Partner (GCPP) marking a significant milestone in the company’s commitment to delivering cutting-edge solutions for advertisers and publishers. This achievement not only underscores VDO.AI’s dedication to excellence but also heralds a new era of lucrative revenue monetization, unwavering commitment to quality, and transparency opportunities for publishers globally.

    VDO.AI secured its prestigious Google Certified Publishing Partner status through a comprehensive evaluation process, highlighting the company’s profound expertise and demonstrated success in delivering outstanding outcomes for clients. This thorough assessment considered diverse elements, such as generating revenue for publishers, maintaining publisher relationships, ensuring customer satisfaction, and more.

    VDO.AI’s Google Certified Publishing Partner status delivers a comprehensive array of benefits to publishers, solidifying its role as a strategic ally. Equipped with advanced tools for revenue monetization aligned with industry best practices, VDO.AI ensures a seamless commitment to quality, evident in the assurance of optimal Google health scores. Addressing industry challenges such as ad spending slowdowns, VDO.AI’s certified solutions empower publishers with unmatched agility and flexibility. Moreover, VDO.AI’s specialized expertise successfully mitigates spoiler challenges, fortifying a secure and fraud-resistant advertising environment for publishers.

    “Our Google Certified Publishing Partner status is not just a certification; it’s a demonstration of our unwavering dedication to providing solutions that empower publishers to thrive. We are excited about the potential for revenue monetization and user engagement that this certification brings, reinforcing our mission to redefine the possibilities of digital advertising,” commented VDO.AI CEO Amitt Sharma.

    “We are thrilled to achieve the prestigious Google Certified Publishing Partner status. This certification not only validates our commitment to providing top-notch solutions but also reinforces our dedication to the success of our partners. As we continue to push the boundaries of advertising technology, this recognition positions us as a key player in shaping the future of digital advertising,” added VDO.AI CTO Arjit Sachdeva.