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Category: Digital

  • Guest Article: Navigating tomorrow – The rise of artificial intelligence in leadership

    Guest Article: 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 organisational 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 analyse 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 organisation. 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 analyse leadership styles, competencies, and behaviours, providing tailored insights for individual professional development. This personalised 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 organisational culture. By analysing communication patterns, sentiment, and employee engagement data, AI can provide leaders with real-time insights into the pulse of the organisation. 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 organisation’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.

    This article has been authored by Shisham Digital CMO Ankoor Dasguupta.

  • BuyUcoin becomes an FIU registered reporting entity

    BuyUcoin becomes an FIU registered reporting entity

    Mumbai: BuyUcoin, India’s second-oldest digital asset exchange, today announced that it has become Financial Intelligence Unit – India (FIU-IND) registered reporting entity under the latest anti-money laundering laws (PMLA) implemented by the Government of India. The FIU registration marks an important step in adhering to anti-money laundering (AML) and combating the illicit use of virtual digital assets (VDAs). This registration demonstrates BuyUcoin’s dedication to operating with the highest levels of transparency and integrity.

    The Financial Intelligence Unit – India is the central, national agency responsible for receiving, processing, analysing and disseminating information relating to suspect financial transactions to enforcement agencies and foreign FIUs. Registration with the FIU is mandatory for certain types of financial institutions, including BuyUcoin. By completing this process, BuyUcoin has demonstrated its commitment to identifying and reporting suspicious transactions, ensuring that its services and platform are not used for illicit activities.

    According to the latest laws notified by the government of India in March 2023, virtual digital asset service providers including exchanges are required to comply with PMLA guidelines which includes reporting of suspicious transactions, keeping record of transactions, KYC records and collaborating with government agencies to ensure highest level of AML procedures and protocols. BuyUcoin has a rich user base of over 1 million active users.

    Commenting on the development, BuyUcoin CEO Shivam Thakral  said “Our registration with the FIU is a testament to our commitment to operating with the highest ethical standards and protecting our customers and the financial system from the risks of money laundering and other . We are committed to working with the FIU and other regulatory bodies to combat money laundering and terrorism financing.”

    He added, “I strongly believe that India will lead the world in business friendly policies around digital assets and such initiatives will enable us to create an environment of transparency and trust within the digital asset ecosystem. Our aim is to educate our users about the latest compliance and empower them to leverage the true potential of the Web3 ecosystem.”

    In addition to registering with the FIU, BuyUcoin has implemented a comprehensive AML/CFT which includes customer identification and verification (CIP) program to verify the identity of its customers, ongoing monitoring of customer transactions for suspicious activity and a robust reporting system for suspicious transactions to the FIU.

    BuyUcoin is India’s leading digital asset exchange operating since 2016. BuyUcoin has a large user base of over 1 million active users and offers VDA trading services across India. BuyUcoin has the widest range of digital assets available for trading on its platform with innovative and technology led services for a rich user experience. Being a pioneer in the digital asset industry, BuyUcoin was the one of the first Indian exchanges to initiate a regulatory sandbox in 2021 for increased collaboration between regulatory authorities and digital asset industry players. 

  • ASCI proposes draft guidelines for environmental claims in advertising

    ASCI proposes draft guidelines for environmental claims in advertising

    Mumbai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of 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.

    PROPOSED GUIDELINES:

    1   Absolute claims such as but not limited to “environment friendly”, “eco-friendly”, “sustainable”, “planet friendly” that imply that the product advertised has no impact or only a positive impact must be supported by a high level of substantiation. Comparative claims such as “greener” or “friendlier” can be justified, for example, if the advertised product or service provides a total environmental benefit over that of the advertiser’s previous product or service or competitor products or services and the basis of such comparison is made clear.

    2   Environmental claims must be based on the full life cycle of the advertised product or service, unless the advertisement states otherwise, and must make clear the limits of the life cycle. If a general claim cannot be justified, a more limited claim about specific aspects of a product or service might be justifiable. Claims that are based on only part of an advertised product or service’s life cycle must not mislead consumers about the product or service’s total environmental impact.

    3   Unless it is clear from the context, an environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service.

    4   Advertisements must not mislead consumers about the environmental benefit that a product or service offers by highlighting the absence of an environmentally damaging ingredient if that ingredient is not usually found in competing products or services by highlighting an environmental benefit that results from a legal obligation if competing products are subject to the same requirements.

    5   Certifications and Seals of Approval should make clear which attributes of the product or service have been evaluated by the certifier, and the basis of such certification provided. Certifications and Seals used in an advertisement should be from a Nationally/Internationally recognised certifying authority.

    6   Visual elements in an ad should not give a false impression about the product/service being advertised. For example, logos representing a recycling process on packaging and/or in advertising material can significantly influence a consumer’s impression of the environmental impact of a product or service.

    7   Advertisers should refrain from making aspirational claims about future environmental objectives unless they have developed clear and actionable plans detailing how those objectives will be achieved.

    8   For carbon offset claims advertisers should clearly and prominently disclose if the carbon offset represents emission reductions that will not occur for two years or longer. Ads should not claim directly or by implication that a carbon offset represents an emission reduction if the reduction, or the activity that caused the reduction, was required by law.

    9   For claims pertaining to the product being compostable, biodegradable, recyclable, non-toxic, free-of etc. advertisers should qualify the aspects to which such claims are being attributed, and the extent of the same. All such claims should have competent and reliable scientific evidence to show that:

    a   The product or the qualified component where applicable will break down within a reasonably short period of time after customary disposal.

    b   The product is free of elements that can lead to environmental hazards.

    ASCI CEO & secretary general Manisha Kapoor said, “ASCI’s draft guidelines on Environmental/Green Claims are a crucial step to ensure that consumers who wish to support green brands have the correct information to make an informed decision. These guidelines set a standard for advertisers, and aim to foster a culture of transparency and authenticity in advertising in the best interest of the consumers. We encourage all stakeholders, including consumers, industry, civil society members, and experts, to provide their feedback on the draft guidelines to enable us to sharpen and strengthen them.”

    Link to the proposed guidelines

  • Google report: AI analysis unveils demographic imbalances in Indian television programming

    Google report: AI analysis unveils demographic imbalances in Indian television programming

    Mumbai: “Reflecting India: An intersectional and longitudinal analysis of popular scripted television from 2018 to 2022” is a new five year longitudinal study led by the Geena Davis Institute on Gender in Media (GDI), to which Google Research has extended our AI-powered research support, with the Signal Analysis and Interpretation Laboratory (SAIL) at the University of Southern California (USC) as the study’s academic advisor, and the India Chapter of the International Advertising Association (IAA) as the media studies advisor.

    This first-of-its-kind large-scale, multi-lingual study examined media content across five Indian languages – Bengali, Hindi, Kannada, Tamil, and Telugu – in 10 scripted television shows that were the most watched between 2018 and 2022, according to the Broadcast Audience Research Council (BARC), India. The sample included a variety of genres such as soap operas, thrillers and mythological dramas. The study sample was organised by GDI and IAA.

    The report stated that female characters had more on-screen time than male characters, nearly 55.8 per cent for women compared to 44.2 per cent for men, with both Bengali and Telugu shows providing female characters the highest proportion of screen time, approximately 59 per cent, across all languages.

    While female names are mentioned more often in dialogue than male names, unique male names outnumbered unique female names. Perceived female names featured in 55.6 per cent of all instances in which names were mentioned in dialogue, but these names were only 46.7 per cent of the different names featured on the shows.

    Young adults (18–33 years old) are seen on screen the most, accounting for 75.6 per cent of all characters present on screen, with female characters over the age of 33 on screen for less time than their male counterparts.

    Characters with lighter skin tones were shown 8x more on screen than characters with medium or dark skin tones. However, between 2018 and 2022, the screen time of characters with medium skin tones increases proportionately with a decrease in screen time of characters with lighter skin tones.

    When shown on screen, female characters tend to be younger and with lighter skin tones than male characters. 70 per cent of female characters on screen were between the ages of 18 and 32 and had lighter skin tones, compared to 52.9 per cent for male characters, who represented a wider age and skin tone range.

    Tamil and Telugu language TV shows present a wider range of skin tones, with characters with darker skin tones occupying more screen time, approximately 23 per cent, than in other language shows, which showed characters with medium or dark skin tones between 13 per cent and 18 per cent of screen time.

    Google India marketing director Neha Barjatya said, “Access to digital is crucial to opening up the gateways of information, opportunity and progress, and we’re committed to building products that empower everyone to use the internet with convenience and confidence. Bridging the digital gender gap is core to this, and we’re committed to doing our part to ensure women’s participation in the digital economy is equitable – be they as creators, innovators, or entrepreneurs. As an AI-first company, we’re delighted to power this groundbreaking study and join hands with GDI, SAIL and IAA to build a better understanding of representation in popular media, and inform the industry’s progression towards greater inclusiveness.”

    MUSE Google AI research, product manager & lead Komal Singh said, “AI advances in computer vision and natural language processing technologies provide us a powerful computational lens to study human-centric representation in mainstream media, at scale. We were fortunate to have this meaningful and novel opportunity to apply the tech towards studying Indian TV across a breadth of languages and timeframe. This work is an example of Google’s responsible approach to AI at work — using AI technology along with partners in the service of encouraging more transparency, and equity for diverse communities.”

  • “Technology has revolutionised the landscape of employee engagement”: Engaged Strategy’s Christopher Roberts

    “Technology has revolutionised the landscape of employee engagement”: Engaged Strategy’s Christopher Roberts

    Mumbai: Engaged Strategy specializes in boosting Employee Engagement, revolutionising Customer Experience (CX), and enhancing Branding strategies for businesses across various industries. It is headed by global Brand and CX expert Christopher Roberts. With 20+ years of experience in creating engaging brands, with knowledge of 200+ Brands across 20+ Industries.

    In a rapidly evolving business landscape, where customer loyalty and employee satisfaction are paramount, Engaged Strategy stands out as a leader in creating holistic solutions that drive meaningful connections and lasting impact.

    Indiantelevision caught up with Roberts, where he gave a lot of insights on the role of his company in shaping  technology, generative AI content and much more…

    On technology playing a pivotal role in driving employee engagement initiatives at Engaged Strategy

    Technology has revolutionised the landscape of employee engagement. Today’s collaborative tools, such as Microsoft Teams and Zoom among many others, play a pivotal role in bridging the gap between remote work and in-person experiences. They enable employees to work together seamlessly, share documents, and engage in real-time video conferences, making it almost as good as being there in person. What’s more, these tools now support instant connections, eliminating the need for formal meeting scheduling.

    However, the true potential of technology in enhancing employee engagement lies in how organisations leverage it. To replicate the in-office experience, more so when most organisations are leaning towards the hybrid model, they should fully embrace these collaborative platforms, going beyond communication to adopt features like whiteboard functionality for brainstorming and idea sharing.

    Technology today also supports various aspects of employee engagement, such as learning and development when trainers and trainees can both participate remotely and even access online training and development resources, fostering growth and engagement. Wellness and work-life balance can be enhanced and managed via wellness apps and tools, contributing to overall job satisfaction. Technology also aids in continuous feedback and goal alignment, which enables more transparent performance management and boosts engagement by providing employees with a sense of purpose.

    Technology has come to become a powerful enabler, fostering connections, learning, and personal growth while contributing to a sense of purpose and job satisfaction, all of which are fundamental to a highly engaged workforce. Leveraging technology to its fullest extent is the key to driving meaningful employee engagement.

    At Engaged Strategy we celebrate major religious festivals, run ideation sessions, work collaboratively, run training courses across continents and ensure we communicate with one another frequently, and this ensures that our teams are engaged.

    On AI-powered marketing solutions, contributing to more effective branding efforts for your clients

    Two key factors come into play when leveraging AI for branding: the precision and clarity of the brief and the synergy between AI-driven efficiency and human expertise. Until AI evolves into sentient beings, human emotion and life experiences humans bring to the table remain essential for ensuring the best possible outcomes.

    Remember that the quality of the output from generative AI is directly proportional to the clarity and comprehensiveness of the briefing process. Therefore, knowing the strategy and having a well-defined brief is paramount. There is a saying that when dealing with advertising agencies that goes like this – the quality of the advertising creative produced is only as good as the client brief.

    When working with generative AI, the quality of the questions you ask the tool matters immensely. If the questions are vague or lack strategic depth, the outcomes may be similarly ambiguous. The briefing process is a critical step in making the most of AI-powered marketing solutions.

    Moreover, it’s crucial to remember that AI outputs are not standalone solutions. While they can provide a strong foundation, human expertise is still indispensable. We need to apply our experience, knowledge, and creative thinking to refine and enhance the AI-generated content. This combination of AI efficiency and human creativity results in highly effective branding efforts.

    On Engaged Strategy playing a crucial role in improving both employee engagement and customer experience simultaneously

    Technology has always played a pivotal role in our strategies to enhance employee engagement and customer experience simultaneously. Our approach is rooted in the belief that engaged staff are a prerequisite for engaged customers. We understand that exceeding customer expectations is a key driver of customer engagement. The challenge lies in inspiring employees to go that extra mile.

    To bridge this gap and ensure that employees experience and convey the same positive emotions as customers, we employ interactive and dynamic dashboards that provide comprehensive analyses of employee engagement and customer experience surveys. By drawing linkages between the two, we identify areas that require improvement and the brand’s strengths that can be further leveraged.

    Through this approach, our clients gain valuable insights into specific regions and teams where employee engagement is lacking. We often find that lack of engagement has a direct impact on the customer experience.

    Hence, the interactive dashboards not only facilitate data analysis, but also serve as a practical tool for tracking and enhancing both employee engagement and customer experience. It exemplifies the synergy of technology, data analysis and strategic insights in driving improvements in both areas simultaneously.

    On Engaged Strategy ensuring the security and ethical use of technology when implementing solutions for clients

    At Engaged Strategy, we are deeply committed to upholding the security and ethical use of technology when implementing solutions for our clients. We understand that in today’s business environment, responsible and ethical technology utilisation is not just a preference; it’s a necessity.

    To achieve this, we follow a comprehensive approach that includes establishing a clear ethical framework at the outset which serves as our guiding compass, encompassing principles of data privacy, security, and compliance with all relevant regulations. We are acutely aware that these principles are foundational to our clients’ trust and success.

    We place a strong emphasis on data privacy and security, whether pertaining to employees or customers. We work closely with our clients to ensure that all data is stored, processed, and transmitted securely. This involves the use of encryption, robust access controls, and regular security audits to safeguard against potential risks.

    Compliance is another cornerstone of our approach. We take care to ensure that our solutions adhere to all applicable legal and regulatory requirements. This includes strict adherence to data protection regulations and industry-specific standards, leaving no room for compromise.

    Transparency is central to our ethos. We keep our clients well-informed about the technologies we employ, data handling processes, and any potential risks. This transparent communication fosters trust and mutual understanding.

    We also engage in continuous monitoring and updating to adapt to evolving security landscapes and changing regulations, ensuring that our clients remain protected and compliant.

    On emerging technologies or trends you believe will have the greatest impact in the near future

    In customer experience transformation, two emerging technologies and trends stand out as having the greatest potential impact in the near future.

    Firstly, generative AI holds enormous promise in improving routine customer inquiries. This technology has the capability to handle these inquiries more effectively than current chatbots. It enables more nuanced and human-like interactions, leading to higher customer satisfaction and problem resolution rates. Generative AI can also serve as a valuable tool for frontline staff, enhancing their ability to provide faster and more accurate service. This technology not only augments the capabilities of human agents, but also ensures a more consistent and efficient customer service experience.

    The second significant trend centers around analytics, particularly the shift toward emotions-based propensity modeling. We believe that emotions are highly predictive of outcomes in terms of tracking both customer and employee experiences and outcomes. By using analytics to understand how customers emotionally perceive a brand, businesses can maximise their efforts in customer retention and acquisition. This approach takes a personalised and individual-level view, assigning each customer an emotional score related to their feelings toward the brand. At Engaged Strategy, we measure emotions and leverage this data to tailor strategies and interactions, ultimately enhancing customer relationships and loyalty.

  • CBI entrusts Liminal Custody Solutions for secure non-custodial storage of seized digital assets

    CBI entrusts Liminal Custody Solutions for secure non-custodial storage of seized digital assets

    Mumbai – Liminal Custody Solutions, a leading provider of digital asset custody, has taken a momentous stride in its mission to fortify the security and accessibility of India’s digital asset ecosystem. As a trusted custodian of digital assets, Liminal was appointed by the Central Bureau of Investigation (CBI) to manage seized digital assets in a non-custodial manner securely, which they impounded during their investigations.

    Following this announcement, Liminal also played a pivotal role in a high-profile operation led by the Central Bureau of Investigation (CBI). Law enforcement agencies like the CBI require secure and compliant wallet solutions for the safe storage of these assets, and Liminal stepped in to fill this crucial role. This milestone firmly establishes Liminal as a vital ally for law enforcement agencies in India. As a part of this operation Liminal Custody Solutions assembled a specialized team that collaborated closely with CBI officers on the ground. The creation of specialized multi-sig and MPC wallets were executed with precision to ensure assets’ security with strict adherence to standard operating procedures (SOP).

    CBI’s officers expressed their appreciation for Liminal’s collaboration and support during this operation.

    Liminal VP – strategy & business operations Manan Vora stated, “At Liminal Custody, we consider our partnership with the CBI as a testament to our unwavering dedication to building a safe and regulated digital asset ecosystem in India. As experts in the field, we feel it’s our responsibility to assist law enforcement agencies with rigorous security protocols. We look forward to making a substantial contribution to India’s digital asset security and accessibility.”

    Liminal continues to expand its role in safeguarding digital assets and remains dedicated to upholding the highest standards of digital asset security.

  • Taboola enhances generative AI capabilities

    Taboola enhances generative AI capabilities

    Mumbai: Taboola, a global leader in powering recommendations for the open web, today announced new advancements in its Generative AI technology for advertisers. With Taboola Generative AI AdMaker, advertisers can instantly make adjustments to existing creative assets, such as replacing backgrounds or generating image variations, significantly speeding the time it takes to launch their campaigns.

    One key use case for Taboola’s Generative AI AdMaker significantly improves advertisers’ ability to launch seasonal campaigns, allowing for automatic variations of existing campaign images with seasonal themes, such as those related to the holiday season, back to school, Valentine’s Day, Halloween, New Year’s Eve and more.

    Today’s news builds on recent momentum for Taboola’s Generative AI technology, which has been used by more than 3,500 clients around the world to generate content and copy for ad creative, such as titles, images and descriptions.

    More than 25% of all new creative assets created by Taboola self-service advertisers are leveraging some aspect of Taboola’s Generative AI technology, and in the first two weeks of launching a campaign with these assets, many campaigns that use the technology outperform those that did not use the technology.

    “Taboola’s Generative AI technology continues to unlock more benefits that advertisers are looking for, such as driving more customers and improving efficiency for running campaigns,” said Taboola CEO Adam Singolda. “We’re seeing great examples of advertisers already tapping into our Generative AI technology to get up and running faster with creative and copy that in some cases outperforms their evergreen campaigns. With AdMaker, we’re making it easier than ever for advertisers to test and launch variations on creative, which is an essential part of producing images that resonate especially with seasonal campaigns.”

    Taboola’s Generative AI technology has allowed advertisers to increase efficiency and effectiveness for their campaigns, directly within Taboola Ads, based on Taboola’s understanding of consumer intent. With it, advertisers can:

    1   Produce creative copy, creating variations of campaigns titles and descriptions that appeal to multiple audiences

    2   Generate original images, allowing for experimentation and building multiple creatives – to keep campaigns fresh and also maximize seasonal opportunities.

    3   Leverage best practices, with AI built on tens of thousands of successful campaigns that have delivered ROI for advertisers on Taboola.

  • Ravi Shastri shines in Britannia’s industry-first AI campaign

    Ravi Shastri shines in Britannia’s industry-first AI campaign

    Mumbai: Britannia on its way to revolutionize the way of connecting with the audiences by seamlessly integrating AI technology, introduced another campaign with cricketing legend Ravi Shastri. Britannia 50-50 Golmaal presents an innovative approach that allows users to engage with the cricket legend Ravi Shastri during the ongoing cricket season and receive Golmaal advice through personalized video responses. Embarking on an innovative journey, Britannia is ushering in a new era of audience connection reflecting the brand’s unwavering dedication to continuous innovation, all with a singular aim: to deliver unparalleled and unforgettable experiences to our cherished consumers.

    In collaboration with Mindshare India, Britannia brings together India’s passion for the sport with Ravi Shastri’s expertise offering witty and amusing responses to fans’ quirky questions. The core of this campaign is the brand’s commitment to celebrating its enduring connection with cricket and extending to the audience a heartfelt invitation to unleash their inner curiosity.  With this the brand offers consumers an exciting platform to ask cricket-related questions to the legend, eventually elevating the personalization experience. By immersing the audience in the context of cricket during the peak of this cricket season’s fervor, Ravi Shastri’s digital avatar comes to life, fulfilling fans’ desires to hear from a cricketing legend in an entirely novel way.

    Britannia has consistently harnessed the power of AI to create exceptional consumer experiences. On World Biscuit Day, Britannia embarked on a journey to transport audiences in the magical world of Britannia biscuits with the power of cutting-edge Generative AI and meticulous design to bring to life a fantasy land filled with Jim Jams, Bourbons, and other Britannia biscuits.  In a similar vein, on Independence Day, Britannia launched the ‘1947% More History’ campaign. This heartwarming initiative breathed life into the inspiring narratives of India’s few remaining freedom fighters. Through an Augmented Reality (AR) experience triggered by Britannia products found in households across the nation, the campaign film utilized generative AI technology to vividly depict the freedom movement’s historical visuals and recreate the youthful profiles of these heroic figures who shared their own stories.

    The new Golmaal AI chatbot campaign also distinguishes itself through its unique capability to generate fully AI-powered text-to-video responses of Ravi Shastri for user queries. This campaign represents a significant milestone in Indian advertising, as it seamlessly combines ChatGPT4 with a Text-to-Video engine, marking a novel approach where a consumer-facing marketing campaign provides AI-powered video responses from a celebrity for the first time. The campaign’s innovative team delicately crafted and trained a digital avatar of Ravi Shastri, allowing it to create automated videos based on text input, complete with voice and facial expression modulation offering a fun and personalized way for consumers to connect with the digital avatar of Ravi Shastri.

    Commenting on the campaign, Britannia CMO Amit Doshi said “Britannia’s commitment is to embrace new horizons and provide valuable experiences that resonate deeply with our audience. A mission that has been exemplified through our integration of AI across diverse campaigns, ensuring that consumers continue to enjoy innovative and unforgettable experiences. Bringing alive this vision of innovative user engagement, we are thrilled to launch Britannia 50-50 AI Chatbot.  Britannia’s profound connection with cricket and its rich history is woven into the fabric of our brand. This campaign is a celebration of our enduring dedication to the sport that unites the nation. This endeavor made possible through our strategic partnership with Mindshare India and the pioneering integration of AI technology, marks a remarkable journey towards forging an entirely novel connection with our valued consumers.

    He further added ‘The involvement of the legendary cricket icon, Ravi Shastri, in Britannia 50-50 Golmaal adds an exhilarating dimension to the campaign. Ravi Shastri’s digital avatar, powered by AI, allows us to seamlessly engage with our consumers, offering them insights and entertainment in a manner previously unexplored. We hope to continue exploring the transformative power of AI across all our campaigns.”

    Amin Lakhani, Chief Executive Officer, Mindshare South Asia, “In a world where AI is playing an important role across the marketing funnel, this campaign is truly a differentiated way of enhancing consumer experiences to drive brand growth.

    What makes this really innovative, is the bringing together of technologies and partnerships to tell the Britannia story. The content expertise of Mindshare and the giant strengths of ChatGPT4 and ‘Text-to-Video Engine’ has made this campaign really enduring and not just a passing fad.”

  • The stance of creativity in the age of AI

    The stance of creativity in the age of AI

    Mumbai: Artificial intelligence (AI) is transforming the world in unprecedented ways. It is enabling new possibilities and opportunities for humans in various domains, such as health, education, business, entertainment, and more. According to a recent report by PwC, AI could contribute up to $15.7 trillion to the global economy by 2030, with $6.6 trillion coming from increased productivity and $9.1 trillion coming from increased consumption. But what does AI mean for human creativity? Can machines and AI be creative? And how can humans collaborate with AI to enhance their own creativity?

    What is AI creativity?

    AI creativity refers to the ability of AI systems to generate novel and valuable outputs, such as text, images, music, or code, that can be considered creative by human standards. AI creativity can be seen as a form of computational creativity, which is the study and modelling of human creativity using computers.

    AI creativity can be classified into two types: imitative and generative.

    ●    Imitative AI creativity is when AI systems learn from existing data and reproduce or modify it in some way. For example, AI can imitate human writing styles, artistic styles, or musical genres by analysing large datasets of text, images, or audio.

    ●    Generative AI creativity is when AI systems produce new and original outputs that are not based on existing data. For example, AI can generate realistic faces of people who do not exist, create new artworks that do not resemble any known style, or compose new melodies that are not influenced by any musical tradition.

    Can machines and AI be creative?

    The answer to whether machines and AI can be creative depends on how we define and measure creativity, which is a subjective and context-dependent concept. Some researchers have proposed criteria or tests for evaluating AI creativity, such as novelty, surprise, value, intentionality, or aesthetics. However, these criteria are not universally agreed upon or applicable to all domains and situations.

    One way to approach the question is to compare AI creativity with human creativity. Humans are often considered the ultimate creative beings, capable of producing original and valuable ideas that can change the world. However, human creativity is not unlimited or flawless. It is influenced by cognitive biases, social norms, cultural backgrounds, personal preferences, and environmental factors. Humans also rely on existing knowledge, information, and inspiration to fuel their creative process.

    Therefore, it may be more appropriate to say that machines and AI can exhibit some aspects of creativity rather than being fully creative. AI systems can perform certain creative tasks better than humans in some domains and situations, but not in others. AI systems can also complement human creativity by providing new tools, data sources, feedback mechanisms, or collaboration partners for humans.

    How can humans collaborate with AI to enhance their own creativity?

    The most promising scenario for AI creativity is not one where machines replace humans, but one where machines augment humans. Instead of thinking about AI as a competitor or a threat to human creativity, it is beneficial to examine ways that AI can be used as a tool to augment human creativity.

    Here are some examples of how AI can boost the creativity of humans in various domains:

    ●    In art, AI can help artists create new forms of expression, such as interactive installations, generative art, or robot art.

    ●    In music, AI can help musicians compose new songs, generate lyrics, remix tracks, or improvise live performances.

    ●    In writing, AI can help writers generate new stories, characters, dialogues, or headlines.

    ●    In design, AI can help designers create new logos, icons, fonts, or layouts. AI can also help designers optimise their designs for different criteria.

    ●    In education, AI can help learners develop their creativity skills by providing personalised feedback, adaptive challenges, or gamified environments.

    “AI isn’t a rival in the realm of digital advertising but an essential partner to human creativity. In my perspective, this collaboration transcends competition and blends human inventiveness with AI’s data-driven insights, creating advertising strategies that resonate deeply with audiences. Human creativity and AI together can shape a more effective, efficient, and considerate advertising landscape, pushing the boundaries of creativity and technology, enriching both the industry and society.”

    Conclusion

    AI is changing the landscape of creativity in the age of AI. AI systems can exhibit some aspects of creativity, such as novelty, surprise, or value, but they are not fully creative by human standards. AI systems can also augment human creativity by providing new tools, data sources, feedback mechanisms, or collaboration partners for humans. The future of creativity depends on how humans and AI can work together to co-create new and valuable outcomes that can benefit society.

    (The article is authored by Wing Communications CEO Shiva Bhavani  

  • The role of AI in public relations: Uncovering the pros and cons

    The role of AI in public relations: Uncovering the pros and cons

    Mumbai: The rapid advancement of technology in recent years has had a profound impact on various aspects of society, economics, and everyday life. This is particularly evident in the field of communications, where Public Relations (PR) has undergone significant changes. With the emergence of the internet and social media, PR professionals have had to adapt to new platforms and channels.

    Artificial Intelligence (AI) has also made its mark in the PR industry, with a survey showing that 67.8% of PR professionals are already utilizing AI in their work. This growing link between AI and PR highlights the need to explore how AI is being used in the industry and the impact it has on the landscape.

    While the introduction of AI in the PR industry will undoubtedly bring about changes, these changes do not necessarily have to be negative. With the right approach, AI can be a valuable tool for PR professionals.

    One noticeable shift is that AI is taking over repetitive and mundane tasks that were previously time-consuming. This means that PR professionals need to develop new skills or refine existing ones to stay relevant in this changing landscape. The importance of critical thinking, adaptability, editing, and storytelling skills is emphasized in The State of PR Technology 2023 report.

    AI offers several advantages in the field of PR. With its ability to automate repetitive tasks, it leads to substantial savings in both time and resources. It also enables quick analysis of large volumes of data, providing valuable insights for decision-making. AI helps identify target audiences accurately, leading to more personalized and effective communication. Additionally, AI plays a crucial role in crisis management by monitoring social media and news platforms in real-time, alerting PR professionals to potential crises and facilitating prompt responses. AI-powered chatbots and virtual assistants enhance customer engagement by providing personalized responses, improving the overall customer experience.

    However, there are also concerns associated with AI in PR. The potential lack of empathy and emotional intelligence in AI systems can hinder the building of strong relationships. Ethical issues surrounding privacy, bias, and misinformation can also arise, affecting public trust. The automation capabilities of AI may lead to job displacement for PR professionals, particularly in tasks that can be easily automated. Moreover, an overreliance on technology can restrict creativity, intuition, and human judgment, which are crucial elements in the field of PR. There is also a risk to a company’s reputation as AI algorithms can make mistakes or misinterpret data, potentially resulting in inaccurate or damaging PR campaigns.

    Conclusion:

    It is important to note that while AI offers significant benefits in PR, human expertise and judgment are still essential. PR professionals need to interpret and contextualize the data and insights provided by AI tools, build relationships, and make strategic decisions based on their understanding of the brand and industry. AI should be seen as a tool that enhances and supports PR efforts, allowing professionals to work more efficiently and effectively.

    The author of this article is Scenic Communication co-founder Anindita Gupta.