Category: Specials

Art Meets Tech: IPRS unravels the dynamics of AI and creativity at Kala Ghoda Art Festival 2024

Mumbai: The Indian Performing Right Society (IPRS), the forefront organisation in safeguarding the rights of creators and publishers in music is hosting an insightful panel at Kala Ghoda Art Festival 2024 on 28 January at 11 AM. The panel will take place at The Blue Box by Antiquity Natural Mineral Water at YB Chavan Centre. The session promises an insightful discussion on the integration between Artificial Intelligence (AI) and creativity with a distinguished panel of speakers including leading creators and industry experts Shalmali Kholgade – Singer-Songwriter, Raghav Meatle: Singer-Songwriter and founder First.wav; Sherrin Varghese (Band of Boys) – Musician-Actor, Himanshu Bagai – Senior Advocate IP and Copyright. The session will be moderated by Chaitanya Chinchlikar educator in the Film, Media, and Creative Arts industry.

The session will explore the significant impact of Artificial Intelligence (AI) on Creators and Creativity, shedding light on its rapid integration into the creative industries. Drawing examples of AI applications in music, art, writing, and various creative fields the panel will showcase AI’s growing role and adaptation. The panel will emphasize AI’s potential to enhance the creative process for artists, emphasizing collaboration over replacement. Furthermore, the discussion will address concerns about job displacement and contemplate the ethical implications of integrating AI into the creative process. Deliberations will also extend to the adaptation of copyright laws to accommodate the distinctive features of AI-generated works.

Speaking about the panel, Singer-songwriter Shalmali Kholgade expressed, “As an artist, I’m thrilled to be part of the upcoming panel discussion at Kala Ghoda Art Festival with IPRS, speaking about the fascinating realm of Artificial Intelligence and its impact on creativity. It’s an exciting opportunity to explore how AI is becoming an integral part of the creative industries, shaping the way we approach music, art, and writing. Looking forward to the engaging session that sparks new ideas and perspectives in the ever-evolving landscape of creativity and also to see the collaborative possibilities between human creativity and technology”.

Commenting on the topic of the panel, IPRS CEO Rakesh Nigam said, “This discussion is pivotal for addressing the dynamic landscape of music in the era of AI-generated content, navigating job concerns, and ensuring the protection of creators’ rights through appropriate IP laws. It’s time to delve into the challenges and opportunities presented by AI, examining its impact on creators and their careers. IPRS eagerly hosts this dialogue to explore the synergy between AI and human creativity. We envision a future where technology and human ingenuity collaboratively produce extraordinary results.”

Attendees can expect an exploration of potential AI innovations and advancements that hold the power to transform the way creators operate, paving the way for a dynamic and innovative future at the intersection of technology and artistic expression. Fostering an interactive and inclusive environment, the session will encourage a lively exchange of questions and insights from the audience. Join IPRS at the Kala Ghoda Art Festival 2024 for an insightful discussion on the evolving relationship between AI and creativity, and the boundless possibilities it presents.

Event details:

Panel Discussion: AI and its impact on Creators and Creativity at the Kala Ghoda Art Festival 2024

Speakers: Shalmali Kholgade: Singer-Songwriter; Raghav Meatle: Singer-Songwriter; Sherrin Varghese (Band of Boys): Musician-Actor; Himanshu Bagai: Senior Advocate IP and Copyright

Moderator: Chaitanya Chinchlikar educator in the Film, Media, and Creative Arts industry

Date: 28 January 2024

Time: 11 AM IST

Venue: The Blue Box by Antiquity Natural Mineral Water at YB Chavan Centre

January 24, 2024
IDCA awarded the BRICS-CCI annual recognition awards 2024 for community excellence

Mumbai: The BRICs Chamber of Commerce hosted the BRICS-CCI annual Awards 2024 in New Delhi. The awards presented were for excellence, innovation, responsible business practices, community service & commitment to a sustainable future.

IDCA was conferred the BRICS CCI Community Excellence Award in this glittering ceremony. The award was received by Patron, Reena Jain Malhotra, CEO, Roma Balwani, Committee Member, Jyoti Jain, Secretary, Ajay Kumar, and Indian Deaf Cricket Association.

IDCA CEO Roma Balwani said, “It was an honour for IDCA to be given the prestigious B.A.R.A. award for Community Excellence. It underscores the importance of mainstreaming disability sport and IDCA’s endeavour is to provide a platform for talented hearing-impaired Indian cricketers, both men & women to showcase their prowess in the game of cricket. We recently concluded a successful maiden women’s T 10 tournament which was held in early January 2024 which celebrated & signalled the focus on diversity & inclusion. ”

Patron, Reena Jain Malhotra commented, “We are privileged to receive this maiden BRICs BARA award which recognised the effort and hard work of teams across India of young hearing-impaired students who have a passion for cricket. Today, I am delighted to receive this award in recognition of our hearing-impaired President, Sumit Jain & his team’s immense contribution to encourage, transform the lives of many of these specially abled Indian cricketers and give them the opportunity to play in national & international matches and be proud of their achievements.”

Executive director, co-founder of BRICS-CCI and concept founder B.A.R.A, Dr. Sushi Singh emphasised B.A.R.A’s alignment with Prime Minister Modi’s vision of “Vasudhaiva Kutumbakam” (The World is One), embodying a commitment to unleash the power of the expanding BRICS bloc. Under the theme “Invest in our Planet,” the awards presented during the event recognised outstanding achievements in Academia, Business, Community, Media, and policymaking from various BRICS nations.

KJ Alphons, former union minister of state for tourism and Guest of honour, gave away the awards in the august presence of chief guest, Maharaja Dr. Karan Singh, former member of Rajya Sabha.

January 23, 2024
The Advertising Agencies Association of India (AAAI) and The Advertising Club announces Goafest 2024

Mumbai: The 17 edition of Goafest, the advertising festival in South Asia, is set to captivate the industry from the 29 to the 31 of May 2024 at the Grand Hyatt, Bambolim, Goa. Co-hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club, Goafest 2024 promises to be an exhilarating three-day extravaganza, showcasing the pinnacle of creativity, knowledge, and networking in the advertising, marketing, and media industry.

Drawing over 2000 industry professionals annually, Goafest has established itself as the definitive festival for the advertising and marketing industry. Anticipating increased participation from advertisers, Goafest 2024 is committed to offering an unparalleled platform for learning, recognition, and celebration.

The Advertising Agencies Association of India and CEO of GroupM, South Asia president Prasanth Kumar said “Goafest has firmly established itself as the pinnacle of creative celebrations in South Asia, uniting the foremost talents in the creative and marketing realms. Our goal is to offer our industry peers an immersive experience over three days filled with learning, meaningful engagement, interactivity, and curiosity.”

Havas India group CEO Rana Barua, South East, and North Asia, and President of The Advertising Club, underscored the pivotal role of industry celebration, expressing, “Every year, The ABBY One Show Awards at Goafest stand as a testament to the biggest and most prestigious awards in the Indian advertising industry, celebrating innovative and groundbreaking ideas. Once again, I invite the brilliant minds of Indian advertising to join the celebrations and embark on an exciting journey at Goafest 2024, where creativity takes the spotlight.”

Goafest 2024 chairperson Jaideep Gandhi emphasised the continuous evolution and innovation of the festival, stating, “Persistently, Goafest has progressed and pioneered, solidifying its status as the foremost advertising festival in India. From insightful knowledge-sharing sessions to featuring distinguished speakers, we are confident in welcoming global guests who will significantly contribute to the industry, particularly benefitting younger professionals. I would also like to mention that Mohit Joshi, CEO of Havas Media has very kindly agreed to join me as Co-Chair and contribute immensely to take this event to greater heights.”

January 23, 2024
Ayodhya Mandir Mahotsav hosted by Jimmy Mistry at Della Adventure, Lonavala

Mumbai: After nearly 500 years, Lord Ram returns to his original seat in Ayodhya which marks a remarkable milestone in Indian history. To commemorate this consecration, Jimmy Mistry, chairman & founder of Della Group, has exuberantly announced a grand celebration ‘Pran Pratishtha Samaroh’ at Della Adventure & Resorts, Lonavala on 22 January 2024 that will attract 3000 attendees rejoicing on this joyous occasion.

Preparations are in full swing with divine activities planned namely Ram Ratha Yatra that will witness the locals of Khandala, Lonavala, Pune and nearby villages on the route from Lonavala, Bhangarwadi via Kunegaon with the final destination as Della Resorts. With vibrant flags and bellowing voices chanting ‘Jay Shree Ram’, the streets leading to Della Resorts will be a sight to behold. To further set a sacred tone for the Pratah Samaroh, a Maha Yagna with 21 Brahmans will be performed from 11 am to 12 noon. A LIVE telecast of the Pran Pratishtha from Ayodhya (12 pm to 12.30 pm) will thereby heighten the spirits followed by Bhajans & Kirtans. All devotees will receive blessings of the deity via an exclusively curated Maha Prasad offered at 1.30 pm.

The spiritual journey will continue into the evening session, Sandhya Samaroh (6:00 PM – 9:00 PM), where the atmosphere will be aglow with the Sahastra Deep Prajwalan – a ceremony that will bejewel the skies with fireworks and light up the soil with an exhibit of 3000 Lamps in the shape of ‘Jai Shree Ram’. On this auspicious occasion, young children from Della ZP School will present an inaugural performance in the form of Ganesh Vandana followed by a patriotic musical showcase by the military band, ‘Bombay Sappers’. This occasion marks a landmark in the life of Founder, Jimmy Mistry, a patriotic Indian who will speak about the Indian values deeply embedded in his entrepreneurial journey and the impact of Lord Ram. The evening will culminate with insights from distinguished speakers, including Dr Mickey Mehta, celebrated TV panellist, Anand Neelakantan, noted author of Ramayana TV Series as featured on Sony Television, and E.S.P. Guru Deepak Rao, offering a holistic experience for all attendees.

Founder Jimmy Mistry invites one and all to partake in this historic event, an embodiment of spiritual fervour, cultural richness, and communal harmony.

January 20, 2024
Welingkar Institute and indiantelevision.com partner on career guidance seminar

Mumbai: There’s a tremendous opportunity for new entrants in the media and entertainment sector, despite the transformation it is undergoing and the pressure of revenues it has been facing. That was the conclusion of senior industry leaders who were part of a half-day conclave We Communique that Mumbai-based MBA institute We School – aka Welingkar Institute of Management – organised in partnership with Indiantelevision.com on 17 January for postgraduate students of the media and entertainment course.

Among the leaders who took part in panel discussions and a fireside chat included: Cosmos Maya India CEO Megha Tata, Enterr10 director Akshat Singhal, Shemaroo broadcast business head Sandeep Gupta, Elara Capital media analyst Karan Taurani, Friday FilmWorks CEO Devendra Deshpande, Madison Media Sigma COO Vanita Keswani, Wavemaker general manager Sejal Lodaya, Lodestar UM IPG Associate vice-presidents Shrikant Shenoy and Bhavesh Shah, Disney Star India’s Prashant Khanna and Carat India director integrated media planning Swarali Halepati. Indiantelevision.com founder, CEO & editor in chief Anil Wanvari chaired all three sessions.

The speakers were spread across two sessions “Evolution of Media, Sports, and Entertainment Trends” and “Media and Marketing in 2024. ”

Almost all the speakers agreed that students need not be demotivated by news reports of doom and gloom that the media and entertainment industry are facing. “Yes, 2024 is going to be a year of consolidation with mergers and acquisitions seeing the course of conclusion,” said Taurani. “Jobs are evolving but you have to get the basics right,” said Shenoy in the marketing and media session. “Learn about viewership trends, GRPs, reach etc and continue keeping abreast of developments.”

“There is no shortage of jobs in media,” said Shah. “We are always hiring in media,” added Lodaya. According to Keswani, the media executive’s job is becoming more about numbers and this can be fun as well. Both Lodaya and Halepati emphasised that longevity in an organisation works very well as far as an executive’s career progression is concerned. “You should not be hopping around every few years for that marginal increase in salary,” they opined. “As long as you are learning and growing stick to the job.”

The television panel opined that even though there is a shrinkage in the broadcast sector on the advertising inventory front (read: ad revenues), the television industry has a lot of legs. “Free TV is growing,” said Singhal, “Though pay TV is struggling..”

“Yes, production budgets are also slimming down,” explained Deshpande. “As are OTT series budgets.”

He added that producers have to thus work within these budgets, and extract profits without compromising on quality through efficient production pipelines.

Gupta extolled the student and WeWork alumni audience to learn as many skills as they can, but they need to focus on only one.

Most of the panellists concurred that animation, gaming, VFX, AI, and ML are the most promising verticals that students should keep an eye on. “VFX studios are popping up everywhere in India and they will need talented individuals to work with them,” highlighted Taurani.

The conclave was extremely well received with students rating it high on the knowledge enrichment chart.

January 18, 2024
BNI Greater Surat welcomes over 70 cities to the epicentre of business excellence

Mumbai: A flagship event of BNI Greater Surat event presented by Steam House India Ltd in association with Avimee Herbal Pvt Ltd and an event supported by Corporate Connections.

This annual event stands as a foundation in the National business community by bringing together industry leaders, entrepreneurs, and professionals for a dynamic Networking, exchange of ideas, collaboration and expansion opportunities.

This Year’s edition promises to be larger than ever as there is participation from over 70 Cities from PAN India and over 250 business exhibitions of different business categories. The event also features Mega Textile, Mega Jewellery, Mega Travel Meet & Product Launches much more.

There will be the participation of prominent keynote speakers Boman Irani – actor & motivational speaker, Govind Dholakia – founder chairman of SRK Diamonds, Sneh Desai – business coach and master trainer, Rahul Malodia – business coach & management consultant, KVT Ramesh – co-founder of Beej Network, Siddhanth Agarwal – co-founder, Avimee Herbal and Randhir Bhallah – Risk management consultant to share their insights and knowledge 10,000 esteem audience.

The primary objective of the event is to uplift the economy and overall business landscape of Surat City and make a small contribution towards making Surat an emerging business capital of India. With anticipation building, we are excited to witness the synergy and opportunities that will unfold during this premier event.

January 13, 2024
Grand Jury ready to mark new chapter for DNPA Conclave & Award 2024

Mumbai: In the ever-evolving landscape of the media industry, the Digital News Publishers Association (DNPA) is set to host the DNPA Conclave & Awards 2024, exploring the profound impacts of digital transformation. The conclave, scheduled for 6 February 2024 at Shangri-La, New Delhi, promises to be a ground-breaking event, with a Grand Jury meeting on 15 January 2024, laying the foundation for an insightful and impactful gathering.

Storyboard18 is the “Knowledge Partner” for the “DNPA Conclave & Awards 2024”.

Jury Powerhouses: Steering the Course of Digital Transformation

Distinguished leaders from across industries will be a part of the jury meet.

The jury will be chaired by senior politician, and former senior parliamentarian of India, Suresh Prabhu.

The Grand Jury includes Sanjeev Bikhchandani, founder and executive vice chairman, Info Edge; Ajay Prakash Sawhney, former secretary, MEITY, Government of India, Shashi Sekhar Vempati, former CEO of Prasar Bharati; Dr Aruna Sharma, former secretary, MEITY, Government of India and Practitioner Development Economist, Arvind Gupta, co-founder, Digital India Foundation; Robert Ravi, chief technology officer, Government of Tamil Nadu; Prasoon Joshi, chairman, McCann Worldgroup Asia Pacific and CEO & CCO at McCann Worldgroup India; N.S. Nappinai, Supreme Court advocate and founder of Cyber Saathi Foundation; Vinit Goenka, author and former BJP spokesperson; and Vivan Sharan, founder and partner, of Koan Advisory Group.

Their collective expertise will significantly enrich the deliberations of the DNPA Conclave & Awards 2024.

The Grand Jury will focus on outstanding contributions in navigating India’s digital transformation and fostering innovation. The DNPA Awards serve as a platform to honour cutting-edge digital initiatives that have had a profound contribution to the nation’s progress. The awards recognise the extraordinary innovations made in various sectors including health, education, finance, and media, alongside pivotal areas like women empowerment, environmental protection, governance, and administrative reforms, acknowledging those who have been instrumental in India’s digital journey and inspiring continued innovation and excellence, while setting global standards.

As the credibility, transparency, and excellence custodians, DNPA is committed to ensuring that the awards bestowed reflect a thorough and meticulous selection process.

“DNPA Conclave and Awards bring together the best minds in India to select the country’s cutting-edge digital initiatives that are transforming the lives of millions of people and taking India to greater heights. It gives me immense pride to share that some of India’s most credible names are part of this year’s grand jury. I am certain that DNPA Conclave and Awards 2024 Jury Meet will be a great success” commented Tanmay Maheshwari, Chairman, DNPA.

“As we gear up for the DNPA Conclave & Awards 2024 Grand Jury meet, there’s a buzz of anticipation in the air. It’s not just a meeting; it’s a deep dive into digital impact. With industry leaders coming together, these awards are all about celebrating excellence and fostering innovation as we navigate a brave new world driven by human intelligence and technology,” commented Sujata Gupta, Secretary General, DNPA, emphasizing on the importance of the Grand Jury meeting and awards.

The DNPA Conclave Agenda: Navigating Digital Transformation in the Media Industry

The conclave scheduled in February, will delve into critical facets of the ongoing revolution in media. Dialogues and discussions will dissect the role of online intermediaries in shaping public trust, the impact of misinformation on a diverse society like India, and the readiness of the Indian media industry to embrace technological disruptions. Equitable monetization models, advancements in generative AI, and the future of job prospects in the media and entertainment sector will be central to the discussions.

It promises to be a day of engaging discussions and insightful keynotes by the most notable leaders from corporate and media spheres, and policymakers, culminating in the DNPA Digital Impact Awards (DDIA) ceremony. Tanmay Maheshwari, Chairman of DNPA and managing director of Amar Ujala, will set the stage for the awards’ proceedings, where the winners will be honoured, signifying their endorsement of outstanding contributions.

The DNPA Conclave & Awards 2024 promises to be a landmark event, bringing together the brightest minds and visionaries to navigate the digital transformation of the media industry which is foundational to India’s progress, and set the tone for a dynamic and innovative future.

January 12, 2024
India should become first country to industrialize without carbonizing; create unique model of development: Amitabh Kant

Mumbai: G-20 Sherpa, Government of India, Amitabh Kant, has said that transition to a circular economy can bring significant benefits to India, ranging from environmental conservation to economic growth and job creation. It’s emphasis on reducing waste generation, promoting local production and resource optimization, and reducing greenhouse gas emissions aligns with India’s commitments to sustainable development and climate change mitigation. “When countries like India begin the long march towards growth and development, it must create a unique model of development where we become the first country in the world to industrialize without carbonizing,” he added.

Addressing the ‘FICCI Circular Economy Symposium’, Kant further stated that it is imperative for India to grow rapidly from the current rate of 7.5 per cent and accelerate the pace of growth to 9-10 per cent per annum in the years to come. The model of development for India has to be very different and to be able to do that we need to focus on bringing renewable energy in India including producing renewable energy and green hydrogen. “India is climatically blessed to produce green hydrogen. Currently the cost of production of green hydrogen is $4.5 per kg and India’s objective is to bring is down to $1 per kg by 2030,” he added.

Kant highlighted that the world is going through massive disruption and soon the focus will be on electric mobility especially for two, three and four-wheelers. There is also the need to bring in huge energy efficiency along with huge focus on circular economy. He also emphasized that India must give thrust on the process of recycling. Circular economy is an economic system where means of production are organized around recycling, reusing the inputs so that they can be used to reduce environmental emission and facilitate a sustainable mode of production.

“We need to achieve the circularity of inputs. India is currently not circular, and the economic model is linear. There is a radical need to transit to circular economy as it opens huge possibility of innovation, disruption, help reduce greenhouse emissions,” he added.

The transition to circular economy can bring significant benefits to India and we need to become the global champions to accelerate this transition process including investing in infrastructure and encouraging innovations, noted Kant.

Counsellor, head of section – delegation of the European Union to India Dr Michael Bucki, said that there is a huge potential in circular economy between India and the EU and there is a lot of room for mutual learning between the two.

SABIC VP, regional head- South Asia & Australia, Janardhanan Ramanujalu, said that rapid urbanization, deforestation, and exponential population are some of the challenges of carbon dioxide imbalance in the atmosphere and all stakeholders need to find a solution to these. “We need to focus on the concept of circular carbon economy. Carbon capture and utilization, recycling carbon-based products, becoming energy efficient and innovation in materials are few steps to achieve circular carbon economy,” he added.

National CE Committee chair and Mahindra LifeSpace Developers Ltd MD & CEO Amit Shah said that embracing the circular economy will also be an important contribution to societies effort to handle urgent climate change challenges.

FICCI National CE Committee co-chair and Aditya Birla Fashion & Retail Ltd chief sustainability officer Naresh Tyagi said innovation and collaboration are the way for the industry to move towards a circular economy.

During the event ‘4th FICCI Circular Economy Awards’ were announced along with the release of ‘National Unified Circularity Measurement Framework’.

January 11, 2024
2024: The year of digital transformation in the entertainment industry: Abhishek More

Mumbai: As 2023 came to a close, it marked a turbulent year for the media and entertainment industry. Extended strikes by the Writers Guild of America and the Screen Actors Guild-American Federation of Television and Radio Artists led to a standstill for months, leaving wounds that are still healing.

Major layoffs followed, with big players like Netflix and Spotify facing tough new realities. Some studios even dimmed their lights, while others closed their doors for good, unable to withstand the storm.

But as the old saying goes, the show must go on. As the entertainment industry gears up for 2024, it’s grappling with the aftermath of the strikes while also looking ahead to the opportunities that digital technology offers.

Production delays might cast a shadow over the coming months, but there’s also excitement about a potential boom in Visual Effects work that could bring dormant screens back to life. However, the road ahead is filled with uncertainty.

Two rising stars in the digital ecosystem, artificial intelligence (AI) and Virtual Production, are eagerly waiting to shine in 2024.

AI allows creators to bring their wildest imaginations to life digitally, automating repetitive tasks and freeing them to focus on more valuable work. But not everyone in the industry is ready to roll out the red carpet for AI, with some fearing that it might overshadow their roles.

On the other hand, Virtual Production blends the physical and digital worlds, giving directors unprecedented control over the creative process. Its potential is limitless, constrained only by one’s imagination. However, significant financial and technical challenges need to be addressed before Virtual Production can take a bow as the next big thing in entertainment.

India’s smaller VFX studios, known for their meticulous visual work for foreign firms, are particularly unsettled by the upheavals of 2023 and the digital transition of 2024.

As AI continues to rise, there are concerns that it might master even these niche visual skills, especially after 2025. With their success tied to the ever-changing international market, India’s boutique studios face complex decisions about their future.

The main drama of the next act lies in the interplay between digital promise and disruption.

As the industry moves towards virtual platforms, it’s a delicate balancing act to progress without losing too many of its current stars before new ones can take their place. This profound change calls for careful, compassionate steps, gradually embracing new technologies while staying true to the creative traditions that continue to captivate audiences worldwide.

If the industry can strike the right balance between the past and the future, 2024 might see a broader revival from the creative low point of 2023.

Just as the bitter end of this year’s strikes planted the seeds for collective renewal, digital disruption can also bring new opportunities. Despite the apprehension surrounding the coming year, with careful planning, the entertainment industry can continue to write its next exciting chapter. As the curtains rise on 2024, it’s ready to weave both virtual and genuine digital magic into creative existence.

January 10, 2024
A brand’s strategic shift – A year-end reflection

Mumbai: As 2023 winds down, reflecting on AI’s impact in the digital space is essential. Leading a digital agency, I’ve seen brands not just adapting but strategically embracing AI. This year-end review delves into AI’s profound impact across the digital spectrum and how brands leverage it.

Precision in Advertising (Maximizing Returns with AI Insights):

In 2023, AI-powered tools like Google’s Performance Max and Facebook’s Conversions API redefined the game for digital advertising. Brands, more than ever, sought precision in their ad placements. The strategic integration of AI allowed for a nuanced understanding of consumer behaviour, ensuring that advertising efforts were not just seen but resonated with the right audience. In 2024, we anticipate brands doubling down on AI-driven insights to fine-tune their advertising strategies.

First-Party Data (The Strategic Currency for Digital Success):

With the impending deprecation of third-party cookies, brands have pivoted towards prioritizing first-party data as a strategic asset. In this year-end reflection, it’s evident that successful brands have not only recognized the shift but have actively invested in building and leveraging their first-party data. The ability to harness this data for personalized marketing efforts has become a crucial differentiator. As we enter 2024, brands that have mastered the art of first-party data utilization will offer a competitive advantage.

Micro-Influencers and AI-Generated Influencers (The New Faces of Authenticity):

Gen Z’s demand for authenticity has reshaped influencer marketing. In 2023, brands observed a shift towards micro-influencers and even AI-generated influencers. These influencers, with their authenticity and relatability, have become powerful brand advocates. As we close the year, brands are expected to deepen their engagement with influencers who resonate with their target audience, blurring the lines between human and AI-driven endorsements.

Agile Market Research (Real-Time Insights in the Digital Age):

Traditional market research has undergone a digital transformation, with brands turning to online surveys and internet-driven consumer insights. The ability to gather real-time data has given brands an edge in understanding rapidly evolving consumer preferences. In this year-end review, it’s clear that brands are recognizing the agility and cost-effectiveness of AI-enabled market research, a trend set to accelerate in 2024.

Connected TV (CTV) (Bridging the Digital and Traditional Experience):

The rise of Connected TVs (CTVs) allowed brands with a unique opportunity to merge the impact of traditional television with the measurability of digital platforms. In 2023, we witnessed early adopters experimenting with CTV advertising. As the year come to an end, brands are gearing up to embrace CTV as a key channel in 2024, blurring the lines between digital and traditional advertising along with data-driven insights from CTVs will reshape how brands approach television advertising.

Conclusion:

As 2023 concludes, brands find themselves at the intersection of tradition and innovation in the digital realm. AI serves as the linchpin, influencing advertising, data strategies, influencer engagements, market research, and television advertising. This year-end reflection underscores the strategic shifts made by brands to not merely adapt to AI but leverage its capabilities for a nuanced and impactful digital presence. Stepping into 2024, brands that harness AI’s true potential will lead the charge in shaping the future of the digital landscape.

LS Digital senior VP – Digital Strategy Planning & Client Success Shantanu Bhattacharyya.

January 9, 2024