Mumbai: MMA India annual conference kicked off in Mumbai with a bang. The theme is – Winning Marketing Organisations 2.0 – RETHINK RELEARN REBUILD. The summit started with a welcome address by Moneka Khurana and MMA India board & chairman of L’ Oreal India Amit Jain.
How would marketing evolve in an era where AI is better than the average human at telling stories, drawing images, composing melodies, engaging in conversations, and creating virtual worlds? We are at the cusp of a paradigm shift in the role that humans and AI will play in marketing. The opportunities are transformational, the challenges are formidable. We will talk about what’s happening right now and what is likely to happen in the next 12-18 months. TreasurePack co-founder & advisor Dr Praphul Chandra is in conversation with Indiantelevision.com associate editor Kalpana Ravi for this topic.
Ravi asked about the data privacy and how as a consumer one gets affected by its misuse to which Chandra replied, “ Nowadays various social media platforms are saying there is value in our data and we can sell it. The question is who owns the data? it is exponentially more important to answer the question about who is the problem, it can get worse if it is not anonymized, and it’s personally identifiable information in the data. Now what happens to it, I don’t have it with us.”
Ravi also asked on how do brands use generated Al and what kind of ROI a brand gets using generated Al, Chandra said, “We are at a stage where people who are using it are in the experimental process.I haven’t seen benchmarks on ROI. ROI is going to come both from traditional ROI measures in marketing campaigns and also from operational efficiencies. And what is scary about this is that the operation’s efficiency is going to be at the bottom.”
Due to the emergence of generated Al, jobs are definitely going to be impacted. I think the role of humans would be governing the output of Al. There is a lot of scope of rescaling. It’s time we take this statement seriously in terms of what we do to rescale ourselves,” concluded Chandra.
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