ITV

Tag: AI solutions

  • Meta serves up AI sauce for better creator and influencer marketing

    Meta serves up AI sauce for better creator and influencer marketing

    MUMBAI: Meta has dropped digital innovations, unveiling AI-powered creator marketing solutions that promise to turn brand partnerships into growth rockets.

    Meta director and head of ads business in India Arun Srinivas couldn’t contain his excitement: “The world’s largest community of Instagram creators is right here in India, and it’s no surprise that we’re seeing strong momentum around brands partnering with them to drive sales and ROAS. Meta’s creator marketing solutions such as partnership ads and Instagram creator marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of the partnerships. The new tools we’re launching today harness the power of AI to make creator discovery even more seamless for brands, in turn boosting growth potential for both brands and creators.”

    Case in point: Snitch, a  fashion brand, saw a awesome 53 per cent increase in return on ad spend by leveraging Reels and creator content., according to its chief business officer Aniket Singh.

    The new toolkit is a creator’s dream and a marketer’s secret weapon:
    * AI-powered creator content recommendations that predict partnership magic within the partnership ads hub in ads manager
    * Keyword search in Instagram’s creator marketplace letting brands hunt for the perfect content creators. Previously, brands needed to leverage a variety of filters to find their ideal creator set. Granular filters spanning everything from “Bollywood dance steps” to “gadget unboxing.”

    To help businesses better discover and evaluate creator fit, Meta has also added a variety of features to Instagram’s creator marketplace
    * Playable creator reels
    * Direct email contacts for seamless collaboration
    * Badges showing creators’ partnership experience
    * Active Partnership Ads: Meta will now show a creator’s current partnership ads on their creator profile. 
    * Marketing API expansions for partnership ads

    Advertisers can also now use existing Instagram posts for partnerships ads in both placement asset customisation and Advantage+ Creative when creating ads via API.  In addition, partnership ads can now be used for click-to-message destinations.

    Meta’s data suggests partnership ads outperform traditional creatives by a whopping 96 per cent confidence interval – proving that human creativity, turbocharged by AI, is the new marketing holy grail.

    With India leading global Reels production and hosting the largest Instagram creator community, brands are in for a wild ride.

    Bottoms up to the creator economy!

  • Jetsynthesys’ Metaphy Labs launches WardenAI with Spanish PM’s support

    Jetsynthesys’ Metaphy Labs launches WardenAI with Spanish PM’s support

    Mumbai: Metaphy Labs, a subsidiary of Jetsynthesys, has officially launched its cutting-edge AI solution, WardenAI, at the Indo-Spanish Dialogue in Mumbai, witnessed by Spanish prime minister Pedro Sánchez. This event marks a significant leap in leveraging AI for societal benefit and positions WardenAI as a powerful tool to combat global challenges like misinformation and false news.

    Metaphy Labs’ strategic collaborations in Spain have fueled this groundbreaking development. The company has secured Letters of Intent (LOIs) and initiated early partnerships with leading organisations, including the PRISA Group, starting with platforms such as Huffington Post, CadenaSER, and the Heretics Group, as well as the University of Navarra. These partnerships underscore the recognition of WardenAI’s potential to foster accountability, drive innovation, and bolster AI-powered growth.

    WardenAI is engineered to tackle emerging digital threats, serving as a comprehensive AI safety and trust platform that protects stakeholders across devices and channels in real-time. It reinforces the ‘Right to correct information’ by providing reliable access to verified data.

    At the launch, Metaphy Labs and WardenAI co-founder, Varun Sharma shared an impactful demonstration involving Burkina Faso. Reports of misinformation related to ‘guerrilla donations’ claimed that foreign funds were fueling propaganda and causing social unrest. Utilizing WardenAI’s capabilities to process data from over 200,000 sources swiftly, Metaphy’s team identified the origins of the disinformation within 72 hours, uncovering a coordinated network and flagging over 5,000 suspicious narratives.

    Jetsynthesys founder & CEO, Rajan Navani highlighted the innovation: “Metaphy has been doing pioneering work in AI. With the launch of WardenAI, we have once again broken new ground in the way AI can be harnessed and applied to solve societal problems. Fake news and misinformation is a global issue and WardenAI demonstrates how it can be tackled and its adverse impact mitigated with technology.”

    Metaphy Labs, co-founders, Sharma and Rakesh Sreedhar elaborated on the urgency: “Recent studies estimate that false news spreads 70 per cent faster than the truth online. The financial and social costs of fake news are staggering – it is estimated to cost the global economy $78 billion every year, while its impacts undermine social cohesion and trust in public institutions. We believe that WardenAI is poised to redefine the way AI supports and empowers societies and we are thrilled to see this vision align with the broader Spain-India collaboration and the shared support from Spanish Prime Minister Pedro Sánchez.”

    Prime minister Sánchez’s endorsement emphasises Spain’s dedication to responsible AI and the shared vision for a resilient AI ecosystem. This collaboration exemplifies joint efforts between Spain and India to advance transparent and ethical AI practices.