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Tag: AI

  • The potential of AI in personalising festive shopping experiences

    The potential of AI in personalising festive shopping experiences

    Change is the only constant in life and nowhere is the more evident example than the marketing industry undergoing a significant transformation. The introduction of artificial intelligence (AI) and generative AI like ChatGPT, has provided marketing teams with several options to reach out to their customers. With festival season approaching the Indian subcontinent, brands are all set to make the most of AI technologies and maximise their sales; they allow customers to immerse themselves in personalised shopping experiences by anticipating what they want to buy before making their own decisions. Moreover, AI along with machine learning and deep learning goes beyond conventional personalisation and produces relevant and customised ads for specific customers.

    Considering the diverse implementations of AI in marketing, Statista conducted a marketers’ survey in India in 2023. Approximately 42 per cent of respondents revealed that their organisation is now in the trial phase of implementing AI into their marketing strategies. In contrast, over 9% of them stated that their companies have fully integrated these modern technologies into their marketing strategies. This increase in numbers reflects the numerous benefits of AI, including data-driven customisation, precision targeting, return on ad spend (ROAS), and so on.

    Data-driven personalisation

    The increasing popularity of artificial intelligence over the last two-three years has brought about a revolutionary shift in conventional marketing processes. The concept of personalisation has gone old with hyper-personalisation gaining momentum. By employing real-time data to deliver contextually relevant information, hyper-personalisation delivers more real-time and individualised experiences.

    Personalisation is the activity of gathering customer data, analysing their preferences and behaviour and providing personalised experiences. On the other hand, Hyper-personalisation provides tailored information based on the customer’s present context, geographic location and even time. As a result, consumers are enjoying their shopping experiences both in-store and online. Based on the InMobi research, 83 per cent of Indian customers raised their shopping budget in 2023, indicating their satisfaction with improved marketing strategies.

    Gen AI conversational chatbots

    While traditional chatbots provide one-way communication leading to a monotonous shopping experience, generative AI chatbots assist brands in performing two-way communication with customers. For instance, a customer wants to purchase a t-shirt online. A standard chatbot might not understand the customer’s requirement for t-shirts with a “V-neck” or “round neck.” However, a Gen-AI bot can recognise it and will precisely present the buyer with relatable t-shirts. This means that the customers can ask direct queries and receive appropriate options, making conversational commerce a go-to option for customers.

    Precision targeting

    Companies may now get unparalleled insight into the complexities of consumer behaviour and preferences by leveraging the power of artificial intelligence. This comprehensive data enables the construction of highly targeted marketing strategies that appeal to certain audience segments. For instance, Google provides tools and insights to help marketers identify customers, measure success and modify their approaches in real-time. Companies may use Google Ads to acquire new consumers during peak hours by setting a new customer acquisition objective for performance max and search campaigns.

    Enhanced return on ad spend (ROAS)

    A smart marketing ROAS employs powerful machine learning algorithms to evaluate a company’s marketing actions and outcomes. By comparing current and previous efforts, AI delivers a full picture of their performance. In addition, with the implementation of AI, creative marketing techniques are identified based on enormous volumes of data, like marketing reports, industry trends and customer behaviour patterns. This becomes extremely useful for the brands during the peak festival season.

    Conclusion

    AI in marketing is not just the latest buzzword but rather a disruptive force. By adopting AI in marketing, companies can gain benefits with more personalised, efficient and successful campaigns. This, in turn, helps in substantially improving consumer experiences and achieving better outcomes. The impending festive season in India will provide several possibilities for marketers to boost brand value and sales. Companies may use generative AI and hyper-personalisation to transform client interactions and achieve success in a variety of industries, including e-commerce, grocery, and fashion. However, it is critical to note that, while AI may assist businesses with data-driven insights, it cannot replace the amount of human creativity and intuition required for effective marketing efforts.

    The article has been authored by ETML co-founder & COO Amitek Sinha.

  • ESGDS launches AI-driven ESGSure platform to streamline ESG research

    ESGDS launches AI-driven ESGSure platform to streamline ESG research

    Mumbai: ESG Data & Solutions (ESGDS) launched ESGSure, an AI-powered platform designed to streamline environmental, social, and governance (ESG) research. ESGSure provides scalable, evidence-based insights, targeting financial institutions, investors, and corporations worldwide.

    The platform addresses challenges in ESG adoption, such as limited trained professionals, high costs, and lengthy research processes. ESGSure offers reliable data on over 15,000 global companies, including REITs and private firms, facilitating swift alignment with global regulations. ESGDS expects 20 per cent of asset managers and 10 per cent of banks to adopt ESGSure within the next 18 months.

    ESGDS’s CEO and co-founder, Ramnath Iyer stated, “ESGSure simplifies ESG research, offering real-time insights with unmatched speed and accuracy. Our platform bridges a significant market gap by making ESG research more accessible, faster, and more reliable than ever before.”

    Unlike traditional methods, ESGSure ensures objective analysis by incorporating updates from domain experts and minimising AI bias. The platform also adheres to GDPR and global data protection regulations, addressing concerns about data privacy and security.

    ESGSure is part of ESGDS’s comprehensive suite of solutions that support responsible investment and regulatory compliance.

  • “We harness the power of Gen AI platforms to revolutionise content creation:” Innova Solutions’ Arpita Dubey

    “We harness the power of Gen AI platforms to revolutionise content creation:” Innova Solutions’ Arpita Dubey

    Mumbai: As B2B marketing grows more complex with longer decision cycles and fragmented buyer behaviors, Innova Solutions is stepping up to simplify and unify the process. Under the expertise of Innova Solutions’ Sr director, head of marketing, APAC SBU & India, Arpita Dubey, who has over 18 years of experience, the company is utilising AI and data-driven tools to break down silos and deliver personalized customer experiences that drive business growth.

    Indiantelevision.com’s Arth Chakraborty caught up with Dubey to talk about integrating AI into B2B marketing strategies, challenges when adopting AI for marketing purposes, and more.

    Edited Excerpts:

    On the first steps for integrating AI into B2B marketing strategies

    To strategically leverage technology in B2B marketing, it is crucial to clearly define key objectives and identify opportunities where AI can have the greatest impact. Integration of AI in marketing enables curated persona development and hyper-personalization, which are vital for targeted campaigns aimed at niche audiences. By improving data analytics and content generation, AI allows for faster, more cost-efficient processes and better utilization of marketing budgets.

    Initial steps should include conducting a cost-benefit analysis, assessing the maturity and capabilities of AI tools, and identifying marketing techniques where AI integration can enhance brand presence and accelerate growth, all while meeting marketing and overall business objectives.

    On the AI technologies or tools that are currently most effective in your marketing efforts

    The effectiveness of any tool is directly tied to the specific marketing objectives it aims to fulfill. At Innova Solutions, our strategic priorities include enhancing brand visibility, establishing ourselves as an employer of choice, driving business growth, and cultivating a brand that resonates with customers, employees, and job seekers. To achieve these goals, we are leveraging AI-enabled automation tools like HubSpot for advanced segmentation and hyper-personalization of campaigns and ZoomInfo for deeper audience insights.

    We utilise the integrated AI capabilities of Salesforce to optimize customer relationship management. Additionally, we harness the power of generative AI platforms to revolutionize content creation, enabling us to produce high-quality content at scale while significantly reducing the time and costs associated with these efforts. We are also using an in-house developed content management platform that has the capability to store, train various resource banks and provide quick output for various services customer testimonials, etc. Furthermore, we are continuously exploring tools and technologies that enhances our performance ensuring that our digital presence remains strong and effective.

    On the biggest challenges you faced when adopting AI for marketing purposes

    As AI becomes increasingly integrated into marketing systems, several strategic challenges arise in achieving full-stack AI adoption. Foremost among these are ensuring content authenticity, maintaining data quality, preventing data leakage, and avoiding plagiarism. In the B2B marketing landscape, where our programs span multiple services across diverse industries and geographies, training AI models with extensive resource banks presents a significant challenge.

    A major hurdle has been related to data quality and integration. Ensuring that existing data is both clean and compatible with AI systems demands substantial time and resources. Furthermore, equipping the marketing team with the skills needed to effectively utilize AI tools involves considerable investment in upskilling and training.

    On measuring the success of your AI-driven marketing initiatives and the crucial KPIs

    The success of AI-driven marketing initiatives is measured through several key performance indicators (KPIs), including lead quality scores, conversion rates, customer lifetime value, and return on marketing investment. Custom metrics have also been developed to track efficiency gains in marketing processes.

    On the emerging AI trends that you believe will significantly impact B2B marketing in the near future

    Conversational AI, extended personalization capabilities, AI-enabled SEM are some of the trends in AI technology that are most likely to evolve and profoundly affect B2B marketing in the near future. Apart from this, we are also in a time where we need to be more targeted in our approach, AI-enhanced account-based marketing (ABM) is another trend that I am seeing picking up speed, leading to more efficient and effective ABM campaigns. Lastly, as I mentioned earlier AI in data analytics and decision-making is going to further evolve and become more seamless and help in driving better ROI.

  • McDonald’s India leverages AI to launch ‘The Signature Collection’

    McDonald’s India leverages AI to launch ‘The Signature Collection’

    Mumbai: Ever imagined a McDonald’s burger in AI? McDonald’s India – North and East has leveraged generative artificial intelligence (AI) to launch its new ‘Signature Collection’ of gourmet burgers. The brand has launched the ‘Imagined in AI’ campaign, bringing to life gourmet burgers by combining user-provided inputs with AI-generated visuals, offering customers a unique, interactive experience with the brand along with a chance to avail exciting offers.

    Each McDonald’s customer becomes a culinary expert figuratively, as they use an AI chatbot to imagine a gourmet burger. The chatbot will prompt users to select from a diverse range of ingredients from classic favourites to unique, exotic options, and creative combinations to craft a gourmet burger that brings gastronomical dreams to life. Through this initiative, McDonald’s aims not just to engage customers but also involve them by inculcating their imagination in its upcoming collection much ahead of the official launch.

    Once customers have imagined their signature burgers, they get the chance to join the exclusive McDonald’s Signature Collection Club* and avail exclusive offers.

    How to participate

    . To participate, customers can click the link: ‘Imagined in AI’ to access the AI chatbot.

    .  Start imagining McDonald’s Signature burgers, after agreeing to general T&Cs.

    .  Imagine all ingredients (bun, patty, exotic veggies).

    .  Voila, welcome to the Signature Collection Club.

    .  Customers can collect their reward card from their nearest McDonald’s restaurant (in North and East India).

    The Signature Collection of burgers will be available across select McDonald’s restaurants in North and East India starting 4 September 2024 and will be gradually available across the rest of the restaurants in the region.

    *For limited customers, first-come-first basis.

    *Kindly read the terms and conditions on their website- https://mcdindia.com/terms-conditions/

  • AI’s future in content discovery promises more intuitive and immersive entertainment: MovieMe’s Bhavesh Joshi

    AI’s future in content discovery promises more intuitive and immersive entertainment: MovieMe’s Bhavesh Joshi

    Mumbai: Navigating the vast sea of entertainment options can be overwhelming, with countless choices often making it hard to find content that truly resonates. MovieMe addresses this challenge with a groundbreaking approach to content discovery.

    Founded by Bhavesh Joshi, a film enthusiast with a background from the UK’s National Film and Television School, MovieMe harnesses machine learning to deliver hyper-personalised recommendations, making it easier for users to find content that truly resonates with their unique tastes. MovieMe is reshaping how we interact with cinema and television by offering features like ‘Scenes’ and ‘real-money game’.

    Indiantelevision.com’s Arth Chakraborty caught up with MovieMe founder and CEO Bhavesh Joshi to delve deeper into their offerings, future trends and more.

    Edited Excerpts:

    On the inspiration behind MovieMe, and the ways in which it is disrupting the traditional entertainment landscape

    The inspiration for MovieMe stemmed from my deep love for cinema and the realisation that, despite the abundance of content available today, many viewers still struggle to find films and shows that truly resonate with them. I wanted to bridge this gap by creating a platform that does not just recommend what’s popular, but what aligns with each user’s unique tastes and preferences. MovieMe is disrupting the traditional entertainment landscape by leveraging machine learning to offer hyper-personalised recommendations. We are moving away from a one-size-fits-all approach, giving users a curated experience that feels tailor-made just for them, which I believe is the future of content consumption. We are also extremely focused on enhancing the cinematic experience for audiences, giving them new tools and ways in which to interact with their favourite content, and celebrate their love for cinema.

    On MovieMe’s AI-driven recommendation system working to personalise user experiences

    MovieMe’s AI and ML-driven recommendation system is built on sophisticated algorithms that analyse a wide array of data—from a user’s viewing history and interactions on the platform to broader trends in content consumption, and over a thousand data points of movies (story arc, character development, plot tropes, etc.). By continuously learning from user behaviour, our system evolves to provide more accurate and relevant suggestions over time. It’s not just about recommending what’s trending; it’s about understanding the nuances of each user’s preferences and providing them with options they might not have discovered on their own.

    On ways in which MovieMe has transformed content discovery for its users

    One of the most gratifying aspects of MovieMe is hearing from users who have discovered hidden gems they would have otherwise missed. For instance, we’ve had users who primarily watched mainstream Hollywood films but, through our recommendations, found themselves exploring indie and international cinema that they ended up loving. Another example is our ‘Scenes’ feature, where users can discover movies based on short scenes or clips they enjoy, which has opened up a new dimension of content discovery, making the experience both personal and emotionally engaging.

    On the role that machine learning plays in understanding user preferences and predicting trends on MovieMe

    Machine learning is at the core of MovieMe’s ability to understand user preferences and predict trends. By processing vast amounts of data—from individual user habits to broader viewing patterns—we can anticipate what content will resonate with different audience segments. This allows us to not only recommend existing content but also provide insights into emerging trends that could shape future viewing habits. Our machine-learning models constantly evolve, ensuring that MovieMe remains ahead of the curve in predicting what our users want to watch next.

    On MovieMe ensuring data security while providing personalised recommendations

    Data security is a top priority for MovieMe. We employ robust encryption protocols and data anonymisation techniques to ensure that user information is protected at all times. Additionally, we are transparent with our users about how their data is used to enhance their experience. We believe that maintaining user trust is crucial, which is why we have implemented strict policies to safeguard privacy while still delivering the personalised recommendations that our users value.

    On MovieMe adapting to the cultural trends that are currently shaping the entertainment industry

    MovieMe is deeply attuned to the cultural trends shaping the entertainment industry, from the rise of diverse storytelling to the growing demand for localised content. We have incorporated these trends into our recommendation algorithms, ensuring that users are introduced to a wide range of voices and perspectives. Additionally, our platform is constantly updated to reflect the latest in entertainment, whether that’s emerging genres, the resurgence of certain formats, or shifts in how content is consumed.

    On MovieMe’s unique features like ‘Scenes’ and ‘real-money game’ and its impact on user engagement

    Our ‘Scenes’ feature allows users to explore movies based on short scenes or clips of content that resonate with them—whether it’s a thrilling chase sequence or a heartfelt conversation. The idea is to offer a new form of content discovery and allow users to discover content that truly strikes a chord with them. Of course, it also functions as an endless repository of bite-sized content, great for watching stuff in those little in-between moments when you don’t have time to watch full episodes or movies. This feature has significantly enhanced user engagement by offering a new way to connect with content on a deeper level.

    The ‘real-money game’ – or forecast game, as we call it – is another innovative addition where users can predict box office earnings and win cash prizes. This gamified experience adds a layer of excitement and drives engagement by integrating users into the entertainment ecosystem in a more interactive way. It also helps us generate valuable data points about audience expectations around different movie titles and their genres, cast members, production teams, etc. These data can then help industry professionals make informed decisions about various components of their future releases, including production, marketing, and distribution.

    On envisioning the future of AI in content discovery and entertainment, and MovieMe’s future plans for innovation in this space

    The future of AI in content discovery is incredibly promising, with the potential to make entertainment experiences even more intuitive and immersive. At MovieMe, we’re exploring new ways to leverage AI to enhance personalisation, including more advanced predictive analytics and real-time recommendations based on mood or social context. We are also looking at how AI can be used to create more interactive and dynamic content experiences. Our goal is to continue pushing the boundaries of what’s possible in content discovery, making MovieMe not just a recommendation engine, but a comprehensive entertainment companion that evolves with its users.

  • IBC2024 to champion real-world AI applications for the global media industry

    IBC2024 to champion real-world AI applications for the global media industry

    Mumbai: IBC2024 has unveiled a host of exciting new show features and speaking sessions to showcase real-world artificial intelligence (AI) advances across the IBC Conference, the IBC Accelerator Media Innovation Programme and the show itself, including the new AI Tech Zone, powered by EBU. AI innovators and media and entertainment (M&E) companies will be able to learn, network, collaborate and unlock business opportunities driven by new AI use cases throughout the event, which takes place in the RAI Amsterdam on 13-16 September.

    “The media industry is ready to look beyond the AI hype and focus on real-world applications that deliver tangible benefits for businesses and consumers,” said IBC CEO  Mike Crimp.”IBC2024 will showcase an array of hands-on demos and use-case-driven discussions — reflecting M&E’s demand for a grounded conversation on how AI is impacting our sector today and in the long term.”

    “AI spend in media is set to reach $13 billion by 2028. It is influencing every element of the content value chain but businesses need more clarity around where and how it can be harnessed most effectively,” said Maria Rua Aguete, Omdia’s Senior Research Director, Media and Entertainment. “Spotlighting high-impact use cases and collaborating to overcome adoption challenges will be key to unlocking AI’s transformative potential for the media industry.”

    The new AI Tech Zone, powered by EBU, brings together emerging AI providers, established producers, content creators and innovators looking past the tried and true to re-imagine media creation and operations from the ground up. The zone will be presented by headline sponsor AWS and partner, NVIDIA, fueling hands-on AI demonstrations. Dell Technologies has been announced as a platinum sponsor with partner, NVIDIA. The AI Tech Zone Stage will be sponsored by Wasabi Technologies, while the AI networking zone – sponsored by DOT Group and IBM – will empower the IBC community to engage directly with some of the most innovative players pioneering AI for M&E.

    EBU head of media fundamentals and production Hans Hoffman said: “The AI Tech Zone is a must-attend for show attendees. We are now moving on from ‘future potential’ discussions to seeing how practical AI applications in the workflow can enable public service operators, broadcasters and other media organisations to generate real value. Visitors to the AI Tech Zone will witness firsthand how AI is shaping a smarter, more efficient media world.”

    An array of sessions on the AI Tech Zone Stage will spotlight groundbreaking AI advances across areas including content authenticity, intelligent media storage, accessibility, mixed reality and creativity in production while sharing critical insight into regulation and policy developments. AI thought-leaders taking to the stage include zone sponsors and representatives from AI Caramba!, BBC Studios, Eluvio, EPFL, Fraunhofer, IBM Aspera, Ina, KBS, Liverpool Football Club, PacGenesis, RTVE, Univeristy of Seoul, VIDEO.TAXI, and YLE News Lab. The full AI Tech Zone Stage schedule is available here.

    Alongside sponsors, AI Tech Zone exhibitors will showcase pioneering AI technologies ranging from automated video editing and music-audio separation to advanced data analytics and business optimization to content provenance tracking and fast and secure cloud storage. Exhibiting companies include AI4ME, AudioShake, Blu Digital Group, Brai, CheckSub, Deepdub, Eleven Labs, Eluvio, EU Project X Reco, Globant, HP (Z by HP), Imaginaro.ai, ITTIAM, Magnifi, Media Monks, MobiusLabs, PacGenesis, Scenery, Schweizer Radio und Fernsehen, Seagate Technology, Tabsons, The Weather Company, V-Nova, Vera.AI, Video.Taxi, Videolinq.ai, VionLabs, and Zaibr.

    AI-focused sessions and thought-leaders will feature across all show floor theatres and at the IBC Conference, where AI will be one of the primary themes explored — with keynotes from industry visionaries charting the evolution of AI in media and presenting new strategies to harness AI for creative workflows. The conference will also spotlight a number of AI in Action case studies, unveiling how generative AI and new data frameworks are already transforming live sports fan experiences and enhancing business operations for major broadcasters including ITV, Olympic Channel, and Sky. The full IBC Conference agenda is available here.

    Meanwhile, a number of companies across other exhibition halls will showcase new AI product launches and technologies for the first time at IBC2024, including Ateliere Creative Technologies, Backlight, Cinegy, Evergent, farmerswife, HAND, IMAX, InSync, ioMoVo, Media Excel, MediaKind, nxtedition, Operative, Periphery, Pixotope, Profuz Digital, Telestream, Telos Alliance, and Vubiquity.

    Another IBC-first is the introduction of the AI Media Production Lab within the IBC Accelerator Media Innovation Programme, exploring a series of specific AI concepts to improve creativity in storytelling, deepen non-biased audience feedback and engagement, and power real-time predictive analytics to personalise live sports viewing. The three project strands, ‘Generative AI in Action’, ‘AI Audience Validation Assistant (AAVA), and ‘Changing the Game: Predictive Generative AI’ are being driven by Champions including Al Jazeera, BNNVARA, Channel 4, EBU, Evangelische Omroep (EO), IET, ITV, Paramount Global, Rai, Verizon Business, Vodafone, World Freestyle Football Association, Yle, and Zwart. Technology participants include Magnifi, Plan 9 Labs, Pluxbox, Respeecher, RKG Creative, Somersault, and Xansr Media.

    Each project strand will be showcased with proof-of-concept demonstrations in Hall 3 at the Accelerator Zone and on the Innovation Stage.

    Find out more about AI at IBC2024 here: 

  • Adobe study: Indian brands lead in generative AI, transforming team structures

    Adobe study: Indian brands lead in generative AI, transforming team structures

    Mumbai: Adobe released the Digital Trends 2024 Asia Pacific and Japan (APJ) report indicating how Indian brands are embracing the generative AI deployment. Brands across the Asia Pacific and Japan region are set to make major near-term organisational changes to scale up adoption, revealing a dynamic shift in the region’s digital landscape. As per the findings of the report, Indian brands are leading the charge, showcasing their exceptional data capabilities and unwavering commitment to governance frameworks. These strengths are driving their prominent position in the adoption of generative AI, setting them apart as pioneers in technological innovation. The report also highlights India’s role in shaping the future of AI, emphasising its influence in advancing industry standards and ensuring the ethical use of emerging technologies.

    According to executives among Indian brands, 52 per cent leverage data and algorithms to deliver personalised website experiences, the highest in the region. Additionally, 38 per cent employ generative AI to craft customized emails, messages, and other content, further demonstrating their leadership.

    Stage of generative AI adoption within the organisation according to senior executives 
    (evaluation vs implementation of full or initial solutions/pilots)

    However, while executives are confident their generative AI rollouts are advancing to plan, many day-to-day users hold a different view. Across APJ, just 4 per cent of executives say their organisation doesn’t have a formal generative AI adoption strategy, which rises substantially among practitioners.  In India, 45 per cent of Indian organizations have generative AI solutions in place and are assessing their effectiveness, while 27 per cent have pilots underway.

    Agree that no formal generative AI adoption strategy exists 
    (senior executives vs practitioners)

    “Indian brands are confidently deploying generative AI while enhancing their productivity on a larger scale. This innovation offers a distinct path to integrate data, anticipate customer needs, and provide more targeted and timely content delivery. However, despite a broad desire for adoption, only a few brands are adjusting their strategies to fully leverage these benefits. Those at the forefront are leading with higher consumer loyalty, efficient conversion, and trust,” said Adobe India’s director of marketing Anindita Veluri.

    As a leader in AI and a trusted partner, Adobe is working closely with brands across Asia Pacific as they transition generative AI initiatives from experimentation into enterprise-level deployment. By integrating generative AI into the Adobe apps that marketers already use including Adobe Acrobat, Adobe Photoshop and apps within Adobe Experience Platform, it can more easily be adopted into exiting workflows, all in a commercially safe way, backed by enterprise-grade security, privacy and compliance.

    The report confirms that among APJ brands, generative AI integration is a key digital initiative that is most likely to support brand growth in 2024. As a result, most brands are developing guidelines for responsible use of AI (73 per cent) and aligning a comprehensive AI roadmap with broader business goals (71 per cent). In India, 70 per cent of senior executives feel well-prepared to implement governance and ethical guidelines for generative AI, and 58 per cent are actively investing in governance frameworks—14 percentage points above the APJ average.

    Brands to adapt organisation structures, skills and data capabilities for AI era

    Brands anticipate significant changes to operating models and organisational structures to support generative AI adoption.  By the end of 2024, Indian brands plan to leverage generative AI extensively for content production, demonstrating their commitment to enhancing digital customer experiences. Specifically, 80 per cent of Indian brands expect to use generative AI for idea creation and concepting, allowing skilled employees to finalize these concepts. Additionally, 76 per cent aim to utilize generative AI to auto-update live content—ranking highest globally—and to adapt existing content for different audiences, products, and regions.

    Changes to organisational structures expected by mid-to-end of 2024 to support generative AI adoption

    Executives are also prioritising initiatives to help employees upskill and provide clear guardrails for using generative AI. The top-rated is advanced AI skills training for key staff (47 per cent), followed by policies for ethical and secure generative AI usage (45 per cent).

    Over two-thirds of APJ brands also believe that generative AI will transform data analytics and management more than any other part of the organisation. They also recognise that data capabilities and governance are a cornerstone capability, with most planning to increase investment in customer data management in 2024. Within APJ, this is highest in India (75 per cent).

    Sub-regional highlights and comparisons

  • “Whilter.ai is planning a global expansion targeting the US and European markets:” Pankaj K Arora

    “Whilter.ai is planning a global expansion targeting the US and European markets:” Pankaj K Arora

    Mumbai: In a world where digital interactions have become the norm, brands are increasingly challenged to create meaningful, personalised connections with their audiences. The age of one-size-fits-all marketing is fading, giving rise to a new era where every engagement feels unique and tailored. This shift is driven by advancements in technology, and one of the leaders in this transformation journey is Whilter.ai.
    Founded in 2023 by Pankaj K Arora and Prashant Yadav, Whilter.ai is revolutionizing the way brands communicate through the power of Generative AI, offering a cutting-edge solution that creates hyper-personalized videos at scale, setting a new standard in digital storytelling.

    Indiantelevision.com caught up with Whilter.ai co-founder Pankaj K Arora to delve deeper into their business model, offerings, future plans and more…

    Edited Excerpts:

    On the inspiration behind starting Whilter.ai, and on envisioning it transforming B2C communication

    The inspiration to start Whilter.ai came from recognizing a significant gap in how businesses communicate with their consumers. Traditional marketing methods often felt impersonal and failed to engage the audience effectively. We envisioned Whilter.ai as a transformative tool that leverages the power of Generative AI to create personalised, interactive video content. This not only enhances engagement but also builds a stronger emotional connection between brands and their consumers, ultimately transforming B2C communication into a more dynamic and personalized experience.

    On the major challenges that you faced while developing Whilter.ai, and how you overcame them

    Entering a new market with an innovative concept like Whilter.AI required us to be agile and adaptive. We faced challenges in educating the market, establishing the value of personalized videos, and overcoming initial skepticism from potential clients. However, by showcasing tangible results on customer engagement and conversion rates, we were able to build credibility, gradually expanding our client base.

    Secondly, balancing the creative aspects of video production with the technical demands of automation and personalisation was a delicate task. We fostered close collaboration between our creative and technical teams. This synergy ensured that our AI-generated content maintained a high standard of creativity and relevance, meeting the aesthetic and emotional expectations of end consumers.

    On Whilter.ai’s use of generative AI setting it apart from traditional video marketing solutions

    Whilter.ai stands out from traditional video marketing solutions through its innovative use of Generative AI. Unlike conventional methods that rely on pre-recorded or manually edited content, our platform generates personalised videos at scale, tailored to each viewer’s preferences and behaviours. This level of customization ensures that the content resonates more deeply with the audience, leading to higher engagement and better overall performance. Generative AI allows for real-time adjustments and creativity that static video solutions simply can’t match.
    On smart video technology works and the role of GenAI in it; and the user-friendliness of your platform
    Prashant: Our smart video technology at Whilter.ai harnesses the power of generative AI (GenAI) to create hyper-personalized videos at scale. Here’s a breakdown of how it works:

    We begin by gathering and analyzing  data which is crucial in understanding the unique characteristics and needs of each customer. GenAI comes into play by generating personalized content based on the analyzed data. Our platform, then dynamically assembles the video components, ensuring that each video is unique and specifically tailored to the individual recipient. Once the videos are created, they can be distributed through various channels, such as email, social media, or websites. We continuously monitor performance and use AI-driven insights to optimise future video campaigns.

    User-friendliness: Currently, our platform is accessible only to direct customer teams. We are actively collecting direct market feedback to improve our product. In the near future, we plan to launch a DIY version that will allow any creator or D2C brand to use the platform. One particular use case we’re focusing on is festive greetings. A DIY, user-friendly platform to send festive greetings on your brand’s behalf is a frequently requested feature from our customers. We’re excited to make this a reality soon.

    On the measurable results that your clients have seen in terms of engagement, conversions, and brand recall

    Clients using Whilter.ai have reported significant improvements in various key metrics. Engagement rates have increased substantially due to the personalised nature of the videos, leading to longer view times and higher interaction levels. Conversion rates have also seen a notable boost, as personalized content tends to drive more effective calls-to-action. Additionally, brand recall has improved, with audiences remembering and resonating with the customized messages far better than traditional, generic advertisements.

    On your scalable pricing model making personalised video creation accessible to businesses of all sizes

    Our scalable pricing model is designed to democratise access to high-quality, personalised video creation. By offering flexible pricing tiers, we cater to businesses of all sizes, from startups to large enterprises. This ensures that even smaller businesses can leverage the power of personalised video marketing without the burden of prohibitive costs. Our model allows clients to scale their usage and investment based on their specific needs and growth, making it a practical and cost-effective solution for any marketing budget.

    On Whilter.ai’s plans for global expansion, and how do you see the company evolving in the next few years

    Whilter.ai is planning a global expansion targeting the US and European markets. Our goal is to establish a strong international presence by offering affordable, scalable, and hyper-personalised video communication services. We are currently enhancing our platform to support multiple languages and transitioning towards a self-serve model, making it easier for brands and producers to leverage our technology.

  • Prime Focus Technologies debuts Clear AI Agents at IBC 2024

    Prime Focus Technologies debuts Clear AI Agents at IBC 2024

    Mumbai: Prime Focus Technologies (PFT), AI-powered technology solutions, unveils CLEAR AI Agents at IBC 2024 in Amsterdam. These are designed to assist & co-work with professionals within Media & Entertainment (M&E) enterprises to execute specific tasks across content management, postproduction, and marketing. The agents seamlessly handle repetitive tasks, freeing teams to focus on strategic and creative tasks. Their round-the-clock availability and autonomous capabilities in select areas ensure timely task execution, enhancing the overall user experience. Most importantly, the agents drive scale, contributing to efficiency gains and monetisation, ultimately helping content meet revenue.

    Meet CLEAR AI Agents:

       Converse – A personal assistant that helps you engage with and utilise the content in your library to its full potential.

       Search – Use AI-powered semantic search equipped with the power of reasoning, to find contextual results quickly.

       Content Highlights – Automatic generation of highlight reels from long-form videos.

       Social – Generate social media posts and hashtag recommendations to create compelling social narratives.

       Synopsis and Thumbnails – Generate titles, thumbnails, and synopsis for clips and highlights.

       Reframe – Automatically convert horizontal videos into square and vertical formats for multiple platforms.

       Dedup – Compares assets and eliminates redundant versions, ensuring a clean and cost-effective content library.

       Localize – Translate and transcreate content into the language of choice and expand into newer markets.

       ImageGen – Generate custom images to build concept art and pre-visualizations during production.

    The CLEAR AI platform now features enhanced support for agent-driven workflows, offering a new level of integration that drives impactful results across the industry.

    The launch of AI Agents underscores the pivotal role generative AI plays in making these intelligent agents a reality,” said PFT founder & global CEO Ramki Sankaranarayanan “They are the culmination of seven years of investment in AI, combining Gen AI with the small language models reflecting our commitment to fundamentally reshape the M&E industry. These agents illustrate AI’s ability to drive significant change by enhancing productivity and driving new revenue streams. Get ready to meet your agents at IBC.”

  • From local to global: The digital evolution of Pashmina.com with VTEX

    From local to global: The digital evolution of Pashmina.com with VTEX

    Mumbai: The art of Pashmina, crafted with centuries-old techniques by Kashmiri artisans, represents a rich tradition of exquisite craftsmanship and cultural heritage. Each piece, meticulously handmade, embodies the delicate balance of artistry and skill passed down through generations. In an effort to preserve and promote this timeless craft, Pashmina.com has emerged as a vital platform, connecting these artisans with a global audience.

    To further enhance its impact and operational efficiency, Pashmina.com has partnered with VTEX, a leading digital commerce platform. This strategic migration from Adobe Commerce to VTEX signifies a new chapter for Pashmina.com, focusing on global expansion and streamlined commerce operations. By leveraging VTEX’s innovative technology, Pashmina.com aims to amplify its reach while continuing to support and sustain the traditional art of Pashmina through its commitment to its artisan community.

    Indiantelevision.com’s Arth Chakraborty caught up with VTEX general manager, EMEA & APAC, Prakash Gurumoorthy and Pashmina.com founder Varun Kumar to gain deeper insights about their recent partnership, recent product announcements and updates and more.

    Edited Excerpts:

    On Pashmina.com planning to leverage VTEX for its global expansion and streamlined operations

    We wanted to create a seamless online shopping experience for our customers from around the globe by optimising our website Pashmina.com for the international markets. The fully integrated and centralised order management system provided by VTEX is helpful for automating processes and analysing the performance metrics for customer delight. Having a single product portfolio while managing multiple markets with varied currencies & languages was surely the core feature that made us want to go ahead with VTEX.

    On Pashmina.com’s migration from Adobe Commerce to Vtex, and the benefits it anticipates from this transition

    As VTEX provides a single platform for commerce and marketplace functions, it is easier to analyse and reach out to specific customer segments with the niche of product mix we offer. VTEX has eliminated costly integrations like payments, CRM, and logistics by providing a fully integrated omnichannel solution for our business to run smoothly.

    On VTEX ensuring faster, high-conversion, composable experiences for both B2C and B2B brands, and its differentiating aspect in terms of user experience and conversion rates

    VTEX has ascended as the composable and complete commerce platform of choice for renowned household names in B2C and B2B commerce such as Samsung, Colgate, Stanley Black & Decker, Sony, Whirlpool, and many others, due to its ability to solve the diverse needs of global retailers and brands.

    As part of its core, VTEX’s composable and complete platform delivers a unified commerce approach, seamlessly intertwining online stores, marketplaces, and physical retail outlets to deliver a connected commerce shopping experience. This strategy fuels collaboration between VTEX, the vendor in this case, and its customer, which nurtures brand loyalty by providing a collaborative and seamless journey that resonates with today’s buyer.

    Supporting this approach is VTEX’s modular and scalable architecture, which significantly enhances user experience and boosts conversion rates by allowing seamless adaptation to market changes while maintaining peak performance. VTEX ensures that retailers avoid the overhead costs associated with extensive developer teams and ongoing maintenance. This efficiency translates directly into a lower total cost of ownership (TCO), as our platform empowers retailers with intuitive tools like FastStore. These tools enable swift implementation of changes, optimisation of product displays, and enhancement of user experiences without compromising on speed or performance. Thus, VTEX not only improves operational agility but also reduces costs, making it a superior choice for retailers aiming to thrive in dynamic markets.

    In order to showcase how VTEX can empower brands, we commissioned a “Total Economic Impact” (TEI) study with Forrester Consulting, which evaluated the financial impact and contributions of VTEX on businesses. The study found significant benefits for brands that transitioned to VTEX within three years, including $5.8 million saved by migrating from legacy digital commerce platforms to VTEX, along with a 133 per cent return on investment (ROI).

    On the recent product announcements and updates from VTEX, particularly regarding AI, security, and data enhancements

    As the comprehensive and composable platform serving enterprise businesses like Samsung, Sony, WhirlPool, and others, VTEX is constantly listening, reviewing, and gathering data on B2C consumer and B2B buyer trends. Additionally, we actively engage with enterprise brands to understand their needs, particularly in reaching new audiences, achieving sales targets, and integrating new innovations to unlock growth opportunities.

    As we are constantly responding to evolving demands and economic changes, we strategically utilise AI algorithms to enhance our offerings for enterprise brands to personalise products, collect valuable data on customer behavior, make informed decisions and optimise their marketing strategies and more to drive revenue forward.

    This is why we launched ‘VTEX Vision,’ a semi-annual product unveiling of cutting-edge solutions aimed at reducing the barriers to growth.  

    For our inaugural VTEX Vision, we created a comprehensive digital product showcase with solutions spanning advertising, data, security, software development, and more. Many of these innovations are embedded with AI integrations to empower both B2C and B2B enterprise brands to provide frictionless commerce for their internal team and buyers. Our latest AI-powered solutions include:

    AI-driven ad network: effectively manages ad space across digital stores using AI-driven optimisation. To maximise profits and simplify advertising efforts, it provides competitive auctions, precise targeting, and thorough ad campaign monitoring.

    WhatsApp integration for tailored sales: VTEX combines targeted campaigns, real-time campaign monitoring, AI-driven customisation, and personalised cart recovery messages with the WhatsApp Business Account builder. Personalised client communication is made possible by this connection, which improves sales conversion strategies.

    AI-powered intelligent search: Utilizing AI to discover patterns in user behaviour, this solution provides automatic find and suggest relevant synonyms for search terms to increase conversion rates.

    Live shopping with AI-powered live chat: VTEX enhances its popular live shopping product with AI-powered live chat to let users receive more prompt responses to their questions and requests during the live shopping experience. Conversion rates and customer happiness both rise with this interactive feature.

    AI is utilised in VTEX pick and pack operations to increase efficiency and decrease errors in fulfillment procedures. Reducing human error and enhancing the overall customer experience, it automates the approval or rejection of consumer return requests.

    These are just some of the ways we’ve built AI-driven solutions to streamline workflows,   tailor customer experiences, maximise advertising budgets and more. Our end goal is to ensure competitiveness for enterprise brands in the ever changing world of commerce.

    We have also introducted VTEX data pipeline to help customers gather all their data from their commerce operation. Unlocking actionable insights from digital commerce data is crucial for business success, yet high costs and complex integrations often pose challenges. VTEX Data Pipeline offers a streamlined solution for data sharing, ensuring secure and direct delivery of commerce data to your infrastructure. With a diverse range of datasets available, customise update frequencies and destinations, while maintaining GDPR compliance and data security. VTEX Data Pipeline empowers brands to access valuable insights, make informed decisions, and drive growth effectively.

    To fortify data protection and strengthen security across all modules, we introduced ‘VTEX Shield’ during VTEX Vision. This advanced security layer is meticulously crafted to elevate overall protection levels and enhance threat detection capabilities.

    VTEX Shield encompasses an advanced web application firewall (WAF) to defend against common online attacks like SQL injection and cross-site scripting, fortifying the security of digital stores hosted on the platform. Furthermore, VTEX offers a Pentest Readiness Service, allowing merchants to conduct regular penetration tests to proactively identify and address vulnerabilities, thus preventing potential security breaches.

    A key feature of VTEX Shield is its security monitor dashboard, providing real-time visibility into security events for swift risk mitigation. This comprehensive approach strengthens security measures, protects personally identifiable information (PII), and instills confidence in data security within the VTEX ecosystem, ensuring the safety of its customers and stakeholders.

    On Pashmina.com ensuring the authenticity and quality of the Pashmina products sourced from Kashmiri artisans, and some success stories or memorable experiences highlighting the positive impact Pashmina.com has had on their lives

    Each Pashmina we source from the artisans of Kashmir has a geographical indication seal from the ministry of textiles, government of India. This seal serves as the certificate of authenticity with a unique QR code for each Pashmina that indicates its purity. We work with over 100 artisan families assuring employment for both men and women in their families. We pay them upfront for them to have a sense of job security and make their living conditions better. This sustains their motivation to keep the dying art of Pashmina alive.

    On Pashmina.com navigating challenges such as competition in the e-commerce space and changing consumer preferences while staying true to its values

    To stay ahead of the curve, we try to keep our technology up to date for optimising the on-site user experience as per the shopper’s behaviour. The analytics help us to track the trends, drop-off points, and bounce rates for learning consumer preferences. We keep increasing our sustainable fashion product mix by adding traditional as well as contemporary Pashminas that attracts all generations.

    On how VTEX facilitates enhanced order fulfillment speed and efficiency through optimised inventory strategies and management updates

    Previously, enterprises managed their physical and e-commerce operations separately, leading to inventory issues and poor customer satisfaction, as deliveries were only handled by the e-commerce distribution center.

    Our OMS allows customers to integrate inventory from all distribution centers and physical stores, providing full visibility of inventory distribution. This integration reduces inventory breakage and offers multiple delivery options for customers, such as optimised delivery routes and in-store pick-up.

    With our OMS, you can track all sales from a single control panel, whether they occur on your DTC channel or through a third-party marketplace. Our native marketplace connection allows customers to list inventory on third-party marketplaces while maintaining a single source of truth, ensuring better operational control.

    Additionally, our native marketplace helps customers sell on external platforms and enables them to become a marketplace themselves, expanding their inventory without the burden of managing additional assortments.

    Furthermore, VTEX Vision, our semi-annual product showcase of innovative solutions unlocking growth strategies to boost conversion, recently introduced advanced functionalities for our VTEX Sales app such as efficient management of new product arrivals and top offers, the ability to recover abandoned shopping carts, and real-time inventory checks. These features not only streamline internal operations for brands, but also enhance the overall shopping experience for buyers. The integration of these capabilities within VTEX’s ecosystem ensures that businesses can leverage insights and utilize automation to deliver a seamless omnichannel experience that meets the evolving expectations of modern commerce.

    On ways in which VTEX empowers sales agents to enhance customer experience and increase customer lifetime value through improved access to inventory and productivity tools

    Our ecosystem includes sales reps who have a meaningful role in the consumer journey. We have been investing in connecting our customers’ sales reps across various channels, including call centers, brick-and-mortar stores, field sales, and multi-level marketing resellers. In addition to selling more, we enable them to take on other roles within the ecosystem, such as brand influencers, content creators, or part of the store fulfillment team. Our vision is that, in the long run, the sales app suite is so powerful and relevant to the salesperson that they will think twice before considering working somewhere that does not have it, as the software will provide them with so many new opportunities to sell more.

    Our VTEX Vision Spring 2024 announcement features an exciting update to help sales agents with our popular VTEX Sales app. The comprehensive tool is designed in managing sales processes and customer interactions efficiently. The recent updates introduced during VTEX Vision further amplify the app’s capabilities.

    New features within the VTEX Sales app include seamless integration with inventory management systems, ensuring real-time updates on stock levels. This integration enables sales agents to access accurate product availability information directly within the app, facilitating prompt and informed customer interactions. Additionally, we have introduced advanced functionalities for efficiently managing new product arrivals, top offers, recovering abandoned shopping carts, and checking inventory status.

    The VTEX Sales app is integrated with MasterData, consolidating all customer and order data. Moreover, it can seamlessly integrate with other business tools such as CRM software, payment gateways, and marketing tools, offering enhanced functionality and customisation options to meet specific business needs.

    Furthermore, the updated VTEX Sales app now incorporates advanced analytics and machine learning algorithms for inventory forecasting. By analysing historical sales data and customer behavior trends, the app generates precise forecasts for future demand. These predictive insights empower businesses to make data-driven decisions regarding inventory management, procurement strategies, and sales initiatives, ultimately enhancing operational efficiency and customer satisfaction.