ITV

Tag: AI

  • How AI-enabled tools simplify data management

    How AI-enabled tools simplify data management

    Artificial Intelligence (AI) has truly changed the game when it comes to data management. From my perspective, the integration of AI into these processes has been nothing short of revolutionary. By automating complex tasks, enhancing data quality, and providing insightful analytics, AI has made data management more efficient and effective. AI technologies like machine learning algorithms and natural language processing (NLP) are now essential for handling, processing, and analyzing data. They excel at tasks such as data integration, data cleansing, data classification, and data governance.

    Enhancing data quality

    One of the biggest challenges organisations face is poor data quality, which, according to Gartner, costs an average of $15 million per year. From my experience, data profiling—analyzing data to understand its structure, content, and quality can be transformative. AI tools elevate this by automatically examining datasets to uncover patterns, anomalies, and inconsistencies. AI-powered data cleaning tools use machine learning algorithms to detect and fix errors, remove duplicates, and resolve inconsistencies, ensuring the data is accurate and complete. These tools also standardize data formats, promoting consistency across various sources. This results in high-quality data that organizations can depend on for their analytics and decision-making processes.

    Automating data integration and data pipeline

    Data integration, which involves combining data from various sources into a unified view, can be incredibly complex and time-consuming. AI simplifies this process by automating the extraction, transformation, and loading (ETL) of data. AI-driven ETL tools recognize patterns in data and adapt to changes in data sources, minimizing the need for manual intervention. For example, traditional data mapping requires extensive manual effort to match data fields from different sources. AI-powered tools automatically map data fields by understanding the context and relationships between them. Additionally, AI automates various stages of the data pipeline, from data ingestion to transformation and storage, reducing manual intervention, minimizing errors, and accelerating data processing. This end-to-end automation enhances the efficiency and reliability of data pipelines, which I’ve seen make a significant difference in operational productivity.

    Facilitating data classification and tagging

    One of the most tedious tasks in data management is data classification and tagging. AI-enabled tools have made this much simpler by automating the process, making it easier to locate and retrieve relevant information. These tools use NLP and machine learning algorithms to analyze the content and context of data, assigning appropriate tags and categories. For instance, in the healthcare industry, AI can classify and tag patient records based on diagnosis, treatment, and other criteria. This enables healthcare providers to quickly access necessary information, improving patient care and operational efficiency. In my opinion, this capability is transformative for any industry dealing with large amounts of data.

    Strengthening data governance

    Data governance is another area where AI has made a significant impact. AI enhances data governance by providing real-time monitoring and enforcement of data policies. AI-driven tools can detect and flag potential data breaches, compliance violations, and other issues, allowing organizations to take immediate action. Additionally, AI helps maintain data lineage, tracking the origin, movement, and transformation of data. This is particularly important for industries with stringent regulatory requirements, such as finance and healthcare. By maintaining a clear record of data lineage, organizations can ensure transparency and accountability in their data management practices. From my perspective, this level of oversight is invaluable.

    Industry examples of AI-enabled data management

    Looking at real-world examples, it’s clear that AI-enabled tools are making a significant difference across various industries. For instance, JPMorgan Chase uses AI to analyze and categorize vast amounts of financial documents, significantly reducing the time and effort required for manual processing. The Mayo Clinic employs AI to streamline data integration from various sources, enhancing patient care. Walmart uses AI to manage its extensive inventory data, ensuring timely restocking and minimizing stockouts. These examples illustrate how AI can be leveraged to improve efficiency and effectiveness in data management.

    In conclusion, AI-enabled tools are transforming data management by automating processes, improving data quality, and providing actionable insights. These advancements not only enhance efficiency but also enable organizations to make more informed decisions based on accurate and reliable data. From my experience, adopting AI in data management is not just beneficial but essential for staying competitive in today’s data-driven world.

    The article has been authored by Compunnel Inc’s director of data strategy and data architecture, Bhupendra Kumar Verma.

  • The future of TV news: AI-Powered content and social media

    The future of TV news: AI-Powered content and social media

    Mumbai: AI being the buzzword wherever you head to, is here to stay. Having it as an enabler or an extension of your current workflow means marrying human and machine to create an eponymous being that brings the best of both worlds.

    With implications covering almost all aspects of media and postproduction, there is no debate on the prevalence and longevity of AI. TV news broadcasters are slowly but surely picking up on certain applications and integrating it into their setups. From the first AI anchor to being used in content and social media, technology has sure come a long way.

    The discussion explores the evolving landscape of television news broadcasting, specifically focusing on the crucial roles of AI-based clip creation and a digital-first approach on social media platforms. It examines the advantages of AI-generated content for news production, the strategies for engaging audiences on social media, and the future implications of these innovations for the industry.

    The Rise of AI-Powered Clip Creation  

    Artificial intelligence (AI) is rapidly changing how news content is produced and consumed. AI-powered clip creation tools enable news organisations to generate short, engaging video clips from longer footage automatically. These tools use algorithms to analyse video content and identify key moments, highlight important information, and  create compelling visual narratives.  

    This technology significantly enhances eƯiciency in news production. Journalists can  focus on reporting and analysis while AI tools handle the tedious task of creating clips for various platforms. AI can also help personalise content by tailoring clips to diƯerent audiences and interests.  

    For example, a news story about a political event can be automatically segmented into clips highlighting diƯerent aspects of the story, such as policy positions, public reactions, and expert analysis.  

    Leveraging Digital-First Content for Social Media  

    In today’s media landscape, social media has become an indispensable platform for news consumption. Digital-first content is crucial for reaching and engaging audiences on these platforms. This approach emphasises the creation of content specifically designed for social media, rather than simply adapting existing TV news segments.  

    Digital-first content for social media requires a diƯerent approach to storytelling and presentation. Videos should be short, visually appealing, and tailored to the specific platform. This involves using eye-catching visuals, engaging music, and concise language to capture attention in a crowded online environment.  

    For example, a news story about a local event could be transformed into a series of bite-sized video clips, each highlighting a diƯerent aspect of the story and ending with a call to action for viewers to comment or share the content.

    Short & Engaging Videos  
    Content needs to be concise and visually captivating to grab attention in a short attention span environment.  

    Strong Visuals  
    High-quality visuals, such as striking photos, graphics, and animations, are essential for attracting viewers.

    Interactive Elements  
    Including polls, quizzes, and interactive elements can encourage viewer engagement and participation.  

    Call to Action  
    Encouraging viewers to comment, share, or visit the news website can build a community around the content.  

    Advantages of AI-Based Clip Generation for TV News  

    AI-based clip generation oƯers several advantages for TV news organisations:

    Increased eƯiciency 
    Improved content personalisation  
    Enhanced audience engagement  
    Cost savings  

    By automating the clip creation process, AI frees up journalists to focus on higher-level tasks like reporting, research, and analysis. The ability to generate multiple versions of a clip tailored to diƯerent audiences allows for more eƯective content distribution and audience targeting.  

    AI can also analyse viewer data to identify trends and preferences, enabling news organisations to create content that resonates with their target audiences.  

    Engaging Audiences Through Social Media Platforms  

    TV news organisations must strategically utilise social media platforms to reach and engage audiences. This involves understanding the unique characteristics of each platform and tailoring content accordingly.  

    For example, on Twitter, news organisations can use short, punchy tweets to share breaking news updates, while on Instagram, they can utilise visually appealing stories and Reels to showcase behind-the-scenes content and connect with viewers on a personal level.  

    Engaging audiences on social media requires more than simply posting news articles or video clips. News organisations must actively interact with their followers, respond to comments and questions, and participate in online conversations.  

    This strategy builds a sense of community around the news organisation and creates a more direct connection between journalists and their audience.

    Platform Content Strategy Engagement Tactics  

    Twitter Short, concise updates, breaking news alerts  

    Retweeting relevant content, responding to questions and comments  Facebook Longer articles, live videos, behind-the-scenes content  Running polls and quizzes, hosting Q&A sessions  

    Instagram Visually appealing stories, Reels, interactive content  

    Using relevant hashtags, collaborating with other accounts  

    YouTube Long-form documentaries, interviews, explainer videos, engaging viewers with  comments, creating playlists  

    Challenges and Best Practices for Digital First News  

    While digital-first news oƯers numerous benefits, it also presents unique challenges.  News organisations must adapt to the ever-changing landscape of social media,  constantly evolving algorithms, and the need to maintain journalistic integrity in a fast-paced online environment.  

    Here are some key best practices for digital-first news:  
    Prioritise high-quality, original content  
    Embrace multimedia storytelling  
    Focus on audience engagement  
    Monitor social media analytics  
    Promote diversity and inclusivity  

    By adhering to these best practices, news organisations can eƯectively leverage digital-first strategies to reach and engage audiences, maintain journalistic standards, and thrive in the evolving media landscape.

    This article has been authored by  K S Avinash 

  • Buffalo Soldiers unveils butterflAI

    Buffalo Soldiers unveils butterflAI

    Mumbai: Buffalo Soldiers, the award-winning creative agency with a digital heart, known for its innovative storytelling and disruptive marketing solutions, proudly announces the launch of butterflAI, a game-changing influencer management platform designed to transform the way brands connect with influencers.

    butterflAI stands out in the crowded influencer management space with its unique and powerful features that provide unparalleled value to brands and influencers alike. The platform offers:

    1. Advanced influencer discovery: Gain access to a vast and diverse database of influencers with sophisticated filtering options. Whether you’re seeking micro-influencers or macro-influencers, butterflAI helps you find the perfect match for your brand with ease.

    2. Seamless campaign management: Experience end-to-end solutions with AI-powered automation that simplifies campaign management. From planning to execution, butterflAI ensures that every campaign is efficient, effective, and engaging.

    3. Real-time analytics: Leverage in-depth, customizable dashboards to track the performance of your campaigns. Make informed, data-driven decisions with real-time insights and comprehensive analytics. With butterflAI, you can also monitor affiliate links and track with URL shortening.

    4. Robust integrations: Enhance your campaigns with seamless integration capabilities across multiple platforms and tools. butterflAI’s robust integrations extend the functionality and reach of your influencer marketing efforts.

    5. Fraud detection: Say goodbye to fake followers! butterflAI’s AI-backed system diligently scans and flags potential fake followers, ensuring that your campaigns achieve authentic reach and engagement.

    “One of the biggest problems in the influencer industry is streamlining marketing campaign execution. At butterflAI, we have managed to not only solve that problem but ensure that any client partner or brand manager can manage and automate the entire process of influencer marketing campaigns,” said Buffalo Soldiers co-founders & CEO Sumon K Chakrabarti. “butterflAI is more than just a tool; it’s a significant advancement in the influencer marketing landscape. Our mission is to empower brands and influencers to create genuine connections that drive real results. With butterflAI, we’re making influencer marketing smarter, more efficient, and more impactful than ever before.” Chakrabarti added.

    With more than 200 million discoverable influencers across India, butterflAI’s Advanced Influencer Discovery tool allows brands to access a comprehensive database of influencers, from niche micro-influencers to well-known macro-influencers, all with detailed filtering options. This feature ensures brands find the perfect influencers who align with their values and target audience.

    One of the standout features of butterflAI is its advanced Fraud Detection system. In an era where authenticity is key, butterflAI’s AI-backed system scans and flags potential fake followers, ensuring brands connect with real audiences and achieve genuine engagement.

    Co-founder & head of delivery Arnab Kundu emphasized the platform’s advanced features: “In today’s digital age, authenticity is paramount. With our sophisticated fraud detection capabilities, butterflAI ensures that brands are engaging with genuine influencers and reaching real audiences. We are excited to see the transformative impact this will have on our clients’ campaigns.”

    Kundu added: “And at Buffalo Soldiers, while we invest in people, we remain steadfast in our commitment to deliver on MarTech innovations.”

    Honored with the “The Rising Maverick Agency Award 2023”, Buffalo Soldiers have been investing in Mar-Tech since 2023. In the third quarter of 2023, they launched the programmatic ads capability with our platform leAD.

    The agency also launched their in-house production house Eating Potatoes, that won several awards in 2023 with their first short docu-drama – Never Ask Why – across global film festivals.

    To learn more about butterflAI and to sign up for a demo, visit butterflai.live.

  • From steam engines to storytellers: Why AI needs a human co-pilot

    From steam engines to storytellers: Why AI needs a human co-pilot

    Remember those clunky steam engines? Sure, they revolutionised transportation, but imagine a world where they chugged off on their own, blissfully unaware of potential hazards or destinations. That’s where humans came in, to guide these iron beasts and ensure they didn’t end up powering a runaway train to disaster.

    Similar parallels can be drawn with the latest wave of Generative AI (Gen AI) tools that are transforming the advertising and marketing landscape. These tools are powerful and capable of churning out content and generating ideas at an impressive pace. But just like those early steam engines, Gen AI needs a human co-pilot (pun intended) to navigate its potential and achieve the desired results.

    How generative AI is transforming advertising and marketing

    The advertising and marketing world is undergoing a revolution driven by generative artificial intelligence (Gen AI). Gen AI is capable of creating entirely new content or modifying existing material and is fundamentally changing the way we approach campaigns and client needs. But how exactly is Gen AI impacting our everyday work, and what does the future hold for this dynamic field?

    The Gen AI toolkit: A creative powerhouse

    At our agency, we’ve embraced Gen AI’s potential, utilizing tools like Adobe Firefly and Bing Copilot for creative editing, Midjourney for generating stunning visuals, and language models like ChatGPT and Google Gemini for brainstorming ideas and crafting compelling copy.

    The impact on our workflow is undeniable. Efficiency and production have gone up measurably. Thanks to AI assistance, tasks that were once time-consuming, like video editing or creative tweaks, are now handled with greater ease. This allows us to focus on the strategic aspects of campaigns, develop innovative concepts, and craft impactful messaging.

    Beyond efficiency: A spark for creativity

    The true power of Gen AI lies in its ability to unlock creative potential. By feeding these tools with relevant data and brand guidelines, we can generate many unique and fresh ideas for clients. Imagine brainstorming a new ad campaign and having AI present you with a variety of visuals, taglines, and even potential scripts, all tailored to your target audience. This collaborative approach allows us to explore various possibilities, leading to more engaging and memorable campaigns.

    The human edge: Collaboration, not competition

    Despite Gen AI’s transformative power, it’s important to remember that it’s not here to replace human creativity. AI thrives on the data and direction we provide. The challenge lies not in the technology itself but in encouraging our colleagues to embrace these new tools and integrate them into their existing workflows.

    The future of advertising belongs to those who can effectively utilize both human intelligence and machine brilliance. As a McKinsey report highlights, “marketing and sales are one of four functional groups that could reap an estimated 75% of the value” generated by Gen AI, with a potential productivity increase of 5-15% in marketing spend. This translates to a significant boost in the overall effectiveness of marketing campaigns.

    A personalised future: Tailored experiences for every customer

    Looking ahead, the future of advertising is all about personalization. Generative AI allows us to analyze vast amounts of customer data and behavior, leading to the creation of hyper-targeted campaigns. Imagine generating personalized email content or ad copy that speaks directly to each individual customer’s needs and preferences. This level of customization fosters deeper engagement and brand loyalty, leading to a more successful marketing strategy.

    Furthermore, Gen AI paves the way for immersive customer experiences. Virtual reality (VR) and augmented reality (AR) experiences powered by generative AI allow customers to interact with products more engagingly. This not only showcases products memorably but also fosters brand awareness and loyalty.

    The final word: A collaborative future for marketing

    Generative AI is not a threat but a powerful tool that can elevate the advertising and marketing industry. As humans collaborate with AI assistants, we can achieve a level of creativity, efficiency, and personalization never before possible. The future belongs to those who embrace this transformative technology and leverage its power to create truly impactful marketing experiences. Remember the wheel? A game-changer, but not a replacement for your legs. Embrace Gen AI and the positive revolution it can bring about in advertising – it’ll help you run faster, not take your place. Just like the trains!

    The article has been authored by Spicetree Design Agency Sr marketing & communications executive Tanya Kennedy.

  • ManipalCigna launches AI-powered Mini Mindful Moments for Yoga Day

    ManipalCigna launches AI-powered Mini Mindful Moments for Yoga Day

    Mumbai: ManipalCigna Health Insurance, a standalone health insurance company, announces the launch of its generative AI-powered guided meditation; Mini Mindful Moments in celebration of International Yoga Day.

    Mini Mindful Moments by ManipalCigna in collaboration with Terribly Tiny Tales (TTT) invites individuals to explore and connect with their unique idea of bliss. This initiative aims to encourage people to take a moment from the daily hustle-bustle, chaos and monotony and rejuvenate themselves or gift that moment of bliss to their loved ones. Through the #MiniMindfulMoments portal, users can access customized meditation experiences crafted using cutting-edge generative AI. Each video is uniquely tailored, ensuring a personalized journey towards relaxation and inner peace.

    ManipalCigna Health Insurance chief marketing officer Sapna Desai said “In this fast-growing hustle culture, finding calm in between chaos becomes a necessity. Studies show one in every third of Indians struggle with stress and anxiety. This International Yoga Day, we aim to make mindfulness more essential with our Mini Mindful Moments initiative. This AI-generated innovative experience offers personalized guided meditation videos that is tailored to an individual’s unique idea of bliss, showcasing that Health is the real Wealth.”

    The AI-powered ‘Mini Mindful Moments’ by ManipalCigna showcases that even embracing 60 secs of calm in this busy world can be blissful. The guided meditation based on the imagination of “What my happy place looks like” focuses on recharging your soul through a minute of mindfulness. The AI-generated personalised guided meditation pushes you to have some time of the day only for yourself, even if you must steal from your schedule.  

    On the microsite #MiniMindfulMoments www.minimindfulmoments.in. Users can create and gift a uniquely tailored meditation experience in just a few prompts, which will be transformed into a personalised mini meditation video. The personalized meditation will have a custom audio and name which will be created using generative AI technology. The output will then be shared with users, allowing them to listen and share with their family and friends.

    ManipalCigna Health Insurance will leverage this initiative through social media platforms for widespread promotion. Additionally, the company will be collaborating with multiple social media influencers, who will use the portal to create customized meditation experiences and express how they feel.

  • “AI is poised to revolutionise video editing and visual effects:” Workflowlabs’ Sunil Gangappa

    “AI is poised to revolutionise video editing and visual effects:” Workflowlabs’ Sunil Gangappa

    Mumbai: In the dynamic world of media and entertainment, staying ahead means embracing cutting-edge technology. Workflowlabs, with its expert engineering team boasting decades of experience, leads the way in innovation. Their solutions are designed to tackle the unique challenges of the industry, offering products like the Fusion Asset Management System for seamless media organization, Nitro Video Servers for top-tier video performance, Newsflow Media Gathering System for efficient news production, and the versatile Cobalt Transcoder for flawless media conversion. Workflow Labs is redefining productivity and efficiency, ensuring media professionals can deliver exceptional content with ease.

    Indiantelevision.com in conversation with Workflowlabs co-founder Sunil Gangappa delved into a range of discussions from their experience at CabSat Dubai and Broadcast Asia to the evolving needs of Indian broadcasters and more…

    Edited Excerpts:

    On your experience at CabSat Dubai and Broadcast Asia in Singapore this year

    At Cabsat and Broadcast Asia, Workflow labs garnered significant interest from visitors. The standout feature was the Workflowlabs Fusion AI module, which accelerates automated media enrichment. Its seamless integration and efficiency captivated attendees, making it a highlight of the event.

    On Workflow Labs, including its various offerings for the media and entertainment ecosystem, the factors behind its success, and the reactions of global majors to this success.

    Workflowlabs has rapidly gained traction, serving customers across multiple countries in South East Asia and the MENA region. Our success is attributed to our comprehensive media lifecycle management, which covers ingest, automation, media management, and archival processes.

    By providing end-to-end solutions, Workflowlabs ensures seamless handling of media content from acquisition to preservation. Our commitment to excellence and efficiency resonates with clients, making us a trusted partner in the industry.

    On the major advancements that you see in technology for the media & entertainment ecosystem in the next three years

    The convergence of AI, machine learning, and cloud technologies is set to revolutionise the media industry. This pivotal moment represents a significant shift in overall technology, and Workflowlabs is thrilled to be at the forefront of this transformation.

    Our commitment lies in embracing AI within our solutions. By harnessing the power of artificial intelligence, we aim to deliver cutting-edge solutions that optimize every facet of media management. From content ingest to seamless automation, intelligent media management, and efficient archival processes, Workflowlabs is dedicated to elevating industry standards.

    On the other applications that you have seen or predicted could be automated with AI in the media & entertainment industry, with generative AI, AI dubbing, AI anchors making rounds in the media & entertainment ecosystem

    AI is poised to revolutionise video editing and visual effects. In the past, artists’ creativity was constrained by technology, but now, with AI, they can bring their exact visions to life.

    On the evolving needs of Indian broadcasters, particularly in news and live sports workflows, and the ways you are meeting those demands

    In the past, advertisements were primarily limited to linear TV. However, with the rise of OTT platforms and web applications, television now offers multiple avenues for content monetisation. Workflowlabs provides an extensive ad replacement solution that caters to these evolving needs.

    On the challenges that you see the media & entertainment industry faces and how can your company help overcome those challenges

    The exponential growth in media content production, coupled with the escalating risk of malware attacks, presents significant challenges in managing and securing media assets. Workflowlabs aims to be a leader in media management and archival solutions, placing a strong emphasis on security.

  • AI: The human aspect

    AI: The human aspect

    Everyone is talking about AI; how it can lead to better solutions and cost-effective ones at that. While we have seen some marvelous results of the magic that AI can perform across automated and non-automated functions, there is one troubling aspect about the deployment of this new genie in our hands.

    This one aspect is the following fact: no one technology has ever threatened the livelihoods of human resources as this one. Earlier this month we had a top IT industry figure calling out the fact that all call-center resources could be redundant in the future as Chatbots would reach an almost ‘human-like’ level in intelligent responses very soon. This would lead to imminent huge numbers of lay-offs. Earlier in the year, we had the whole Hollywood crew and actors up in arms against what big studios planned to do with AI, at cost to all writers and small actors. The latter won, albeit in an elongated stand-off.

    The case for cost-cutting is simple and understandable. In advertising, for example, expensive and expansive shoots can sometimes be done away with by a simple sleight of hand using AI. A lot of tools are available nowadays which help put up backgrounds, locations etc., in any image or even create fresh images. We can now do things in layouts and copy which were hard to do earlier. Communication thus can look and read well and nice and good.

    The moot point though simply is this: Till now, tech had almost always emerged as a means of democratisation. You see people across social strata using phones as a means to enhance convenience, value and ROI. The PC, likewise, was a big equalizer. AI on the other hand, at least right now, is seen as a threat. It is seen as a device in the hands of big capital to replace the lower rungs of real human intelligence. Unlike the phone or the PC, AI is being looked at as a cost-reduction tool. This is not wrong in itself; it is just that this should not be the only aim. Tech cannot and should not have a side-effect like this.

    Where does this leave a country like India which had driven into the IT boom globally with great expertise at low cost as a key USP? Would replacing people with bots help out in a more tech-equal world? Yes, we can surely look at ourselves as innovators in creating newer algorithms and creating more wonders to get to the next big frontiers of AI; but that is a case of sharpening the axe continuously.

    Technology is something that needs to help humankind, if not all animal-kind, as a whole. For it to be treated as a tool which capitalists wield to their own interests, would be to diminish the ideals that science and tech have stood for. We must see how AI can better help what humans can do and not replace what humans can do. This, or any other technology, should never emerge as something that widens the economic divide between the top and the bottom. In fact, all tech should bridge these increasing gaps in an ideal world.

    PS: One joke doing the rounds is that one would have rather thought that AI took over (from humans) manual labor like cleaning and washing rather than pleasurable work like painting and creating.

    The article has been authored by GOZOOP Group president Mohit Ahuja.

  • Scoping review of traditional exercise in AI age

    Scoping review of traditional exercise in AI age

    Mumbai: The integration of traditional exercise practices with advancements in artificial intelligence presents both challenges and opportunities. The dawn of the artificial intelligence age has undeniably reshaped numerous aspects of human life. While our reliance on technology has brought forth undeniable benefits, concerns regarding a decline in physical activity levels are rising. AI technologies offer innovative ways to enhance fitness routines, and traditional forms of exercise remain foundational for physical well-being.

    The proliferation of AI-driven fitness apps, wearable devices, and virtual trainers has revolutionized the way individuals engage with exercise. These technologies offer personalized workout plans, real-time feedback, and data-driven insights, enticing users with promises of efficiency and effectiveness.

    Values of traditional exercise

    Traditional exercise, encompassing activities like running, swimming, and weightlifting, remains a cornerstone of physical and mental well-being. Traditional sports have been an integral part of human culture for centuries. It demonstrably improves cardiovascular health, reduces the risk of chronic diseases like diabetes and obesity, and enhances cognitive function. There are beneficial effects for mental health as well as physical health when it comes to exercise. It improves sleep, and stress relief, improves mood, increases energy and stamina, reduces tiredness, and can increase mental alertness.

    AI as a role of potential enabler

    Personalised training: AI-powered applications can analyze individual fitness data, movement patterns, and goals to create customized workout plans.

    Virtual coaching and feedback: AI-powered virtual coaches can provide real-time feedback on form and technique, similar to a personal trainer, but at a lower cost and with greater accessibility.

    Gamification and motivation: AI can integrate gamification elements into exercise routines, using rewards, badges, and leaderboards to increase motivation and adherence.

    Wearable tech integration: Advancements in wearable technology, coupled with AI, can provide deeper insights into exercise performance.

    Data privacy concerns: The use of AI in exercise requires careful data collection and management practices. Users should be informed about how their data is used and have control over its dissemination.

    Challenges and opportunities

    Overdependence on technology: Overreliance on AI-driven exercise programs could lead to a decline in intrinsic motivation and a disconnect from the natural joy of movement.

    Accessibility and equity: Not everyone has access to sophisticated AI-powered equipment or high-speed internet required for some applications.

    Data privacy concerns: The use of AI in exercise requires careful data collection and management practices.

    AI-enhanced exercise solutions provide convenience and customization, they also raise concerns regarding privacy, data security, and overreliance on technology. The accessibility of AI-powered fitness tools may exacerbate existing health disparities, as not everyone has equal access to such resources. Virtual reality platforms can simulate outdoor environments for activities like running or cycling, enhancing the immersive experience of traditional exercise.

    Future research

    The effectiveness of AI in promoting long-term adherence, managing chronic conditions, and improving mental health. Even in the AI age, traditional exercise remains fundamental for physical and mental well-being.

    The coexistence of traditional exercise and AI in the realm of fitness presents a dynamic landscape filled with both challenges and opportunities. While AI technologies offer innovative solutions for optimizing workouts, traditional exercise forms remain essential for promoting physical, mental, and emotional well-being. By utilizing AI’s potential as a tool for personalization, feedback, and motivation, we can usher in a future where exercise is more engaging, accessible, and effective for all.

    The article has been authored by Gravolite director Paras Maheshwari.

  • E-commerce: Leveraging the power of offer optimisation, personalisation, & AI in advertising

    E-commerce: Leveraging the power of offer optimisation, personalisation, & AI in advertising

    The e-commerce market is booming exponentially. E-commerce sales are anticipated to touch the $8 trillion mark by 2027. Attracting and retaining customers in this ever-evolving landscape is becoming increasingly difficult. Brands are consistently seeking innovative strategies to acquire the right set of users that fuel the maximum conversions. Striking the perfect balance between optimised offers, hyper-personalisation and capitalising on Artificial Intelligence is the key to maximise e-commerce success. This strategy will ensure a holistic and satisfactory user experience, benefiting businesses immensely.

    E-commerce advertising, in today’s era transcends the realm of generic banners and sending out mass emails. With a colossal amount of content at their disposal, it is imperative to deliver personalised content that does not fade into the background and is able to captivate the user’s interest. Significant advancements in the field of technology marked by the growing popularity of AI and machine learning have proved to be catalysts in optimising advertising efforts.

    Bridging the gap between consumer needs & promotional offers!

    Tailoring promotional offers to rightfully cater to the needs of the target audience for maximum impact in contrast to bombarding them with generic discounts can significantly impact conversion rates. E-commerce platforms can harness the power of AI to get insight into the behaviour patterns of their target audience like their purchase history, browsing patterns and demographics to create offers that resonate with them in the best possible way and boost customer satisfaction. AI and machine learning algorithms can help craft the best offers ranging from personalised discount codes to limited-time promotion deals. Choosing the right distribution channel is pivotal to reach a wider and ideal audience segment that will most likely hit that call-to-action button.

    Tailored shopping experiences through personalisation

    Brands are turning to personalisation as a means to forge deeper connections with their audiences. From product recommendations based on past behaviour to customised email campaigns that address the specific needs of each customer, personalisation goes a long way in driving heightened brand loyalty and improved engagement. Creating a differentiated journey for each customer through multiple touchpoints is an integral part of an e-commerce marketing strategy.

    Unleashing the power of AI to eevolutionise e-commerce marketing

    AI is transforming the e-commerce industry to a great extent by identifying consumer preferences, predicting user behaviour and delivering hyper-targeted ads. Personalised interactions have become indispensable for brands nowadays. AI analyses huge chunks of data and helps businesses delve deep into what their customers desire. Subsequently, they are able to deliver relevant content that addresses their pain points throughout the consumer lifecycle. It also helps marketers take note of at-risk customers and help craft strategies that will rekindle their interest in the brand.

    AI adoption automates workflow by streamlining processes such as product recommendations, loyalty discounts and low-level support. This enhances operational efficiency and cuts down labour costs. Also, automating tasks like emailing, order fulfilment, customer service, and payment processing, helps allocate resources to innovation and growth.

    The article has been authored by AdCounty Media co-founder & chief revenue officer Delphin Varghese.

  • The evolution of AI-powered advertising: From targeting to personalisation

    The evolution of AI-powered advertising: From targeting to personalisation

    Mumbai: Artificial intelligence is one of the transforming phenomena from a trend in modern times when it comes to digital advertising. As Gandharv Sachdeva, an experienced digital expert and India country head of Hybrid, stated, “AI has transformed digital advertising”. He explains how the developments in AI have significantly influenced digital advertising and points out that the biggest impact has been felt in the field of segmentation and personalisation.

    Times, when there were no ads with explicit, consistent, and well-targeted messages, are long gone. AI has given rise to digital advertising, which is now data-driven and the application of algorithms has made it possible to run hyper-targeted ads. Apart from enabling a more efficient budget allocation, the user experience has also improved as the right message is shown to the right individuals at the right time.

    Predictive analytics is another advancement of AI that is worth mentioning. Predictive analytics allows marketers to optimize their ads to make them more personalised and adapt to consumers’ actions based on historical data and machine learning algorithms. For example, the company selling outdoor equipment can use this technology to suggest products based on what its chosen customers have already bought in its store or what such clients have looked for in specific months of the year. However, such a benefits approach is not only beneficial for achieving marketing goals, but it also helps build a stronger relationship with customers by making communications more relevant and timely.

    Moreover, artificial intelligence has been a great tool for the personalization of ads by providing unique and personalised experiences at scale. Now, marketers can apply dynamic content and also adaptive suggestion engines that can be customized to each viewer. A streaming service / OTT platform might integrate AI to show relevant ads based on the content that is being consumed by the users such as sports, travel, adventure, etc. thus increasing user engagement and satisfaction.

    In addition to the above, advertising associated with AI also diversifies attention to targeting, personalisation, and achieving maximum optimization. AI algorithms provide a means of identifying the successes and failures of a campaign in real time and can always assist advertisers in making immediate decisions. Brands can then respond quickly to changes in the market because they can always get the best from their budget. For instance, a clothing brand can use AI to target the top five fashion styles while focusing on consumer response rates to get the best out of its budget achievable.

    In a nutshell, artificial intelligence in advertising has brought about a paradigm shift in the way brands interact with their audiences. AI can now be used by marketers to reach their target customers with the use of customized ads, personalisation, and optimisation in real time. The advancement of technology creates new ways and opportunities for the ad industry with AI being one of them, which will push the change and establish new marketing standards. Nevertheless, the rise of AI in digital advertising is just as important as ensuring that advertisements follow all ethical standards and practices. Marketers must balance individualisation and privacy, in which the consumers’ data are used proportionately and transparently.