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Tag: Digital trends

  • 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

  • Digital trends that define 2018 & expectations from 2019

    Digital trends that define 2018 & expectations from 2019

    MUMBAI: The calendar year 2018 has been an eventful year for the media and entertainment industry. The Indian M&E industry is in the midst of a rapid change. Industry estimates peg the internet population of India upwards of 500 million. India emerged as one of the largest consumers of mobile data largely driven by the content consumption on mobile devices. Digital has transformed the access to content and participation in media, and the consumers have shown affinity towards great content on newer screens.

    Big trends of 2018

    Rise of tier 2 & tier 3 markets – Video based platforms have aggressively targeted users in tier 2 & 3 towns of India in 2018. This was predominantly seen amongst the Chinese & home-grown Indian companies and is a fairly different approach from ones implemented by traditional silicon valley based social platforms which start with metros and spread to smaller towns. This trend indicates that Indian language content has grown in popularity. From Southern languages to North/West regional languages – content creation and consumption across Non-Hindi Indian languages has seen a massive jump this year.

    Democratisation of influence – This year has also witnessed the explosion of content creation on short video platforms. Be it sing along songs, shorter forms of interactive videos or long format live content – there has been a massive outburst of content creation by users on different platforms. This has resulted in the rise of a newer breed of influencers. In the past all we knew were YouTubers, but this year saw the rise of Musers (derived from Musically, now TikTok) and Smulers (derived from Smule). Brands and movies are recognising the power of their reach, especially among the youth.

    Original Content Explosion – 2018 has been an inflection point in the history of OTT platforms. Indian and global OTT platforms have been extremely bullish on developing original content for consumers. To gain foothold in India’s highly competitive OTT segment, global players have increasingly signed content licensing deals with local players to expand their content library. While some platforms have chased Bollywood studios and actors to gain traction, some platforms have played it safe by banking on relatable Indian tales. All these platforms have employed aggressive marketing campaigns and promotional offers to feel the pulse of the audience. The verdict is far from out on the type of content that resonates with Indian audiences. Most industry figures suggest that number of people consuming original content on OTT platforms is a very small niche.

    Expectations from 2019

    Blind spots as we look ahead – With the launch of new platforms for short video content, risk of piracy and copyright infringement tags along. The content industry will have to pick and choose the right platforms to work with and ensure strict controls are put in place to protect the content.

    Future looks exciting – The digital ecosystem in India is very well positioned to grow in 2019 as most conditions indicate that India is currently at the position that China was 5-7 years ago. 2019 will continue to see a high rise of content creation and consumption in India, thanks to the increasing internet penetration and data availability at low cost. 2019 will hopefully be a year of new platforms emerging with local/hyperlocal appeal and growth of language content at a fast pace. The year will have more and more people paying for content online. Newer monetization models with in-app micro-payments and gamification will also boom in the coming years.

    (The author is senior vice president, investment operations at Times Bridge. The views expressed here are his own and Indiantelevision.com may not subscribe to them)