ITV

Tag: Gen AI

  • AI meets news: India Today leads the way

    AI meets news: India Today leads the way

    MUMBAI: When it comes to news, India Today is taking a deeper dive. The media giant has become the first in the APAC region to launch Taboola’s Deeperdive, a Gen AI answer engine designed to bring instant, trustworthy answers straight to readers on its own sites.

    Deeperdive taps into decades of India Today’s rich editorial content, allowing readers to ask questions on anything from election analysis to trending stories, and get AI-powered answers sourced from trusted journalists. The engine even suggests related queries, keeping users engaged longer and exploring more of the site.

    “Pioneering journalism means being future-ready,” said India Today Group vice chairperson and executive editor-in-chief Kalli Purie. “With Deeperdive, we’re offering richer experiences, staying connected to our readers, and unlocking new AI-powered frontiers of engagement and monetisation.”

    Taboola CEO and founder Adam Singolda added, “India Today is a must-visit destination for news and analysis. Deeperdive lets them join the Gen AI revolution on their own terms, delivering trusted answers while opening search-like advertising opportunities.”

    Built to understand the “pulse of the internet,” Deeperdive analyses trends from over 600 million daily users across 9,000 publishers. Unlike traditional AI engines, it uses real-time data to deliver timely, contextual insights, ensuring readers get answers that matter, right when they need them.

    For publishers, this means longer reader engagement, more site exploration, and high-intent ad revenue within their own environments, all while maintaining a seamless, intuitive experience.

    With 50 years of journalistic excellence and a digital presence spanning Aaj Tak, Business Today, and The Lallantop, India Today is leveraging AI not just to keep pace with change, but to lead it, showing that when it comes to content, the future is very much now.

  • Spotify tunes up India’s advertising scene with Sax and gen AI

    Spotify tunes up India’s advertising scene with Sax and gen AI

    MUMBAI: Spotify is cranking up the volume on its advertising game in India, launching the Spotify Ad Exchange (Sax)  and unleashing its generative AI ads. This double-whammy aims to give advertisers a programmatic playground and AI-powered audio ad creation, all while tapping into Spotify’s legion of engaged listeners.

    ” Sax is a new programmatic offering that will give advertisers in India easier access to Spotify’s high-quality inventory and more opportunities to reach our highly engaged audience at scale,” declared Spotify sales head India Arjun Kolady. “We aim to make it easier for our client and agency partners to include Spotify as a part of their programmatic always on audience strategies. Globally, over 5,000 advertisers have tested Sax, and with the official launch, our goal is to ensure that all programmatic players can plug into it”. 

    Sax, fresh from a successful US and Canadian pilot, integrates with Google DV360, The Trade Desk, and Magnite, allowing advertisers to bid for ad space via real-time auctions. This means full addressability and measurement across audio, video, and display ads, with podcast ads soon to join the party. Spotify is also boasting a partner framework to help advertisers track their results across the wider digital ecosystem. 

    Quipped Kolady. “We’re streamlining media strategies, boosting efficiency, and giving brands access to high-impact formats.”

    But that’s not all. Spotify is also leveraging its AI chops to launch generative AI ads, which allows advertisers to create audio ads – scripts, voiceovers, and background music – in a matter of minutes. This is a significant leap from the current multi-day process, and it comes at no extra cost.

    “We want to make it easier for advertisers of all stripes to create top-notch audio ads,” Kolady explained. “Gen AI Ads will help them stay topical, relevant, and reach a massive audience.”

    Spotify’s move is a clear shot at dominating the Indian audio advertising space, blending programmatic prowess with AI-driven creativity. With Sax and Gen AI Ads, the team is  betting big on making Spotify the go-to platform for advertisers looking to make some noise.

  • Generative AI and the future of brand storytelling

    Generative AI and the future of brand storytelling

    Mumbai : Brand storytelling is a powerful tool leveraged by marketers to communicate their brand’s values, identity, history and purpose. Marketers see GAI as a productivity booster in brand storytelling, enabling one-to-one personalised experiences and dynamic messaging. According to a SAP report, 48 per cent of companies leverage generative artificial intelligence (GAI) for their marketing and sales content. This illustrates the importance of GAI in enhancing marketing strategies and consumer engagement, improving customer experience, loyalty, and firm performance.

    GAI has the potential to create content at scale and even real-time, helping brands maintain a consistent and dynamic presence on multiple platforms. These tools often are easy to use especially by users belonging to a non-technical background. Large brands like Vistara, Zomato, Coca cola, BMW etc. have employed AI in the creation of ads for various marketing channels like billboards, social media and events. Companies like Netflix and Amazon are leveraging GAI to curate personalised recommendations and experiences, effectively turning each customer interaction into a unique storytelling opportunity.

    By analysing engagement patterns with AI-generated content, brands can also gain deeper insights into customer preferences and behaviours, further refining their storytelling strategies. Also, the scale at which content is generated, brands can rapidly experiment with different storytelling approaches and monitor their effectiveness to select the best suited story. GAI is also being used in engaging customer experiences at events, experience centres and museums. Museum of Modern Art (MoMA), New York uses AI to enhance their visitor experience by analysing visitor behaviour and experiences. BMW teamed up with an agency to project AI content on their BMW 8 series Gran Coupe. The algorithm was fed with 50,000 images and artwork spanning 900 years.

    Some researchers believe that there is a need for more empirical studies to quantify the benefits of GAI in storytelling. The research should focus on measuring the impact of GAI on key marketing metrics such as customer engagement, conversion rates, and campaign effectiveness. These studies will also initiate the development of best practices for implementing GAI in marketing.

    While more small to medium companies are enthusiastic about adopting GAI there are a few barriers to the absolute adoption of GAI.

    ●   Cost – The enterprise version of most GAI services charge monthly or annually which can be a hindrance for small companies in developing countries.

    ●   Data privacy – Employing GAI on large scale projects collects proportionally large amounts of consumer data, raising privacy concerns and regulatory challenges.

    ●   Lack of skilled workforce – Since it is a fairly new field of work, there is a dearth of skilled professionals in AI and data science who can develop and manage GAI systems.

    ●   Quality control – Images especially videos generated by AI can be unpredictable as there is a lack of quality control on visual content. Often correcting mistakes made by AI in images and videos can take more time than creating them from scratch.

    Although, GAI is great to enhance the creative process for creators and designers, potentially streamlining brainstorming and simplifying development stages. IT cannot entirely replace the need for human generated content. AI on its own is not good enough to develop the entire brand story. It is only a tool that requires more experimentation and study on its effectiveness. As the technology evolves, it is certain that newer innovative ways of leveraging it will develop.

    The article has been authored by Tagglabs founder Hariom Seth.

  • “At Alphadroid, we envision building interactive robotics to empower humans”: Sanjeev Kumar

    “At Alphadroid, we envision building interactive robotics to empower humans”: Sanjeev Kumar

    Mumbai: Alphadroid is a company dedicated to bringing the power of artificial intelligence to businesses, with a focus on enhancing user experiences. The company’s mission is rooted in the belief that smart technology can improve people’s lives on a daily basis. They are driven by innovation and envision a world where technology seamlessly enriches and simplifies every aspect of life, from small daily tasks to significant milestones. Alphadroid aims to integrate cutting-edge AI solutions into various industries while maintaining a personalized approach to empower humans and unlock the full potential of technology.

    Indiantelevision.com caught up with Alphadroid’s founder & CEO Sanjeev Kumar where he shared interesting insights on integrating Alphadroid robots in the hospitality sector and more… .

    Edited excerpts

    On envisioning the integration of Alphadroid’s robots into hospitality industry facilities improving customer services

    At Alphadroid, we have pioneered a business-focused approach to technology transforming how businesses leverage tech to drive growth. It has not only revolutionised how technology integrates with business but also created an ecosystem where technological innovations contribute to the holistic growth of customer experience. Alphadroid’s integration into hospitality facilities enhances customer service by streamlining tasks such as check-in processes, handling bookings efficiently, and warmly greeting guests. Our robots facilitate seamless interactions, from taking orders to processing payments, resulting in a notable 25% increase in positive feedback. By prioritising ease of integration and functionality, Alphadroid ensures that businesses can adopt our service robots effortlessly, ultimately enhancing guest satisfaction and operational efficiency.

    On sharing more about Alphadroid’s approach to customization for different industries and cultures

    Alphadroid service robots are designed with a business-oriented approach, thoughtfully architected for both hardware and software. Our systems are built with modularity and a socket concept, enabling seamless communication. We excel in crafting customised software solutions that seamlessly integrate with existing hardware setups, ensuring optimal performance and efficiency.

    Alphadroid offers extensive customisations to meet the unique needs of not only hospitality businesses but also hospitals, retail, and other industries. We focus on client needs and the guest experience, motivating us to tailor our service robots in a holistic manner, catering to specific cultures.

    On specific challenges do you think your robots could help address in the hospitality industry

    Alphadroid’s integration brings about an improvement in guest experiences, operational efficiency, staff morale, and revenue generation for hospitality businesses. Alphadroid’s robots address specific challenges in the hospitality industry, including labor churn and the demand for integrated technological solutions. The robots fill crucial gaps in operations, ensuring seamless service even amidst workforce challenges. Autonomous delivery robots streamline processes such as medication delivery in hospitals, meal service in restaurants, and inventory management in retail, offering unmatched precision and efficiency.

    On emphasising human-robot collaboration sets them apart from other companies in the robotics industry

    Unlike traditional product-centric approaches, Alphadroid emphasizes a symbiotic relationship between humans and robots, viewing them not as separate entities but as partners/buddies in achieving common goals. By focusing on seamless integration and personalised experiences, we ensure that our robots complement and enhance human capabilities rather than replacing them. This collaborative mindset extends beyond technology to our business model. As a company we offer both a subscription-based model and comprehensive after-sales services to ensure continuous support and customer satisfaction. Additionally, our interconnected product ecosystem allows for a seamless collaboration between different solutions, further enhancing the overall experience.

    On Alphadroid’s movement towards integrating intelligent robotics into service industries could positively impact workforce dynamics

    Alphadroid’s initiative to integrate intelligent robots into the service industry promises a multitude of benefits, positively impacting workforce dynamics. This integration not only enhances guest experiences, operational efficiency of the staff, and revenue generation for hospitality businesses – but also fosters a more satisfying work environment for employee. By streamlining services such as check-in, bookings, and order-taking, Alphadroid enhances guest satisfaction, with a 25% increase in positive feedback. Through this integration, businesses witness a 40% reduction in response times for guest requests, enabling staff to prioritise delivering personalised services and enhancing operational efficiency. Consequently, there’s a notable 15% improvement in employee satisfaction scores, as staff members engage in more fulfilling tasks. This frees up human capital for tasks requiring creativity, empathy, and critical thinking, paving the way for a more holistic and integrated workplace.

    On some of the most exciting possibilities for the future of service robotics that Alphadroid’s advancements could unlock

    At Alphadroid, we envision building interactive robotics to empower humans, integrating our robots and virtual avatars into segments and sectors in need of smart machines, personalised experiences, and predictive intelligence. Our aim is to gradually build technology and apply robotics across hospitality, healthcare, education and the public sector for a better and brighter India. We want to commodify robotics, creating a human enabling buddy that is affordable to people from a variety of backgrounds and industries. In developing a model of operation and complementary technology that allows us to create overnight solutions, the adoption of robotics will become quicker, simpler, and more accessible. This journey will ultimately result in a versatile, multi-purpose venture that can be customised to suit the complex requirements of various businesses.

  • “GenAI is going to play a key role in programmatic advertising”: mediasmart’s Noelia & Nikhil

    “GenAI is going to play a key role in programmatic advertising”: mediasmart’s Noelia & Nikhil

    Mumbai: mediasmart, an Affle Company, is a unified programmatic platform that provides advertisers, trading desks, and agencies ways to integrate consumer journeys across screens.

    Recently, Affle has made significant advancements in programmatic advertising by leveraging Gen AI. Through mediasmart, this technology has been implemented in CTV advertising, enhancing the user journey and creating a seamless experience.

    Noelia Amoedo has extensive experience in the mobile, internet and social  media, with a proven track record of success in developing profitable  business from scratch in international markets. Before becoming CEO at mediasmart, she held multiple  executive positions such as VP of Marketing and Business Development  for EMEA at Palm (acquired by HP), VP of Mobile for the social  network Hi5 and managing director for Buongiorno USA (acquired by  NTT DOCOMO).

     Similarly, Nikhil Kumar currently is the chief growth officer for mediasmart, an Affle company. He is a Consumer Marketing professional with over a decade of experience working in FMCG, Retail, F&B  & Ad-Tech set-ups with global brands like Puma, L’Oreal, Cafe Coffee Day and recently Bytedance  & InMobi. He was voted & awarded as one of India’s Most innovative Mar-Tech leaders in 2019  by World Marketing Congress. With a career spanning over 14+ years – Nikhil has worked across  multiple functions with his domain expertise primarily being Brand Marketing (digital & offline),  Business strategy/ Sales & Go-To Market plan/ execution across consumer goods, retail & startup ecosystem.

    Indiantelevision.com had the opportunity to connect with both Amoedo and Kumar, where they discussed the latest trends in CTV advertising, the innovative strides made in programmatic advertising through the utilisation of Gen AI, and a plethora of other insightful topics…

    Edited excerpts

    On specific advancements has Affle made in programmatic advertising through the integration of Gen AI technology within mediasmart’s platform

    [Noelia] – At Affle and mediasmart, we have a strong focus on R&D to drive innovation for the future of advertising. To strengthen these efforts and vision, we recently filed 15 new patents in India that cover futuristic applications in interaction, training, and integration of GenAI agents. The patents span advanced AI areas such as personalization, recommendation systems, predictive analysis, privacy, and enhanced fraud detection. Our GenAI-powered innovations differentiate us from the rest of the industry, to go beyond cost efficiencies to enable long-term revenue growth and competitive advantages.

    We are also working to enhance the learning and application of GenAI across connected devices. One of the steps in this direction is on our AI CTV Safe feature that assesses ad suitability of CTV traffic to automatically filter out risk categories. This ensures that advertisers benefit from a secure and brand-appropriate environment. Imagine tools based on Gen AI that automatically discard showing ads on entertainment content intended for kids or shows that a brand considers too violent. With GenAI being a fairly new technology, we’re continuing to innovate more use cases around vernacular creatives, interpretation of campaign data, and how to improve the context and relevance of ads

    On elaborating Gen AI technology enhancing the user journey and creating a seamless experience in Connected TV (CTV) advertising, particularly through the mediasmart platform

    [Noelia] – Programmatic technology on CTV, utilizing AI, has powered measurement, targeting, and optimization on a format like television advertising for years. While AI-driven programmatic advertising has made the medium efficient by using sophisticated algorithms that can predict and make their own decisions using a set of rules/predefined goals, GenAI is based on LLMs and,  in addition to the capabilities of AI, it can also create new content. This makes it more trans-formative to allow advertisers to create contextual ads depending on the audiences. For instance, a sports apparel brand can easily create multiple ads featuring visually captivating video of runners in different settings: rural, urban, with friends, in different seasons, etc, depending on where the ad is shown and what kind of household it is targeting. Making sense of unstructured language based information is another area where GenAI can make an impact to offer a seamless experience. For instance, GenAI can identify contexts and create new ones by analyzing the transcript of any given show, which in turn can reduce the dependency on pre-defined content categorization for campaign targeting. While some of this will take time, the personalization possibilities represent a leap in CTV advertising experience.

    On GenAI contributing to optimising ad campaigns

    [ Noelia ] – I think Gen AI could be quite disruptive in the area of campaign optimization mainly in two ways. On one hand, by becoming a tool that can empower media traders to set up their campaigns for optimum performance: imagine an assistant that is guiding you along the way while you configure your advertising campaign based on how other similar campaigns with good results have been set up. On the other hand, Gen AI could dramatically change how campaign intelligence is presented and analyzed: imagine being able to ask questions like “how is my campaign performing across cities?” “or “which is the audience that most engages with my video ads during weekends?”. The more time you invest analyzing versus configuring or manipulating data, the more you will learn and the more you can do for the success of your campaign. All this, combined with content generated by AI to make your ads most relevant to the audience, can have a dramatic impact on campaign performance.

    On the recent GroupM’s TYNY 2024 report on CTV’s growth to reach 45 million homes with a YoY growth of 21 per cent in India

    [Nikhil] – It’s undeniable that CTV has cemented its status as a primary source for content consumption for the Indian television viewers across cities and towns. We’re already looking at an accelerated growth rate of CTV’s adoption among Indian households having surpassed previous indications. Interestingly, while CTV viewing is a cord-cutting phenomenon among the millennial’s, for many younger audiences who were cord-nevers, CTV is their primary preferred screen for content consumption. The explosive growth of OTT platforms – 46 and growing – and the appeal of a wide variety of content have also contributed to CTV’s wider adoption. So, CTV is not the future, it is the present!

    This has also reflected in the speed at which advertisers have adopted CTV advertising. With its broad reach, diverse user base, and dynamic content consumption patterns, CTV is an essential component for any planning exercise for an advertiser. Advertisers across industry verticals like FMCG, retail, automotive, electronics, as well as high-end luxury brands are using CTV advertising to deliver targeted, contextual messages. More brand verticals are likely to confidently invest in CTV as ROAS-driven advertising becomes a key focus area and draw efficiency from CTV advertising’s innovative features like Household Sync that offer more synchronized and immersive experiences to integrate consumer journeys.

    On the current global and local implementations of Gen AI in Connected TV and shaping the future outlook for CTV and multi-screen journeys

    [Nikhil] – Globally, major streaming platforms and advertisers are likely to harness the power of GenAI to deliver personalized content recommendations and dynamically insert ads based on user preferences. This not only enhances the user experience but also allows for real-time optimization of ad campaigns, improving efficiency and engagement. On a local level, broadcasters and advertisers are customizing their approaches, leveraging GenAI to adapt to regional preferences and cultural nuances. This localization ensures that campaigns resonate with diverse audiences, establishing a deeper connection between brands and viewers. Looking forward, the future outlook for CTV and multi-screen journeys appears to be shaped by the continued advancement of Gen AI. This includes the promise of even more personalized and targeted experiences, seamless multi-screen interactions, and the integration of interactive elements that make ads not just viewable, but truly engaging and memorable. As Gen AI continues to evolve, it is poised to play a pivotal role in creating a dynamic and data-driven advertising landscape that responds to the ever-changing expectations of viewers.

    On envisioning the role of Gen AI evolving in the future of programmatic advertising, and further opportunities you foresee for further innovation and growth in this space

    Noelia: GenAI is going to play a key role in programmatic advertising. GenAI can be expected to have a significant impact around increasing productivity across many functions, including creatives, media buying, and extracting campaign insights. It can also reduce production costs for creatives and maximize ad relevance, not only through custom creatives but also by segmenting contexts in a much more granular way. I expect a lot of innovation around these areas in the future.

    Nikhil: The possibilities of GenAI’s impact in programmatic advertising is of course exciting and the industry is looking forward to the innovations in this space. We’ve come a long way from the manual RFPs for placing ads on specific publishers. Programmatic has made the media buying process automated, real-time and measurable. With GenAI, we are looking at further efficiency and impact on media buying through dynamic bidding and AI agents will be trained to interact and integrate to improve how media is bought, ads are placed, and data is stored. Specifically within the CTV ecosystem, GenAI has the potential to not only transform the advertising experience, but also elevate the way viewers experience CTV. With the intersection of technology, creativity, and innovation, we are looking at a brighter future for digital advertising.

  • VDO.AI reinvents brand engagement with Dexter

    VDO.AI reinvents brand engagement with Dexter

    Mumbai: VDO.AI, a leader in the advertising technology industry, unveils Dexter, a game-changing creative feature poised to redefine brand engagement by harnessing the power of innovative Gen AI algorithms. In today’s fast-paced digital arena, brand engagement isn’t just crucial; it’s the lifeblood of success. Recognising the ever-evolving landscape of consumer expectations, VDO.AI introduces Dexter, a groundbreaking tool that will revolutionise how brands connect with their audiences.

    Dexter is a testament to the fusion of creativity and technology. It leverages the capabilities of Gen AI algorithms to empower brands with the ability to craft deeply personalised, contextually relevant, and visually stunning content. By understanding individual user preferences, Dexter ensures that brands can deliver messages that resonate deeply, fostering authentic connections. Moreover, this avant-garde technology streamlines content creation, enabling brands to deliver the right message at precisely the right moment.

    Key Features of Dexter:

    •    Personalisation perfected: Dexter analyses user data to create bespoke content that speaks directly to individual preferences, thereby boosting user engagement and retention.
    •    Contextual brilliance: Understanding the context of user interactions, Dexter ensures that brands provide timely and relatable content, forging more profound connections.
    •    Visual mastery: Dexter elevates visual elements, creating attention-grabbing and memorable content that lingers in the minds of the audience.
    •    User-friendly integration: Dexter effortlessly integrates into existing marketing strategies, making it accessible and adaptable for brands of all sizes.

    The launch of Dexter represents a significant milestone in VDO.AI’s relentless pursuit of innovation in the digital advertising arena. Brands that embrace Dexter can anticipate heightened user engagement, increased conversion rates, and strengthened brand loyalty.

    VDO.AI CEO and founder Amitt Sharma shared his excitement about Dexter: “We find ourselves on the verge of a groundbreaking era in brand-consumer interaction. Dexter empowers us to establish dynamic connections with our audiences, converting passive observers into engaged participants. This achievement signifies a pivotal milestone in amplifying customer engagement and loyalty, as it allows us to harness the interactive potential that AI offers—a facet that brands have yet to fully explore.”

    “We are thrilled to introduce Dexter to the market. In a landscape where user engagement is king, Dexter empowers brands to create authentic, impactful connections. This innovation is set to reshape the very foundations of digital advertising.” added VDO.AI co-founder Arjit Sachdeva.

    Dexter is now available, offering forward-thinking brands an opportunity to elevate their brand engagement strategies. It unlocks endless avenues for brands to explore novel approaches, fostering innovation that resonates on multiple levels of engagement.