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Tag: Generative AI

  • UST unveils ‘Retail GenAI platform’ to transform retail operations with AI

    UST unveils ‘Retail GenAI platform’ to transform retail operations with AI

    Mumbai: UST launched its ‘UST Retail GenAI Platform’ at the London Innovation Lab. The platform, designed to revolutionise retail operations with generative AI-driven solutions, was inaugurated by Walgreens Boots Alliance, SVP & international CIO, Steve Rempel. Rempel shared insights on critical success factors for GenAI adoption, emphasising the importance of understanding the trust cycle when planning investments. Before the inauguration, UST’s CEO Krishna Sudheendra highlighted UST’s efforts in driving generative AI adoption, including the company’s initiative to train 25,000 employees in GenAI.

    The platform, developed in-house by UST’s technology and industry experts, combines established business models with cutting-edge GenAI capabilities, including search, summarisation, automation, and creation. It allows retailers to pilot AI-driven solutions, test outcomes, and accelerate innovation, ultimately optimising retail operations.

    “At UST, we’ve partnered with six of the world’s top ten retailers, transforming their businesses. While AI is already transforming retail operations, we still need to unlock its full potential. The UST Retail GenAI Platform offers a structured approach for exploring generative AI scenarios, marking a significant milestone in our mission to revolutionize retail operations through the power of generative AI. This is aligned to our focus on building platforms that can help scale the adoption of GenAI-led ways of working,” said Krishna Sudheendra.

    UST’s recent survey underscored the importance of digital transformation, citing resilience, profitability, and sustainability as key outcomes of technological advancements. The UST AlphaAI platform further consolidates AI offerings to enhance business agility and streamline operations.

  • Meta launches enhanced Gen AI features to help businesses grow

    Meta launches enhanced Gen AI features to help businesses grow

    Mumbai: Meta has launched enhanced generative AI features for advertisers, such as full image and text generation to help businesses to grow. The goal is to help advertisers at every step of the journey, whether that’s improving ad performance by helping develop creative variations or automating certain parts of the ad creation process.

    Now, for the first time, businesses can create full image variations inspired by the original ad creative with text overlay capabilities, building on capabilities to generate new backgrounds around product images and expanding images to better fit multiple surfaces. For instance, a coffee bean business advertising a savouring cup of coffee will be able to use Meta’s generative AI to create other variations of backgrounds, including settings that embody a lush and idyllic farm, and also provide adjustments to the coffee cup to offer more creative options. This feature has already started to roll out, and in the coming months, businesses will also be able to provide text prompts to help better tailor the creative variations.

    In addition, businesses will now have the ability to apply text overlay to images, with a dozen of the most popular font typeface options for brands to choose from. Lastly, image expansion, a feature that allows businesses to seamlessly adjust creative assets to fit different aspect ratios across multiple surfaces, is now available on Reels and Feed across both Instagram and Facebook and can now work seamlessly with text overlays on ads.

    The text generation feature creates variations for the ad headline in addition to the primary text. Meta is currently testing the ability of the generated text to reflect the brands’ voice and tone, by highlighting key selling points based on their previous campaigns and text input. These enhancements are driven by advertiser feedback for a more diverse set of text suggestions that better reflect their brand and key selling points.

    This feature will soon be built with Meta Llama 3, the next generation of Meta’s large language models, which will enable new capabilities and enhance ad performance.

    Meta has begun rolling out these updated generative AI features and aims to make them available globally by the end of the year.

    Centralising the generative AI features under Advantage+ creative

    These updated generative AI features – and Meta’s currently available creative enhancements – will be available in Ads Manager through Advantage+ Creative, supporting businesses along the entire ad campaign creation journey. By bringing all of the generative AI features together in one place, businesses will be able to see the benefits of automation and generative AI at the same time. That means faster ad creation and better performance.

    In addition to generative AI tools, Meta has recently updated several Meta Advantage products that businesses can use today:

    1    Advantage+ creative optimizations: Optimizes video ads for viewing on Reels or the mobile Facebook and Instagram apps with a 9:16 ratio when using visual touch-ups.

    2    Advantage+ catalogue ads: Delivers product recommendations to people based on their interests. Advertisers are now able to import and use creatives like branded videos or customer demonstration videos, instead of just static images. After previously announcing the testing of this feature last year, Meta is now allowing all global advertisers to provide more engaging product information to shoppers in dynamic and customized videos.

    3    Advantage+ creative with Advantage+ catalogue ads: Advertisers are now able to upload a “hero” image or video in the centre of their catalogue ad, and Meta will then use Meta’s AI to dynamically show people the best products from their catalogue to drive performance. Marketers can use this tool by clicking add catalogue items under Advantage+ creative within Ads Manager. 

  • “The core of CoRover’s platform’s conversational capabilities is BharatGPT”: Ankush Sabharwal

    “The core of CoRover’s platform’s conversational capabilities is BharatGPT”: Ankush Sabharwal

    Mumbai: CoRover is the world’s first and the highest ROI delivering human-centric Conversational and Generative AI platform; which is secure, scalable and reliable; equipped with patent-pending tech (based on AI, ML, NLP, AR & VR); and powers Multi-Format (AI VideoBots, AI VoiceBots, AI ChatBots), Multi-Lingual (100+ Languages) and Multi-Channel/Omni-Channel AI Virtual Assistants being used by 1 Billion+ Users. Video-Voice Commerce Virtual Assistants is one of our USP, which facilitates end-to-end transactions including payment.

    The company is on a mission to enable users to talk to any system the way they talk to an intelligent person. Indiantelevision.com caught up with CoRover co-founder & CEO Ankush Sabharwal where he shared numerous insights most notably on the role of Gen AI shaping the landscape of technology, BharatGPT and more…

    Edited excerpts

    On the role of Generative AI in CoRover’s platform and how it enhances the conversational experience for users

    The core of CoRover’s platform’s conversational capabilities is BharatGPT, a type of generative artificial intelligence. Our platform is able to respond to user requests in a dynamic and relevant to context manner because of this cutting-edge Generative AI technology. Because BharatGPT understands the subtleties of human language, unlike rule-based systems, our chatbots and virtual assistants can have more casual and tailored conversations with users. Users’ conversational experience is greatly improved by Generative AI through the facilitation of interactive and customised interactions. It makes it possible for our platform to respond to complicated queries, mimic human-like speech, and fluidly adjust to various situations. In the end, enhancing customer value, simplicity, and efficiency across interactions with CoRover’s platform is largely dependent on generative AI.

    On CoRover’s technology leveraging real-time analytics and data science to provide actionable insights for clients

    CoRover’s technology leverages data science and real-time analytics to glean insightful information from user feedback and interactions. Our system finds significant trends, preferences, and areas for development by continuously evaluating a variety of data sources, including chat logs, user reviews, and interaction patterns. These insights enable businesses to maximise their overall strategy, make data-driven decisions, and improve the performance of their chatbots and virtual assistants.Furthermore, real-time analytics give customers the ability to track the success of their conversational AI solutions in real-time, allowing for quick adaptations to shifting consumer preferences and market conditions. To put it briefly, CoRover’s platform uses data science and real-time analytics to produce actionable insights that support clients’ conversational AI initiatives and encourage ongoing improvement.

    On partnerships with companies like Microsoft, Accenture, and Google

    CoRover works closely with major players in the market, such Microsoft, Accenture, and Google, to take advantage of their knowledge, assets, and broad networks when entering new areas. These strategic alliances enable cooperative go-to-market plans by fusing CoRover’s cutting-edge conversational AI technologies with these companies’ platforms and services. This makes it possible to provide their respective client groups with all-inclusive solutions. CoRover successfully expands into new markets, industries, and geographical areas through cooperative marketing campaigns, sales activities, and co-creation of customised solutions. Furthermore, the affiliation with prominent industry participants such as Microsoft, Accenture, and Google bolsters the legitimacy and dependability of CoRover’s offerings, promoting market uptake and propelling expansion. In the end, these collaborations are essential to CoRover’s ability to investigate fresh prospects for

    On giving a brief overview of BharatGPT and how is it different from other Gen AI

    BharatGPT, a special generative AI model designed for Indian languages and settings, was created by CoRover. BharatGPT is trained on a broad dataset that includes the linguistic subtleties, cultural allusions, and regional dialects that are common in India, in contrast to generic Generative AI models. With this specific training, BharatGPT can produce responses with higher accuracy, contextual significance, and cultural awareness in languages like Tamil, Bengali, Hindi, and others.As opposed to other generative AI models, BharatGPT focuses on catering to the unique language and cultural quirks of the Indian market. BharatGPT provides consumers with a more genuine and interesting conversational experience by comprehending and utilising these intricacies in its responses. Furthermore, BharatGPT can handle a variety of queries with ease.

    Furthermore, BharatGPT is skilled in responding to a broad range of questions and subjects pertinent to Indian users, such as regional news, localised services, and cultural allusions. BharatGPT’s specialisation makes it perfect for use in Indian contexts for tasks like customer service, teaching, content development, and more. It is a useful tool in many industries, increasing user pleasure and engagement due to its capacity to understand and adapt to the particular language and cultural requirements of Indian users.

    On perceiving CoRover’s impact on the Indian tech landscape, particularly in the field of conversational AI and customer engagement solutions

    From the perspective of the Indian tech scene, CoRover has had a significant influence, especially in the areas of consumer interaction and conversational AI. CoRover’s cutting-edge AI-powered chatbots and virtual assistants have enabled businesses in a variety of industries to improve customer experiences, optimise workflows, and spur expansion. Businesses’ customer relationships have been transformed by CoRover’s creative conversational AI solutions, ushering in a new era of tailored engagement. CoRover’s virtual assistants use natural language processing and machine learning to provide personalised experiences that increase client pleasure and loyalty. Moreover, companies have been able to successfully reach and service a variety of client groups thanks to CoRover’s proficiency in enabling multi-format, multi-lingual, and multi-channel engagements.

    The effect that CoRover has had on customer engagement solutions is also remarkable. CoRover gives businesses access to real-time analytics and data science, which helps them get insightful knowledge about the behaviour and preferences of their customers. This priceless information guides enhancements to product offers, marketing plans, and customer support procedures.CoRover’s strategic alliances with major tech behemoths like Microsoft, Accenture, and Google further enhance its prominence in the Indian tech industry. These partnerships strengthen CoRover’s position as a leader in conversational AI and consumer engagement solutions while also broadening its sphere of influence inside the Indian IT sector.

    On envision as the next steps for CoRover in further influencing the tech landscape

    CoRover has a number of strategic initiatives in place to broaden its market reach, provide customer value, and spur innovation as part of its plan to further advance its impact on the tech scene. In order to improve its AI skills, the company will give continuing research and development top priority. It will concentrate on developments in machine learning algorithms, conversational AI technologies, and natural language comprehension. As a result, CoRover will be able to provide its customers with solutions that are more intelligent, contextually aware, and individually tailored. Furthermore, CoRover will investigate ways to increase its market share in both vertical and horizontal markets, customising products to fit the unique requirements of various industries and companies. To effectively meet changing market demands, this may entail creating industry-specific offerings, forming strategic alliances, and entering new markets.

    The core of CoRover’s approach is its dedication to providing value to customers by being aware of their changing needs, offering prompt assistance, and constantly improving its products in response to user input. CoRover strives to build enduring relationships and encourage customer loyalty by placing a high value on customer-centricity. In the future, CoRover sees its state-of-the-art artificial intelligence technologies being important in influencing how businesses and consumers engage digitally around the globe. The corporation wants to make a big effect in a lot of different areas and maintain its leadership position in the tech sector. CoRover will pursue strategic alliances, ceaseless innovation, and an unrelenting commitment to customer success in order to realise this vision.

  • Celio India’s gen-AI integration sparks change

    Celio India’s gen-AI integration sparks change

    Mumbai: Celio India, the French menswear brand, is creating ripples in the fashion industry by integrating generative AI across different business functions. This innovative approach not only enhances creative processes but also optimises operational efficiency, positioning Celio as a frontrunner in the realm of fashion innovation.

    Leveraging AI-powered tools and algorithms, Celio has streamlined its content generation pipeline, driving efficiency and innovation while enhancing creativity and customer engagement. By harnessing the power of GenAI, Celio is able to analyse vast amounts of data to gain valuable insights into consumer preferences, trends, and behaviour, facilitating tailor-made content to resonate more effectively with their target audience. This data-driven approach enables Celio to produce personalized, high-quality content at scale, spanning across various channels, from social media to e-commerce platforms resulting in compelling storytelling and fostering deeper connections with its customers.

    The fashion industry is currently at a crucial point, dealing with the twin challenges of making fashion more sustainable and accelerating innovation throughout the entire process. Celio is tackling these challenges directly by incorporating GenAI into its system. One such example is where GenAI is seen to be playing an important role in optimizing Celio’s inventory and supply chain management by enhancing operational efficiency throughout the organisation, as well as ensuring streamlined restocking procedures and reducing leftover inventory.

    Celio’s adoption of AI technologies ensure highly personalised shopping experiences, suggesting products that match individual customer preferences. This personalised touch strengthens the bond with customers, boosting loyalty and enhancing the overall shopping experience.

    Commenting on this innovative development, Celio India CEO Satyen Momaya said, “At Celio, we find ourselves at a pivotal moment, utilising AI to optimize both operational efficiency and foster creativity. This strategic move marks a significant step towards sustainable fashion practices. GenAI is reshaping how we generate product images and creative content, reducing time and resources. This transformative technology, coupled with GenAI’s content creation and personalization capabilities, deepens our connection with customers, enriching their shopping experience and fostering lasting loyalty.”

  • “Technology has revolutionised the landscape of employee engagement”: Engaged Strategy’s Christopher Roberts

    “Technology has revolutionised the landscape of employee engagement”: Engaged Strategy’s Christopher Roberts

    Mumbai: Engaged Strategy specializes in boosting Employee Engagement, revolutionising Customer Experience (CX), and enhancing Branding strategies for businesses across various industries. It is headed by global Brand and CX expert Christopher Roberts. With 20+ years of experience in creating engaging brands, with knowledge of 200+ Brands across 20+ Industries.

    In a rapidly evolving business landscape, where customer loyalty and employee satisfaction are paramount, Engaged Strategy stands out as a leader in creating holistic solutions that drive meaningful connections and lasting impact.

    Indiantelevision caught up with Roberts, where he gave a lot of insights on the role of his company in shaping  technology, generative AI content and much more…

    On technology playing a pivotal role in driving employee engagement initiatives at Engaged Strategy

    Technology has revolutionised the landscape of employee engagement. Today’s collaborative tools, such as Microsoft Teams and Zoom among many others, play a pivotal role in bridging the gap between remote work and in-person experiences. They enable employees to work together seamlessly, share documents, and engage in real-time video conferences, making it almost as good as being there in person. What’s more, these tools now support instant connections, eliminating the need for formal meeting scheduling.

    However, the true potential of technology in enhancing employee engagement lies in how organisations leverage it. To replicate the in-office experience, more so when most organisations are leaning towards the hybrid model, they should fully embrace these collaborative platforms, going beyond communication to adopt features like whiteboard functionality for brainstorming and idea sharing.

    Technology today also supports various aspects of employee engagement, such as learning and development when trainers and trainees can both participate remotely and even access online training and development resources, fostering growth and engagement. Wellness and work-life balance can be enhanced and managed via wellness apps and tools, contributing to overall job satisfaction. Technology also aids in continuous feedback and goal alignment, which enables more transparent performance management and boosts engagement by providing employees with a sense of purpose.

    Technology has come to become a powerful enabler, fostering connections, learning, and personal growth while contributing to a sense of purpose and job satisfaction, all of which are fundamental to a highly engaged workforce. Leveraging technology to its fullest extent is the key to driving meaningful employee engagement.

    At Engaged Strategy we celebrate major religious festivals, run ideation sessions, work collaboratively, run training courses across continents and ensure we communicate with one another frequently, and this ensures that our teams are engaged.

    On AI-powered marketing solutions, contributing to more effective branding efforts for your clients

    Two key factors come into play when leveraging AI for branding: the precision and clarity of the brief and the synergy between AI-driven efficiency and human expertise. Until AI evolves into sentient beings, human emotion and life experiences humans bring to the table remain essential for ensuring the best possible outcomes.

    Remember that the quality of the output from generative AI is directly proportional to the clarity and comprehensiveness of the briefing process. Therefore, knowing the strategy and having a well-defined brief is paramount. There is a saying that when dealing with advertising agencies that goes like this – the quality of the advertising creative produced is only as good as the client brief.

    When working with generative AI, the quality of the questions you ask the tool matters immensely. If the questions are vague or lack strategic depth, the outcomes may be similarly ambiguous. The briefing process is a critical step in making the most of AI-powered marketing solutions.

    Moreover, it’s crucial to remember that AI outputs are not standalone solutions. While they can provide a strong foundation, human expertise is still indispensable. We need to apply our experience, knowledge, and creative thinking to refine and enhance the AI-generated content. This combination of AI efficiency and human creativity results in highly effective branding efforts.

    On Engaged Strategy playing a crucial role in improving both employee engagement and customer experience simultaneously

    Technology has always played a pivotal role in our strategies to enhance employee engagement and customer experience simultaneously. Our approach is rooted in the belief that engaged staff are a prerequisite for engaged customers. We understand that exceeding customer expectations is a key driver of customer engagement. The challenge lies in inspiring employees to go that extra mile.

    To bridge this gap and ensure that employees experience and convey the same positive emotions as customers, we employ interactive and dynamic dashboards that provide comprehensive analyses of employee engagement and customer experience surveys. By drawing linkages between the two, we identify areas that require improvement and the brand’s strengths that can be further leveraged.

    Through this approach, our clients gain valuable insights into specific regions and teams where employee engagement is lacking. We often find that lack of engagement has a direct impact on the customer experience.

    Hence, the interactive dashboards not only facilitate data analysis, but also serve as a practical tool for tracking and enhancing both employee engagement and customer experience. It exemplifies the synergy of technology, data analysis and strategic insights in driving improvements in both areas simultaneously.

    On Engaged Strategy ensuring the security and ethical use of technology when implementing solutions for clients

    At Engaged Strategy, we are deeply committed to upholding the security and ethical use of technology when implementing solutions for our clients. We understand that in today’s business environment, responsible and ethical technology utilisation is not just a preference; it’s a necessity.

    To achieve this, we follow a comprehensive approach that includes establishing a clear ethical framework at the outset which serves as our guiding compass, encompassing principles of data privacy, security, and compliance with all relevant regulations. We are acutely aware that these principles are foundational to our clients’ trust and success.

    We place a strong emphasis on data privacy and security, whether pertaining to employees or customers. We work closely with our clients to ensure that all data is stored, processed, and transmitted securely. This involves the use of encryption, robust access controls, and regular security audits to safeguard against potential risks.

    Compliance is another cornerstone of our approach. We take care to ensure that our solutions adhere to all applicable legal and regulatory requirements. This includes strict adherence to data protection regulations and industry-specific standards, leaving no room for compromise.

    Transparency is central to our ethos. We keep our clients well-informed about the technologies we employ, data handling processes, and any potential risks. This transparent communication fosters trust and mutual understanding.

    We also engage in continuous monitoring and updating to adapt to evolving security landscapes and changing regulations, ensuring that our clients remain protected and compliant.

    On emerging technologies or trends you believe will have the greatest impact in the near future

    In customer experience transformation, two emerging technologies and trends stand out as having the greatest potential impact in the near future.

    Firstly, generative AI holds enormous promise in improving routine customer inquiries. This technology has the capability to handle these inquiries more effectively than current chatbots. It enables more nuanced and human-like interactions, leading to higher customer satisfaction and problem resolution rates. Generative AI can also serve as a valuable tool for frontline staff, enhancing their ability to provide faster and more accurate service. This technology not only augments the capabilities of human agents, but also ensures a more consistent and efficient customer service experience.

    The second significant trend centers around analytics, particularly the shift toward emotions-based propensity modeling. We believe that emotions are highly predictive of outcomes in terms of tracking both customer and employee experiences and outcomes. By using analytics to understand how customers emotionally perceive a brand, businesses can maximise their efforts in customer retention and acquisition. This approach takes a personalised and individual-level view, assigning each customer an emotional score related to their feelings toward the brand. At Engaged Strategy, we measure emotions and leverage this data to tailor strategies and interactions, ultimately enhancing customer relationships and loyalty.

  • Taboola enhances generative AI capabilities

    Taboola enhances generative AI capabilities

    Mumbai: Taboola, a global leader in powering recommendations for the open web, today announced new advancements in its Generative AI technology for advertisers. With Taboola Generative AI AdMaker, advertisers can instantly make adjustments to existing creative assets, such as replacing backgrounds or generating image variations, significantly speeding the time it takes to launch their campaigns.

    One key use case for Taboola’s Generative AI AdMaker significantly improves advertisers’ ability to launch seasonal campaigns, allowing for automatic variations of existing campaign images with seasonal themes, such as those related to the holiday season, back to school, Valentine’s Day, Halloween, New Year’s Eve and more.

    Today’s news builds on recent momentum for Taboola’s Generative AI technology, which has been used by more than 3,500 clients around the world to generate content and copy for ad creative, such as titles, images and descriptions.

    More than 25% of all new creative assets created by Taboola self-service advertisers are leveraging some aspect of Taboola’s Generative AI technology, and in the first two weeks of launching a campaign with these assets, many campaigns that use the technology outperform those that did not use the technology.

    “Taboola’s Generative AI technology continues to unlock more benefits that advertisers are looking for, such as driving more customers and improving efficiency for running campaigns,” said Taboola CEO Adam Singolda. “We’re seeing great examples of advertisers already tapping into our Generative AI technology to get up and running faster with creative and copy that in some cases outperforms their evergreen campaigns. With AdMaker, we’re making it easier than ever for advertisers to test and launch variations on creative, which is an essential part of producing images that resonate especially with seasonal campaigns.”

    Taboola’s Generative AI technology has allowed advertisers to increase efficiency and effectiveness for their campaigns, directly within Taboola Ads, based on Taboola’s understanding of consumer intent. With it, advertisers can:

    1   Produce creative copy, creating variations of campaigns titles and descriptions that appeal to multiple audiences

    2   Generate original images, allowing for experimentation and building multiple creatives – to keep campaigns fresh and also maximize seasonal opportunities.

    3   Leverage best practices, with AI built on tens of thousands of successful campaigns that have delivered ROI for advertisers on Taboola.

  • Elevate your brand’s game through the power of generative AI!

    Elevate your brand’s game through the power of generative AI!

    Mumbai: In the fast-paced world of business, staying ahead of the curve is essential for success. One of the most transformative tools at your disposal today is generative Artificial Intelligence. Leveraging the power of AI can be the key to elevating your brand’s game to new heights. Gone are the days of one-size-fits-all marketing. Generative AI can craft personalised marketing content that resonates with individual customers. This includes tailored email campaigns, product recommendations, and social media advertisements. AI analyses customer behaviour and preferences to create content that speaks directly to your target audience, increasing the effectiveness of your marketing efforts.

    In this article, we’ll explore how the industry experts have shared their thoughts on AI revolutionising brand’s operations and enhancing customer engagement, ultimately driving growth and success.

    Edited excerpts

    Buffalo Soldiers co-founder & head of delivery Arnab Kundu

    In the digital age, a brand’s potential is boundless. Generative AI isn’t just another tool; it’s a transformative force, reshaping narratives and crafting experiences previously deemed impossible. It helps elevate your brand’s game not by mere increments, but by leaps and bounds. With the power of Generative AI, we’re not just telling stories; we’re birthing universes, creating moments that resonate deeper and longer. And the game has just begun.

    BottleOpeners co-founder & CEO Sachin Kumar

    In the ever-evolving landscape of marketing, the transformative potential of Artificial Intelligence (AI) and machine learning has been widely acknowledged. While their role in brand building through content creation is not a novel concept, recent strides in technology have brought automated text generation, particularly in language processing, to the forefront. Brands are looking to harness the power of generative AI to enhance consumer lives, emphasising the pivotal role of content in this transformative journey.

    Recent advancements enable AI to craft news, blog posts, and marketing copy efficiently, fundamentally altering the content production landscape. Bain’s survey, spanning 600 companies across 11 industries, identifies generative AI’s key applications in customer engagement and service (47%) and content generation and localization (39%).

    This dynamic field has become mainstream, offering unparalleled quality, reliability, ease, and speed. Tech leaders are fuelling increased budgets into AI language technology, with a notable 10% surge since 2020. For brands, the rise of generative AI signifies a golden opportunity to revolutionise brand building through differentiated content created with ease and at high speed.

    The Hype Capital founder Sachin Shah

    AI has been the talk of the town in 2023, and we’ve had a very diverse set of reactions from people. I believe Generative AI can help us take our game to the next level. From crafting compelling ad copy to generating stunning visuals, Generative AI is like unleashing a creative genie from the data-driven bottle. However, using text-generating tools can be tricky because you don’t always get perfect things in one go – you always have to iterate on the results and explain what you liked and what doesn’t work for you. For visuals, it is not easily accessible to all with credit limits and packages. It also requires a decent understanding of styles to generate solid output. If you have the patience, time, and curiosity to learn, experiment and iterate it can be helpful. For now, Generative AI can be your ally in helping your brand go to the next level if you know how to use it

    DiamondXE founder & CEO Ankit Singh Kimtee

    AI has emerged as a game-changer in the landscape of modern business, revolutionizing how we interact with technology. At DiamondXE, we’ve harnessed this potential to reshape the diamond trade. Imagine an AI companion guiding you through a treasure trove of over 8,00,000 diamonds. With every click, our AI learns and fine-tunes its suggestions, curating choices that match customer preferences. It’s like having a personal diamond advisor, available 24/7. AI isn’t just transforming our platform, it is also elevating customer experience through interactive chat support. Embrace this AI-powered future with DiamondXE, where buying the perfect diamond is an exhilarating, personalised journey. Let AI redefine how you perceive and purchase diamonds, setting the stage for a new era in the diamond business.

    ShipEase CEO & co-founder, entrepreneur Pawan Kumar

    In today’s fast-paced digital landscape, staying ahead of the competition is essential. That’s where generative AI comes in – a cutting-edge technology that empowers your brand to break through boundaries and soar to new heights. With the ability to create, curate, and personalise content at scale, generative AI unleashes a world of possibilities.

    Imagine effortlessly crafting compelling marketing campaigns, generating engaging social media content, and tailoring product recommendations to each customer. It’s not just about efficiency; it’s about making a lasting impact on your audience.

    Generative AI is the secret sauce that can revolutionise your brand’s approach to content creation and customer engagement. It’s time to harness the potential of this game-changing technology and watch your brand shine in the digital arena. Don’t settle for mediocrity when you can achieve greatness with generative AI at your side. Elevate your brand’s game today!

    AutoNxt Automation CEO & founder Kaustubh Dhonde

    As the founder of a pioneering startup manufacturing Electric Self-Driving Tractors, I have witnessed firsthand the transformative potential of generative AI. It’s not just about innovation; it’s about revolutionising agriculture. With the power of generative AI, we’re not just elevating our brand’s game; we’re rewriting the rules of farming. Our self-driving tractors, infused with AI intelligence, redefine efficiency and sustainability. They empower farmers to do more with less, fostering a greener and more productive world. The synergy between cutting-edge technology and farming tradition is our mantra, and generative AI is the cornerstone of this synergy. Together, we’re cultivating a future where agriculture isn’t just a way of life; it’s a way of progress. Harness the power of generative AI, and let’s redefine the future of farming, one autonomous plough at a time.

    TheSmallBigIdea associate director – key accounts Kruthika Ravindran

    In this ever-evolving world of brand-consumer relationships, understanding each individual on a personal level remains an insurmountable challenge. The true brilliance of Generative AI lies in its unparalleled ability to dynamically tailor the brand’s voice to every unique consumer, adapting seamlessly to their evolving needs, all at an incredible speed and scale. It’s not just what a brand wants – it’s what it needs. Generative AI, unquestionably, is the game changer brands have been waiting for, and the time to embrace this transformative technology is now.

    Efficacy Worldwide founder Vishnu Sharma

    Generative AI models like GPT-3 are trained on vast amounts of text data and can generate human-like text based on the input provided. This technology can be used for a wide range of creative and practical applications for a brand to elevate its marketing and positioning among the Target Audience.

    Generative AI can have a major impact on the following aspects of Brand Positioning:

    1) Effective content/communication creation

    2) Improve customer experience with Personalization.

    3) Data Analysis and Insights

    4) Advertising and Marketing activities

    5) Campaign execution and optimization

    Generative AI can help in building effective brand stories and messaging to create impact among the audience and can help a brand to build an efficient roadmap for various marketing and operational activities thereby leading to more effective campaigns and ROIs.

    QYOU Media India senior VP – programming & strategy Ashutosh Barve

    Generative AI is transforming the game for the content industry and this is only the beginning! To stay ahead of the curve, we at Q TV have recently launched content that has been scripted, voiced, and animated using AI tools. Idea brainstorming, research, visualisation, graphics, packaging, and unique custom animation as well as enhancing post-production are all possible within minutes using available AI tools.

    AI, in my opinion, won’t replace a creative human mind, but will certainly enhance the quantity and quality of work done, and I think within a very short period of time those who are masters in harnessing the tools of AI, will stand head and shoulders ahead of those who can’t. The near future is about optimising and re-skilling, and not about fearing AI.

    Animeta CEO Devdatta Potnis

    With generative AI, more so than the other technological advancements; it is not just about automating tasks; but amplifying human potential in the truest sense. It’s about augmenting the creative process, enhancing ideation, and enabling the brand to achieve feats that were once unimaginable or unexecutable for the lack of scale, volume and/or complexity. In the fast-paced, ever-changing digital landscape, staying ahead requires more than just keeping up. It demands a bold stride into the future, and generative AI, when blended with the driving force of human intelligence, is the key to unleash that. It’s the force that propels a brand to go from great to groundbreaking, from inventive to iconic.

    Spicetree Design Agency founder/director Shiraz Khan

    Using generative AI for content, creative, and brand strategies increases efficiency, productivity, personalization, and data insights.

    As we gather more ideas and inputs from generative AI, it is expected to find that they can become repetitive. Over time, this can result in losing authenticity and innovative thinking. While AI can help generate content, relying too heavily on it can lead to losing the personal touch and human connection crucial for connecting with the target audience. AI-generated content may lack the emotional resonance and creativity that human-generated content can provide. Additionally, there is a risk of generating low-quality or inaccurate content without proper oversight and validation. Therefore, it’s essential to strike a balance and not over-rely on AI tools.

    A thoughtful and strategic approach to implementing AI can maximize its benefits while minimizing drawbacks, ultimately improving a brand’s digital game. Therefore, generative AI should be used judiciously and selectively for maximum impact.

    In conclusion, the power of generative AI is a game-changer for brands looking to excel in today’s competitive business landscape. By implementing AI strategically in your operations, you can enhance customer engagement, streamline processes, and make data-driven decisions.

  • Nearly three-quarters of creative leaders in India view generative AI as an essential part of their toolkit: Canva survey

    Nearly three-quarters of creative leaders in India view generative AI as an essential part of their toolkit: Canva survey

    Mumbai: Canva, the world’s only all-in-one visual communication platform, has released new insights from more than 4,000 marketing and creative leaders on their attitudes towards  generative AI. The company commissioned Morning Consult to survey marketers and creatives from India,  US, UK, France, Germany, Spain, Brazil, Mexico, and Australia, to understand how AI is transforming their  organizations and their roles.

    The top findings specific to India include:

    ● Generative AI is fast becoming a fixture in the modern workplace. Ninety-seven percent of  marketing and creative leaders are comfortable with the rise of generative AI, with 72 per cent already  considering it an essential part of their creative toolkit.  

    ● AI is unlocking productivity and unleashing creativity. The majority (84 per cent) agree that AI-powered  tools reduce the minutiae of repetitive tasks, freeing them up to focus on the more creative and  meaningful parts of their role. Seventy percent say generative AI tools are enhancing their team’s  creativity with 72 per cent reporting time savings of at least 2-3 hours per week. Thirty-nine percent of  teams are saving between 4-5 hours per week on creative projects. Of the minority (15 per cent) who feel  generative AI tools are limiting their team’s creativity, the most common objection (53 per cent) was  preventing the development of original ideas.

    ● The AI ecosystem is fragmented and complex. Seventy-four percent believe there are already too  many generative AI tools, with 75 per cent overwhelmed by the learning curve. While most are excited  about the opportunities to elevate creativity, 62 per cent feel pressured to use it to keep pace with change  and 58% say they don’t know how to get the most value out of the technology.

    ● Generative AI is transforming the content creation process. With marketers and creatives tasked  with creating huge volumes of content, many are turning to AI for assistance. Most respondents  have used generative AI to create written content (88 per cent), generate unique images 84 per cent or edit  images and videos (83 per cent). Looking five years ahead, more than half (55 per cent) believe generative AI tools  will be better than humans at creating visual images.

    ● Concerns about data privacy persist. The ability of generative AI tools to process data and  generate sensitive information has raised some concerns. Marketing and creative leaders ranked  customer data (77 per cent), company data (76 per cent), and personal data (74 per cent) risks as their top concerns, over job loss, plagiarism, and bias. Organisations are addressing these risks, with more than half  (56 per cent) saying their company has established strict guidelines for the use of generative AI.

    Canva global head of brand marketing Natalie Schwartz said, “Tighter budgets, increased content  demands, and non-stop deadlines have led marketers to embrace generative AI tools to scale their output.  Our findings reinforce the fact that AI-powered tools are breathing new life into creativity and productivity  for marketers, a profound impact we see firsthand as a visual communication platform. In India, we’re  seeing an overwhelming acceptance of generative AI amongst marketing and creative leaders. Clearly,  they’re excited to see how this technology will impact the larger marketing ecosystem.”  

    Methodology

    Canva commissioned Morning Consult to survey 4,050 business leaders in marketing and creative roles.  These individuals are decision-makers for purchasing software in their department or company.  Specifically, Canva surveyed 505 business leaders in the United States, 500 in the United Kingdom, 513 in  Spain, 503 in Germany, 497 in France, 524 in Brazil, 315 in Mexico, 377 in India, and 316 in Australia. 

  • Gen AI takes the stage: Bingo! Mad Angles’ rap campaign

    Gen AI takes the stage: Bingo! Mad Angles’ rap campaign

    Mumbai: Prepare to be transported into a realm of unparalleled creativity, imagination and entertainment as ITC’s Bingo! Mad Angles presents its latest mind-bending campaign. In an industry-first move, Bingo! has harnessed the power of generative artificial intelligence (GenAI) to craft an entirely GenAI-driven campaign, bringing to life a seamless fusion of technology and creativity. This one-of-a-kind campaign is set to redefine the boundaries of snacking by combining cutting-edge GenAI technology, the zaniest of theories and an electrifying rap song.

    The campaign began when Bingo! – through a cryptic TVC teaser – posed the question: “Uss Raat Kya Hua Tha?” (What happened that night), challenging consumers to unleash their inner detectives and concoct wild theories to solve the mystery. Consumers inundated the campaign pages on social media with theories that could only be described as wildly absurd and over the top. The 20 quirkiest entries were picked and later used as the foundation for Midjourney, the GenAI wizard of image generation, to conjure up a collection of surreal and uproarious memes that brought the theories to life.

    As the campaign culminates, Bingo! has introduced a rap video through the storyline formed by the memes. The imaginative story was crafted into lyrics by ChatGPT. Collaborating with Uberduck AI and Musify, the lyrics come alive with a pulsating rhythm, creating a dynamic rap anthem. Runway AI, Kaiber AI and Midjourney designed an ethereal GenAI Art Gallery template, where the memes were brought to life. The virtual GenAI Art Gallery will resound with the line “Uss Raat Kya Hua Tha”, accompanied by the iconic “MMMMMMMMM” soundbite, embodying the brand’s delightful chaos. The entire GenAI campaign was executed by PixelFox, a creative agency.

    Speaking on the campaign, Snacks chief operating officer Kavita Chaturvedi said, “We wanted to challenge the conventional norms of how brands engage with their audience. Bingo! Mad Angles has always stood for unleashing the unexpected and with our new campaign, we’ve taken this philosophy to a whole new level. Bingo! Mad Angles has been at the forefront of delivering ‘MMM’ ad solutions to our consumers and this GenAI-driven campaign is a testament of our commitment towards innovation and disruption.”

     

     

  • “The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns”: ASCI’s Manisha Kapoor

    “The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns”: ASCI’s Manisha Kapoor

    Mumbai: The Advertising Standards Council of India (ASCI) has unveiled the ASCI Academy, a pioneering initiative poised to amplify the advertising industry’s capacity to create more responsible and progressive advertising campaigns. Building upon ASCI’s established corrective role which comes alive post ad publication, this  pioneering platform embeds self-regulation right at the point of the inception of  advertisements.

    In today’s digital landscape, characterised by brief campaign durations and a surge in number of advertisers, the ASCI Academy is positioned to empower current and future industry professionals including influencers and students with a foundational understanding of advertising regulations, ensuring ethical practices from the outset.

    The ASCI Academy’s core mission is to cultivate a cohort of advertising professionals dedicated to upholding responsibility in advertising, ultimately upholding consumer trust in brands.

    The Academy has over 50 founding partners and supporters including Cipla Health Ltd, Coca-Cola India Pvt Ltd, Colgate-Palmolive (India) Ltd, Diageo India, Hindustan Unilever Ltd, Mondelez India Foods Pvt Ltd, Nestlé India Ltd, PepsiCo India Holdings Pvt Ltd., Procter & Gamble Home Products Pvt Ltd, several leading universities and colleges, prominent Civil society organisations such as Mumbai Grahak Panchayat, Consumer Voice, CUTS, CMS and others, and, industry bodies  like the ISA, AAAI, IAA and ISWAI, as well as research insight organisations.

    Indiantelevision.com caught up with ASCI CEO & secretary general Manisha Kapoor, where she provides details on the reason for launching this academy, on ASCI guidelines, and more….

    Edited excerpts

    On the reason for forming  ASCI Academy

    The ASCI Academy is a timely response to the changing advertising landscape marked by shorter campaigns and a surge in advertisers. It aims to shift self-regulation from ad publication to creation, emphasizing ethical practices from the outset. By consolidating ASCI’s thought leadership and education programs, the Academy equips industry professionals, influencers, and students with a deep understanding of advertising regulations, promoting responsible advertising practices right from the start. It’s a pivotal move towards fostering ethical advertising practices in an evolving industry.

    On the aim behind ASCI altering its guidelines on health & finance influencers

    ASCI updated its guidelines for health and finance influencers to adapt to the changing digital landscape and combat potential issues related to misleading advertising in these sectors. The aim is to ensure greater transparency, accuracy, and responsibility in influencer marketing, especially in areas where misinformation can have serious consequences.

    For health influencers, the new guidelines require them to possess suitable qualifications in the health and nutrition field. This ensures that influencers have the necessary knowledge to provide accurate information about health-related products.

    For financial influencers, particularly in the BFSI sector, SEBI registration is now mandatory when offering investment advice. Qualifications are also required for other financial advice, enhancing the credibility and reliability of financial guidance provided by influencers.

    These changes align with the Department of Consumer Affairs’ and other government entities’ mandate, requires experts, celebrities, and influencers in health, fitness, and finance to disclose their qualifications when endorsing products or services. This step will help in ensuring consumers receive reliable information, especially in the era of widespread financial advice on social media.

    On  consumers relying on influencers despite of tons of misinformation available on the internet

    Despite the abundance of misinformation on the internet, consumers continue to rely on influencers for several compelling reasons, as revealed in ASCI’s Influencer Trust Report (Feb. 2023). The report, based on a survey of 820 individuals, found that 79 per cent of respondents trust influencers. This trust significantly impacts consumer behavior, with 90 per cent of respondents admitting to making at least one purchase influenced by an influencer’s recommendation. Consumers have a unique relationship with influencers, relying on them for advice and product suggestions. This trust in influencers has made influencer marketing a highly effective tool for brands.

    In essence, consumers’ trust in influencers persists because these digital personalities have successfully built credibility, authenticity, and relatability in the eyes of their followers. As a result, their recommendations carry significant weight and impact consumer behavior, contributing to the enduring popularity and effectiveness of influencer marketing in the digital age.

    On ASCI benefiting from the various tie-ups to educational institutes

    ASCI’s collaborations with educational institutions through the ASCI Academy strategically close the knowledge gap in academia. While schools excel in teaching marketing effectiveness, they often overlook regulatory and ethical aspects in communication—a critical omission given the impact on brand reputation and risk.

    These alliances empower ASCI to seamlessly integrate ethical and regulatory dimensions into academic curricula. Future marketing professionals not only grasp marketing effectiveness but also understand their ethical obligations in communication. This enriches ASCI’s programs, shaping students who appreciate that ethical advertising practices are vital not just for compliance but also for safeguarding brand reputation in our closely monitored digital age.

    Beyond education, these partnerships bring fresh perspectives, keep ASCI at the industry’s forefront, and nurture emerging talents. Our collaborations enhance ASCI’s thought leadership, bolstering its programs and promoting relevant research, cementing its status as a major influencer in advertising ethics and regulation.

    Our partnerships provide fresh perspectives, keeping ASCI up-to-date with industry trends and ethics. We spot and support emerging talent during their academic journey, ensuring a future workforce versed in responsible advertising. These collaborations also enhance ASCI’s thought leadership, strengthen educational programs, and promote industry-related research, solidifying ASCI as a pivotal influence in advertising ethics and regulation.

    On ASCI’s guidelines on generative AI in today’s advertising world

    In the world of contemporary advertising, Generative AI has emerged as a dominant force. It has transformed the landscape by allowing advertisers to automate the creation of diverse content, spanning from text and images to articles and marketing materials. While this technology presents incredible opportunities, it’s important to acknowledge the challenges and risks it brings. These challenges include potential copyright issues, the need to prevent the generation of unlawful content and concerns related to data privacy.

    At ASCI, we recognise the significance of Generative AI in Advertising, we have taken a proactive step by releasing a comprehensive whitepaper titled ‘Leveraging Generative AI: Opportunities, Risks, and Best Practices.’ This paper highlights the existing regulatory uncertainties and the complexities involved in employing AI in advertising.

    As the evolving landscape continues to present uncertainties, we acknowledge there are several ambiguities. Prior to the establishment of formalized guidelines, advertisers can refer to the principles outlined in our whitepaper. These principles can serve as a valuable framework for making decisions regarding accountability, operational transparency, and assessing the broader societal impact of AI in advertising.