MxMIndia

Author: mxmadmin

  • The rush to find good use cases for Generative AI is spawning a new class of start-ups, writes Ashoke Agarrwal

    Will 2025 be the year of the arrival of Concierge Intelligence?

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalSince OpenAI launched ChatGPT in November 2022, many have heralded (and some) feared the arrival of the age of Artificial Intelligence (AI)?

     

    The rush to find good use cases for Generative AI is spawning a new class of start-ups and keeping Angels and VCs busy.

     

    I have always thought the Information Age was a way-stop on the road to the Age of AI. I have also surmised that the Age of AI will amplify the gains and ills of the Information Age. However, being an eternal optimist, I have always focused on the good technology can do.

     

    In February 2021, in the gloom of the Covid lockdown, when the world had barely an inkling of what Generative AI was, I imagined a use case of AI I called Concierge Intelligence and published a blog post about it.

     

    Here are some excerpts from the post:

    “I believe one of the critical directions Artificial Intelligence will develop over the next decade is what I call “Concierge Intelligence”.

    Concierge Intelligence will go a long way towards fulfilling the initial promise of the digital age.”

     

    “The era of Concierge Intelligence will avoid the concerns raised by the age of marketing to bots like Alexa or Sirir that I wrote about in my post of April 25th 2018, titled “Marketing to Bots: The Coming Paradigm Shift?” 

     

    Concierge Intelligence will instead be the emergence of AI with an agency. The kind of agency that I wrote about in my post dated June 14th 2019, titled “Machine Intelligence to Machine Curiosity – The Route to Machine Creativity”, as also in my post dated December 19th 2019, titled “Should AI Have Agency.”

     

    The individual will buy his Concierge Intelligence (CI) – a software application -from the market and load on onto all the devices she uses. I believe CI will be the next big thing in consumer marketing. CI will get to work to learn the consumer’s interests and preferences. The individual will set the scope and depth of this learning. I can imagine the emergence of a new form of Yoga – CI Yoga! CI Yoga trainers will coach the individual on how to refine their CI settings for maximum well-being.

     

    CI will mediate between the world and the individual. It will map your learning patterns and maximize the speed and efficacy of your learning. It will continuously keep a tab on the individual’s inherent talents and emergent capabilities and connect her with opportunities to use these talents and abilities, in the process not just maximizing her earnings but increasing her sense of self-worth. It will perceive the individual’s relationship and leisure needs and help her meet them. One of the minor duties of CI will be as the gatekeeper to brands and services that seek to message and sell to the individual. While the CI will have powerful capabilities, it will be under the total command of the individual. She can change its functionalities whenever she wants and even switch it off if she so desires, much like today’s smartphones.

     

    Over the next decade, CI will become the most widely prevalent form of AI. I like to think of a CI as AI with a soul. A form of augmented intelligence that fuses an individual’s psyche, with all its complexity and humanity intact, with AI’s power, speed and reach.”

     

    My concept of CI has so taken hold of me that I even wrote about it in my first column for MxMIndia in January 2022, titled “The Coming Post-Digital World.”

     

    Post ChatGPT, the concept of an individual-owned and operated AI model is in the air. Sources in the VC world now tell me that a couple of start-ups are proposing systems close to the CI concept. While musings in blog posts do not give me any monetisable rights, I am glad that while some of my prognostications target a future too far out to find vindication in my lifetime, the CI concept will, in some measure, come true in the next couple of years. I would bet on Apple to be the company that will lead the world into the age of CI. Its current stance of developing AI systems that reside entirely on the user’s AI device and use user information without transmitting out of the device is a stepping stone to CI systems. Plus, of course, the fact that it is the most resourced company in the world and among the most trusted brands.

     

  • Amongst the large community of active A&M practitioners in India, our Wizard with Words would count among a handful who could give a response to a question like this with some authority. Without further ado, here's Dr Bhaskar Das in the July 6 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Pew Research says it’s wise to think of terms like Gen Z, Millennial as general ref points instead of scientific facts. People born near the boundaries of these groupings can feel uncomfortable as part of older or younger folk. Your views?

    Bhaskar DasAmongst the large community of active A&M practitioners in India, our Wizard with Words would count among a handful who could give a response to a question like this with some authority. Without further ado, here’s Dr Bhaskar Das in the July 6 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. It’s wise to think of terms like Gen Z, Millennial, Gen X and Baby Boomer as general reference points instead of scientific facts, notes Pew Research Center. People born near the boundaries of these generational groupings can feel particularly uncomfortable being lumped in with those much older or younger than them, and for good reason. Your views?

     

    A.Since Pew Research has come to the conclusion as mentioned in your question, I don’t have the audacity to question without getting the finer details. At the generic level however, I may comment that the understnding of this segmentation based on generations are only for deeper understanding by thinslicing the context of each consumer set/ cohort. And the cohorts are not necessarily watertight compartments. The latest generation like Gen Z also influence the previous generations, the way millennials influenced Gen X and Gen Y. I strongly believe that consumer behaviour doesn’t change. What changes is the context. For instance, children born post 2000 will be very different from Baby Boomers and Generation X because their context has significantly changed due to a technological progress and their ease with the level of comfort with tech-led behaviour both at the core level and the adjacent lifestyle level.

     

    And this generational shift can be observed although at different degrees across regions and economic strata. In view of the above, I feel it’s more a marketer’s tool for hyper-personalising their messages towards relevant generational cohorts.

     

    Incidentally the changing behaviour of Gen Z does not have demographic limit. I have seen even people who are Baby Boomers in the financial sector and investment banking to be as prolific and comfortable with the pace of digital and lifestyle adoption. Hence aspirations and the ease of usage and economic affordability can cut across the generational divide. A simple soul like me though would not be able to challenge a research agency’s conclusion as mine is more based on empirical observations and listening.

     

  • To strengthen its digital, performance and integrated solutions

    Havas acquires digital marketing agency Pivotroots

    By Our Staff

     

    Havas has announced the acquisition of PivotRoots, a digital marketing and communications agency. The acquisition will allow Havas Media India to tap into PivotRoots’ deep understanding of the Indian market and enhance its capabilities in the rapidly growing digital advertising space.

     

    Said Yannick Bolloré, Chairman of Vivendi, and Chairman & CEO of Havas: “We are thrilled to welcome PivotRoots to the Havas family,” “The acquisition is part of our broader strategy to expand our presence in lighthouse markets around the world. With a global network that spans over 100 countries, Havas is well-positioned to help clients reach audiences wherever they are.”

     

    Added Shibu Shivanandan, Founder and Managing Director, PivotRoots: “We are excited to be part of Havas Media India. We share a common vision for the future of advertising, and by combining our expertise and talent we can deliver better solutions, services and results to our clients. We are proud of what we have achieved at PivotRoots so far, and we look forward to the next chapter in our journey.”

     

    Said Rana Barua, CEO, Havas India: “I’m delighted to welcome Shibu and the PivotRoots team to the Havas Family. This acquisition comes at an extremely interesting time for Havas India, which has undergone a complete transformation in recent years and has seen unprecedented growth and success. The addition of PivotRoots and their capabilities, advanced analytics and technology, and a new perspective on creativity and innovation distinguishes Havas Media India in the industry in meeting the evolving needs of its clients and succeeding in an increasingly competitive and extremely dynamic market.”

     

  • Conceptualised by Wunderman Thompson

    Tata Tiscon launches new campaign

    By Our Staff

     

    Tata Tiscon has launched a campaign conceptualised by Wunderman Thompson India. Focusing on the latest range of 550SD rebars, the 360-degree campaign is built around a set of three TVCs.

     

    Speaking of the campaign TVS Shenoy, Chief Commercial Officer, Long Products, Tata Steel, said: “Tata Tiscon has always strived to enable our customers to have a joyful home building experience. This campaign attempts to guide our customers in making informed choices as they build their dream homes.”

     

    Added S Karthik Narayanan, Chief of Marketing & Sales, Tata Tiscon: “It is unfair to expect individual homebuilders to have a thorough understanding of technical specifications required for selection of the right rebar. Hence, it is important for us to guide them in a consumer-centric manner without overloading them with industry-specific terminologies.”

     

    Said Vijay Jacob Parakkal, Managing Partner, East and South, Wunderman Thompson India: “As the creative and strategy partner for Tata Tiscon right from its inception, our communication approach has mirrored that of a trusted confidant, a source of wisdom, and an invaluable guide for our consumers. Amidst a sea of celebrity-driven promotions saturating our industry, we have recognised that the engineer reigns supreme as the ultimate luminary. Consequently, we have chosen to elevate the engineer to the forefront of our brand, acknowledging their unparalleled technical knowledge and expertise upon which we all rely.”

     

  • Explores real-life stories of ordinary people

    Humans of Bombay launches YouTube show

    By Our Staff

     

    Humans of Bombay (HOB), the popuar storytelling platform, has launchd a new YouTube talk show titled ‘The Humans of Bombay Show’. The show will feature real-life experiences of individuals from all walks of life across the country. The HOB talkshow features HOB founder Karishma Mehta as the host.

     

    Talking about the show, Mehta said: “From inspiring stories of women empowerment to powerful stories of love and loss, The Humans of Bombay Show is thought-provoking, inspiring, and full of the human spirit. We are bringing real stories of heroes from across India, stories that will inspire the audience and help us connect on a deeper level.”

     

  • Highlights the power of hairstyling in setting the right vibe

    Set Wet unveils new TVC

    By Our Staff

     

    Set Wet, the men’s grooming brand from the house of Marico, has launched a new TVC that aims at putting hairstyling at the forefront of the grooming ritual

     

    Speaking about the new campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, said: “As a leader in the hair styling category, Set Wet has always led the hair styling conversations amongst the youth of India and adapted to the changing trends. The new campaign #ApniHairStyleHiApniVibeHai therefore speaks to the Gen Z consumer about the importance of hair styling as a key part of their grooming regime. Through the various legs of the campaign, Set Wet will continue to establish and emphasise this key message and actively engage with the target consumer through innovative marketing activations across touchpoints, where the consumer is already actively engaged.”

     

  • Aims to kick start a 'Saree Revolution'

    Vidya Balan backs Shobitam ethnic wear

    By Our Staff

     

    Shobitam, an ethnic wear brand, launched its latest campaign featuring Brand Ambassador Vidya Balan.

     

    Talking about the brand campaign, Aparna Thyagarajan, Co-founder and Chief Product Officer at Shobitam said: “We are thrilled to launch our latest campaign with our beautiful brand ambassador Vidya Balan. Through our new brand film, we hope to kick start the global “Saree Revolution” that thrives on emotional connection with the audiences through our beautiful creations. And, Vidya’s charismatic aura and her love for sarees just make her the perfect voice to helm this movement across India and the World. We do hope that audiences see Shobitam as a purveyor of traditional and handcrafted weaves and a reservoir of the timeless heritage of India. Our goal is to make Shobitam synonymous with the word Saree as a verb, where “If it’s a saree, it is a Shobitam!.”

     

  • India's both-sides liberals and this includes journalists, look for parallels in older Congress governments to justify the BJP's actions, writes Ranjona Banerji

    Ranjona Banerji: Lose-lose for democracy

    By Ranjona Banerji

     

    Ranjona BanerjiThe new US ambassador to India has offered to “help” with the violence in Manipur.

    How will the Modi government and its fans, especially in the media, play this one?

    Thanks to remarkable coverage of Prime Minister Narendra Modi’s recent visit to the US, many Indians actually believe that life in the United States came to a standstill for those few days in June as everyone stood on the roads to cheer Modi.

    He is the “Vishwaguru”, the most popular leader in the world. If you believe Indian television, even countries which have never heard of him want Modi as their “leader”.

    And after all that, this:

    https://www.ndtv.com/india-news/manipur-violence-eric-garcetti-its-about-human-concerns-us-envoy-offers-help-on-manipur-violence-4185187

    The sad truth is that almost two months after civil unrest began in the North Eastern state, the Prime Minister of India, Narendra Modi, has made not one public comment about Manipur. Over a 100 people have been killed in the fighting, thousands injured and many more have lost property and livelihood. Ammunition has been stolen from military stocks. There is anger at the betrayal and over the losses. The BJP government in the state seems helpless. The Union Home Minister Amit Shah made one pointless visit and then went back to electioneering.

    And it’s not as if the violence has ended.

    https://www.telegraphindia.com/north-east/woman-shot-dead-outside-a-school-in-manipurs-imphal-west-district-schools-reopened-on-july-5-after-2-months/cid/1950220

     

    As Sushant Singh asks in this analysis for Deccan Herald:

    “To call this a civil war may be unpalatable but it would not be inaccurate. Where else would women be organising themselves to block roads so that the central forces and the army may not reach areas where mobs are attacking villages of other ethnic denominations?”

    https://www.deccanherald.com/opinion/modi-s-silence-on-manipur-has-destroyed-the-state-s-credibility-1228736.html

    What we have here is dereliction of duty and a sniper attack from one of Modi’s so-called “friends”.

    The White House, in its defence of Sabrina Siddique after Indian television and the rightwing troll brigade went berserk in their attacks on the journalist for questioning Modi, has made it clear that it stands for democracy. The ambassador’s offer of “help” underlines exactly what the US administration thinks of Modi.

    The Indian media in its immense blind crush on Modi is now caught between a rock and a hard place, not that there will be any admission of stupidity. If the US has no concept of democracy and has no business interfering in India’s internal affairs, then why make such a fuss about the glorious reception that Modi received?

    And on the other hand, if you care about what the US thinks, then what do you make of Ambassador Eric Garcetti’s offer?

    As the Indian media pays scant attention to Manipur and does not question Modi on his inaction and lack of a competent strategy, it also continues to amplify Hindu-Muslim hatred. Attacks on Muslims and mosques continue as the Indian media is so excited about the proposed Uniform Civil Code. Knowing that it is an election gimmick for 2024, to make it clear to the Hindutva base that Muslims will be further demonized and suppressed.

    India’s both-sides liberals and this includes journalists, will look for parallels in older Congress governments to justify the BJP’s actions. Because the false trope continues: only a perfect, spotless political party has the right to take on the BJP while the same demands of spotless perfection cannot be demanded of the BJP. It is apparently either above or below such demands. Either way, it’s a lose-lose for democracy with active help from the media.

    And where did I start? Manipur.

    O ya. You may as well ask where it is.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal

     

  • Will spearhead all of their communication initiatives

    Twenty7 Inc bags PR mandate for Makoons Play School

    By Our Staff

     

    Twenty7 Inc has bagged the public relations mandate for Makoons Play School’s preschool franchises. The agency will spearhead all of their communication initiatives and manage the PR strategies, media presence, and overall reputation of the School.

     

    Commenting on the appointment of Twenty7 Inc. as Makoons’ PR Agency, Vijay Kumar Agarwal, CEO and Co-Founder at Makoons Play School, said: “We believe that our mission of becoming India’s best play school with a focus on the holistic development of children aligns with the company’s strategic vision”.

     

  • On sudden cardiac arrest (SCA) and cardiopulmonary resuscitation (CPR)

    Awareness campaign by Medtronic & Fortis Escorts Heart

    By Our Staff

     

    India Medtronic Private Limited, a subsidiary of Medtronic, and Fortis Escorts Heart Institute launched ‘Reset the Beat’, a nationwide campaign aimed to increase awareness on sudden cardiac arrest (SCA) and cardiopulmonary resuscitation (CPR).

     

    Speaking about the campaign, Michael Blackwell, Vice President & Managing Director, Medtronic India, said: “Lack of awareness around SCA is a critical factor contributing to the alarming burden of heart diseases and mortality in India. By placing a strong emphasis on CPR education, we have the potential to save thousands of lives through ‘Reset the Beat’. Through the innovative approach of bringing CPR training directly to the heart of our communities, and Medtronic’s mission to alleviate pain, restore health and extend lives, we are eager to empower individuals to become life-savers and make a tangible difference in our society.”

     

    Added Dr Anil Saxena, Executive Director, Cardiac Pacing & Electrophysiology, Fortis Escorts Hospital: “We are delighted to collaborate with Medtronic for the impactful Reset the Beat campaign. At Fortis, we understand the pressing need to raise awareness about sudden cardiac arrest (SCA) and the importance of immediate response in saving lives. Together, we will work tirelessly to enhance survival rates and save countless lives. This collaboration exemplifies our unwavering dedication to improving cardiovascular health and ensuring that communities have the knowledge and tools necessary to act swiftly and confidently in critical situations.”

     

  • Of empowering businesses with innovative Digital Marketing Solutions

    NPDI Celebrates 4 Years

    By Our Staff

     

    Neil Patel Digital India (NPDI), a digital marketing agency, has completed four years of existence.

     

    Said Pradeep Kumar, CEO, Neil Patel Digital India: “We are grateful for the trust and support we have received from our clients and partners over the past four years. As we celebrate this milestone, we remain committed to delivering exceptional results and driving digital success for our clients. We are confident that our expansion plans and continued dedication to innovation will enable us to make an even greater impact in the Indian market.”

     

  • To showcase the convenience it offers to customers across India

    Amazon rolls out third edition of campaign

    By Our Staff

     

    Ahead of Prime Day 2023, Amazon India has announced the third edition of its campaign, #AmazonGotMyBack with a brand film to showcase the convenience it offers to customers across India.

     

    Talking about the third edition of the #AmazonGotMyBack campaign, Dr. Karuna Shankar Pande, Director, Amazon Logistics, India said: “At Amazon, we constantly strive to make the delivery experience convenient for our customers through our unparalleled reach in the hinterlands of the country with reliable and on-time deliveries. #AmazonGotMyBack campaign gives all of us, especially our associates who work behind the scenes across operations network, an opportunity to see real and unique experiences of our customers.”