MxMIndia

Category: Digital

  • Market Research in the Age of AI

    Market Research in the Age of AI

    Ashoke AgarrwalWhen one plots the future of Artificial Intelligence (AI) in marketing, one arrives at a singularity where all of marketing is the AI avatar of a brand in direct conversation and interaction with the AI avatar of the consumer. I have called the AI avatar of consumer – Concierge Intelligence in many of my columns here, including my first MxMIndia column back in Jan 2022 -“The Coming Post-Digital Age”.

    However, plotting and thinking about the intermediate points would be helpful.

    I have been part of a team working since 2020 on using Natural Language Processing (NLP) to generate secondary research semi-autonomously. The launch of GPT-3 and subsequent versions reframed the project for us. Like scores, perhaps hundreds worldwide, we are now trying to find a market niche, proprietary prompt engineering, and the correct interface to support a viable business. Say, a freemium WhatsApp interface for Indian SMEs offering online business consultancy services based on open-source predictive and generative AI models working on public and paid data sets.

    What about the emerging role of AI in primary consumer research? The big two—Alphabet and Meta—have been using predictive AI for decades to segment consumers, keep them engaged with their social media feeds and search results, and harvest clicks so their advertisers can pay them big bucks.

    Over the past decade, big corporates from both the B2C and B2B worlds have been using Big Data and Predictive Analytics to fine-tune their business and marketing plans. However, it is unclear whether they are at the cutting edge of predictive AI, just as Alphabet and Meta are. While a lot is currently being made of Generative AI and the likes of GPT, Llama, Gemini, etc., I bet that we shall discover that the disruptive power of AI will come not from generating sentences, pictures, videos or music but from underpinning key business, economic, social and personal decisions based on a dynamic array of multi-dimensional data sets. While predictive AI underpins generative AI, a different kind of predictive AI will also underpin the AI age. It will be predictive AI that works on an integrated, dynamic view of the natural world to deliver strategic action plans and monitor and fine-tune them. To use this level of AI, corporations and governments will need to go beyond internal data sets and subscribe to a whole range of third-party data sets.

    One category of these third-party data sets will be garnered through an IoT network of sensors synthesised with publicly available identification data sets—for example, vehicle movement with ownership details or scans of browsing shoppers, personal IDs and billing details. The ownership and personal ID can be scrubbed of all details except for basic demographics to meet privacy rules. Alternatively, the individual could opt to belong to an ID Bank that holds his details in escrow and can release them, using blockchain technology on payment of a fee – thus making the individual the valid owner of his ID and personal data.

    The ID Bank idea will fuel the second category of third-party data sets. These data sets will contain in-depth profiles of individuals, including contact information, demographics, psychographics, societal and cultural attitudes, media usage, product and brand usage, and purchase behaviour and intentions. The ID Bank will have a watertight agreement with the individual on securely holding the data and releasing any of it to a third party only upon approval and release of a specified fee.

    Corporations can then request the release of specified data from a selected consumer profile. For example, a car company may ask for a data set consisting of individuals who own one of a set of car models and have indicated a purchase intention for a new car in the next six months with permission to contact with offers. The ID Bank, in discussion with the consumer, will quote a certain fee on payment, for which the data will be released in a blockchain format that allows for usage tracking. The fee will be released to the consumer’s account, and the ID Bank will get a management fee.

    Creating, managing and marketing the two categories of data sets envisaged above will define the future of the market research industry over the next few decades.

    The corporation’s predictive AI systems will define the need for data from third-party data sets, consider the cost-benefit of buying them, and incorporate them into predictive analysis to build business and market plans.

    Over the decades, as AI and consumers become more sophisticated, intermediaries like ID Banks will be cut out, and a brand’s AI will be in direct touch with a consumer’s Concierge Intelligence (CI) with market research evolving into a version of anthropology focused on studying the behaviour of AI systems. “AInthropology” anyone!?

  • To handle marquee brands, including Figaro Olive Oil, Bertolli Olive Oil

    Digitas India wins digital creative mandate of Deoleo Olive oil

    Digitas India, a connected marketing agency within the Publicis Groupe, has won the digital creative mandate of Deoleo India Pvt Ltd., the global leader in olive oil with esteemed brands such as Figaro and Bertolli.

    This collaboration entrusts Digitas India with the creative and social media responsibilities for Deoleo’s marquee products, including Figaro Olive Oil, Bertolli Olive Oil and Figaro baby range. The objective is to transform these classic brands through cutting-edge digital narratives and enhanced consumer engagement. Digitas India will also help the brands to venture into new markets while reinforcing the allegiance of existing clientele and heightening awareness about olive oil consumption.

    Sonia Khurana
    Sonia Khurana

    Sharing her enthusiasm on the partnership, Sonia Khurana, Chief Operating Officer (COO), Digitas India, said: “We are excited about our partnership with Deoleo. Building a brand on social media takes a deep understanding of the platforms, how the audiences interact with the content on these platforms and an appreciation of the brand & category. We hope to bring the best of all these to make Figaro and Bertolli a success on social media.”

    Satarupa Majumdar
    Satarupa Majumdar

    Added Satarupa Majumdar, Marketing Director – India and Middle East, Deoleo: “Collaborating with Digitas India represents a significant step in our strategy to connect more deeply with our consumers leveraging social media. Their creative ideas align entirely with our brand ethos, and we are confident that this partnership will help us tell our story in more convincing and significant ways to our audience.”

    This partnership heralds the launch of a series of innovative campaigns designed to showcase the distinct attributes of Deoleo’s products while engaging a wider audience through creative and interactive social media marketing initiatives.

  • Expands its horizon

    Saregama launches Padhanisa – an AI based Music learning App

    Saregama, a RP Sanjiv Goenka Group company, launches – Padhanisa, an AI based music learning app that aims to make Indian vocal learning simple, easy and accessible to everyone across the globe. Saregama, India’s oldest music label has expanded its horizon with Padhanisa, from delivering super-hit music for over a century to creating a platform that simplifies music learning.

    Padhanisa aims to be a personal singing teacher for those who enjoy singing but have never considered learning due to lack of access to the right resources or fear of judgement.

    The personalized approach of the app ensures that every individual receives tailored recommendations based on their vocal range, suggestions on warmups and workouts focussed on the key improvement areas. A comprehensive assessment of the performance is shared after every level so that learners can keep improving.

    Sharing his views on Padhanisa, Vikram Mehra, Managing Director – Saregama India Limited, “Padhanisa is an obvious extension from Saregama. The insight of the app comes from the fact that all Indians’ love to sing, be it any occasion or just to feel happy. We truly believe that there are no bad singers, but just untrained ones. So, here we are with an AI based app which trains you to sing in Sur. All you got to do is download the Padhanisa App and start your personalised music learning journey.”

  • To render a more accessible and user-friendly experience

    Seqrite unveils refreshed identity

    Seqrite, the enterprise arm of global cybersecurity solutions provider Quick Heal Technologies Ltd, has announced a new brand identity.

    Said Vishal Salvi, Chief Executive Officer of Seqrite: “Our brand refresh signifies more than just a cosmetic change – it embodies our growth over the years and our unwavering commitment to offering simplistic solutions to counter complex cybersecurity challenges. We invite businesses to explore how ‘Brand Seqrite’ can empower them to stay ahead in an ever-evolving digital landscape.”

  • In the Age of AI will Media & Advertising Divorce?

    In the Age of AI will Media & Advertising Divorce?

    Image rendered by ChatGPT given the column theme

     

    Ashoke AgarrwalA few decades ago, I was helping an advertising honcho craft an acceptance speech for a Lifetime Achievement Award. High on the list of reasons why advertising is a social good is that it enables citizens to access information and entertainment by providing media at a reasonable or no cost. Fast forward a few years, and the media veteran Pradeep Guha shocked the world by overtly positioning the primary role of the Times of India (TOI), once India’s newspaper of record, as an amasser of audiences for advertising to address. Pradeep’s honest assertion presaged the fall from grace of TOI and most other newspapers from a necessary read to a toilet accessory, if that.

    In the realm of broadcast and cable television, the relentless pursuit of audiences for advertisers has led to a steady diet of mind-numbing soap operas and shallow news coverage. The once vibrant and diverse landscape of television has been reduced to a monotonous cycle of content, all in the name of catering to advertisers’ demands.

    In the early years, social media was hailed as a tool of enlightenment and revolution, and the Arab Spring and Ukraine’s Maidan Revolution were credited to it. Today, it is seen not just as banal but as an insidious cause of rising depression among the young and tribalism at large. What gave? Once again, it was social media’s marriage with advertising. As Google (Alphabet) and Facebook (Meta) anchored their business model to advertising, they invented and nurtured algorithms that invented hordes of individuals hooked on content that amplified their worst impulses.

    The rise of OTT (Over The Top) television based on a Netflix-like subscription model led to a creative renaissance that restored television content as an art form similar to the movies (the fact that film and music had survived, in the main, as art forms have to do with the fact that advertising played little or no role in their business model). To my mind, OTT’s recent experiment with advertising as a source of revenue is dangerous and could lead to an inevitable creative slide into inaneness.

    The world is now seeing two revolutions.

    There is now a backlash to the increasing irrelevance of traditional mass media and an increasing wariness with social media as a news and information source. As a result, social media like Instagram and, where available, TikTok (or its imitators) have become platforms for content creators across various genres. While traditional social media platforms are becoming forums for content creators aiming at the mass market, niche platforms like Substack, Medium, Reddit and YouTube are becoming platforms for niche content creators in journalism, opinion, reviews and think pieces.

    In the coming years, if traditional media continues its decline, individuals or small, independent teams may take over a more significant share of the content market. While niche content on platforms like Substack and Medium is subscription or micro-payment-supported, content creators of mass platforms like Instagram and TikTok depend upon an insidious form of advertising called Influencer Marketing.

    While the dispersed content-creation model gathers momentum, another revolution is afoot as AI matures and uniquely empowers individuals and businesses. In a decade or two, communication between brands and individuals will be AI mediated with an AI avatar of the brand in communication with an AI avatar of the individual. I have posited this in my MxMIndia column of Jan 2022 titled ‘The Coming Post-Digital Age’.

    This will then result in a divorce between the media and advertising, leading to:

    • A re-emergence of mass media, albeit with a different business model
    • a repositioning of social media as a valued platform for content creators
    • And more effective and efficient brand-building by marketers through direct communication and social diffusion

    What do I mean by social diffusion? Globally, brands like Tesla and Apple have been built chiefly on social diffusion, which involves shared social narratives and the prosaic term unpaid media. Brands like Mercedes and BMW may have had advertising support in developed countries but have been mainly built on social diffusion in India. The guru brands – Sri Sri and Satguru – have been built through social diffusion. If Patanjali had continued to rely on social diffusion instead of relying on advertising to meet vaulting ambition, it would not be in the trouble it is today.

    In conclusion, the marketing communication discipline will shift paradigm over the next decade. One dimension of the change will be technology, with the emergence of AI as the vital medium of consumer interaction. The other dimension will be social, with the slow and steady accretion of social diffusion through narratives and word-of-mouth.

    Ashoke Agarrwal is a veteran advertising professional with around four decades in advertising and marketing services. Agarrwal, a chemical engineer from IIT Mumbai and a postgraduate from IIM Bangalore, is a pro-entrepreneur with past and current ventures in market research, advertising, CGI, e-learning and brand consultancy. He writes on MxMIndia every Thursday. His views here are personal.

  • TikTok fears point to larger problem: Poor media literacy in the social media age

    TikTok fears point to larger problem: Poor media literacy in the social media age

    By Nir Eisikovits

     

    The U.S. government moved closer to banning the video social media app TikTok after the House of Representatives attached the measure to an emergency spending bill on Apr. 17, 2024. The House voted on each of the four components of the bill, and the one affecting TikTok passed 360-58 on Apr. 20, 2024. The packaging is likely to improve the bill’s chances in the Senate, and President Joe Biden has indicated that he will sign the bill if it reaches his desk.

    The bill would force ByteDance, the Chinese company that owns TikTok, to either sell its American holdings to a U.S. company or face a ban in the country. The company has said it will fight any effort to force a sale.

    The proposed legislation was motivated by a set of national security concerns. For one, ByteDance can be required to assist the Chinese Communist Party in gathering intelligence, according to the Chinese National Intelligence Law. In other words, the data TikTok collects can, in theory, be used by the Chinese government.

    Furthermore, TikTok’s popularity in the United States, and the fact that many young people get their news from the platform – one-third of Americans under the age of 30 – turns it into a potent instrument for Chinese political influence.

    Indeed, the U.S. Office of the Director of National Intelligence recently claimed that TikTok accounts run by a Chinese propaganda arm of the government targeted candidates from both political parties during the U.S. midterm election cycle in 2022, and the Chinese Communist Party might attempt to influence the U.S. elections in 2024 in order to sideline critics of China and magnify U.S. social divisions.

    To these worries, proponents of the legislation have appended two more arguments: It’s only right to curtail TikTok because China bans most U.S.-based social media networks from operating there, and there would be nothing new in such a ban, since the U.S. already restricts the foreign ownership of important media networks.

    Some of these arguments are stronger than others.

    China doesn’t need TikTok to collect data about Americans. The Chinese government can buy all the data it wants from data brokers because the U.S. has no federal data privacy laws to speak of. The fact that China, a country that Americans criticise for its authoritarian practices, bans social media platforms is hardly a reason for the U.S. to do the same.

    The debate about banning TikTok tends to miss the larger picture of social media literacy.

    I believe the cumulative force of these claims is substantial and the legislation, on balance, is plausible. But banning the app is also a red herring.

    In the past few years, my colleagues and I at UMass Boston’s Applied Ethics Center have been studying the impact of AI systems on how people understand themselves. Here’s why I think the recent move against TikTok misses the larger point: Americans’ sources of information have declined in quality and the problem goes beyond any one social media platform.

    The deeper problem

    Perhaps the most compelling argument for banning TikTok is that the app’s ubiquity and the fact that so many young Americans get their news from it turns it into an effective tool for political influence. But the proposed solution of switching to American ownership of the app ignores an even more fundamental threat.

    The deeper problem is not that the Chinese government can easily manipulate content on the app. It is, rather, that people think it is OK to get their news from social media in the first place. In other words, the real national security vulnerability is that people have acquiesced to informing themselves through social media.

    Social media is not made to inform people. It is designed to capture consumer attention for the sake of advertisers. With slight variations, that’s the business model of all platforms. That’s why a lot of the content people encounter on social media is violent, divisive and disturbing. Controversial posts that generate strong feelings literally capture users’ notice, hold their gaze for longer, and provide advertisers with improved opportunities to monetise engagement.

    There’s an important difference between actively consuming serious, well-vetted information and being manipulated to spend as much time as possible on a platform. The former is the lifeblood of democratic citizenship because being a citizen who participates in political decision-making requires having reliable information on the issues of the day. The latter amounts to letting your attention get hijacked for someone else’s financial gain.

    If TikTok is banned, many of its users are likely to migrate to Instagram and YouTube. This would benefit Meta and Google, their parent companies, but it wouldn’t benefit national security. People would still be exposed to as much junk news as before, and experience shows that these social media platforms could be vulnerable to manipulation as well. After all, the Russians primarily used Facebook and Twitter to meddle in the 2016 election.

    Media literacy is especially critical in the age of social media.

    Media and technology literacy

    That Americans have settled on getting their information from outlets that are uninterested in informing them undermines the very requirement of serious political participation, namely educated decision-making. This problem is not going to be solved by restricting access to foreign apps.

    Research suggests that it will only be alleviated by inculcating media and technology literacy habits from an early age. This involves teaching young people how social media companies make money, how algorithms shape what they see on their phones, and how different types of content affect them psychologically.

    My colleagues and I have just launched a pilot programme to boost digital media literacy with the Boston Mayor’s Youth Council. We are talking to Boston’s youth leaders about how the technologies they use everyday undermine their privacy, about the role of algorithms in shaping everything from their taste in music to their political sympathies, and about how generative AI is going to influence their ability to think and write clearly and even who they count as friends.

    We are planning to present them with evidence about the adverse effects of excessive social media use on their mental health. We are going to talk to them about taking time away from their phones and developing a healthy skepticism towards what they see on social media.

    Protecting people’s capacity for critical thinking is a challenge that calls for bipartisan attention. Some of these measures to boost media and technology literacy might not be popular among tech users and tech companies. But I believe they are necessary for raising thoughtful citizens rather than passive social media consumers who have surrendered their attention to commercial and political actors who do not have their interests at heart.

     

    This article was updated to indicate that the U.S. House passed the TikTok measure on Apr. 20, 2024.The Conversation Nir Eisikovits, Professor of Philosophy and Director, Applied Ethics Center, UMass Boston. This article is republished from The Conversation under a Creative Commons license. Read the original article

  • Is Marketing coming Full Circle?
    AI-generated image

    Is Marketing coming Full Circle?

    AI-generated image

     

    Ashoke AgarrwalTime was when marketing was confined to the bazaar. Goods and services were sold in one-to-one transactions between a buyer and a seller. More often than not, the buyer and the seller had a relationship, if not of trust, then at least of familiarity.

    Then, the eras of mass manufacturing and mass media dawned. After World War II, the industrial age shifted into high gear, leading to a proliferation of products and services. The prosperous 1950s and 60s, driven by the economic boom in the USA, marked the birth of the consumer era.

    Marketing underwent a significant transformation, shifting from the traditional model of building one-to-one relationships to a new era of mediated one-to-many brand-building. Modern media made this shift possible, revolutionizing how mass audiences could be reached.

    Marketing and media forged a symbiotic relationship, each playing a crucial role in the other’s success. With its ability to attract and retain audiences, media provided the platform for marketing to communicate its messages. In turn, through advertising, marketing financed the accumulation of these audiences, ensuring the continued viability of media.

    In the initial days of mass media marketing, brands were the pegs through which information about the product or service was conveyed. In the early days of the consumer age, many products and services had differentiated features, and advertising was then the art of conveying unique selling propositions (USPs) memorably.

    A few decades into the consumer age, as categories matured, competition heated up, investment flowed into consumer businesses, contract manufacturing emerged, and brands in many categories didn’t have differentiating features to hang their stories.

    Brands morphed away from information providers to signalers of personas and lifestyles. For example, the Nike user was a never-say-die enthusiast, while the Adidas guy strived for perfection.

    Brands’ dependence on mass media increased. Signaling a persona or a lifestyle on mass media allowed the entire market–loyal users of your brand, potential users of your brand, and, as importantly, loyal users of your competition–to know what your brand stands for. Brand equity was built on what the brand stood for and what it did not. The acceptance among loyal users complimented the rejection by the faithful users of the other brand. Pepsi’s equity depended not just on its persona but as much of the persona of Coke.

    While mass media might have been primarily financed by marketing, its importance went well beyond its role as a vehicle for advertising.

    In its heyday, mass media offered society a shared cultural arena that builds societal cohesion. Most religiously read the same one or two newspapers in the morning covering the same news, watched the same prime-time TV programs and went to the same movies.

    The arrival of Facebook and the subsequent social media juggernaut fractured this cohesion. Today, the average person gets his information, views, entertainment, and cultural content from various social media and OTT sources that may have little in common with those in his family, his colleagues, or his neighbors. The cohort that shares his principal information, entertainment, and cultural sources is not a community in the traditional sense – they might not reside in the same city or even country, they might not share the same profession or educational level, and they may not be even in the same age group. The only thing they have in common is the echo chamber of partisan views and attitudes they share. They are the modern tribe – divorced from the shared everyday space and civic responsibility that defined traditional communities.

    This fracturing of societal cohesion has also fractured the rationale that drives modern brand-building.

    The core function of a brand as a widely accepted signal of a persona or a lifestyle is fast losing its potency, mainly because, in post-modern society, there is little that is widely accepted. In an era when even facts have alternate facts, what chance does a brand have as a widely accepted symbol?

    In light of failing mass media, brands have shifted their marketing resources to new media. However, the paradigm that drives their brand-building effort remains the same as in the modern era. By and large, they are yet to find a new paradigm that better suits the changed reality.

    Lately, I have heard murmurs from the marketing fraternity that perhaps digital and social media are better suited to “performance marketing” (another name for baiting someone to click on a link) than brand-building. And they must reweigh their mass media spending to strengthen their brands.

    Instead, the new reality calls for re-examining the very purpose of brands. Instead of brands being broad-based signalers of lifestyle or persona to a market, brands in the emerging new marketing era become builders of permission-driven one-to-one relationships with their consumers. Like the shopkeepers and the shoppers of the bazaar of the old days, a brand and its consumers must develop an interactive relationship of trust and constantly deepening understanding of each other.

    With the maturing of Big Data, a digital-immersed consumer, e-commerce, and the economies of scale of cloud computing, marketing can today shift to a paradigm where a brand can build and nurture a one-to-one relationship with consumers at scale.

    Given my current obsession with AI, as marketing reverts to building one-to-one relationships, the day is close when the one-to-one relationship will be between the brand’s AI avatar and the consumer’s AI avatar, as I have written in many of my MxM columns, starting with the first one.

    Marketers at the cutting edge, including many D2C start-ups, have started working on this new paradigm.

    Post-modern marketing could address another shift. The younger generation of consumers – Gen Z and, over the next decade, the Alphas (those born after 2010) – are opposed to marketing messages touting lifestyles and personas and, simultaneously, intensely devoted to a chosen cause. Can tomorrow’s brands be built based on a cause it espouses, not just in communication terms but through on-the-ground action? An exciting area to ponder in a MxMIndia column to come?

  • … as DVP – Media Buying & Trading

    Vishal Sharma is back at LS Digital

    LS Digital, the digital marketing transformation company, has appointed Vishal Sharma as its new Deputy Vice President (DVP) of Media Buying and Trading. His expertise will be instrumental in enhancing the Media Buying division at LS Digital.Sharma will be responsible for the growth of Non-Biddable Media; branding and performance partnership solutions, building trading strength and brand planning for brand subscribing to media services and help build trust in the minds of the clients.

    Maanesh Vasudeo
    Maanesh Vasudeo

    Commenting on the appointment, Maanesh Vasudeo of the leadership team at LS Digital said: “At LS Digital, we recognize the ever-evolving landscape of media buying and the transformative impact it can have on businesses across industries. As we propel towards a landscape of digital marketing transformation (DMT), omnichannel presence and consistency, it is essential for us to continually integrate media and marketing practices to offer tailored solutions to our partners.”

    Vishal Sharma
    Vishal Sharma

    This is Sharma’s second stint at LS Digital, Vasudeo added, “Vishal in his earlier role at LS Digital was responsible for pre-sales, media planning and execution. In these years, I have seen Vishal grow as a professional and his strength in media buying will further help LS Digital’s ambitious global growth plans.”

  • The ongoing Indian Premier League  will continue to be available for Free as part of its Ad-Supported offering

    JioCinema goes premium at Rs 29/month

    JioCinema has announced its new subscription offering, ‘JioCinema Premium’, with a market-disrupting Rs 29 per month subscription offer. A ‘Family’ plan was also announced at Rs 89 per month which offers the additional benefit of four simultaneous screens access. Existing JioCinema Premium members will now enjoy all the additional benefits of the ‘Family’ plan at no extra cost. The ongoing Indian Premier League  will continue to be available for Free as part of its Ad-Supported offering.IPL

    Speaking on the launch of JioCinema Premium, Kiran Mani, CEO, Viacom18 Digital said: “Creating and building an entertainment ecosystem with a product that is made for every Indian household, is not just a business strategy, but a vision to empower our country and users with an unmatched entertainment experience. JioCinema Premium aims to redefine the narrative of premium entertainment for every Indian while building a daily viewing habit.” adding: “The introduction of JioCinema Premium breaks the numerous cost and quality barriers that exist in accessing premium entertainment. With 4K streaming, best-in-class audio, offline viewing and no device restriction all at a customer-centric pricing is sure to democratise access to quality entertainment for all of India.”

  • Touching the lives of 9 in 10 internet users in India

    AI market burgeoning: Kantar research

    According to Kantar’s Icube data, Artificial Intelligence (AI) is already touching the lives of 9 in 10 internet users in India, “powered by the enormous computing capabilities on their phones, connectivity, and cloud infrastructure”,

    As per Kantar, the current AI user base of the country stands at 724 million and poised to grow YoY at 6%. These are users who have used any of the AI features like image filters, personalised recommendations, smart devices, etc till now.

    Kantar also found that ‘fitness’ and ‘social media’ apps are driving AI adoption with an average of 2.3 AI led features embedded in these applications. ‘Entertainment’ apps are a close second, standing at 2.0 AI features on average. AI is also touching ‘digital commerce’ and ‘pharmacy apps’ at an average of 1.8 AI features each. Kantar also anticipates that many more digital commerce & entertainment apps will adopt AI features to enhance quality of customer experience and stay in line with the emerging trends. Adoption however is slower in the ‘BFSI’, ‘job search’ and ‘short video’ apps segments, at an average of 1.2 features each.

    As per Kantar, adoption of AI among users is currently high for popular features while enhanced AI functionalities are catching up. Incidence among AI users in 2023:

    1. 88 % consumers used AI based algorithms which analysed their preferences, behaviours, and interests to create personalized recommendations for tailored experiences. This segment grew at 6 % YoY.
    2. 88% consumer also automated various tasks and streamlined routines to enhance efficiency and productivity in their daily lives using AI. This segment grew at 6 % YoY.
    3. 86% used ‘image enhancement filters’ so that the resulting image is improved in terms of sharpness, contrast, brightness or with other features. This segment grew at 5% YoY.
    4. At 21%, ‘smart home automation’ is a smaller segment but growing at 25% YoY.
    5. 15% consumers enhanced their ‘user experience through virtual assistants’. This segment is the fastest growing at 27% YoY.

    While AI technologies are touching most internet users of India today, their usage is expectedly higher among the youth (19–24-year-olds) at 92% and interestingly, at a high 81% for the older (45+ year old) age bracket as well.

    Speaking about AI and addressing the marketers, Soumya Mohanty, Managing Director & Chief Client Officer- South Asia, Insights Division, Kantar said: “AI is inevitable. Historically, technology adoption has always been a dominant determinant of a brand’s trajectory. We at Kantar feel that it is important to help marketers humanize AI to innovate successfully, help activate AI to predict future performance, maximize ROI and use AI strategies to build competitive advantage for sustainable growth. We have created a range of offerings which will benefit marketers and consumers by extension. LINK AI is one such solution, which helps evaluate creative effectiveness at scale and has helped uncover new insights into creating better video ads on YouTube which has a proven track record of growth, following Google’s ABCD framework. Similarly, we have introduced best in class offerings like LIFT ROI, Trend AI and NeedScope AI for various stages of brand growth as well.”

    Added Puneet Avasthi, Senior Executive Director, South Asia, Insights Division, Kantar: “Generative AI is set to become a $1.3T market by 2034 with a possible 42% CAGR growth over the next 10 years. We are sitting at a point of inflection where the next few years will enable a competitive edge between businesses who adopt early and others. As the usage of AI grows rapidly, it is critical for marketers to not use AI in isolation and as a gimmicky fad, but weave in consumer behavioural data into it to remove biases, continue to focus on building equity and not just to run activations. Kantar is at the forefront of this AI revolution and is assisting brand builders to strengthen creative testing, innovation using it’s AI based solutions.”

  • With the debut of their 24×7 video channel – RC Studio

    Radio City launches on JioTV

    Radio City launches on JioTV, introduces 24×7 video channel under the banner of RC Studio.

    Through this association, Radio City will be able to reach out to JioTV’s massive audience base across the country. The JioTV mobile app – which has over 1,000 channels in more than 16 languages and 12 genres from over 200 broadcasters is available to all the Jio subscribes across the country.

    Ashit Kukian, CEO of Radio City, expressing his excitement, said: “In this exciting juncture of innovation and expansion, I am thrilled to announce the launch of our pioneering channel, RC Studio, on JioTV and JioTV+. The launch marks a historic point in our journey, reflecting our brand’s evolution and commitment to ‘Radigitalization’. Our RC Studio’s tagline, ‘Mast Raho’, encapsulates our dedication to crafting a comprehensive digital experience that caters to our existing and new audiences. Radio City has always been a frontrunner when it comes to innovative concepts, and with this launch on JioTV, we are forging the future of entertainment by providing a platform that ignites excitement and engages viewers and brands alike in ways like never before!”

  • Two Types of News Media: A Tale of Two Indias?

    Two Types of News Media: A Tale of Two Indias?

    Shailesh KapoorThe divide between linear TV and digital (OTT/ streaming) in India is well established now. IPL perhaps is the easiest way to explain it. Both in terms of viewership and revenue, linear and digital are in the 40-60% share bracket. This near-equal split aptly tells the story of two media.

    But in examples like the IPL, the story is primarily about audience size and monetisation, but never about the content. Because the content is essentially the same, barring some paraphernalia. This is also true for catch-up television, where digital may be generating 20-30% of audience size, but the content is again the same.

    But there’s one category where the divide is fundamental in nature, and extends to content: News. It’s election season, and news is the genre of the season, apart from the IPL. Till a few weeks ago, this election was being called a no-contest. But no election is, even if many feel the result is a foregone conclusion. Things have heated up, and not always in a good way. We are still another five weeks away from the results, and we can expect more fireworks, to use a mild word.

    If you watch news on TV channels (or their YouTube feeds/ channels), you will see a certain kind of coverage. But if you follow the elections in digital media, including YouTube, you will see something very different. It’s a tale of two Indias, so to speak.

    Last week, PM Modi made a highly controversial speech in Rajasthan, where he specifically singled out a religious community, and quite uncharitably so. The way this story has shaped up in linear TV news channels and digital media is remarkably different. The digital coverage is more analytical and evidence-based in nature, while that on TV is more dramatic and confrontational. Of course, it also means very different political stances on the speech, in the two media.

    And that’s true for all political news, in general, today. It’s not just the content, but even the tone, tenor, and treatment are poles apart. This segmentation of the news genre is compelling, but also tricky, because it means that the nature of the media is deciding the discourse!

    Digital news is nowhere close to linear TV news on monetisation. Almost all of it is free, and YouTube monetisation is hard to come by, unless you have big numbers. Some digital news platforms do not take advertising to make the larger point about free media. Relying on subscriber support can be hard, especially in a category where there are too many options available. But it’s a fundamental stance these platforms have taken.

    Hence, unlike the IPL, the share of viewership or monetisation is not in the 40-60% range, but closer to 20-80% or even 10-90%. If the content was the same, digital news would have been on the fringes, battling irrelevance. But because of the content contrast, it manages to breathe. At least for the moment.