Category: Digital

  • Dish TV Smart+ Services launched

    Dish TV has launched ‘Dish TV Smart+’ Services offering TV and OTT on any screen, anywhere.

    Commenting on the new proposition, Manoj Dobhal, CEO of Dish TV India Limited, said: “Since its inception, Dish TV has transformed the entertainment consumption landscape, pioneering new ways for people to enjoy their favourite content. With this new proposition, we are poised to make an even greater difference, setting a new standard for immersive and accessible entertainment experiences. The launch of ‘Dish TV Smart+’ Services represents more than just a proposition; it embodies the vision to redefine entertainment consumption in India, which is getting smarter and bigger. In a market flooded with options, customers often find themselves overwhelmed. We aim to simplify their choices by offering a holistic and complete entertainment solution. We firmly believe that both traditional television and OTT platforms are indispensable in today’s age, and with our proposition, we aim to reaffirm their equal importance.”

    Added Sukhpreet Singh, Corporate Head of Marketing, Dish TV & Watcho: “With ‘Dish TV Smart+’ Services, we’re not just introducing a new proposition; we’re leading a paradigm shift in entertainment consumption. Through our multi-channel marketing approach, we are committed to directly engaging with consumers, ensuring broad awareness and adoption. As a brand, we prioritize staying ahead of trends and adapting to evolving audience preferences. Customer satisfaction is at the heart of our strategy, and we are committed to delivering unparalleled entertainment experiences that cater to their diverse preferences and lifestyles.”

  • UnFoldMart wins digital marketing mandate of DocTrePat

    UnFoldMart, a marketing and advertising agency headquartered in Gurugram, has collaborated with DocTrePat, which is into health services and medical tourism.

    Said Gaurav KR Sharma, Co-Founder of DocTrePat: “We are excited to partner with UnFoldMart as we embark on this transformative journey towards digital excellence in healthcare. UnFoldMart’s digital expertise and strategic insights are invaluable assets as we navigate the online landscape and extend our reach to a global audience seeking quality healthcare solutions.”

    Added Abhishek Garg, Co-Founder of UnFoldMart: “Our collaboration with DocTrePat goes beyond conventional marketing; it’s about leveraging digital tools and strategies to drive meaningful impact and enhance patient outcomes. We are committed to utilising our expertise to elevate DocTrePat’s brand, connect with diverse patient demographics, and facilitate seamless medical journeys on a global scale.”

  • Disney+ Hotstar to offer ‘Free on Mobile’ viewing experience

    Disney+ Hotstar has announced that the upcoming ICC Men’s T20 World Cup 2024 will be available to stream ‘Free on Mobile’ for those using the Disney+ Hotstar app.

    Commenting on this, Sajith Sivanandan – Head, Disney+ Hotstar India said: “By offering the ICC Men’s T20 World Cup 2024 for free on mobile, we aim to make the game of cricket more accessible, reach a wider audience across the country and ensure that none of the sporting action is missed. No sport works as a better catalyst than cricket in bringing people together. Last year’s Asia Cup and ICC Men’s Cricket World Cup, where we offered both tournaments for free on mobile, allowed us to serve newer audience segments helping us to significantly expand viewership.”

  • Arkreach’s AI-powered tool for Contextual Sentiment Analysis

    Arkreach, a communications analytics product company, has unveiled a new AI-powered feature for Contextual Sentiment Analysis.

    Commenting on the success of the new AI feature launch, Vishal Sharma, Chief Strategy Officer at Arkreach, said: “In the digital era, communications metrics must evolve – the global PR software and media intelligence market is expected to be worth US$17,569 million by 2027, indicating a massive utilisation of the technology advancements. Arkreach’s Contextual Sentiment Analysis, powered by Artificial Intelligence, seeks to revolutionise the field of communications analytics. This novel approach transcends conventional metrics by incorporating granular, context-specific understanding derived from News Consumption Behavioural Data.”

    Added Neeraj Kumar, Chief Technology Officer, Arkreach: “The significance of contextual sentiment analysis, for a long time, had remained secluded in the conventional tools. Arkreach gives you pinpoint-accurate sentiment on any issue, but that’s not all. It also decodes the WHY behind the context. For clients, this translates into rocket-fueled communication strategies.”

  • Tredence appoints Munjay Singh as COO

    Munjay Singh
    Munjay Singh

    Tredence, a data science and AI solutions company, has appointed Munjay Singh as Chief Operating Officer (COO).

    Said Shub Bhowmick, CEO and co-founder of Tredence. “Tredence collaborates with more than forty Fortune 500 companies to help them uncover opportunities in marketing, customer experience, supply chain, and other functions. We have developed verticalised collections of AI and data accelerators that our clients have implemented to achieve tangible business improvements within weeks. Under Munjay’s leadership and strategic guidance, we aim to propel this vision forward, driving innovation and operational excellence across our business functions and practices, and achieving new levels of success.”

  • Tata Play & Amazon Prime collaborate

    Content distribution platform Tata Play has joined hands with Amazon Prime to offer Tata Play DTH and Tata Play Binge customers multiple ways to access Prime Video’s content. Tata Play DTH subscribers can now choose from multiple packs starting from INR 199 per month, that offer a variety of their TV channels along with Prime Lite with Tata Play. In addition, Binge subscribers can get Prime Lite with Tata Play along with 30+ other popular apps at various price points. At INR 199 per month, users can subscribe to 6 OTT apps, including Prime Video, from a list of 33 apps, or can subscribe to all 33, including Prime Video at INR 349 per month.

    Said Harit Nagpal, Managing Director and CEO, Tata Play, on the partnership. “While on the one hand, Tata Play’s robust content distribution network will help in expanding Amazon Prime’s outreach to newer audience segments, on the other, addition of Prime Lite Membership with Tata Play will make Binge a more compelling proposition.”

    Added Gaurav Gandhi, vice president, APAC & MENA, Prime Video: “At Prime Video, our mission is to super-serve our customers with the best of entertainment, and we are constantly looking at ways to strengthen our distribution to ensure wider availability of our much-loved movies and series. The collaboration with Tata Play provides its DTH and digital customers seamless access to Prime Video’s full selection of content, as well as Prime Lite benefits like unlimited free shopping & shipping of ‘Same-day/Next-Day’ delivery, Prime exclusive deals and much more. We look forward to working with Tata Play to make premium entertainment even more accessible to customers in India.”

  • Chatting with ChatGPT

    Photo : Tara Winstead on pexels.com

     

     

     

    Prabhakar MundkurIf you are an artificial intelligence fan like me, you have no doubt watched all the seasons of Westworld.  Or you might have been an avid watcher of Stanley Kubricks 2001 Space Odessey and HAL’s famous words from that movie when he says: ‘I am putting myself to the fullest possible use, which is all I think that any conscious entity can ever hope to do.’ That was as human as human can get.

     

    When I first heard about ChatGPT, I was intrigued. I had played around with IBM Watson many years ago and even used it to make some revealing business analyses and business decisions.  So what was ChatGPT going to be like?  The humanness of artificial intelligence intrigues me and I for one have never been afraid of it.

     

    Humanity’s biggest threat has always been itself. ~Engerraund Serac in Westworld

    In fact ChatGPT interacts with you in a very human way.  You could have a conversation or you could ask it questions.  What I found was that the interactions are certainly very human, I wouldn’t know the difference.

     

    What is ChatGPT?

    ChatGPT is an open chatbot system released just three months ago by OpenAI, a for-profit research lab.  You can almost ask it any question. And it will go thru swaths of data from the internet to deliver a dialogue with you. ChatGPT, according to its inventors, is still not perfect and it is still ‘learning.’ The biggest challenge for AI researcher to tackle is the Turing Test. You would have heard of that in the movie ‘The Imitation Game’ that portrayed the life of English mathematician and computer scientist Alan Turing. Turing proposed the following test to gauge intelligence. Can a human conversing with a human and with a computer tell which is which?

     

    UBS Analyst Lloyd Walmsley estimated that 100 million users had used ChatGPT in January 2023 in two months after launch what took Instagram two and half years.

     

    What kind of questions can you ask ChatGPT?  Mostly everything from asking it questions in quantum physics to asking it to write a poem.  Here are some of the questions I asked.

     

    PM: What is Schroedinger’s Cat?

    Chat GPT:  Schrödinger’s Cat is a thought experiment in quantum mechanics, proposed by Austrian physicist Erwin Schrödinger in 1935. The experiment describes a scenario in which a cat is placed in a sealed box with a radioactive substance and a poison, such that the radioactive decay of the substance has a 50-50 chance of killing the cat. The idea is to demonstrate the concept of superposition in quantum mechanics, where a particle can exist in multiple states at the same time, and the act of observation collapses the wave function and determines its state. In the case of Schrödinger’s cat, the cat is both alive and dead at the same time until the box is opened and the state is observed.

     

    Or I asked it to write a love poem and this is what I got.

     

    Love is a rose, with petals soft and bright,

    A flame that dances, illuminating the night.

    A treasure to hold, a gift to share,

    A feeling that warms, a bond that’s rare.

     

    It’s the twinkle in your eye, the skip of your heart,

    The laughter that echoes, when we’re worlds apart.

    It’s the comfort you bring, the peace you bring to my soul,

    The place I call home, the place I call home.

     

    With you, I am whole, I am free, I am me,

    Together we soar, through the highs and the lows.

    And though the winds may howl, and the skies may turn gray,

    Our love will endure, with you, come what may.

     

    So here’s to the laughter, the tears and the joy,

    To a love that is true, a bond we’ll enjoy.

    With you, my dear, my heart overflows,

    With love and with life, with love that glows.

     

    Interesting isn’t it? Chatbots are based on Natural Language Processing or NLP. Chatbots are being used for internal business communication, enhancing customer service and to boost online commerce.

     

    What is the future of AI?  I think so far all of what we thought was science fiction has pretty much turned out to be reality.  I wouldn’t be surprised if our future world was a lot like Westworld.

     

    Prabhakar Mundkur is a veteran adperson, a prolific writer and musician. He writes for MxMIndia on and off. His views are personal

     

  • Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Sanjeev KotnalaThe excitement around AI-generated content is palpable. AI promises to fulfil a wide range of creative and functional needs quickly and efficiently. It can write books, blogs, and articles, design advertisements, create social media posts, develop visuals, and more. However, the surge in AI-generated content raises questions about originality and copyright protection for commercialising the content.

     

    Sourcing v/s Plagiarism

    Based on human prompts, AI generates content by accessing a vast repository of digital material and synthesising it into new works. This process often involves repurposing existing material, raising concerns about plagiarism. The AI doesn’t create original content; instead, it reconfigures what already exists, often from sources with copyright protections — something human creators are not allowed or expected to do. Genuinely speaking, it is a new form of an old problem- plagiarism.

    Before you point out, let me say that many human creators do the same! For example, I accessed many articles for this column, assimilated my thoughts, and then presented my point of view. So, what’s wrong if AI does the same? The AI does not superimpose its thoughts and thinking while recreating- recrafting what it proposes.

     

    Shaky on Copyright

    Copyright protection hinges on three main criteria: originality, a tangible medium, and human authorship. While AI-generated content might meet the requirement of being in a tangible medium, it falters on the other two fronts. AI content lacks originality since it is derived from existing works. Remember, the test of originality looks at substantial similarities and not differences. And it definitely fails the test of human authorship as algorithms, not humans, generate it.

    Unless the rules are changed- the AI-generated material cannot be commercially protected, which may be why most Generative AI programs promise the user the freedom to use or say they own the content!  However, if you were to try copyrighting it- you would be disappointed.

     

    The Debate on AI vs Copyright Continues

    The debate around AI and copyright is ongoing and complex. Some argue that traditional notions of copyright are becoming obsolete in a rapidly evolving digital landscape. Others believe in democratising content and universal ownership, valuing productivity and accessibility over strict copyright enforcement. You can ignore this debate if you feel the same way.

    It’s important to note that the debate on AI Content Copyright and the rules to harness AI capabilities within a safety net of universally accepted guidelines are ongoing and of significant relevance. This is a topic that we will be actively discussing and trying to resolve for some time.

     

    Case for a Disclaimer

    To maintain transparency, content creators should disclose the use of AI in their work. This would help differentiate between predominantly AI-generated content and content primarily created by humans with some AI assistance.

    Some digital content creators do mention if AI was used in content development. It may not be a case like the News and Advertorial, but the audience has the right to know. What do you think?

     

    Humanising AI Content

    Many creators use AI for initial content generation but rely on human creativity to edit and refine the final product. This practice, while common, does not solve the issue of originality since the AI’s role in content creation remains significant. Do not consider it a possible escape route to claim the originality of content. It would not pass the test.

     

    Individual Point of View

    Opinions on AI-generated content vary widely. The lack of consensus on copyright and commercial protection for such content leaves many questions unanswered. The debate will continue until the lawmakers and stakeholders work towards a shared understanding and framework- which is not expected soon.

    Possible solutions include stricter regulations on using copyrighted material in AI training, more explicit guidelines on the attribution of authorship in AI-generated content, and the development of AI-specific copyright laws.

    Many question the futility of such a debate. They question if it matters when the content is relevant, impactful, and to the brief. Is there a problem if no one objects and claims copyright?

     

    Net-net: AI Is trained on Pre-Existing Content

    AI training involves using pre-existing, often copyrighted content without explicit permissions or commercial transactions. This practice can lead to a homogenisation of creative works, potentially stifling originality and creativity in the long run.

    Many global and national content creators refuse AI permission to access their content for training. Is that a step in the right direction?

    Or would you want to access AI and check the politically correct stance and response?

     

    DISCLAIMER. This article first had 1063  words, then AI condensed it to 383. What you read is the Humanised version (741 words) of that condensed article- as the condensed version lacked and blanked out many human thoughts- still with the use of AI- I do not claim to be the sole creator of this particular piece of work.

  • 22feet Tribal Worldwide campaigns for BGMI

    22feet Tribal Worldwide has unveiled anew campaign for Battlegrounds Mobile India (BGMI), Krafton‘s battle royale game, titled ‘Hai Thoda Time, Play Thoda BGMI’. The campaign highlights BGMI’s range of quick gameplay modes, tailored for the evolving needs of modern gamers.

    Said Srinjoy Das, Associate Director of Marketing, Krafton India: “Cutting clutter when you are talking about something as mundane as lack of time is tough. For this campaign, we found the scripts to be remarkably funny, and brings out a very dramatic set of circumstances that piques strong curiosity and ensures high video completion rates. We hope our fans love the beautifully directed films as much as we do.”

    Added Vishnu Srivatsav, Creative Head – 22feet Tribal Worldwide: “We were seeking the most precious commodity in the known universe, time. And not a large amount of time, but a tiny sliver of it. But we know that every second of free time that people get is a gift from the universe. So we went ahead and made films that showed the amount of things that needed to happen for anyone to get just a little bit of time.  We worked on the crazy, yet plausible set of events that lead to you getting a little bit of time for BGMI’s quick game modes.”

  • Salesforce Research: 79% of marketers have fully implemented AI into their workflows

    Salesforce, the global leader in CRM, today released the new State of Marketing report, sharing insights from over 4,800 marketing leaders across 29 countries — including 250 from India .

    The report covers the latest trends on how marketers are evaluating and implementing AI into their operations; approaching data acquisition, maintenance, and application strategies; and ensuring customer trust and security as vulnerabilities increase. Generative AI may be relatively new, but marketers have been quick to add it to their arsenal. Globally, over half of marketers say they currently use predictive and generative AI — and nearly all marketers plan to use both types within the next 18 months.

    Key insights from the research include:

    Priorities for a new marketing era. Marketers are evolving their practices in a highly competitive landscape. They’re looking to AI — both generative and predictive — to help personalize at scale and boost efficiency.

    Implementing / leveraging AI is marketers’ #1 priority on a global scale, as well as their biggest challenge.

    Locally, improving use of tools and technologies is India marketers’ No. 1 priority, while building/retaining trust with customers is their No. 1 challenge.

    Marketers shore up their data foundations. Businesses have long struggled to connect disparate data points to create consistent, personalized experiences across customer journeys. Yet as third-party cookies are depreciated and AI proliferates, that quest is only becoming more critical — and challenging.

    28% of marketers in India are fully satisfied with their ability to unify customer data sources.

    66% of marketers in India have access to real-time data to execute a campaign. 59% need the IT department’s help to do so.

    Marketers in India use an average of 9 different tactics to collect data, with customer service data being the most common.

    Marketers embrace AI with an eye on trust. Marketers are intent on successfully applying AI in their operations with the right data, but are concerned about security.

    o   79% of marketers in India are already experimenting with or have fully implemented AI into their workflows.

    o   AI implementation is also a point of differentiation: high performing marketing teams are 3.1x more likely than underperformers to have fully implemented AI within their operations.

    o   The three most popular AI use cases among marketers in India are: Getting performance analytics, generate content, Programmatic advertising and media buying.

    Full personalization remains a work in progress. To meet rising customer expectations around personalization, marketers are graduating beyond broad audience segmentations, like location or age, to more specific identifiers like individual preferences or past interactions.  There’s also a difference between how the highest- and lowest-performing marketing teams adapt.

    High performers in India fully personalize across an average of 6.0 channels, compared with others who fully personalized across 5.0.

    Marketers seek unified analytics. There is no shortage of data sources, but putting that data to work is a challenge — especially when it demands a holistic or long-term view of data.

    58% of marketers in India track customer lifetime value (CTV).

    92% of marketers in India say they have a clear view into marketing’s impact on revenue.

    Deeper relationships emerge with account-based marketing (ABM) and loyalty programs. Companies are increasingly turning to strategies like ABM and loyalty programs for better acquisition and retention. Yet many of these programs’ information sources remain disjointed, as does the customer experience.

    Only 58% of marketers in India say loyalty data is fully integrated across all touchpoints.

    50% of marketers in India say loyalty program functionalities are accessible across all touchpoints.

    B2B marketers in India use ABM for customer acquisition, but less than half use it for upselling and cross-selling, 38% and 49%, respectively.

    Said Nishant Kalra, VP – Digital, Salesforce India: “Today, Data and AI hold the promise of helping marketers reach customers in new, more engaging ways, but they are far from reaching their potential. Eager to make the most of every customer engagement, marketers deploy a wide variety of tactics to collect clues for better audience understanding. Today it is evident, Sales and Marketing can no longer be viewed as just another function, they are the very engines and drivers of growth for any business.  As marketers in India are prioritizing AI and Data capabilities, building and retaining customer privacy and trust poses a significant challenge. Insights from the report are valuable to marketers across the country to help them outdo their competition by embracing AI and Data, to drive loyal customers, while mitigating trust, privacy and security challenges.”

  • Kajol stars in new campaign of Google Pay

    Lowe Lintas has recently launched a campaign in collaboration with Google Pay, digital payment platform. The campaign, starring actress Kajol, seeks to highlight the unparalleled confidence, solace, and peace of mind experienced by users while utilizing the payment app.

    Sharing his thoughts on the campaign, Naveen Gaur, Group Chief Operating Officer (Growth & Innovation), MullenLowe Lintas Group said: “With digital payments becoming an integral part of our daily lives, we wanted to reiterate and reassure users about GPay’s ability to handle their payment needs in a simple, secure and fast way. To bring this to life, we let the product take centre stage with the audio and visual mnemonic of the blue tick serving as a positive reaffirmation of a seamless payment on the app. Be it merchant payments, Fastag or mobile recharge, our protagonist Kajol and her family and friends go about using GPay effortlessly. Supported with a musical track in the background reinforcing ‘Sab Tick Hai’.”

    Added Mohit Pasricha, Unit Creative Director, Lowe Lintas: “Consumers are not writers; they don’t express emotions like we might. Their trust reflects in many different ways. One such way is how they enunciate and call out the brand’s name. This is the simple observation we proceeded with. The way one might say ‘Google Pay Hai’ says it all.”

  • Yes, Machine Learning can Violate your Privacy!

    Yes, Machine Learning can Violate your Privacy!

    By Jordan Awan

    Machine learning has pushed the boundaries in several fields, including personalised medicine, self-driving cars and customised advertisements. Research has shown, however, that these systems memorise aspects of the data they were trained with in order to learn patterns, which raises concerns for privacy.

    In statistics and machine learning, the goal is to learn from past data to make new predictions or inferences about future data. In order to achieve this goal, the statistician or machine learning expert selects a model to capture the suspected patterns in the data. A model applies a simplifying structure to the data, which makes it possible to learn patterns and make predictions.

    Complex machine learning models have some inherent pros and cons. On the positive side, they can learn much more complex patterns and work with richer datasets for tasks such as image recognition and predicting how a specific person will respond to a treatment.

    However, they also have the risk of overfitting to the data. This means that they make accurate predictions about the data they were trained with but start to learn additional aspects of the data that are not directly related to the task at hand. This leads to models that aren’t generalised, meaning they perform poorly on new data that is the same type but not exactly the same as the training data.

    While there are techniques to address the predictive error associated with overfitting, there are also privacy concerns from being able to learn so much from the data.

     

    How machine learning algorithms make inferences

    Each model has a certain number of parameters. A parameter is an element of a model that can be changed. Each parameter has a value, or setting, that the model derives from the training data. Parameters can be thought of as the different knobs that can be turned to affect the performance of the algorithm. While a straight-line pattern has only two knobs, the slope and intercept, machine learning models have a great many parameters. For example, the language model GPT-3, has 175 billion.

    In order to choose the parameters, machine learning methods use training data with the goal of minimizing the predictive error on the training data. For example, if the goal is to predict whether a person would respond well to a certain medical treatment based on their medical history, the machine learning model would make predictions about the data where the model’s developers know whether someone responded well or poorly. The model is rewarded for predictions that are correct and penalized for incorrect predictions, which leads the algorithm to adjust its parameters – that is, turn some of the “knobs” – and try again.

    The basics of machine learning explained.

     

    To avoid overfitting the training data, machine learning models are checked against a validation dataset as well. The validation dataset is a separate dataset that is not used in the training process. By checking the machine learning model’s performance on this validation dataset, developers can ensure that the model is able to generalise its learning beyond the training data, avoiding overfitting.

    While this process succeeds at ensuring good performance of the machine learning model, it does not directly prevent the machine learning model from memorising information in the training data.

     

    Privacy concerns

    Because of the large number of parameters in machine learning models, there is a potential that the machine learning method memorises some data it was trained on. In fact, this is a widespread phenomenon, and users can extract the memorised data from the machine learning model by using queries tailored to get the data.

    If the training data contains sensitive information, such as medical or genomic data, then the privacy of the people whose data was used to train the model could be compromised. Recent research showed that it is actually necessary for machine learning models to memorise aspects of the training data in order to get optimal performance solving certain problems. This indicates that there may be a fundamental trade-off between the performance of a machine learning method and privacy.

    Machine learning models also make it possible to predict sensitive information using seemingly nonsensitive data. For example, Target was able to predict which customers were likely pregnant by analysing purchasing habits of customers who registered with the Target baby registry. Once the model was trained on this dataset, it was able to send pregnancy-related advertisements to customers it suspected were pregnant because they purchased items such as supplements or unscented lotions.

     

    Is privacy protection even possible?

    While there have been many proposed methods to reduce memorisation in machine learning methods, most have been largely ineffective. Currently, the most promising solution to this problem is to ensure a mathematical limit on the privacy risk.

    The state-of-the-art method for formal privacy protection is differential privacy. Differential privacy requires that a machine learning model does not change much if one individual’s data is changed in the training dataset. Differential privacy methods achieve this guarantee by introducing additional randomness into the algorithm learning that “covers up” the contribution of any particular individual. Once a method is protected with differential privacy, no possible attack can violate that privacy guarantee.

    Even if a machine learning model is trained using differential privacy, however, that does not prevent it from making sensitive inferences such as in the Target example. To prevent these privacy violations, all data transmitted to the organisation needs to be protected. This approach is called local differential privacy, and Apple and Google have implemented it.

    Differential privacy is a method for protecting people’s privacy when their data is included in large datasets.

     

    Because differential privacy limits how much the machine learning model can depend on one individual’s data, this prevents memorization. Unfortunately, it also limits the performance of the machine learning methods. Because of this trade-off, there are critiques on the usefulness of differential privacy, since it often results in a significant drop in performance.

     

    Going forward

    Due to the tension between inferential learning and privacy concerns, there is ultimately a societal question of which is more important in which contexts. When data does not contain sensitive information, it is easy to recommend using the most powerful machine learning methods available.

    When working with sensitive data, however, it is important to weigh the consequences of privacy leaks, and it may be necessary to sacrifice some machine learning performance in order to protect the privacy of the people whose data trained the model.

     

    Jordan Awan is Assistant Professor of Statistics, Purdue University. This article is republished from The Conversation under a Creative Commons license. Read the original article.