A provocative question to start the last full week of July. And the answer from Dr Bhaskar Das in the July 24 edition of Das ka Dum is a must-read for every A&M mediaperson. Read on…
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Q. From your interaction with all the digital advertising folks in India, do you think they really understand Artificial Intelligence? Or is their awareness all artificial?
A. I don’t claim to have exhaustive interactions with so-called digital folks specially focused on the kind of query you have raised. But with my finite knowledge on AI, I may try to share a few top-line macro points on the subjects, irrespective of the level of understanding of the practitioners of the industry.
1. AI can meet the creative industry’s need for accentuated imagination (AI in another expansion of acronym)
2. As hyper-personalisation demand goes up, AI can rise to the challenge if one knows how to leverage it.
3. AI can create exciting and engaging new formats for storytelling and embodied experiences for consumers
4. Embracement of the various tools of AI (augmented intelligence – again another expansion of acronym) to increase performance, efficiency and improve output
5. AI can Improve creativity and create elements for any storyboard more impactfully.
6. AI, creativity, and learning are interlinked and will form part of mainstream learning.
Net-net, progress in AI and ML will enable brands to move at the speed of consumer/ country specific culture and get ahead of shifting sand of consumer tastes and preferences.
Practitioners need to see the writing on the wall rather than pooh-pooh the same as artificial. As they say, jhuk jao, ya toot jaoge. And that’s official.