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Q: According to the trends for 2024 released as part of GroupM’s TYNY report, AI and technology (will) dominate the content landscape and creator economy. Do you see this happening in Tier-2/3/4 India?
A: I agree with the observations made by the GroupM 2024 report. It is a fact that AI is having a profound impact on the field of content creation, its dissemination, transforming the way that writers, editors, and marketers approach their work. AI is being used for a variety of tasks in content creation—from automated content generation to data analysis, its optimisation and improving operating efficiency.
Impact of technology can’t be confined to only the big cities. Technology blurs both geographical boundaries and sectoral demarcations. Consequently, the tremor of transformation would be felt everywhere. There may be slower adaptations but that would hasten faster demise of organisational existence.