“Trust is paramount, especially in the age of AI and deepfakes,” said Shashi Shekhar Vempati at the Branding and Marketing Summit, hosted by ASSOCHAM last week. The former CEO of Prasar Bharati spoke on the impact of artificial intelligence (AI) and automation on the marketing landscape. Vempati highlighted the critical significance of data privacy and ethical considerations amidst the proliferation of AI and deepfakes.
“The future of marketing lies in embracing AI and automation while upholding the values of data privacy and ethical practices,” he said, adding: “Innovative technologies such as generative AI not only break language barriers but also offer invaluable insights for crafting exceptional customer experiences.”
Reflecting on his tenure at Prasar Bharati, Vempati shared insights into the challenges faced during the Covid-19 pandemic, particularly in combating misinformation. “Our experience during the pandemic highlighted the critical role of media in dispelling misinformation and fostering trust.”