Generative AI is being leveraged by brands across industries globally and in India to improve customer experience, streamline operations and deliver personalized content.
Shantanu David
issued – July 3, 2023 8:45 AM
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Read in 7 minutes
As India’s digital market and media landscape continues to rise exponentially, among the many factors contributing to this rise are what have come to be known as the three V’s: voice, video and vernacular. As the world’s most populous country with nearly 700 million internet users, still less than half of India’s population, an additional 200 million are expected to have internet access by 2025, so audiovisual content is the king. And that particular area is under the influence of emerging technologies, especially artificial intelligence.
Generative AI, the current masterpiece, is being leveraged by brands across industries globally and in India to enhance customer experiences, streamline operations and deliver personalized content. As technology continues to advance rapidly, brands may seek even more innovative ways to leverage generative AI for business growth and digital transformation.
“Imagine a world where you could write songs like Garzar and Anand Bakshi and sing like Beyoncé. Just a sense of theory and a system that can handle your reckless actions at the prompts of AI’s magical execution. It has huge potential to drive change,” said Sujai Chandan, Creative Director of FoxyMoron South at Zoo Media.
Vivek Kumar Anand, Chief Business Officer at DViO Digital, points out that the main promise of generative AI is to streamline almost any everyday language- or process-driven task. “Think about it. Almost every business process or customer transaction can be classified into its own linguistic patterns. And the best part? Generative AI can make these tasks more efficient. can.”
Indian organizations are already embracing the immense potential of generative AI. For example, MakeMyTrip introduced voice-assisted booking in Indian languages, opening the door to personalized experiences. Platforms like Rephrase.ai and Exaltive enable businesses to create compelling content using AI for voice, video and language. Meanwhile, ChatGPT’s multilingual capabilities including Hindi, Bengali and Tamil will revolutionize chatbot interactions.
“Generative AI is not only about streamlining mundane tasks, increasing productivity and fostering innovation. It is also about humans and AI working together to push boundaries and create new It is also about unleashing our collective imagination to create possibilities,” adds Anand.
Generative AI continues to evolve, shaping the digital media landscape in India (and will continue to do so on a global level as well), helping brands connect with audiences, create truly unique user experiences, and drive digital transformation across sectors. It provides new opportunities to advance. . But along the way, it’s important that brands continuously monitor and evaluate the impact of their generative AI solutions to ensure they’re aligned with business goals, user needs, and ethical standards. Just as the industry needs to figure out how to use technology to strengthen his three Vs,
voice
As for voice, Wizikey CEO and co-founder Aakriti Bhargava says that the Generative AI API can be used to create authentic and natural-sounding voice narrations for audio-based advertising content such as podcasts and video ads. says. “This eliminates the need for professional voice actors, reducing costs and production time,” she says.
On the other hand, given that Google notes that Indians use voice search almost twice as often as the global average, applications for information and online transactions are the most common language used by Indians. There will be an equally innumerable number of them.
“For example, using generative AI, brands can develop their own voice assistants to deliver personalized, interactive experiences to their users, as opposed to chatbots, which are currently very primitive. Synthetic voice systems are already being deployed in things like ad narration and IVR systems, and may evolve further in the future,” said Vincent Kola, Creative Supervisor of Design and Video at Socheers.
For example, Swiggy introduced a voice-based food ordering system using an AI voice assistant. “Users can order food through voice commands on his Swiggy app, making the process more intuitive and convenient. And convenience is everything. The overall user experience has improved,” says Chanda.
He added, “It may sound crazy, but AI can generate human-like voices in many different languages. , brands can create audiobooks, podcasts and ads in local languages to reach a wider audience and increase engagement in the process.”
video
Kola adds that content creation also benefits greatly from automated video content, including templates, visual effects, and even full video generation. “There are still issues with attribution and consent with the new AI model, but performance is definitely at a new level. We can enhance our content, branded videos, and user interfaces,” he says.
Mitesh Kothari, co-founder and chief creative officer at White Rivers Media, agrees that the advent of generative AI is massively enhancing the content game. “Innovation and advanced technology have helped our brands improve their customer experience and ROI. With data-driven and customized video enhancements, brands are able to deliver better and more targeted visuals, leading to higher conversions.” You can also achieve a rate.”
Bharagava added that by leveraging generative AI, brands can automate tasks such as video editing, scene generation, and special effects to enhance video creation. This streamlines the production process, making it more efficient and cost effective.
local language
Kothari says generative AI can help bridge language gaps by processing local-language content and create compelling content that resonates with local communities. “By using AI responsibly and carefully, we can harness the power of AI in any digital environment and effectively drive business growth.”
Chanda added that AI tools can generate region-specific content such as articles, social media posts, and advertising copy tailored to specific target audiences and geographies. “These tools leverage natural language processing and machine learning techniques to understand the characteristics and preferences of different user segments, enabling brands to create personalized content at scale.”
By producing translations and localized content, Bhargava said, brands can offer targeted audiences a personalized and culturally relevant experience and expand their reach in the language market. increase.
“It is clear that generative AI can be a very valuable asset for brands, but there are certainly a lot of things to be aware of when working with it. It is time, but given its power, it is also the responsibility of brands, agencies and individuals to implement certain guidelines to ensure the safety and ethical use of generative AI,” asserts Chanda. .
Safe and secure
In fact, when talking about India’s digital media transformation, one cannot overlook the fact that there are always safety concerns with AI. “Generative AI could hurt more than help the industry if brands are unaware of their commitment to data privacy, debiasing and content moderation,” Cora said.
Siddharth Thakkar, Metaform’s Director of Strategy and Planning, said brands can reach their full potential by adhering to ethical and legal guidelines, prioritizing data privacy and security, and rigorously testing their output. It states that it can be withdrawn to “By leveraging generative AI, brands can create visually appealing and personalized marketing content that enhances customer engagement, including product mockups, video animations, and visual dubbing. It helps us improve operational efficiencies and improve quality standards,” he says.
“Above all, human oversight is always essential to curating and validating AI-generated content prior to publication. By addressing , we will undoubtedly be able to improve customer experience, achieve higher engagement and truly harness the potential of India’s digital landscape,” concluded Mr. Korra.
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