MUMBAI: We live in an AI world. Thanks to the vast computing capabilities of mobile phones, connectivity and cloud infrastructure, 9 out of 10 Indian Internet users are using AI, finds research by Marketing Data and Analytics Did. Kanter is solid. Currently, the country's AI user base is 724 million and is expected to grow by 6% year-on-year. These are users who have used any of his AI features such as image filters, personalized recommendations, and smart his devices. Social media and fitness apps are leading the charge in driving AI adoption, with related applications incorporating the most AI-driven features. Entertainment apps are a close second, placing him in second place. AI is also being implemented in digital commerce and pharmacy apps. Kantar expects more digital commerce and entertainment apps to adopt AI capabilities to improve the quality of customer experience and align with emerging trends. The survey showed that adoption remains slow in the areas of BFSI, job search and short video apps. The use of AI technology is expected to be higher among young people (19-24 years old). But people aged 45 and older are holding on as well, with usage rates among this cohort at about 81%. Despite consumer acceptance of AI, the use of the technology is not as widespread among marketers due to privacy and safety concerns, said Kantar's MD, South Asia, Insights. Deepender Rana, Senior ED (Insights) for South Asia, and Puneet Avasthi, Senior ED (Insights) for South Asia told TOI. in interaction. About 60% of organizations surveyed by the company said they rarely or never use AI. “There's a lot of data, but consumers don't want AI to be used manipulatively. Companies are still figuring out where the boundaries of privacy are,” Rana said. Additionally, a marketer must also ensure that no bias creeps into his AI-driven recommendations to consumers.
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