Regulation needs to go at the same pace as product innovation: Roshni Das

In a keynote session at the e4m-dentsu Digital Advertising Report 2024 launch, Roshni Das, GM & Regional CMO – APJ Marketing & Partner Scale - Intel Corporation addressed the topic "Industrialisation Of Intelligence: Can True Personalization at Scale Now Become A Reality?"

She started by explaining what exactly is AI Personalisation at scale. “Think of a product defined and designed for you, every interaction being about you and making it super personal. That is what AI personalization at scale means,” she said. Das also highlighted that it is not new to the industry.

“AI advancements have been in progress since the last few years,” she said. In the last 10-12 months, Das further mentioned, predictive personalisation has grown. “But again, Netflix did that 15 years ago with Open Prize, which got people to collaborate and bring in unfiltered algorithms to predict user ratings,” Das shared. Computing is at the centre of this predictive personalization, and according to her, as the digital economy grows, computing will make these experiences more personal.

Das went on to share some examples of personalisation done right and showcased the Intel - The Museum of Me campaign that had bagged 6 Cannes Lions. “If you notice the title, it is called The Museum of ‘Me’,” she pointed out. Das also shared Intel’s work with Dell and the Motor Neurone Disease Association, called ‘I will always be me’, creating the world’s first voice banking book.

“This was a great example of using AI for good. As this disease progresses, the first thing you lose is your voice and so over time your ability to talk to your near and loved ones goes away,” she explained. The ‘I will always be me’ book was set to change this game.

The campaign showed the company’s work with an author to create a bestselling story that gives people the words to express what they are going through. “It went on to increase 50% more voices being banked and received 1.7 billion impressions,” Das shared.

To her, the takeaway today is ‘Language no bar’. Explaining further, Das said, “The focus today is that there is great silicon processing, advanced algorithms and talent learning. The ease with which you can train models today, with the speed of processing and algorithms keeping pace is what has defined this rapid growth.”

She also highlighted that on one side there is a ton of data on how efficiency and productivity are set to get boosted, on the other hand, there are reports with headlines around bias and fear of how data will get used. “Surveys show that there are leaders who are ready to embrace AI and they believe that they have AI expertise, but there are also leaders who feel threatened and not that equipped,” Das pointed out.

However, she feels that the need for experimentation is going to continue to exist. “But there is also going to be a need for open AI, transparency and explainability. Regulation needs to go at the same pace as product innovation,” she added.

The dentsu-e4m Digital Advertising Report 2024 was jointly unveiled by dentsu and the exchange4media Group in Mumbai on Thursday in the presence of industry leaders.