'AI is the next productivity revolution meant to ease your work and not scare you'
AI dominated conversations at the e4m Pitch CMO Summit 2024 where panellists spoke about rewriting the marketing playbook in the era of artificial intelligence
'At the e4m Pitch CMO Summit 2024, marketing leaders discussed the topic 'How gadget brands are rewriting the marketing playbook in an era dominated by AI with a focus on tech-savvy consumers.'
The AI Revolution panel witnessed the presence of Puravansh Maitreya, Head of Marketing, Lava International, Shivam Ranjan; Head of Marketing- Asia Pacific, Motorola, Sumit Sonal; Head of Marketing, Qualcomm, Vipin Yadav; Marketing Director, Hisense & Toshiba TV, moderated by Sameer Mitha Associate Director, Content 91mobiles.
Keeping the great thought of how AI should do their chores so people can do art and creativity, Mitha opened the discussion by asking panellists to share their views on how AI has been changing their products and how are they communicating its capabilities to the audience.
Yadav began the discussion by addressing the common fear that AI will replace jobs. However, he simplified this with an analogy: "When a new boss joins the organization, initially there is a feeling of uncertainty, but eventually you adapt and understand how things work. Similarly, the situation is with AI, it is the next productivity revolution that is meant to ease your work and not to scare you. It is there to help you bring better things for the consumers, analyze things effectively, and offer much better things to the consumers.”
In addition, Ranjan chimed in saying that AI is the biggest revolution possibly that we're seeing after the internet revolution.
Taking the discussion forward, Maitreya spoke about the revolutionary learning aspect of AI. “In our phones, we often see that Google Photos automatically creates a nice-looking videos and memories without any input using AI. This shows that AI learns from your preferences by tracking whether you download the videos it creates. And if you skip a video, it will understand that it's not what you like and will try to improve it or push similar content less. So, this is the revolutionary dynamic aspect that AI brings to the table”, Maitreya added.
In addition to what other panelists explained, Yadav elaborates on how AI is missing the cultural nuances. He emphasized that Turing test remains one of the most significant tests in data science. From the time it was introduced in 1950-1960 till now, no app or AI tool has been able to pass this test, proving that there’s still a lot of improvement required in the AI space.
Qualcomm’s Sumit discussed how technology can ensure effective communication and target the right audience in a matter of minutes.
He illustrated that AI is a productivity hack that can help you be more productive with an insightful example. “You are in a metro or a flight, in that case, the AI is now going and sitting on your connectivity part of it. Now, earlier it used to take you 5 seconds to latch onto the network but now AI knows exactly that you have been in airplane mode and the phone has an accelerometer and all that data is already there. Now, the phone will now latch onto the network in just 2 seconds because it is ready for that proactive measure. So, these are the AI-related functionalities which we are building on”, he added.
Puranvanash mentioned that the industry is making progress, and as a result, devices are moving towards a stage where they are highly personalized.
“When you log in to YouTube or Netflix, you see a set of videos tailored to your account. If your wife or child logs in, they see a different set of content. This way, the recommendation engine used by Netflix is a great example of practical and useful artificial intelligence”, Maitreya added.
Talking about next big things coming up in the AI realm, Yadav mentioned that the next term coming up is 8k upscaling with AI.
Taking the discussion forward, Shivam explained how Air Pacific is tackling consumers' feedback on AI. “We continuously monitor discussions about AI, as this topic is widely discussed worldwide. We analyze word clouds to understand the types of questions consumers are asking and have noticed that there is a lot of ambiguity.”
Since we were discussing the communication business, it is crucial to ensure that we deliver the right message to our audience in the most effective way. To this, Sumit concluded the discussion by emphasizing the importance of consumer education in AI, which not only benefits the partners but also helps consumers understand how AI works.
