The more you train AI, the more it follows and listens to you: Nachiket Deole

AI is the talk of every conversation in the industry these days, and rightly so. A lot is being said about the power of AI and how businesses can use it to enhance their marketing campaigns. At Pitch CMO Summit 2024, Nachiket Deole, Head of Sales - India, DoubleVerify, spoke about “Driving Campaign Performance in the Age of AI and Attention.”

Nachiket Deole started the session by highlighting two main points. Firstly, the potential risks and benefits that come in the age of AI. Secondly, the opportunities that AI presents for businesses.

"In the present age, every single user is multitasking, consuming different sets of content. About 74% of Indians buy more items online today compared to a couple of years back or the pre-pandemic stage,” he highlighted. 

Talking about the multiple touchpoints of consumer behaviour, Deole stated that nowadays, consumers no longer rely solely on search engines or e-commerce platforms to buy products. Their search behaviour has evolved, and they now use a range of sources such as social media, recommendations from friends and family, online reviews, and others to make purchasing decisions.

Furthermore, he shared some crucial statistics about how content generation and consumption has increased digitally and how this puts brands at risk. He emphasized that 52% of Indians use social media as a source of news, 47% of Indians look for information about brands and products on social media, and 74% of Indians have subscribed to one or more streaming services in the past two years for entertainment purposes.

After discussing the impact and the changes in content consumption, Deole moved forward and talked about multiple ways in which businesses can use AI to bring efficiencies across different work streams. 

“By using AI, you can automate your repetitive tasks and let AI do your base-level analysis. With the help of AI, you now can literally create thousands of articles in a span of a minute,” he emphasized stating the power of generative AI. 

He also emphasized that about 99% of digital content will be AI-driven by the end of 2030!

On the other hand, highlighting the role of AI, Deole also talked about a few tweaks needed to bring in an AI model. “AI will have to play a role to bring in more transparency in the programmatic ecosystem as well because that's where the supply will open up significantly.”

“AI is a dragon you train it the way you want and the more you train it the more it starts following you listening to you and doing things the way you want it to do right, he advised explaining the AI behaviour,” he opined.

In the end, Deole shared multiple inputs that businesses can gain from AI from a campaign perspective. “You can set compound objectives to reduce ECPM or maximize the convergence or increase viewability to a certain stage right that goes as an input from KPU. Moreover, AI kind of helps you increase the ad return uh by focusing on Impressions that work and give a fair price for that transaction,” Deole shared.