We are living in a content economy: Rishabh Shekhar, Pepper Content
At the e4m India Brand Conclave 2023, Rishabh Shekhar, Co-founder & Chief Operating Officer, Pepper Content delivered a session on ‘The Power of Human + AI: How Brands Can Win at Marketing’
In today’s world led by the likes of ChatGPT and Google Bard, brands that shy away from using AI for advertising are at a continuous competitive disadvantage. Most advertisers are already using AI to identify and segment audiences, build ad creative, test ads, improve ad performance, and optimize spend—all automatically, in real-time, at scale. Recently at the e4m India Brand Conclave 2023, Rishabh Shekhar, Co-founder & Chief Operating Officer, Pepper Content delivered a session on ‘The Power of Human + AI: How Brands Can Win at Marketing.’
Starting off his session, Shekhar talked about the power of the modern digital world and the power of content and how it has evolved over time. He adds, “We are living in a content economy. As the online GDP increases, although the transaction happens through money, the currency is content, the decision is made when you consume content and decide that you want it. We have moved from an industrial-first approach to an information and value-based approach. Every consumer has tonnes of information on their hand and if you don’t get on that train, you will be left behind.”
According to Shekhar, today every brand, individual, marketer and politician is competing for today’s most valuable resource - attention. He said, “Every brand today is probably competing with the likes of celebrities, people dancing on reels and political coverage. In this ocean of content, brands need to make a wave that makes it to the shoreline.
Shekhar concluded his session with some solutions on how brands can thrive in this content economy, Shekhar added “We have worked with a lot of marketers and they flagged common challenges to us - creating and publishing quality content at scale, Optimizing content marketing workflow and operations, integrating content and data across multiple platforms and proving the ROI of content. Here is where we bring the concept of Human + AI. The best companies are not built against waves, they are built on tides. In terms of solutions, generative AI can help us scale content with the help of a human layer, using expert talent to churn out high-quality content and end-to-end automation of content workflows for SEO and localization.”
