Communications industry leans on AI for driving revenue

economictimes.indiatimes.com:

content creation, according to industry experts. With implications and implementations in various fields, generative intelligence and machine learning use cases are likely to impact the $8-billion (around Rs 66,142 crore) Indian digital advertising industry, according to machine learning company Moloco's General Manager, India, Siddharth Jhawar.

«Advertisers have long pondered the effectiveness of their ads, many relying on intuition alone. Operational machine learning, however, can revolutionise the $8-billion Indian digital advertising industry as it can run thousands of mini experiments to decide which ad creative appeals to which type of users,» Jhawar said.

This is especially crucial for India where there are multi-language and diverse cultures, he added.Google recently announced campaign workflows for advertisers and businesses, and auto-generation of advertisements using Learning Language Models (LLM) and generative AI on Google Ads. Vice president of global ads at Google Dan Taylor said companies like Myntra, Samsung, HDFC and Tata AIG are seeing up to 18 per cent growth from Performance Max, their advertising tool that combines Google's AI technologies across bidding, budget optimisation, audiences, creatives and attribution.

Jhawar added that businesses can use deep neural networks which power machine learning for growing revenue through first-party data while maintaining data privacy and ensuring personalisation. Moloco works with gaming companies like Zupee, Adda52, Mobile Premier League (MPL), as well as a popular streaming app and an e-commerce player to monetise their platforms and for better revenue returns, he added.