SRK and Hrithik promote local businesses as AI moves deep into advertising

livemint.com:

Mint that when users see ads online for products they recently searched for, it is personalisation. But today, companies need to do personalisation at scale or engage with users while still being creative. “Companies realised that just uploading 20 or 100 posts a day was not actually leading to any engagement.

We are now working on creating more engaging campaigns for brands using machine learning and AI for assistance," he said. "AI in advertising is no longer just a buzzword," said Chandrasekhar Mantha, partner and media and entertainment leader at Deloitte. "It's driving efficiency and innovation across the industry." With its continued enhancement, it can now handle vast data sets and perform complex tasks too.

He added that AI enabled more efficient and large-scale task execution. Oindrila Roy, managing director, Publicis India, said the company has spent a substantial sum of money to develop an in-house software that is at the core of its work. "We are all getting more AI-fluent and whenever we see an opportunity, we use it.

AI is going to sit at the heart of everything we do. Not sure about the next five years but in another three years, my hunch is, freshers who join the workforce won’t know what to do without it. People who are currently in the workforce will need to stay in tune with the times.

Only those who grasp AI well will stay in the forefront," she added. Globally, Publicis has set aside €300 million over the next three years in CoreAI, to put together data from across its operations under a single entity. Food delivery company Zomato used Hrithik Roshan to endorse a local restaurant that partnered with it, too, in its campaign, "Mann Kiya, Zomato Kiya".