MAM

AI enables personalisation in ways never seen before: ADOHM CEO Kuldeep Choudhary

Even traditional media can effectively utilise AI.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/29/Kuldeep_Choudhary.jpg?itok=COieOsPe

MUMBAI: Technology is evolving, data is growing, and machine learning is rephrasing the norms of the marketing world as they were known for ages. Automated tools powering the basic structure of online marketing, and to some extent traditional as well, are opening up a whole new world of efficient communication through targeted linguistics, and tactical grammar, between the brands and the consumers.

Indiantelevision.com recently interacted with ADOHM , an artificial intelligence-powered marketing automation platform, CEO Kuldeep Choudhary to understand better how this new-age tool is impacting the marketing industry within India.

According to him, the AI market in the country is expected to grow at a CAGR of 29.79 per cent, which will be the highest in the APAC region in 2018 and 2025. It will also be the key technology trend this year. Latest evolving trends including facial recognition, reinforcement learning, socio-economic models, quantum computing, and neural networks will drive its popularity further.

He attributes this phenomenal growth to the marketers’ constant urge to look out for more sophisticated and state-of-the-art marketing solutions for large and ever-growing consumer base. Brands, especially in the e-commerce and online streaming space, are relying heavily on AI for marketing as it offers them a fair understanding of what their consumers/audience want and need. The personalisation that AI helps advertisers and marketers in designing and promoting their campaigns gives this marketing tool an upper hand in the marketing kit.

Choudhary said, “By helping marketers collect data, identify new customer segments, and create a more unified marketing and analytics system, AI can scale customer personalisation and precision in ways that didn’t exist before. AI can deliver an ad experience that is more personalised for each user shapes the customer journey influences purchasing decisions, and builds brand loyalty.”

However, there is always a chance of privacy interruption, data theft, and a plethora of cyber crimes involved in the use of AI for running marketing campaigns. The user information might be at a constant risk with little human intervention and machines taking their own course. Or at least, many in the industry believe these fears to be a reality.

But Choudhary is of the view that efficient use of AI and machine learning can, in fact, combat such threats. He noted that by choosing partners carefully and being transparent in their approach, marketers can ensure the security of the multitude of data they will be storing in their systems while running AI-led campaigns. He states that a commitment to security will help the brands measure up.

Choudhary signed off mentioning that not just online platforms but traditional media can also utilise AI for better campaigns. He stated, “There are multiple ways as to how AI can be used by traditional media very effectively. For example, in the OOH industry, hoardings can have an AI camera which can easily capture people gazing at the billboard and for how much time. This can show how effective the campaign was and how many people actually saw the billboard. AI can also be used strategically in phygital campaigns which will help the brand in understanding the audience and also help in measuring ROI.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/photogrid_plus_1631956688302.jpg?itok=AKkIf9eK
Neeman's unveils ReLive Knits campaign with a call for sustainability

Mumbai: Neeman's, an innovative footwear brand that uses natural, renewable and biodegradable fibre has roped in Bhumi Pednekar, Mandira Bedi, and Samantha Prabhu for its latest campaign. The campaign announces the launch of its ReLive Knits, a shoe made with 100 per cent recycled PET Bottles. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/photogrid_plus_1631950569046.jpg?itok=eg-JKS0c
HUL is top advertiser in week 36: BARC

Mumbai: Broadcast Audience Research Council (BARC) India's top-ten advertiser (across genres) list for week 36 was led by Hindustan Lever Ltd (HUL) with total ad volumes of 4750.01. Reckitt Benckiser (RB) India Ltd has secured the second position at 3620.24 ad volumes.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/brand_finance_20211.png?itok=h44kwrs6
World’s top 50 luxury brands lose over $7 bn in value this year: Report

Mumbai: The total value of the world’s top 50 most valuable luxury and premium brands has declined by five per cent year-on-year, according to the Brand Finance Luxury & Premium 50 2021 report. As the world grapples with the fallout from the Covid-19 pandemic, these brands witnessed a downturn...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/cadbury.jpg?itok=ro8LG6RP
Cadbury's iconic cricket ad gets a contemporary twist

MUMBAI: Confectionary giant Cadbury surprised its consumers on Friday, as it released its iconic 90’s ad - ‘Asli swaad zindagi ka’, albeit with a contemporary twist.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631874608702.jpg?itok=hkSK1kLO
Cholayil goes eco-friendly with Medimix soap Ganesha idols

Mumbai: Cholayil’s ayurvedic brand Medimix came up with a novel initiative to celebrate Ganesh Utsav in an eco-friendly way this year. In order to educate people and inculcate in them a sense of responsibility towards the environment, the brand carved Ganesha idols on the Medimix soap. The campaign...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631868829596.jpg?itok=sKY9kYsL
Indya signs Shraddha Kapoor as brand ambassador

Mumbai: High Street Essentials-owned women fashion brand Indya has signed Bollywood actor Shraddha Kapoor as its first brand ambassador. The star will be promoting its contemporary Indian ethnic wear in a variety of campaigns across media platforms, said the brand. The announcement comes with the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631864283816.jpg?itok=n2TUUa6y
Umang Puri rejoins FoxyMoron as creative director

Mumbai: Zoo Media network-backed digital services agency FoxyMoron has appointed Umang Puri as creative director of the North region. He will be reporting to national creative director Dhruv Warrior. Puri has rejoined FoxyMoron from Digitas India, where he served as creative director. During his...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631859926780.jpg?itok=Hk0NHSao
Birla Fertility & IVF appoints Lodestar UM as its media AOR

Mumbai: Birla Fertility and IVF, a chain of fertility and IVF clinics and a part of the CK Birla Group has appointed Lodestar UM as its media agency on record (AOR). The mandate comprises TV, print, OOH, digital and radio and will be handled by Lodestar UM’s Gurugram office.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/1.jpg?itok=EbHaabQZ
Roopam Garg elevated to CEO of dentsu X India

Dentsu India has elevated Roopam Garg to the role of dentsu X (dX) India CEO, effective immediately. He will continue to report to CEO for media South Asia Divya Karani.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required