MAM
Report on Shemaroo

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=NHK2nvwB

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/2021/02/27/photogrid_plus_1614433907693.jpg?itok=i-qW_FE4
MIB frames new guidelines for govt ads in outdoor media

NEW DELHI: Out-of-home advertising took a hit during the Covid2019 pandemic, but with gradual easing of restrictions and increasing number of people stepping out, the sector is seeing a revival. With the onset of the election season in the country, outdoor advertising is set to get a further boost...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/27/img_27022021_141322_800_x_800_pixel.jpg?itok=3zESXn3r
MIB directs halt of Toy Fair ad campaign in poll-bound states

NEW DELHI: The ministry of information and broadcasting (MIB) has issued an advisory for private, cable and satellite channels and radio stations to immediately stop the broadcast of the 'Toy Fair' campaign in poll-bound states.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/27/d.jpg?itok=jaHpobr6
NXTDigital elevates Vynsley Fernandes to MD & CEO

Hinduja Group’s media vertical NXTDigital has elevated Vynsley Fernandes to the position of managing director and CEO and inducted him into the boards of the media groups’ subsidiary companies comprising OneOTT Intertainment, IN Entertainment  and IndusInd Media & Communications – in line with...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/img_26022021_182248_800_x_800_pixel.jpg?itok=TQLRiZHA
FarEye ropes in Dropbox’s Suvrat Joshi as chief product officer

NEW DELHI: Logistics SaaS platform FarEye has roped in Suvrat Joshi as its chief product officer (CPO). He will drive the product vision and accelerate the company’s global product expansion with key focus on the customer’s needs. Based in Seattle, Joshi brings with him over 20 years of experience...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/dlf.jpg?itok=wmsQZyh-
DLF Avenue gets festive for its One-year Anniversary

This month of love, Delhi’s latest landmark for shopping, dining & culture, DLF Avenue completed 1 year of offering stellar services and quality shopping experience coupled with a sophisticated and chic ambience to all its patrons. Visitors are welcomed to join in the celebration and feel...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/priyan.jpg?itok=KyY6vg4Z
Dreamcast hosts JLF, World’s Largest Literature Festival, on their Virtual Event Platform

The Kumbh of Literary Festivals, The Jaipur Literature Festival is LIVE yet again this year with it’s larger life Virtual Avatar. Powered by Dreamcasts’s virtual platform, the platform replicated JLF’s iconic Venue, where the festival has been held in the last 13 years.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/zoo.jpg?itok=yULqIwii
Zoo Media inks strategic partnership with Noesis.Tech

NEW DELHI: Zoo Media, which owns the digital agency FoxyMoron, has inked a strategic partnership with technology products and services agency Noesis.Tech. The aim of the partnership is to solidify the stance of the network as a full-service network with a developing breadth and depth across media,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/img_26022021_132858_800_x_800_pixel.jpg?itok=iIeji3up
Levi’s to tap into the emerging female denim customer market with latest campaign

NEW DELHI: Worth around Rs 30,000 crore, the Indian denim market is a growing industry. The fabric has not just found its place in the wardrobe of people across age groups and gender but has over the years transformed itself into a style statement. And with growing fashion awareness and a jump in...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/ramsai.jpg?itok=OeXiP51Q
Zenith India appoints Ramsai Panchapakesan as national buying head

Zenith India has appointed Ramsai Panchapakesan as the agency's national buying head. He will lead it's pan-India media operations, working within Publicis Media’s investment practice, PMX, to leverage scale in the local marketplace.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required