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How is AI penetrating its approach into content material advertising and marketing & promoting? How is artificial, AI-generated media going to liberate creativity? How do manufacturers work on making a clutter-free, seamless expertise for his or her shoppers? To reply these questions and extra, business leaders got here collectively for a panel dialogue on the subject ‘The Way forward for Content material: Rising Applied sciences’ at e4m Content material Jam 2022.
The session was chaired by Niraj Ruparel, Head of Cell & Rising Tech – GroupM. The others on the panel have been Chandan Kumar, Senior Vice President Advertising – Model Design, Technique & Communication, UltraTech Cement; Gagan Agarwal, Model Head, Ageis Federal Life Insurance coverage; Gaurav Dagaonkar, Co-founder and CEO, Hoopr.ai; Geetanjali Kothari, Head – Advertising and Company Communication, Bharti AXA Life Insurance coverage and Pooja Sahgal, Chief Advertising Officer, Raymond Shopper Care.
Introducing the viewers to the subject, Ruparel mentioned audiences around the globe can now work together with AI providers like Chat GPT & Lensa AI. “ChatGPT is the newest step on the planet of customizable content material – it could present infinite content material, generated by AI, and can influence how all of us create, devour and commercialize media transferring ahead. Prisma’s Lensa AI app has gone viral, turning selfies into fantastical ‘avatars’ that seem like artistic endeavors.
By combining these AI providers with current manufacturers, individuals can work together with the digital avatars of the manufacturers and those who they want to – making this one of the crucial vital leaps within the person expertise journey.”
Agarwal shared his insights on generative AI and spoke a few marketing campaign executed by Aeges Federal with Sachin Tendulkar. “Insurance coverage as a class has been one thing offered on the idea of concern. Due to this fact, we determined to begin a optimistic dialog round it. We empowered our shoppers to reside the life-style of their selection and we wished to combine that into our content material. The problem was that we wished to do a movie about younger Sachin however we hardly had some 4-5 pictures, that’s the place Generative AI helped us provide you with this marketing campaign.”
Speaking about how the content material technique at Bharti AXA has developed over time with rising applied sciences, Kothari mentioned, “There have been varied challenges – e mail opening charges dropping from 25% to 7% to Google categorising inboxes into major, social and promotional and due to this fact we’ve got needed to maintain our eyes and ears open for alternatives. The largest development engines are both coming in from children or from Bharat. To penetrate into Tier 2 and three – they need to be instructed the model communication through human intervention whereas the children don’t love that as they wish to determine issues out on their very own. These are the 2 areas the place we’re considering of doing enterprise in a way that’s cost-effective and wise for us and we’re capable of speak to all our shoppers.”
Sharing insights on the regional facet of music content material, Dagaonkar mentioned that when it got here to cell advertising and marketing, video fashioned the crux and 60-70% of movies required music. “Manufacturers wish to learn about going native and hyperlocal. Now, this may be executed through language however on the basic stage, even musical devices can set the temper. As we speak, manufacturers have barely 6 seconds to have interaction with shoppers. The explanation why we’re music because the final bastion relating to be conquered by generative AI is that there’s a sense of aesthetic magnificence that must be translated and a variety of that progress is occurring.”
Speaking in regards to the content material technique of a low-involvement class like cement, Kumar opines “At first, the idea must be dismantled that cement is a low-involvement class. It’s a particularly excessive involvement class for somebody constructing a house. We’re pushed by proximity patrons. 1.2 billion individuals in India reside in a component the place properties are constructed with a lifetime value of financial savings and 99% of them construct only one residence of their lifetime. Since there isn’t a previous expertise, aspirations are sky-high, information is zero and the belief deficit is fairly excessive which was bothering the shoppers; that is the place we discovered the candy spot to resolve the issue that the shoppers are actually frightened about.”
Within the space of NFTs and metaverse, Sehgal had some insightful takeaways to share. “Kamasutra is a model that has not been within the information for a very long time and conversations have additionally developed. It’s catering to an older TG as an previous model among the many new competitors. Therefore, we used voice AI to grasp the key phrases round love and intercourse and created dialog stickers that obtained built-in seamlessly into the content material. We took it to a second stage the place we transformed the favored stickers and minted that into NFTs. We additionally began doing a chatbot by taking on all common search queries. With a view to make it extra immersive, we’ve got additionally ventured into the metaverse the place individuals can work together with avatars. Integrating model function with know-how is the way in which to go ahead for us.”
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