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In a world where your smartphone knows your dinner cravings, artificial intelligence (AI) is venturing into the intricate realm of <keyword id="21340844" type="General" weightage="20" keywordseo="human-emotions" source="keywords">human emotions</keyword>. Imagine an AI that can gauge your mood better than your closest friend. This intriguing thing is very much happening, and it could reshape how we interact with technology. <h2>The quest for <keyword id="23059919" type="General" weightage="20" keywordseo="emotion-recognition" source="keywords">emotion recognition</keyword></h2>Human emotions are complex and often elusive, making them challenging to quantify. Researchers at Tsinghua University are fusing traditional psychological methods with advanced AI tools to create a clearer path to <keyword id="23285769" type="General" weightage="20" keywordseo="emotion-quantification" source="keywords">emotion quantification</keyword>. While humans might struggle to articulate their feelings, a considerable amount of work is being done to train AI to observe, quantify, and recognise various emotional states. Through technologies like <keyword id="23285768" type="General" weightage="20" keywordseo="gesture-recognition" source="keywords">gesture recognition</keyword> and <keyword id="23285767" type="General" weightage="20" keywordseo="facial-emotion-recognition" source="keywords">facial emotion recognition</keyword> (FER), AI is preparing to become an emotional detective. As Feng Liu, a researcher at East China Normal University, noted, “This technology has the potential to transform fields such as health care, education, and customer service, facilitating <keyword id="21758007" type="General" weightage="20" keywordseo="personalised-experiences" source="keywords">personalised experiences</keyword> and enhanced comprehension of human emotions.” AI isn’t limited to one form of input; it combines a multitude of developments. For example, some techniques utilise EEG scans to monitor electrical activity in the brain, along with eye movement technology to gauge expressions. Other measurements, such as heart rate variability and electrical skin response, are also used to convert the intangible "emotion" into recognisable patterns. <div type="Article" hostid="261" msid="113417607" title="A medical professor pitted AI models against his students to see who would score better on his tests. The results were shocking!" mstype="2" mssubtype="0"></div>Multi-modal emotion recognition combines different perceptual channels — sight, hearing, and touch — to gain a more comprehensive understanding of emotions. Liu emphasises that “interdisciplinary collaboration between AI, psychology, psychiatry, and other fields will be key in achieving this goal and unlocking the full potential of emotion quantification for the benefit of society.” <h2>Why it matters</h2>So, why does it matter that AI is learning to be emotionally intelligent? In our increasingly digital world, the ability to understand emotions could enhance interactions with technology and improve our quality of life. This innovation could create personalised experiences that resonate with our emotional states, transforming AI from a mere tool into a valuable partner in our daily lives. Further, as <keyword id="19956983" type="General" weightage="20" keywordseo="mental-health" source="keywords">mental health</keyword> becomes a top priority, the potential for <keyword id="23285766" type="General" weightage="100" keywordseo="emotionally-intelligent-AI" source="keywords">emotionally intelligent AI</keyword> becomes even more significant. Emotion quantification AI can help monitor an individual’s mental health and create personalised experiences — all without the need to involve another person. This could lead to a more supportive environment for those struggling with their mental health. <div type="Article" hostid="261" msid="113412410" title="AI robots should not look like us, says Ex-Google robotics moonshot boss as he explains what he learnt at the company" mstype="2" mssubtype="0"></div>However, this emotionally savvy AI isn’t without challenges. Issues of safety and transparency, especially regarding sensitive topics like medical and psychological counselling, must be addressed. Stringent data handling practices and privacy measures will be essential. Additionally, ensuring that AI can adapt to cultural nuances is critical to maintaining its integrity and reliability. The findings of this research have been published in CAAI Artificial Intelligence Research and can be accessed <a href="https://dx.doi.org/10.26599/AIR.2024.9150040">here</a>.

AI is learning to be 'emotionally intelligent' — here's why that matters

Apple has officially launched iOS 18.2, introducing a wave of innovative features that redefine personalisation, creativity, and AI-powered user interactions. The update, available across compatible iPhones, places a spotlight on advanced capabilities like <keyword id="22547841" type="General" weightage="20" keywordseo="Image-Playground" source="keywords">Image Playground</keyword>, GenMoji, and <keyword id="21995043" type="General" weightage="20" keywordseo="Siri-enhancements" source="keywords">Siri enhancements</keyword>, setting the stage for a more immersive and intelligent iOS experience. One of the standout features of iOS 18.2 is Image Playground, a dynamic tool that turns user prompts into visually striking creations. Leveraging advanced AI technology, this feature allows users to generate unique images by describing their vision in text. Whether crafting personalised holiday cards or brainstorming creative concepts, Image Playground ensures that every output is polished and tailored to the user’s imagination. Another exciting addition is GenMoji, a next-generation avatar builder that blends realism with extensive customisation. From lifelike facial expressions to intricate accessories, users can create avatars that resonate with their individuality. These GenMojis integrate seamlessly across Apple services, including messaging and social media sharing, making communication more expressive than ever. Siri also receives a significant upgrade in iOS 18.2. The virtual assistant now offers enhanced contextual understanding, allowing it to deliver smarter recommendations and more precise real-time translations. For example, Siri can provide tailored suggestions for navigating through apps or managing daily tasks, thanks to its improved understanding of user behaviour. The update also highlights Apple’s commitment to creativity and inclusivity. For instance, iOS 18.2 introduces accessibility features that cater to users with diverse needs, ensuring the operating system remains user-friendly for everyone. iOS 18.2 is not just about individual features—it’s about delivering a cohesive experience. The update integrates AI-powered tools to create a system that feels intuitive, engaging, and innovative. Apple is positioning this release as a bridge between personalisation and practicality, empowering users to explore their creativity while making everyday tasks more seamless. The rollout of iOS 18.2 aligns with Apple’s broader vision of enhancing its ecosystem with smarter tools and inclusive technologies. The company continues to raise the bar for mobile operating systems, ensuring that iPhones remain at the forefront of technological advancement. With iOS 18.2 now available for download, users can experience the future of personalisation, creativity, and AI-driven interactions right at their fingertips.

Apple unveils iOS 18.2: Here are the new Apple Intelligence features

The advent of <keyword id="22080410" type="General" weightage="100" keywordseo="AI-in-the-classroom" source="keywords">AI in the classroom</keyword> has been nothing short of revolutionary. Even as we struggle to grasp the full extent of what this tool can help us achieve in the educational world, <keyword id="22965286" type="General" weightage="20" keywordseo="AI-powered-educational-games" source="keywords">AI-powered educational games</keyword>, <keyword id="22965287" type="General" weightage="20" keywordseo="adaptive-learning-platforms" source="keywords">adaptive learning platforms</keyword>, <keyword id="22965288" type="General" weightage="20" keywordseo="student-chatbots" source="keywords">student chatbots</keyword> and <keyword id="22965289" type="General" weightage="20" keywordseo="automated-grading-systems" source="keywords">automated grading systems</keyword> have already been making waves in the sector. Despite all the scepticism around flouting tradition, educators see the potential of AI and over 60% of them use AI in their classrooms, a Forbes Advisor’s survey <a href="https://www.forbes.com/advisor/education/it-and-tech/artificial-intelligence-in-school/">said</a>. But giving students access to AI can be likened to Jack getting his hands on the magic beans. Once they climb the metaphorical beanstalk, the possibilities are endless. There’s treasure there, but also the Giant. <h2>The magic beans</h2>AI’s ability to personalise learning experiences is undoubtedly magical. It’s amazing how it can analyse a student’s strengths and weaknesses, tailor lessons and practice questions to meet individual needs. This means students can learn at their own pace, focusing on areas where they need the most improvement. There’s a number of <keyword id="21521584" type="General" weightage="20" keywordseo="AI-powered-apps" source="keywords">AI-powered apps</keyword> and tools that can “assist” with their schoolwork. Whether it’s a complex algebra equation or a challenging essay topic, AI can provide answers and explanations in seconds. For students who struggle with certain subjects, these can provide the extra support they need to keep up with their peers. Further, students can use AI to generate ideas, conduct research, and explore new topics, making it a versatile tool in the educational toolkit. <div type="Article" hostid="261" msid="112525738" title="This high school is replacing teachers with ChatGPT and AI tools to personalize learning for some students" mstype="2" mssubtype="0"></div><h2>Greedy Jack</h2>While most AI-tools are well-intentioned, in the wrong hands, they could be disastrous. Students are increasingly turning to AI-powered apps and tools to get their schoolwork done. Apps like Gauth, which help solve maths problems by simply scanning them, have become a hit among high school and college students. These tools offer immediate, step-by-step solutions, making homework less daunting and more manageable. However, educators are also dealing with the getting-AI-to-do-your-homework-for-you epidemic. The prospect of simply outsourcing your work to AI is something even adults struggle with, so how are children to resist? Tim Urban’s instant gratification monkey sort of takes over for most students, who would rather take the easy way out and end up heavily relying on AI to complete their assignments. The geniuses who manage to get away with it may think they have won. But this little victory comes at a hidden cost. <h2>Fee-fi-fo-fum </h2>That’s the sound the consequences of your actions make when they come. A recent <a href="https://www.frontiersin.org/journals/artificial-intelligence/articles/10.3389/frai.2024.1415782/full">study</a> conducted in Sweden found that while <keyword id="7795449" type="General" weightage="20" keywordseo="ai-chatbots" source="Orion">AI chatbots</keyword> can be of immense help to adolescents struggling with executive functioning, it can also hinder or delay development in students. Others have also echoed the sentiment, worrying that it can lead to the students’ potential erosion of critical thinking and problem-solving skills. Additionally, AI tools, while impressive, are not infallible. They can make mistakes, especially with more complex tasks, and students who use these tools without understanding the underlying concepts may find themselves unprepared for exams or higher-level courses. This overreliance on AI could result in a superficial understanding of the subject matter, which could hinder academic performance in the long run. There’s also the issue of academic integrity. While AI can be a helpful study aid, using it to complete entire assignments without contributing personal effort crosses into the darkly tempting territory of cheating. The ease with which students can produce AI-generated work has raised concerns among educators about maintaining fairness and honesty in academic assessments. <div type="Article" hostid="261" msid="111053674" title="AI app &amp;#39;PadhAI&amp;#39; solves UPSC 2024 prelim exam paper in seven minutes, scores 170 out of 200!" mstype="2" mssubtype="0"></div><h2>The moral of this story is balance </h2>To harness the benefits of AI while evading its pitfalls, a balanced approach is essential. Educators should incorporate AI into the classroom in a way that complements traditional learning methods rather than replacing them. This might involve using AI to provide personalised practice questions or to offer additional support for struggling students, while still emphasising the importance of critical thinking and independent problem-solving. Schools also need to educate students on the ethical use of AI, helping them understand when it’s appropriate to use these tools and when they need to rely on their own knowledge and skills. Teaching digital literacy and promoting an "Honor Code" for AI use can help students navigate this new technological landscape responsibly. As AI continues to evolve, it’s up to educators, parents, and students to strike the right balance — leveraging AI’s strengths while ensuring that it enhances, rather than diminishes, the educational journey.

School students are loving AI tools like ChatGPT, but there are some obvious pitfalls to this!

Meta’s Threads app is undergoing a significant transformation, adding features that enhance user control and overall experience. These updates come in response to growing competition from Bluesky, a decentralised platform that has seen a sharp rise in popularity, hitting 20 million users recently. Let us take a look at all we know about the updates so far. <h2>Custom feeds and default options </h2> Threads now lets users customise their feed, a move aimed at giving them more control over their browsing experience. Users in the test phase can pin multiple curated feeds to their homepage, choosing what appears when they open the app. These feeds can be built around specific topics or accounts, providing an alternative to the algorithm-driven recommendations. Setting a default feed is straightforward: users simply tap and hold on a feed at the top of the homepage and reorder it, with the first slot becoming their default view. This update ensures a personalised experience and brings Threads closer in line with the flexibility offered by competitors like Bluesky. <h2>Smarter algorithms and search updates </h2> To improve relevance, Threads has refined its algorithm, prioritising posts from accounts users follow instead of bombarding them with suggestions. In addition, search functionality is being enhanced to include advanced filters, such as searching within a specific date range or posts from a single account—features long available on platforms like X. Trending topics are also receiving an upgrade, with a new trending page in development that will feature AI-generated summaries of discussions. For now, this feature is being tested in the US. <h2>Landscape video and other enhancements </h2> Another user-centric update is the addition of landscape video playback. This long-awaited feature finally allows Threads users to enjoy videos in a widescreen format. Alongside this, the platform now lets users view replies while composing their own, making interactions smoother and more intuitive. It is to be noted that while these updates are promising, many are still in the testing phase or limited to specific regions. Threads is expected to roll them out widely in future.

Meta's Threads gets new features as competition with Bluesky heats up, all we know

The internet is decades old, but many of its fundamental aspects remain the same. It's a collection of networks that constantly communicate with each other to create a more extensive worldwide web. Over time, instead of a ticking broadband modem, we now have high-speed fibre-optic broadband that allows for faster data transfer. One fundamental aspect of the internet, embedded in all that data being transferred, has shaped a lot of how we engage with brands - <keyword id="118638" type="PERSON" weightage="20" keywordseo="Cookies">cookies</keyword>. A cookie is a small file that gets stored on your computer and keeps a note of your browsing history or behaviour. From saving your browsing preferences to recording your taste in books, it can do everything. This small functionality completely changed how we use the internet as it enabled developers and by extension brands to know their customers better. <cmsannotation type="cmsannotation" annotationid="How the cookie crumbles" comment="subhead" text="How the cookie crumbles">How the cookie crumbles</cmsannotation> Cookies were a eureka moment for marketing and advertising teams. Instead of relying on mass-marketing tools like outdoor hoardings and televisions, marketers could now understand their customers' needs at an individual level and directly address them. In this digital age, <a href="https://www.businessinsider.in/tech/news/adobe-summit-2021-empowering-a-digital-first-economy-through-personalisation/articleshow/82477417.cms">businesses that have an edge over personalisation win the long-term game</a> and cookies enable automation like never before. However, cookies have been getting a bad name because advertising companies share user metadata with each other for better targeting. These are specifically called third-party cookies (a tracker on websites created by a company other than the website owner) and ad networks depend on them the most. However, with the world gravitating toward securing user identity and data and complying with evolving privacy regulations, companies are now exploring safer methods of ad personalisation, with many exploring cookieless tracking as a solution. <div type="ExtQuote" text="The preservation of our customers' privacy has long been a priority for IBM. With first-party data rising in importance in this new era, we place tremendous value on our close collaboration with strategic partners such as Adobe to put the interests of consumers at the forefront of what we do." auname="Jason Andrews, Vice President for Digital Marketing at IBM"></div> <cmsannotation type="cmsannotation" annotationid="Personalisation minus the privacy concerns" comment="subhead" text="Personalisation minus the privacy concerns">Personalisation minus the privacy concerns</cmsannotation> Over the last few years, brands have realised that privacy is sacrosanct and any data leakage can be detrimental to long-term audience acquisition, growth, and retention. Customers, in turn, expect companies to be more transparent about their data collection practices and cut down on third-party sharing - all the while expecting relevant and personalised communications and experiences. While this challenges the current status quo of the marketing and advertising industry, it also offers an opportunity to those who can think outside the box. Apple and Firefox have already blocked third-party cookies, and Google plans to follow suit soon. What this means is the metadata collected by the cookie shall remain between you (the user) and the website. There's no third-party sharing, helping build a stronger one-to-one relationship. Research from the Winterberry Group and Interactive Advertising Bureau (IAB) shows that spending on first-party tracking is rising. More than half of the respondents have already adjusted their budgeting to accommodate the change. comScore says that 55% of cookies today are overstated, and 35% fail to figure out demographics accurately. Since browsers are now clamping down on cookies, brands will find it difficult to track unknown visitors on their digital properties including websites, in turn, reducing their ability to deliver a personalised experience and target ads. Hence it is becoming important for brands to recalibrate their customer acquisition strategy and prioritise quality permission-based first-party collection to be able to provide customers with most relevant personalised experiences using information customers choose to share. <div type="ExtQuote" text="As consumers, we now expect personalized brand experiences while being in control of the data we share. With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data." auname="Anil Chakravarthy, Executive Vice President and General Manager, Digital Experience Business and Worldwide Field Operations at Adobe"></div> <div type="Youtube" id="ZRhaD1pQVPM" title="Adobe Announces Industry’s First CDP Architected For First-Party Data" thumbUrl="https://i.ytimg.com/vi/ZRhaD1pQVPM/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="How is Adobe pioneering a cookie-less future" comment="subhead" text="How is Adobe pioneering a cookie-less future">How is Adobe pioneering a cookie-less future</cmsannotation> <a href="https://news.adobe.com/news/news-details/2021/Adobe-Announces-Industrys-First-CDP-Architected-For-First-Party-Data/default.aspx">Adobe Real-time Customer Data Platform (CDP)</a> is industry’s first CDP architected for <keyword id="11246893" type="UNKNOWN" weightage="20" keywordseo="first-party-data">first party data</keyword>. It acts as a centralised hub for first-party data, and helps build a customer's profile over time. The platform is connected with Adobe Target, a tool that ingests information and makes it easier to orchestrate personalise experiences across the customer journey. As the name suggests, it works in real-time. Adobe CDP steadily monitors user behavior, leveraging artificial intelligence and machine learning to trigger registration or consent from them at the right time. It is also able to incorporate collaboration between brands to expand first party data sets without compromising sensitive user information. Thanks to ‘Segment Match’ - an innovation unveiled at Adobe Summit 2021, an apparel retailer can now team up with a jewellery brand to strategically target customers and offer an in-sync experience. Unlike the current norm, one visit to a clothing e-store won't bombard you with ads from a hundred other sellers. Similarly, businesses can utilise ‘Look-Alike Segments’ to grab customers with similar interests or attributes. It helps create a new database for marketers that can be synced along with Segment Match to give a more detailed outlook. Adobe also launched a B2B edition that lets businesses enter the B2C segment directly. Market insights are the most difficult to find, and this is the massive gap Adobe intends to fill. <cmsannotation type="cmsannotation" annotationid="What does the future hold?" comment="subhead" text="What does the future hold?">What does the future hold?</cmsannotation> Cookies have been an integral part of the internet and we’re not entirely getting rid of them, just finding a middle ground where both personalisation and privacy are achieved. Early adopters have the maximum lead, and with privacy and ethics gaining centre stage, marketers need to revisit their strategies. Privacy is no longer a privilege, but a fundamental right that’s now extended to everyone on the internet. And the companies that understand this sooner, shall excel faster. <div type="ExtQuote" text="Essentially, marketers need to retool their customer acquisition stack in a way that will eliminate the exclusive reliance on third party cookies. While these are not all the things that are changing, what’s not changing is that first party cookies are not going away, and customer acquisition isn’t going away. But how you do this must take consumer privacy and choice into consideration." auname="Amit Ahuja, VP, Experience Cloud Platform &amp; Products, Adobe"></div> To know more about Adobe’s vision to equip businesses in a cookieless world, watch this <a href="https://business.adobe.com/summit/2021/sessions/reaching-customers-in-a-cookieless-world-s951.html">session</a> at Adobe Summit 2021 on demand now. DISCLAIMER: This article is in partnership with Adobe.

Ensuring personalisation in a cookieless world

<ul><li>Software giant <keyword id="99699" type="COMPANY" weightage="20" keywordseo="Adobe">Adobe</keyword> concluded its annual and the world’s largest digital experience conference last week -- <keyword id="11222369" type="UNKNOWN" weightage="20" keywordseo="Adobe-Summit-2021">Adobe Summit 2021</keyword>. </li><li>Adobe introduced innovations across <keyword id="4491743" type="PERSON" weightage="20" keywordseo="Adobe-Experience-Cloud">Adobe Experience Cloud</keyword>, a comprehensive set of applications that help businesses deliver personalized and relevant digital experiences needed to be successful in today’s digital economy. </li><li>Creating a personalized experience for customers is critical for businesses, but comes with a challenge as most browsers going forward will no longer support cookies.</li></ul>Software giant Adobe concluded its annual and the world’s largest digital experience conference last week -- Adobe Summit 2021. At Summit, Adobe introduced <a href="https://news.adobe.com/news/news-details/2021/Adobe-Summit-2021-Driving-Business-Growth-in-the-Digital-Economy/default.aspx">innovations across Adobe Experience Cloud</a>, a comprehensive set of applications that help businesses deliver personalized and relevant digital experiences needed to be successful in today’s digital economy. Aimed at enabling customers to optimize their customer journey management, these innovations include a range of new enterprise applications such as Adobe Journey Optimizer and Adobe Customer Journey Analytics, a Marketing System of Record through the integration with Workfront, and new Adobe Experience Platform capabilities to deliver real-time personalization at scale. Creating a personalized experience for customers is critical for businesses, but comes with a challenge as most browsers going forward will no longer support cookies. Keeping this in mind, Adobe also introduced <a href="https://news.adobe.com/news/news-details/2021/Adobe-Announces-Industrys-First-CDP-Architected-For-First-Party-Data/default.aspx">industry's first Customer Data Platform (CDP) architected for first party data </a>. This will help marketers manage the entire customer profile and journey seamlessly in one system, without the need for third-party cookies. Additionally, <a href="https://news.adobe.com/news/news-details/2021/Adobe-and-FedEx-Partner-to-Drive-E-commerce-Innovation/default.aspx">Adobe and FedEx announced a new multi-year collaboration</a> starting with the integration of Adobe Commerce with ShopRunner. The partnership will help drive demand, reduce cost and gain customer insights which will unlock a new era of digital experiences built on innovation, speed, and convenience essential in a digital-first economy. <div type="Youtube" id="9hujYTDdBuk" title="Adobe and FedEx partner to reimagine e-commerce experiences" thumbUrl="https://i.ytimg.com/vi/9hujYTDdBuk/mqdefault.jpg"></div> <div type="ExtQuote" text="&quot;The opportunity to partner with Adobe is another step forward in the FedEx journey to create an open, collaborative e-commerce ecosystem that will help brands and merchants deliver seamless experiences for their customers”. “With Adobe’s leadership in customer experiences, the ShopRunner platform and our digital and logistics intelligence, we can increase the competitiveness of brands and merchants and create new possibilities in e-commerce.”" auname="Raj Subramaniam, president and chief operating officer at FedEx"></div> <cmsannotation type="cmsannotation" annotationid="A trillion-dollar opportunity" comment="subhead" text="A trillion-dollar opportunity">A trillion-dollar opportunity</cmsannotation> There's no doubt that e-commerce marketplaces were the most well-equipped to meet new challenges in light of the Covid-19 pandemic. Over the past decade, they've focused on supply chains, digital marketing, e-payment processing, and last-mile delivery. Global commerce continues to see record-breaking growth with US$ 876 billion in the first three months of 2021. That's a YoY growth of 38 per cent, and 2021 could clock up to US$ 4.2 trillion. <div type="ExtQuote" text="Our resilience, which has been tested through pandemics, geopolitical tensions &amp; natural disasters will turn crisis into opportunity. We have seen industries explode in digital adoption from financial services, education, health, government services and of course retail" auname="Simon Tate, President APAC, Adobe"></div> <cmsannotation type="cmsannotation" annotationid="The key to remaining ahead of the competition" comment="subhead" text="The key to remaining ahead of the competition">The key to remaining ahead of the competition</cmsannotation> In an offline world, a user can directly express their preferences, choices, and requirements to a merchant or service provider. A one-to-one meeting has an edge that the digital world is constantly trying to catch up with - personalisation. However, in today’s digital-first world, it is essential for business to transform digitally and re-imagine the entire customer journey to architect for agility. Businesses are required to find new ways to add value with their products and services while ensuring a seamless, personalized experience throughout the customer journey - all while keeping the data entrusted to them by their customers safe and secure. <div type="Video" msid="82518129" hostid="261" title="Customer experiences need everything and Adobe is everything leader" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=82518129"></div> <div type="ExtQuote" text="To survive and thrive, every business has had to rapidly accelerate the transformation to digital. In this environment, customers rightfully expect engaging, personalized digital experiences delivered to them in real-time, in a way that also respects their privacy and delivers value. And brands that are putting a laser focus on customer experience management are coming out in front. Simply put, customer personalization done right drives business growth" auname="Anil Chakravarthy, Adobe's Executive Vice President and General Manager of digital experience business and worldwide field operations"></div> <cmsannotation type="cmsannotation" annotationid="Adobe’s innovations for a digital-first era" comment="subhead" text="Adobe’s innovations for a digital-first era">Adobe’s innovations for a digital-first era</cmsannotation> <div type="ExtQuote" text="We have gone from a world with digital to a digital-first world and there is no going back. Today, every business is a digital business. Asia continues to be an epicentre of digital innovation, from creating marketplaces like Tokopedia and Flipkart that are driving the future of commerce, to social media networks like WeChat and TikTok that are now global" auname="Shantanu Narayen, Chairman, President and CEO of Adobe."></div> The Adobe Experience Cloud consists of a content management system that can offer a customised experience to each customer. Data insights can be collected via <keyword id="4492149" type="COMPANY" weightage="20" keywordseo="adobe-analytics">Adobe Analytics</keyword> and Adobe Audience Manager. A new addition is Adobe Customer Journey Analytics, which provides intelligent alerts for essential insights, making the acquisition process very transparent and open for improvements. The platform is also cloud-ready, so organisations don't have to worry about additional third-party resources to host the suite.Adobe Experience Manager can now help brands create, manage and optimize the content via APIs and automation. For the digital workplace, Adobe Workfront enables more agile, aligned creative work while eliminating work friction and distractions. With all work details, deadlines, collaboration, and resources available in one place, they’re able to deliver content and campaigns with greater speed and efficiency. <cmsannotation type="cmsannotation" annotationid="Adobe is powering Digital Experience for Top Healthcare Brands" comment="subhead" text="Adobe is powering Digital Experience for Top Healthcare Brands">Adobe is powering Digital Experience for Top Healthcare Brands</cmsannotation> Today, in the era of the pandemic, access to healthcare is more important than ever. The healthcare industry has recognised the need to adopt digital channels to reach customers with critical information and services in real-time. Adobe is working with leading healthcare brands to transform their customer experience through Adobe Experience Cloud. At Summit, Adobe announced that it is powering digital experiences for seven of the top 10 healthcare providers, eight of the top 10 healthcare payers and nine of the top 10 pharmaceutical companies – delivering experiences with agility and at scale. As part of the partnership with Adobe, Pfizer is leveraging Adobe Experience Cloud to deepen engagement with physicians and connections with patients. Adobe Analytics helps Pfizer gain customer insights across digital interactions and Marketo Engage powers personalized digital experiences that support physicians, patients and caregivers on their treatment journey. During a conversation between Shantanu and Albert Bourla, Chairman and CEO, Pfizer on Pfizer’s journey of business since the pandemic and how they developed the vaccine, Albert said <div type="ExtQuote" text="It was an impossible task. You must believe it. And not only you must believe it at the top, you must take this belief all the way down to every single person that this is working… To make the impossible possible, you need to have thousands of people believe that they can do it… And it was a glorious demonstration that people never know what they can and cannot do." auname="Albert Bourla CEO of Pfizer"></div> <div type="ExtQuote" text="The pandemic has forever altered how healthcare is delivered, including high consumer expectations for timely and personalized care. Leveraging Adobe Experience Cloud, with privacy and security top of mind, healthcare can be delivered in real-time at scale, with the individualized service that consumers expect today." auname="Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field Operations, Adobe"></div> <div type="ExtQuote" text="Because health is deeply personal to each consumer, the healthcare experience needs to be tailored to fit the needs of Walgreens Boots Alliance’s 120 million customers and patients. The power of Adobe’s technology allows us to understand our customers and deliver the unique experiences our customers need to live healthy lives." auname="Alyssa Raine, group vice president of Customer Marketing Platforms at Walgreens"></div> Adobe Experience Cloud covers data, insights, customer journeys, e-commerce, content management, marketing workflow, and an ecosystem of partners. For any business, it's an essential combination that offers best-in-class customer experience solutions for the digital era. <div type="Youtube" id="w3eY-fRTCYI" title="Adobe Helps Healthcare Providers Cure the Patient Experience" thumbUrl="https://i.ytimg.com/vi/w3eY-fRTCYI/mqdefault.jpg"></div> To know more, visit here: <ul><li><a href="https://business.adobe.com/summit/adobe-summit.html">Adobe Summit 2021</a></li><li><a href="https://www.adobe.com/in/about-adobe/newsroom.html">Adobe Newsroom</a></li></ul>

Adobe Summit 2021: Empowering a digital-first economy through personalisation

<ul><li>Debt collection has always been an obstacle-ridden course for most organisations. </li><li>The steep rise in <keyword id="9171740" type="General" weightage="20" keywordseo="consumer-debt" source="Orion">consumer debt</keyword> and a hoard of laws and regulations governing the process have made it even more challenging. </li><li>In this context, we talk about some best practices to enhance the <keyword id="7165297" type="General" weightage="20" keywordseo="debt-recovery-process" source="Orion">debt recovery process</keyword>.</li></ul>Debt collection is one of the most challenging tasks for businesses and organisations. They must not only effectively collect outstanding debts but also navigate a virtual minefield of regulations and compliance issues that can be difficult to understand. For example, <a href="https://www.infosysbpm.com/offerings/industries/financial-services/documents/automating-financial-spreads.pdf">financial services</a> providers, by law,must adhere to the stringent rules set by the Consumer Financial Protection Bureau (CFPB) when handling classified personal information. Those dealing with online payments or credit card transactions have additional requirements under the data security standards drawn by ombudsmen, which dictate how calls containing personal financial data should be monitored, recorded, transmitted, and stored. Failure to comply with these laws can lead to hefty fines from government regulators like CFPB, not to mention reputational damage. It’s crucial that organisations take extra care while ensuring compliance with relevant laws and adherence to proper procedures when dealing with sensitive consumer information to deliver the best results. The current economic climate poses many challenges for organisations, particularly in terms of debt collection. With the rise of consumer debt and tightening credit standards, companies are increasingly finding it difficult to collect overdue payments. Organisations that implement an effective debt collection approach will boost revenue and significantly ensure their company's financial stability and growth. Let’s explore some of the best strategies for improving <keyword id="413045" type="General" weightage="20" keywordseo="debt-recovery" source="Orion">debt recovery</keyword> through efficient and ethical debt collection practices using an efficient call centre solution, that will help businesses recover what's rightfully theirs while maintaining a positive relationship with their customers. Communication efficiency through the omnichannel approach In today's fast-paced digital world, businesses need to adopt an omnichannel approach to communication to stay relevant and competitive. This means providing customers with a seamless experience across multiple channels such as email, social media, chatbots, phone calls, and even in-person interactions. However, choosing the right mix of communication options can be challenging for businesses as each channel has its own strengths and weaknesses depending on the type of message being conveyed or the target audience being addressed. For instance, the younger generation may prefer texting or messaging while the older may still prefer phone calls or emails. Addressing this challenge effectively requires understanding customer preferences and behaviours through artificial intelligence and feedback mechanisms such as surveys or user testing. It also involves developing personalised content tailored to specific channels while maintaining consistency across all touchpoints. Targeting customers based on various factors, including location, age group, or gender and creating personalised preferences like the right message at the right time through the right channel, has long been the holy grail of marketing. A firm’s technological capabilities, data, and resource availability play a vital role in achieving this and by implementing this approach, businesses can successfully enhance customer satisfaction levels resulting in increased loyalty and revenue growth over time. Automated dialling systems <a href="https://www.infosysbpm.com/offerings/functions/accounts-payable-on-cloud/insights/documents/accounts-payable-automation-insights-for-2023.pdf">Automated</a> dialers help agents quickly reach out to customers to collect past-due amounts more effectively than manual methods allow. This technology also facilitates faster follow-up with delinquent accounts so businesses can stay ahead of their collections efforts without having to sacrifice additional resources or personnel time. Payment plans Offering payment plans helps make collecting from consumers easier because they have the option of paying off their balance over time, instead of all at once. This helps consumers who may be struggling financially. It’s important that both the customer and the business understand at the outset what is expected throughout the duration of an agreed payment plan and are aware of any fees associated with it (if applicable). Offering payment plans helps make collecting from consumers easier while providing them with the financial assistance that they need during difficult times. However, it is necessary to establish clear communication beforehand to ensure successful repayment by consumers and protect both parties involved in the transaction process. Credit reporting Reporting negative information about consumers who fail to pay debts owed is another way businesses protect themselves against future losses while simultaneously incentivising individuals to make timely payments. This improves the overall cash flow operations and reduces delinquencies across broader portfolio base(s). Accurate documentation is essential for any business, especially in the highly regulated world of debt collection. The best debt collection call centres are equipped with cutting-edge technology that makes comprehensive record-keeping simple yet effective enough to establish accuracy at every stage of the process – from initial contact toresolution (if necessary). This includes features such as automatic logging of incoming calls; automated recording capabilities; detailed reporting functions; customisable templates for creating standard documents like letters and emails; secure storage options so everything remains organised and accessible over time, etc. All these features help streamline communication between collectors and customers while also providing real-time data about how well a team is performing overall for each account/case they work for on a day-to-day basis. Apart from utilising these strategies, organisations can adopt other best practices such as providing helpful reminders before overdue notices go out and offering online portals where people can manage account balances securely via a web browser. This enables them to be well-positioned in the competitive marketplace and capitalise on all opportunities. Centralised Data Management Systems with Analytics As businesses continue to struggle with the challenges of a volatile economy, it is more important than ever that they maximise their revenue recovery process. By centralising customer information in a single repository, debt collection teams can be better positioned to automate and personalise this process. Centralising customer information in a single repository can be a game-changer for debt collection teams. The benefits of such an approach are numerous: not only does it reduce operational costs associated with collections staff manually searching through multiple databases for account information; but also reduces time spent on resolving conflicts between customers and creditors due to incorrect or outdated data being used by the collection staff. When all customer data is stored in one place – including payment history – organisations can easily identify which customers may need extra attention during the collection process as well as those who may be eligible for special payment plans or discounts based on their past performance records. Additionally, deploying Machine Learning and <a href="https://www.infosysbpm.com/offerings/business-transformation-services/insights/documents/linear-algebra-in-ai.pdf">Artificial intelligence</a> enables companies to track customer behaviour over time, so they can better anticipate future needs. This ultimately results in improved efficiencies. As businesses continue to scale and grow, they need to find ways that allow them to maximise their ROI while excelling at their service delivery. Fortunately, there are a variety of techniques available today that can help businesses achieve this goal. When these techniques are combined into an integrated strategy, the potential opportunities become even more powerful. Disclaimer: This article is authored by Sourav Ghosh, Senior Industry Principal, Infosys BPM and Rajanna AP, Senior Lead Analyst, Infosys BPM. The opinions expressed are those of the author and do not necessarily reflect the views of Business Insider India.

Debt recovery best practices: Lessons learned from successful business experiences

<ul><li><keyword id="8423341" type="UNKNOWN" weightage="20" keywordseo="dynamic-creatives">Dynamic creatives</keyword> are customised ads that optimise ROI automatically by providing relevant content for consumers. </li><li>These use dynamically assembled elements such as time, relevance, pace, context and call to action to serve up a customised ad based on consumer attributes. </li><li>We spoke to a few marketers and agency heads to find out how they are uniquely developed for each customer, the reason behind its rising demand, and scope for its growth ahead. </li></ul>Ever browsed online, abandoned the product in your shopping cart and saw an advertisement tracking you everywhere on your social media accounts? Or have you wondered why you're seeing products related to or similar as the one you were looking for, following you everywhere? These advertisements that are tailored in real-time to connect differently with each individual are called Dynamic Creatives. Srikanth Bureddy, Co-founder and Director, Valueleaf, defines it as a creative that connects differently to each individual. "It is a profile-based approach i.e., every individual sees something that is of interest to him/her," he explains. Brands are now making these dynamic creatives based not just on browsing habits but on weather, demographic data, location, device, webpage context, and user interest. And it is not just e-commerce. Auto-mobile, FMCG, Health Insurance and many more brands from different categories are opting for this new way of advertising. Sharing the modus operandi behind dynamic creatives, Vishal Rupani, Co-founder and CEO, says, “Typically, to create a dynamic ad, an advertiser designs a template with placeholders. The elements (such as images and text) inside the placeholder, change, depending on the context and the person to whom the ad is being served. A simple example of a dynamic creative is a banner where you can see the cricket score updating in real time during a live game. Here, the template is fixed but the text (score) keeps updating to show the latest information.” Agencies usually keep a set of assets pre-approved. They are plugged in the template basis a targeting algorithm and the creative is then built through an automated process. Prashant Verma, VP - Marketing, Grofers, shares an example of how it works with different customers. He says, “With a dynamic creative, you can show an ad with a discount coupon to a price sensitive consumer or with product review to a consumer with low brand awareness. Similarly, if you have a consumer who has a knack for consuming diet food, you can show her sequenced creatives on products such as muesli, cornflakes, chia seeds or protein supplement for a tailored experience.” Common Uses of Dynamic Creatives Dynamic creative, that initially started with product retargeting, has now evolved with time. Brands also use it to recommend related products to the originally browsed one ─ upselling other products users may be interested in ─ customised to where they are in the purchase cycle. “Several brands use dynamic creatives for sequential storytelling. Targeted to a specific audience, these ads have a structured narrative, and are displayed in a determined order and a defined frequency. It relies on users consciously interacting with the brand, which is then tracked and used by brands to optimise and personalise campaigns further,” shares Rupani. When the Vivo V7 phone launched, mCanvas created a mobile-led dynamic creative campaign to promote it. The creative was targeted to phones with specifications that were lower than Vivo V7. The content of the creative was generated in real time such that it showed the targeted phone’s specifications and then asked users to learn about Vivo V7. Telling us what worked for the brand, Rupani said, “Given the high level of personalization and relevance, users engaged better with the creative and spent significantly higher amount of time interacting with the brand narrative. “Similar to Vivo, we recently created a dynamic creative campaign for Aditya Birla Health Insurance, which specifically targeted Delhi users. To create awareness about the effects of smog on health, the ad used real-time weather data to showcase the then current AQI of Delhi,” adds Rupani. Reason behind the rising demand What attracts brands the most about these creatives is that they can optimize ROI automatically. All they have to do is provide relevant content for each consumer by observing their behaviour. Puneet Gulati, Head - Digital Marketing and Media, GSK Consumer Healthcare India, says dynamic creatives help brands improve media KPIs. He adds, “In the ever increasing need to personalise and sharply target, brands are able to leverage dynamic creatives to create customized messaging for the different set of audience that the brand understands. In doing so, brands stand to increase the chances of higher engagement with the creative, thereby leading to better conversions across the funnel.” But it is not all cake walk Customising different types of creatives, catering to different needs, within a time frame and deadlines, is quite challenging. “Brands need to understand the practical realities of dynamic creative measurement before implementation. Creating and monitoring hundreds (leave alone thousands) of creatives can be counterproductive if one is looking for time bound efficiencies. It is also important to note that the data on user behavior may not always hold relevance from a marketing standpoint. In such cases, brands should plan marketing campaigns strategically to reach out to consumers and improve ROI,” says Verma. While it is a clear leap in advertising, there are some considerations before using it. “The brand task at hand should be very clear before making multiple creatives which can run in several thousands. There should be a genuine need to understand the response to different aspects of the creatives with different audience sets. Using dynamic creatives requires a new approach to working, new partners, new assets and new tools. There is investment involved in creating and supporting the multiple assets and it should be considered before taking the leap,” expounds Gulati. Growth in the future While dynamic search and banner ads have been around for a few years now, there have been significant advancements with respect to optimisation. According to Rupani, dynamic video ads haven't reached their potential. “Video advertising is already one of the best ways of creating an emotional connect with audiences and I expect dynamic videos to make that even better. Dynamic video ads provide brands with the opportunity to maximize their success by using multiple permutations and combinations of copy and creative to enrich the experience for users,” he explains. Gulati sees a much higher adoption rate in the future. “Given the high relevance of this solution to meet consumer and advertisers needs, I see a higher degree of adoption across marketers for this solution. I also see it evolving with more tools being developed to make it more advertiser friendly.”

How the highly personalised 'dynamic creatives' are helping brands target customers with relevant ads

<ul><li><keyword id="3683497" type="General" weightage="80" keywordseo="snap-inc" source="Orion">Snap Inc</keyword> unveils new features and updates for <keyword id="6358096" type="General" weightage="20" keywordseo="snapchat" source="Orion">Snapchat</keyword> at its annual Partner Summit.</li><li>My AI chatbot is now going free for everyone with new updates and features.</li><li>Snapchat's estimated 750 million monthly active users can now tap into the power of My AI.</li></ul>At its annual Partner Summit 2023, Snap Inc, the parent company of Snapchat, made waves with exciting news about its generative AI chatbot, My AI. Previously available exclusively to its premium Snapchat+ subscribers at $3.99 per month, My AI has now been rolled out to all Snapchat users at no cost. Since its launch, My AI has already facilitated nearly 2 million messages, offering users seamless access to OpenAI's cutting-edge ChatGPT technology. With this chatbot, Snapchat's estimated 750 million monthly active users can now tap into the power of My AI, unlocking its expanded capabilities without any additional cost. Snapchat's decision to make My AI available to all users demonstrates the company's commitment to democratising access to advanced artificial intelligence (AI) technologies. By removing the subscription barrier, Snapchat is empowering a broader audience to experience the benefits of this powerful chatbot, opening up new possibilities for creative communication and interaction on the platform. Let's delve into the details of what My AI adds to the popular multimedia messaging app. <cmsannotation type="cmsannotation" annotationid="Snapchat’s My AI for trivia, gift suggestions, trip planning and more" comment="subhead" text="Snapchat’s My AI for trivia, gift suggestions, trip planning and more">Snapchat’s My AI for trivia, gift suggestions, trip planning and more</cmsannotation> My AI is capable of answering trivia questions, offering gift suggestions, helping plan trips and even suggesting dinner ideas, making it a versatile companion for a wide range of interactions. One of the recent announcements regarding My AI was its ability to generate images in response to user messages, allowing for a visual conversation between the AI and its human users. However, this unique feature will remain exclusive to Snapchat's premium service, which boasts of over 3 million subscribers. Users can personalise My AI by designing a <keyword id="3504878" type="General" weightage="100" keywordseo="bitmoji" source="Orion">Bitmoji</keyword> and giving it a name, adding a touch of personalisation to their interactions. To ensure age-appropriate conversations, My AI now considers the user's age when generating responses, with 99.5% of its responses complying with Snapchat's community guidelines. This move highlights Snapchat's commitment to maintaining a safe and positive experience for its users. With its diverse capabilities and evolving features, My AI on Snapchat could become a valuable and entertaining companion for users seeking fun and helpful conversations within the app. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/bard-to-magi-googles-latest-weapon-in-the-battle-for-search-supremacy/articleshow/99576251.cms">From Bard to Magi: Google's latest weapon in the battle for search supremacy</a> <a href="https://www.businessinsider.in/tech/news/ai-generated-images-and-videos-a-game-changer-or-a-threat-to-authenticity/articleshow/99560443.cms">AI-generated images and videos: A game-changer or a threat to authenticity?</a>

Snapchat's My AI enhances user experience with trivia, gift suggestions, trip planning, and more

San Francisco, Oct 3 (IANS) At a time when data privacy has become a heated topic for the policy makers the world over, Facebook has said that it fundamentally disagrees with the underlying assumption that one cannot provide free, ad-supported services in a way that respects privacy and believes that personalised ads and privacy can coexist. Some people believe that services that rely on personalised ads are inherently harmful -- collecting more data than they need to provide value to people. According to Facebook, this criticism is influencing policy proposals to limit personalized ads by restricting business-to-business data sharing and the use of decades-old web technologies, like cookies. "The criticism is also informing changes that large platforms are making: Apple's new iOS 14 policy is actually focused mainly on the use and sharing of data for personalised ads," Erin Egan, VP and Chief Privacy Officer, Public Policy, said in a blog post on Friday. "We believe it is possible to have privacy and a thriving, free, ad-supported Internet. We continue to believe personalised ads and privacy can coexist," he stressed. His remarks were first shared last month during a virtual discussion hosted by The Atlantic as part of The Atlantic Ideas Festival. According to Egan, personalisation also made it easier to show ads without disrupting the user experience. "The rise of personalized advertising has brought its own controversies, of course. Many of those have focused on privacy and data use, which is the area I cover at Facebook. And, as you know, the past few years have seen other concerns emerge, especially around particular kinds of ads, like political ads," he said. Facebook believes that personalised advertising provides the best experience for people and the best value for businesses -- particularly small businesses, which make up the vast majority of Facebook's nine million active advertisers across its services. "The benefits for people are real. Personalized ads help people access services, discover new products, and receive deals from the brands they care about," Egan said. The social network has built tools like 'Off-Facebook Activity' that lets people see a summary of the information other apps and websites send to Facebook and gives them the option to disconnect it from their account. According to Steve Satterfield, Director of Public Policy at Facebook, it's concerning that some of the most significant restrictions on personalised advertising aren't coming from policymakers or regulators but from private companies that control app stores and operating systems. "There's no democratic process around these changes, no debate or consultation with affected stakeholders. And, given the stakes here, I think we should be concerned about that. This is why Facebook supports comprehensive privacy legislation", Satterfield said. --IANS na/

Personalised ads and users' privacy can coexist: Facebook

<ul><li>If an industry can flourish during a global pandemic and one of the worst economic crises we had to face, it can survive through any challenges that come in its way.</li><li>Digital media has proven time and again how integral it is to the advertising industry’s survival and growth.</li><li>However, every year brings with it a set of challenges different from the previous one. So, in our second year-ender, we look at digital marketing, its growth trajectory and look at what lies ahead.</li><li>Experts are optimistic that 2022 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques.</li></ul>The digital marketing industry in India not only managed to weather the pandemic’s impact but also flourished gracefully in 2020. It accelerated at an unbelievable speed, exceeding all predictions and expectations. Brands were quick to adapt, pivoting aggressively from traditional mediums to invest in digital. Digital media became one of the most effective mediums to reach out to people locked inside their houses and stuck to their phone and tablet screens. This trend of increased smartphone consumption is only expected to amplify as more people, especially in Tier II and III cities, engage more digitally and make purchase decisions through websites, apps, social media platforms. Apps have undoubtedly become the most popular destination for consumers and marketers are capitalizing on this trend to engage with them. As per GroupM’s TYNY report, global digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019. Zenith also estimates that global adspend will reach $705 billion in 2021, up from $634 billion in 2019, and will rise to $873 billion by 2024. Digital marketing in India is also at the cusp of a massive revolution as brands explore options beyond <keyword id="640850" type="General" weightage="20" keywordseo="social-media-marketing" source="Orion">social media marketing</keyword> within the digital ecosystem and look to expand their presence across regional markets. RedSeer predicts that India’s digital ad expenditure will grow 10 times over the next decade and will likely account for 70-85% of the total ad market, which currently stands at 33%. It is expected to touch $25-35 billion by 2030 from $3 billion in 2020. So, without a doubt, digital marketing is the future of advertising and the only way brands can grow is by harnessing various digital tools. From buying medicine to groceries or shopping for a wedding, many consumers who would otherwise prefer to browse and purchase in person, have moved to online shopping due to the limitations that the pandemic threw at them. This quick change in consumer behaviour, accelerated by the pandemic, gave a push to e-commerce, performance marketing, augmented reality, mobile marketing, digital animation, video content, voice search, audio advertising and influencer marketing. In this last year, Instagram has also moved beyond just a discovery platform and influencer-led commerce has arrived earlier than expected. According to WARC, Instagram grew to become the largest social media platform globally in 2021 after overtaking the core Facebook platform for the first time. Instagram is forecast to grow to control over a third of the global social media market in 2023. Apart from social commerce, Instagram’s parent company’s Metaverse was the hot topic and trailblazer of 2021. In 2022, more brands will prepare for the next phase of the internet, include Metaverse in their marketing strategy and experiment with AR and VR. As we enter a new year and it brings a new set of challenges, different from the previous one, we speak to digital marketing experts, discuss the industry’s growth trajectory and look at what lies ahead. Here’s what experts had to say about digital marketing’s future in India: Neena Dasgupta, CEO and Director, Zirca Digital Solutions: The dominant trend that seems imminent and set to grow is the cross media measurement. The customer connect is critical given the significant shift in consumption patterns. Understanding the impact of the mediums and planning connect basis that is an inevitability. This would require customer segmentation by cohorts, enablement of linking these cohorts between brand and publisher (any medium) and tracking response and measuring attribution using data integration at a CRM level. The entire system is data and tech driven supported by psychometric tools for the purpose of cohort creation and mapping. All in real time. Single source panel is the need of the hour. And there are multiple measurement organisations working together on this. More importantly it’s critical that a brand understands trading needs to be made more efficient by enabling customer segmentation in real time that can be activated using programmatic means, also in real time. The data pool and nodes will take some time to build as in any data led ML, and eventually it’s data science and creativity at work to engage prospects. Harshil Karia, Co-founder and Managing Director, Schbang: I think two big trends will dominate marketing: 1) More and more brands using a combination of technology to enrich what they do at last mile conversion, data management, and using the marketing data as signals to business and sales teams more effectively. Expect more martech being deployed. And expect more people to learn martech and it's capabilities and the ability to learn and unlearn the same. 2) The use of automation will start to affect creativity. One ad can be delivered in a 100 ways using video Ai and voice. One copy can be written in many ways customised to context. The writers to can work well with an Ai and make it their friend will do well. An Ai works as well as the instructional data it recieves. The factor that will help drive this is increased demands from CEOs to integrate the marketing function into large scale business processes and have the vision to see the value it can unlock - a push but also some patience. The automation allows marketing to now affect at scale far more parts of the organisation than they already have. Marketers and creators will do well to be curious and have a learn it all attitude while knowing and deepening their craft on copy and design." Prashant Puri, Co-Founder &amp; CEO, AdLift: We’re entering the organic first age where prioritizing organic search becomes paramount. We see content playing a vital role here, be it optimizing for voice search or improving user experience via engaging content across all brand touchpoint. We estimate influencer marketing spends to catapult to $150 to $225 in 2022 with brands doubling down on influencer led marketing campaigns across nano, micro and macro influencers - capturing 7 to 9% of overall digital marketing spends in India. Chandni Shah, Founder and COO, Kinnect: The one trend I see dominating 2022 is Social Commerce. The e-commerce industry experienced accelerated growth with the pandemic, and social commerce emerged as the 'flavour of the year'. Social media platforms too joined the bandwagon and introduced features and tools to enhance the consumer journey - from product discovery to purchasing them on/through the platform itself. Covid-19 pandemic in 2020 contributed significantly to the new era of online social retail. In 2020, Facebook introduced Instagram shops, integrating e-commerce and the world's most popular social media platform. In the Covid-19 pandemic, the worldwide social commerce market is anticipated to increase at a whopping <a href="https://www.researchandmarkets.com/reports/5140143/social-commerce-global-market-trajectory-and?utm_source=GNOM&amp;utm_medium=PressRelease&amp;utm_code=rm7g2f&amp;utm_campaign=1434938+-+Global+Social+Commerce+Market+Worth+%24604.5+Billion+by+2027+-+COVID-19+Updated&amp;utm_exec=joca220prd" target="_blank">31.4</a>%. By 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post-Covid-19 reality. Combining e-commerce with social media can be highly valuable; it allows consumers to look for brands via social media platforms and search for products they wouldn't usually look for on an e-commerce website. Brand hunt, influencers, and mobile payments are examples of social commerce in action. Thanks to AI, marketers can now gather real-time data on consumers and transform it into actionable insights. The upcoming year will see more users turn into buyers and make purchases through social commerce. Brands that haven't explored the opportunity yet will be quick to jump onto this trend. To sum this up, the shorter the buyers' journey will be, the lesser chance of them abandoning products in their cart. Hareesh Tibrewala Joint CEO of Mirum India: Covid has taught us that every business, big or small, B2B or B2C, irrespective of the category -- needs to have a way of reaching out to the consumers online, be able to showcase ones products and services, collect payment and make delivery. We will see e-commerce driving investments in the area of technology, content creation and media. We will see continued expansion of market places as well as emergence of D2C brands. Within ecommerce we will see movement towards voice-based ordering as well as conversational commerce Harsh Shah, EVP, Business- North and West, Dentsu Webchutney: 2022 is going to be the year of alternate digital realities. Yes, the metaverse! That moment in time where our digital life seamlessly co-exists with our physical life. That year, where our virtual possessions are of as much worth as our real-life possessions. Bank accounts and crypto wallets. Art works and NFTs. One of the key outlooks for brands should be to see how they can use 2022 to prep themselves to be not only present in the metaverse but also for immersive storytelling. With growing interest in the concept and it being part of popular culture, will accelerate adoption. It will outgrow the internet in adoption. Also, with 5G hitting the market, it can act as a great platform to drive that initial burst of growth. Shradha Agarwal, COO and Strategy Head- Grapes: In my opinion, AI will play a crucial role in the digital marketing ecosphere. We have witnessed that from data collection to geo-fencing, AI has been helping businesses grow extensively. The technology comes with such a great combination that it has been used widely in certain aspects such as content creation, chatbots and search engines. Sectors like retail, e-commerce, banking, healthcare, gaming and others are already backed upon on artificial intelligence as it helps them recognize consumer behaviour, search patterns and it also helps businesses understand how customers find their products and services. In the coming time, we would see many others sectors trying their hands on the tool marketers want good sales and better ROI through their marketing strategy. Therefore, AI applications can predict what customers are likely to buy in the future based on their past purchases and browsing history. With this approach, it becomes easier for them to target their users. Also, AI use is becoming of utmost importance for those companies whose business depends on smartphones and drive sales through social media. Hence, AI as a market will grow exponentially. Raman Mittal, CMO and Co-Founder, TO THE NEW: I believe the dominant trend of 2022 will be Contextual Targeting. Contextual targeting isn’t something new, but for a while it was in the shadows because it’s performance was lower than Behavioral Targeting that used cookies. But in this cookie-less world, the modes of serving personalized ads to the audience have shrunk and marketers are moving back to contextual targeting. Whether it is category, keyword, or semantic contextual targeting, it will be exciting to see future developments in this arena. Mohit Gyanchandani, Head, media planning and growth, DCMN India: For several years, the marketing industry has witnessed an ongoing contest between performance and brand marketing in terms of budget, resources and impact. But in 2022, we predict that the old dichotomy between the two will become increasingly blurred. This is in part due to the impact of COVID on businesses. After a volatile 18 months, many organisations are re-evaluating their goals and moulding themselves to survive and thrive in this new economy. Above all, companies know that to succeed, they need to build brand salience. We’re already seeing that for many of our clients, it’s not simply about brand versus performance anymore: the two need to work in tandem. That means bringing both sides of marketing even closer together and building fully integrated, 360 degree campaigns that power growth and build brand recognition across online and offline channels. Marketers will also start looking at results more holistically. Instead of just looking at one specific channel and its impact on direct KPIs, they will look at results through a broader lens: for example, the impact that a TV campaign might have on digital channels like search or retargeting. This doesn’t mean that pure performance-driven campaigns are going away completely. The best approach for a brand will always depend on the company’s stage of growth and their overall marketing goals. But for companies looking to scale, taking a fully integrated approach will be key to achieving cut-through in an increasingly competitive industry." Ankur Gattani, VP - Growth and Marketing, WebEngage around MarTech: Majority of Indian organizations have been using a mix bag of first-party (1P) and third-party (3P) data for marketing and advertising. However, the usage and impact of 1P data are expected to amplify in 2022 in a big way. This trend will dominantly be driven by the legal framework that will prohibit the usage of 3P data and force the adoption for 1P. Organisations like Amazon and Netflix have spoilt the customers with their personalisation mechanisms. What this means is that customers expect personalisation from the websites and apps that they visit. Marketeers will have to make optimal use of data and analytics to bring that level of experience for their customers. Reports suggest that over 80% of marketeers see benefits in leveraging consumer data for marketing. At WebEngage, we work 100% on 1P customer data and we believe this trend will not only help our clients engage with consumers in a meaningful manner but also improve their business ROI. Shivani Kamdar - Associate Creative Director, SoCheers: 2020 &amp; 2021 showed us how content is still the centrepiece of every marketing communication and how brands went the extra mile to establish a better connection with their audience. The coming year is going to be no different, in fact "Localisation of Content" is the need of the hour. A marketing technique for product promotion leveraging the local culture of the target areas by studying their preference, likes, dislikes. The customer begins to relate with the content at a subconscious level which in turn not only helps aid their purchase decision but in the long run, also helps forge a better recall for the brand. One of the key factors that will help drive this trend home is ground research - an intense focus on understanding the consumer intent by renewing SEO efforts. The other is the medium of communication. Building the right story is not enough; finding the most compelling way to sell it will do just the right thing. Will that copy be more relatable as a video or will adding audio to this help enhance the user experience? Consumers are craving interactive, consumable, entertaining content be it on mobile or across social channels; question is, will you give it to them? Dia Kirpalani, VP, Head of Strategy, Blink Digital: As we move into 2022 and beyond, we believe that both marketers and consumers will increasingly seek a clearly demonstrable line to value. To achieve this, marketers will need to harness the ability of end-to-end measurement, with an eye on their north star metric. India is moving online more than ever. With everything from shoppable content on social media, to conversational commerce bringing India's smaller towns further into the fold, this measurement is progressively important to assess where and how to communicate. Meanwhile, consumers will seek value and authenticity from their brands. Brands that win consumers' hearts will meet consumers where they are with content that has real relevance, whether they access it through voice, video or vernacular. Brands will need to also provide consumers an exceedingly easy content consumption or shopping experience through hiccup-free, friendly interfaces. Importantly, content will also need to authentically reflect evolving consumer values, and this will help determine what brands should communicate. For brands looking to scale up further, this combination of multiple elements is what will ultimately drive value. Rahul Nanwani, Co-founder &amp; CEO of ImageKit: It is predicted that globally, 82% of consumer web traffic in 2022 would be from videos. With India’s video market set to touch $18 billion by 2026, it will soon play a dominant role in digital marketing as well. Short-form videos have already attracted the attention of many Indians and the market is predicted to reach 650 million users by 2025. Thus, if brands need to reach a wider audience in the coming year, they need to utilize tools that will maximize their outreach through videos. Video optimization and media management tools help improve internal collaboration for teams creating the videos and then ensure that those high-quality videos can load quickly on a user's device. With several advancements being made in this field, brands will be able to provide better customer experiences and ensure their messaging reaches them through videos.

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<ul><li>The AI-driven new offering is an extension of the already existing video content division ‘TWIP.’</li><li> The collaboration with Vidz.ai will enable TWIP to extend customization and personalization in videos under TWIP.</li></ul>Tonic Worldwide, a digital-first creative agency, has launched an AI-driven personalised <keyword id="9501547" type="UNKNOWN" weightage="20" keywordseo="video-marketing-solution">video marketing solution</keyword> for brands, as an extension of its already existing snackable video content division 'TWIP' - <keyword id="9501511" type="UNKNOWN" weightage="20" keywordseo="Tonic-Worldwide-Intuitive-Programming">Tonic Worldwide Intuitive Programming</keyword>. The collaboration with Vidz.ai will enable TWIP to extend customisation and personalisation in videos under TWIP. Personalisation adds more context and relevance to brand videos and is key to helping them grab more and more eyeballs as well as increasing engagement. Realising the potential for such hyperlocal customized videos, Tonic Worldwide’s TWIP will now create and distribute numerous such custom-made videos in seconds, for brands. TWIP is also built to deliver a seamless experience for brands, right from personalized video content creation &amp; interaction to dissemination &amp; detailed watch analytics powered by Vidz.ai. Speaking on the new offering, Sudish Balan, Chief Business Officer, Tonic Worldwide, says, “In the new normal, video content consumption has drastically increased on all platforms. Brands and businesses are gearing up to make up for the lost time and as agency partners we would want to equip them with effective and agile solutions. This mass personalization of videos with AI enables us to do that and can play a great role in garnering consumer trust and attention, as well as make it contextual to their needs and interests. This personalized video marketing solution can also be used to enhance effectiveness at every stage, right from awareness to action.” Adding to this Rajesh Goyal, Partner &amp; Co-founder, Vidz.ai, says, “Marketing is transforming rapidly in the digital world. Vidz.ai is happy to partner with Tonic to enable them with Hyper personalization, customization in videos. This will enable brands to have a seamless customer experience with video interaction and stay true to TWIPs promise of ‘Intuitive’ communication backed by customer data.”

Tonic Worldwide launches personalised video marketing solution for brands

<ul><li><keyword id="570619" type="General" weightage="20" keywordseo="cadbury-dairy-milk" source="Orion">Cadbury Dairy Milk</keyword> manufacturer <keyword id="2200852" type="General" weightage="20" keywordseo="mondelez-india" source="Orion">Mondelez India</keyword> has unveiled a new experience center called ‘<keyword id="12394027" type="General" weightage="20" keywordseo="the-purple-room" source="Orion">The Purple Room</keyword>’ in Bandra-Kurla Complex, Mumbai.</li><li>It allows consumers to experience the joy of watching their favourite Cadbury chocolates taking shape live in a 3D printer.</li><li><keyword id="1473906" type="General" weightage="20" keywordseo="anil-vishwanathan" source="Orion">Anil Vishwanathan</keyword>, Senior Director, Marketing, Mondelez India walks us through the research and execution process of bringing the whole experiential center together, his goal behind this new milestone and larger vision for the portfolio.</li></ul>Remember the old jingle, "<a href="https://youtu.be/z92njBwG62Y" data-type="tilCustomLink">Kitna mazza aaye re, duniya Dairy Milk bann jaye</a>?" The brand behind this ad, Mondelez India's <keyword id="136808" type="General" weightage="20" keywordseo="cadbury-india" source="Orion">Cadbury India</keyword> is converting this fictional world of being surrounded by chocolates, which was every child's dream, into a reality. It has opened its first-ever experiential center in Bandra-Kurla Complex, Mumbai. Called ‘The Purple Room,’ this experiential center takes consumers inside a chocolaty world, allowing them to experience the joy of watching their favourite Cadbury chocolates taking shape live in a 3D printer. <div type="image" title="Cadbury 3d printer" msid="87283017" hostid="261"></div> Throughout Cadbury’s journey, the brand has tried to offer a different experience to consumers. This time, it aims to take it a notch higher. Telling us why the brand chose to launch an experiential center, Anil Vishwanathan, Senior Director, Marketing, Mondelez India, said, “It's been a constant journey of bringing in new concepts and experiences from a premium standpoint, because that's what the consumer is looking for. Over a period of time, it has also translated into the way we are offering personalised and customised experiences on e-commerce and D2C side. Now, The Purple Room is yet another such initiative in the same context, where we are bringing in new experiences to the country and some of these experiences cannot just be done in the regular retail way. We want to offer novel experiences and we're starting with the whole 3D Chocolate but this is one of many interesting new things to market experiences that we want to bring to consumers.” The pandemic has proven how the value of personal attention may be far greater than we gave it credit. So, Cadbury’s The Purple Room is designed to consistently give customers more reasons to return by offering a personalised experience. It houses the whole Mondelez India range, a few exclusive products that are not available in India and also prints customised chocolates as requested by consumers in front of their eyes. When consumers walk out of The Purple Room, Vishwanathan is optimistic that they will be wowed. Talking about what he thinks consumers will feel once they visit, he said, “Definitely a wow. We don't want to create experiences that they've seen before. So that's what we're aiming for. It's not something that they would have seen, even if they've traveled outside India. It's not so much about exclusive merchandise that's not available in India, but available elsewhere, which I've imported. It's not an imported range. It's also not something that's available in the regular stores. Now, of course, you have consumers who also would want the regular merchandise, so we have the merchandise as well. But really the priority is set of experiences that are not available anywhere and maybe new to the country -- not been commercialized ever, and hence, getting consumers to feel a little bit of a wow and leaving the Experience Center saying `oh, this is what I would expect a Cadbury to be doing.’” Cadbury is relying on word-of-mouth to do its magic and bring in organic footfall. It has also planned a few local activations to spread the word about the new center. The idea of launching this experiential center was born earlier this year in January and it took Cadbury 10 months to bring it all together. The brand also wanted to wait for the market to open up. “We actually wanted to do it even faster and more possibly we could have had the second wave not come out. We were ready to launch faster. The launch date was reflective of when it is a safe situation, firstly, allowed by the authorities to open and then of course, the right time for the consumer also starting to feel okay to step out. Now, they're kind of coming back. The likelihood is that they'll come back with a bang because there's a lot of pent up feeling, ‘oh, I'm cooped up at home and I really want to step out, I really want to go somewhere and watch a movie.’ So as that feeling comes back, we see this as a great time to leverage as the momentum is gonna come back,” said Vishwanathan. But why ‘The Purple Room?’ “In partnership with <keyword id="531122" type="General" weightage="20" keywordseo="ogilvy-india" source="Orion">Ogilvy India</keyword>, we wanted to bring in a very recognizable element of our brand. And then also give a little bit of the premium feel to it. So pick up something which people can recognize, but it still evokes a little bit of a premium feel,” Vishwanathan told Ad and Media Insider. On a larger scale, Cadbury will be focusing on increasing its investments as the markets open up and launch new marketing campaigns around generosity. Sharing his optimism about the future, Vishwanathan said, “I think we have had good growth momentum. As we speak, we seem to have come out of the challenges of the first two waves, and we're positive about the future. In the long term, we do believe that we want to continue to grow the category. So we'll stay invested behind our core brands. We also believe the timing is right for us to bring back some of our innovation that we had pulled back for the last couple of years. So as we enter the new year, you will see some interesting innovations come, you'll see a lot of investment and you will continue to see the kinds of campaigns that we've been putting out around our overall purpose of generosity. And it's not just going to be linked only to chocolate, it's also around biscuits and beverages. You'll see a lot of purpose-driven interesting consumer engagement. You'll see a lot of thrust on ecommerce, you'll see a lot of work happening on digital. Most importantly, you will see us staying invested because we are optimistic about the growth opportunity."

Mondelez India opens its first-ever experience center in India; from custom-made milkshakes to 3D printed chocolates, here’s how it is wooing consumers

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