What KV 'Pops' Sridhar teaches about AI in marketing

As a leader what you want always is you want people to do their best when they are with you. So Pops, what are the three main advantages of a collaborative working model that you have with Hyper Collective? Three advantages is what we do is we start the first bucket with strategy. You know it's consultancy and then we do the strategic roadmap for them. And once we do the strategy roadmap and then we create a purpose craft for a client. That purpose is delivered and channeled into everything which they do.

Into product design, into service design, into HR, into PR, into communication, into technology, into performance. You cannot have different strategies for all of them. You cannot have different purposes. So we bring in all this together and then we hold at the end right from strategy to performance. We take the onus and then we actually deliver them from this end to this end. So how can brands today leverage AI to actually customize regional or vernacular content today? I think you know AI in India is at a very basic level.

The moment you start making any interventions which are supposed to be made by human beings and emotional thing which you need to make, you need to up the cognitive senses. So if cognitive intelligence becomes higher, then it can understand not just the algorithms, but it can understand the motives and emotions behind that. Right. We are far away from that. But basically there are companies which are doing, there is a company in Bangalore called 21 Language AI. Okay.

So what they are doing is it's not deploying chatbots and then they're not trying to decode the language to any language. Actually it is building intelligence within that and even creating language chatbots which can be deployed immediately to a specific language issue. So some work is happening in AI. Lot of work is happening in AI. But AI and voice combination is what is going to make us far more powerful than what we are today. You've been in the advertising space for over four decades. Right.

How is the talent mix that you are looking at hiring today evolved over the years? How different is it today? One, the television has become expensive. Second, the talent is not so good to understand the value of an idea, value of an insight and value of telling the story. And then the craft of telling a story in less than 30 seconds. All these are missing. So that's the reason why you are seeing what you are seeing.

And if you see the same guys, once they get an internet film to do for two or three minutes, that's the only thing advertising agencies can do. They don't know what to do with three minutes. And they imagine that everybody will watch everything. And it does not cost money if it is 30 seconds or three minutes. And they go and then make a three minute commercial. Right. And then the drop rate is much higher. Right. And then people put all kinds of comments which they can't digest. So that has an effect on the moral of the people. Yes, it does.

So today if you are in advertising, you should learn to live life and you should learn to take the criticism or the feedback which people get, improvise on that and then give back. So hypercollective, given the nature and the structure it has, how do you balance and manage all the egos? So to me it does not matter which geography people come from and which culture people come from. So they are all human beings. They all have their own talents. As a leader what you want always is you want people to do their best when they are with you. Right.

So if you leave your ego, it is easier for others to leave their ego. If you have a larger ego and if you can't get rid of that ego and you can't work with anyone. Right. And once you take that, you know, somebody told me many years back that you must learn a new thing every day. Right. And you must teach a new thing every day. So if you think that you have become a teacher and not a student, you are mistaken. You know, every day with everyone you can learn something new.

You know, each time you sit with a experienced technologist, you learn something new. That makes you like a child. So your ego is gone. What ego you have? That's your approach. You have a master. Master sitting there who has tremendous experience and who is teaching you something new which you don't know. How can you carry the burden of ego with you? So you have to keep it aside. Master sitting there who has a master. Master sitting there who has a master. Master sitting there who has a master. Master sitting there who has a master.

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