What Rajesh Kumar Jindal teaches about AI in marketing

power of technology and power of progress, firstly, you cannot stop. I am going to start at a very, very broad sort of level with you, a question that sort of I debate on with my friends, the ethics of AI. Where do you stand on this subject and is it good for humanity or do we have reason to worry sort of going ahead with AI taking over things? See, I think first fundamental question in my mind, Rudra, is, you know, power of technology and power of progress, firstly, you cannot stop. It is not a choice that we have. You

know, many times we come from a very totalistic view as if we can wish it away. We can't. Now, having said that, I think, you know, a lot of the popular perception is formed from the science fiction and, you know, all sorts of books and movies that, you know, catch public fancy. So, Minority Report, Terminator, Matrix. Yeah, I mean, you know, origin, Dan Brown and, you know, so on so forth. Yeah. But in reality, I think, you know, it is a question of how we harness it, you know. So, I think

we can harness it for a lot of good. And in my opinion, you know, it is going to take a long, long time for any kind of intelligence, you know, artificial intelligence for that matter to catch up with humans. So, complex decision making where emotions are involved or ethical judgment is involved. Computers are far, far away. You know, all stories are overblown. So, I think we must harness it. Therefore, it gets you more time to, you know, ruminate, reflect over the deeper issues of ethics and, you know, humanity and therefore do more justice to them.

So, tell me about these three jobs out of the sort of top of your mind that you believe that machines, at least today, are not any in a position to take over, at least not only today, but in the next sort of five or ten years. See again, you know, so absolutely. I mean, think of three jobs that people hate doing. I mean, all of us to make a daily living. So, people do jobs, you know, and no end, over and over and over again. So, let me take an example, you know, somebody who processes invoices.

It's not a sexy job, you know, it doesn't make it you entertained. Every day, you get a lot of paper, you call people, you chase them to give you, then you look at the data, you put it in some excel sheet that goes into your ERP system, you process it, people get checks. You know, it's like a full job of multiple number of people in any average organization. All of that can be done. And what are those three jobs that you think that will never take over, that cannot be taken over by AI? Never is a big term. Yeah.

So, let's say sort of in our foreseeable future that… See, firstly, I want to say that the, a complete job will never get taken over or not taken over. So, any kind of, you know, creative work which requires thinking and thinking of things which haven't done, been done before, absolutely not going away. Anything that requires human empathy, you know, no way is ever going to do it, right. And, you know, anything that requires, you know, getting people together, you know, those things are not going to get taken over.

So, going to a different sort of subject, influencer marketing, I mean, it is big in the B2B, B2C space, sorry, consumers, you take it fashion, cars, etc., gadgets, I mean, it is really big there. Does it work for B2B as well? Yes, yes, absolutely. So, it actually works a lot for B2B, you know, because B2B, fundamentally, your risk is higher. You know, you are not buying a tube of toothpaste, for example sake, which goes wrong, you can, you know, change it. You know, you are probably buying

a million dollar software. So, you want to be sure and it is just not your personal decision, you are doing on behalf of your organization, multiple people are involved, right. So, you know, so, I will give you some example. For example, you know, experts in that area, third party experts work a lot. In our space, you know, view of analysts, view of people who know that, you know, at a deeper level, who are technologists, their view matters a lot. They say, this is a good thing to do, people will like, you know, AI.

So, they are the influencers in this case. They are big influencers for us. Second level of influencers are people who have been there, done that. Right. You know, so, for example, if a large company has made that decision and then go back and say, look, this helped me. So, customers are as influencers? Customers are huge influencers for us. And at the third level, the actual users are a big influencer. So, increasingly, lot of the conversation is getting driven online by peer reviews. So, all of that,

you know, works a lot for us. So, you work with a lot of startups in your free time. You said, UiPath is a startup as well. Right. So, marketing for startups, what do you think startups are missing when they are largely looking at chasing leads because, you know, being efficient about the capital is a pressure that they have all the time. Right. Yeah. So, what should they be doing? What is your advice out there? So, one thing that I have seen come through, you know, and which I do not have, you know, like a

great solution. But the challenge I notice is the startups by the nature of trying to stay afloat and trying to move forward are always under immense pressure to make revenue. And therefore, leads in or sales are always top of mind. Right. But what tends to get relegated is brand. And typically, when they connect, they probably connect with smaller agencies who tell them this dream of leads or website, you know, it is like putting tail wagging the horse or putting cart

before the, you know, horse. Right. So, I think the brand is the piece that they miss. Because you have to give customers, your audience a reason to come to you. Why should they call you to the party? You know, if that does not happen, all the efficiency thing is not going to work. Right. And in the case of startup, it can be story of the founders. It can be story of how and why they got there. What was that unique insight? Where do they come from? And what are the, you know, what is their sort of larger, you know,

mission to, to come to this space? So, all of those things connect with people emotionally. And people are lot more willing to entertain you. People are lot more willing to open the doors for you. And they connect with your larger purpose. So, they are also more accepting if you miss a beat sometime. So, the passion of the startup, the problem statement, why, why, why, you know, Yes. I mean, I am saying the story of the startup. And then expression of this as a brand. You know,

it can be expression in terms of how they are, you know, simple things like how their logo is done, what is their tagline, what is the color they use, you know, how they express themselves and so on. That should be thought of very, very clearly. Yes, absolutely. PR, that becomes very, very important, you know, both digital and otherwise.