Elizabeth Venkataraman: what AI changes—and what it does not

Voice activated marketing, where it can work, in what forms it can work. I found an app which actually can create perfect pictures and create your perfect image bank. When will we reach n is equal to 1? Netflix has 100,000 personas. When I last spoke to somebody, I just read something about Amazon patenting a technology which is on predictive analytics. Music Over here to respond if they feel comfortable to it. In recent times, we have seen a lot of use cases of AI in conversational marketing, and especially internationally with voice bots also doing stuff in terms of people can order pizzas and things like that. There is a category explosion that's happening for the use of AI.

If you had one suggestion, so typically our future gazing sessions for those who are new, the attempt is to get answers like what should marketers do in the next 30 days, in the next quarter and in the next one year. It's focused around that. So it's very specific what to situation. So with all this that's happening in the background, do you have a suggestion or a recommendation what should CMOs or agency heads do in the next 30 days to get their act around AI right? I think I'll start. What I see as a trend, I normally look around and see what people are doing, and what I see them doing is not typing their messages, but talking to the phone, especially India being very young today. I'm just talking to the phone.

I almost don't get a written message from my daughter. And that is something that I wonder whether from writing we've moved to typing and whether we will move to voice. And that's a trend that we have to probably watch closely. We don't know where that's going to go. I'm sure it will be hybrid for some time before it settles, but that's something that marketers will need to make note of. So voice-activated marketing, where it can work, in what forms it can work, which platform it can work, and how it can work and how efficient that will be is something that we're going to look out for. And this is around something very basic. Sometimes while we keep moving forward, we keep forgetting the basics.

And email marketing has been around for decades or one-on-one marketing, whether it's now through app notifications or through chatbots and things like that. But companies like Netflix have taken this to a new level with hyper-personalization. Some categories are more attuned to being able to be hyper-personalized. Any examples or any inferences that you have, whether it's in your own business context or a global context, of how companies or brands can use AI to create personalized and memorable both, email marketing campaigns that are tailored to each individual's behaviors. And any top tips that you have for creating effective AI-powered emails in the next quarter? So I think that much has been said about ChatGPT and copy

and the place it has in throwing ideas and in writing a lot of material. But there's something I came across recently when I was preparing for a regular still shoot. To take photographs and put them in your layouts, and many of them, creating an image bank. This is every market. How do you bring variety? How do you get off the usual banks which everybody has access to? And I found an app which actually can create perfect pictures and create your perfect image bank. So it is an AI-led app which can create these images. And it set me thinking. It was a little, we still went ahead because we had a requirement and we didn't know how mature this was. So I think that is something that we should be thinking about.

Of course there's creative, there is writing, there are layouts, all of that. But I think photography and extremely interesting visuals, which we struggle with because we have a limited bank or we have an access to a certain level of what we can buy. And everybody has access to that. I think this is one thing that is very, very good. Because Netflix has 100,000 personas when I last spoke to somebody. But whether it's 200 and somebody said HDFC Bank has 60,000, we have them in thousands too. But when will we reach N is equal to 1 are going to go a long way. And a lot of the things have already been spoken about and I don't want to touch upon it. Something new is only what I wanted to share. Absolutely. Really that kind of brings us to the close.

Are there any last comments that you have, Sabia, for what people should look at in the next one year's horizon if you have not covered it in your earlier segment? I think that in BFSI, we always struggle with one problem. Are we pushing products or are you asking for it? So we just read something about Amazon patenting a technology which is on predictive analytics where they'll send a product home. They're so confident about their analytics that they are going to send it home before you order it. So how does, for us I think in BFSI and many others I'm sure, the challenge would be to, how do we get there? That we can send something to you which you're going to absolutely want. And I think that's really the challenge.

And what we'll have to bridge very quickly.