Jiten Mahendra: what AI changes—and what it does not

Five million searches which takes place only for the world called tuition center. Here it's more about performance than emotion. The performance driven angle or the competitive exam or a specific board prep, how, that's where the search gets evolved. That's where we actually got implemented the chatbot, the conversational. And we are seeing a far better curated journey which results into a higher enrollment because we are not leaving the customer saying call on the toll free number. AI helping us to make it more optimum. So that's where I think the role is evolving. And I personally feel up in because your search engine will become more and more richer and your organic volumes will increase.

And obviously organic increases, your enrollment becomes better than your performance. So that's where I look at it. Jitanya, I'm going to come to you. Education, again for the millions. However, unlike food and fashion, the customer is the user. Education, the customer is the parent, the user is the child. How do you distinguish or identify emotions and then tailor your messaging because you're selling to somebody but the actual user is not that person? So I think just to introduce myself, I am Jitanya and I work with Baiju's. Prior to that I was with fashion and prior to that with automobile. So just to give you in terms of the education space, so we have around 5 million searches which takes place only for the world called tuition center.

And now when you look at the tuition center, I think here it's more about performance than emotion. So the whole performance driven angle or the competitive exam or a specific board prep, that's where the search gets evolved. So unlike any other business where performance is always bleeding and it doesn't make ROI in real sense, for us also it is important that how do we improve our organic search engine optimization. So we actually, the last I would say three months, we have been creating around 5,000 odd pages every week to cater to the search engine because that's the volume we need to build in. And it was becoming difficult to actually keep on creating this and not having a funnel to actually get in. So if you look at the whole lead funnel,

it goes to a toll free number or it goes to a physical center or it gives you an idea of where is the nearest center near you. And that's where we actually got implemented the chatbot, the conversational. And we are seeing a far better curated journey which results into a higher enrollment We are actually getting him to that specific page and giving him a URL and then we have a UTM to know that where is the guy actually landing in. So that journey has become curated. Also the learning what we are seeing here is that AI right now is getting interpreted as an app because we are seeing it in piecemeal. But actually what I feel is that maybe a year down the line every industry will have a different application of AI

and AI will evolve because it's a platform and we have been used to technology as someone which gets things done for us. We have never co-created technology. So like marketeers, if you remember, we were used to broadcasting content then we came to the phase of user generated content. Here also the same thing will happen where we are used to technology saying do it for us where are we saying that let's do it together. And that's where the prompt engineer or the chief prompt officer. So how do you use this piece and make it intelligent, nurture it in your ecosystem so it takes away the recurring activity which so we have a huge team of search engines and almost 70 people only creating pages. Now I foresee that obviously AI helping us

to make it more optimum. and I personally feel performance which is a pain to a lot of marketeer and business will lose a large amount of contribution because your search engine will become more and more richer and obviously organic increases your enrollment becomes better than your performance. I think you touched upon a key point. Communications, contact is moved to conversations. And conversations is what you and I feel like whether we're standing out with a business, with a brand. Awesome. Jhadeh, unlike food and fashion which has a high frequency, food could be multiple times a week. Fashion also tends to be, depending on the cohort, weekly or education is not something you wake up every day or every week and say, I want courses,

but I want to take a class or a tuition. And parents also, I've been a student and a parent of two children. You're also deciding which to take, when to take. And that creates massive amount of data. How are you looking at analyzing this data and creating accurate customer profiles for targeted marketing campaigns using machine learning on AI? When do I get a message that it could be a time for my child to consider a maths tuition at a particular center versus science in Delhi or engineering in Bangalore? So, as I told you that the whole business operates on competitive exam prep. Exam prep is one of the key segment in education industry. Now, what happens is that, so, byjus.com, which is the mother brand, we have approximately, you can say,

one million odd pages which are related to each of these line items. So, there is a NCRT 6 to 7 solution. There is RS Agarwal solution. There is a trigonometry page. So, a lot of these kids, what happens is that if the first interaction with the brand is either you're looking for a solution because you'll appreciate that kids have become extremely intelligent. They get the problem, they start searching, is it from which? So, they will go to RS Agarwal, they will go to, and then they will say, where is the solution available? So, they will end up to our site and they will try to download the PDF or the solution. Now, that's the first journey. So, the moment we start getting the feel that, okay, this is the profile and obviously,

there's a lead generation which is happening before the download of the solution is happening. So, the moment you know that this lead is getting generated and this is the type of, so, now what we have done, we have actually integrated the URL links of the problem with our center and our lectures. So, online lectures. So, let's say you are looking for a RS Agarwal trigonometry problem. So, it will say that to know more about, look at this particular lecture. So, you click on that, you go to that stuff, then it will say, want to visit the nearest BTC center and we have now created something called a doubt solving session which is online available. It's free, of course. So, the kid can, instead of just downloading a solution, can actually block a time,

visit the nearest center, meet the teacher and get that out. So, the whole experience of how is this getting, how is it solving your problem, not only because it's recurring in terms of solutions. It might not be recurring in terms of purchase, but it's recurring in terms of solutions. So, you come once, you come second time, third time, you will be prompted saying that do you really want to solve it from the, so, our whole proposition to the parent is that if you don't start early, you will not be able to catch up. So, you start early by doing this. So, otherwise, you have to do it, but then it will be pushed into you. So, that's the whole thing. It works.