Prapti Banerjee: what AI changes—and what it does not

Somewhere some lines need to be drawn or probably as a brand know the power of words, the power of communication. Somewhere we also need to step back and think where we are heading and where we should stop. The more you segment and the more you are able to customize your various time, we will see a lot more adoption of AI when things go regional. What are your top three recommendations for harnessing the power of AI in the next 30 days to elevate our conversational marketing game? 30 days sounds like my senior management gone leaner. But my answer would be the same. Within 30 days, I don't know what we can do. We can surely start a few things. Might not end in 30 days, might be ending five years later. Take it down and probably continuing forever.

One of the things that I realized that with AI, we do have a lot of power. And with data and more learning, we can harness that power for growing the business. But at the same time, somewhere some lines need to be drawn. Or probably as a brand, we also need to figure out that we also have responsibilities as communicators. We are such powerful people. We know the power of words. We know the power of communication. And we can use that power for good, for making the world better. And that's where I think that in this mad rush of having this power tool in our hand and having this suddenly getting great power in our hands that we can persuade masses to do certain things, induce them to buy and make them buy again and again by inducing certain messaging.

I mean, taking from your point of view, and it's not just a comment on one brand, but if it's a food sector, can we also look at places where we can talk about health and not talk about gluten at certain times. Or if it's a fashion brand, can we talk about responsible fashion, so on and so forth. So, because with AI, we are seeing that we are getting a lot of time to think. Because a lot of operational efficiency is getting built into the system. And because of this operational efficiency getting built into the system as a marketeer, we have the time to realign our brand with the new consumer and the new age. And that's where I think we should start thinking on those lines, get better data segregation and start getting our messaging more responsible.

Now, the question that I have is that, what are the best practices of this AI marketing team? Because we fundamentally are talking about scale, right? And that's where we are going to bring down the cost. But it's accepting, it's not by choice. We are able to operate at such a planet scale or like all India scale. It's because this is possible with us. How do we manage and how do we ensure that the efficacy of this remains and while we are ethical about it? So, any example you guys, any of you want to share? I think ethical is up to us, how we draw boundaries. Because I'm sure one day and maybe it's happening today itself and we don't know. But our privacies are being breached at every moment. And we don't know how it is being used.

We don't know if me as a person, somebody knows my age, my name, where I live. Or somebody knows that this is the consumer segment I belong to, where they know the name, the ethnicity or the area where I belong to or the age group I belong to. I think we, as marketeers, we need to draw the lines because those lines will get blurred in any way. But the thing is, the most interesting part of AI is that you can do deep segmentation and customizing messages as per those segments have become really fast, really easy. And that's where the efficiency comes in. The more deeper you dip, the more you segment and the more you are able to customize your, the entire funnel and the drip messages according to various times.

Because now with AI, the time required to create that kind of content has reduced considerably. And that's where it's bringing efficiency. You have time to be ethical, you're saying, right? Now AI is taking care of the burden. No, earlier you were not probably ethical because you didn't have time for those kind of customized messages. But now it's like… Percussions were not so loud and clear, right? Now it can run into millions and billions. I don't know about India, but yeah, the GDPR, they do. Thank you, Pravdhik. Bringing to close, we heard a lot of people, a lot of different point of views. But definitely AI is going to continue to play a critical role in the world of marketing.

People who can use it intelligently, whether they believe it is dumb or not, I mean, will definitely create the competitive edge. So just want to ask the panel and each of you can answer one by one. What do you think your predictions that this conversational marketing and keeping the focus sharply on conversational marketing, because AI today is impacting so many aspects of business. So just focusing on conversational marketing, what are your predictions for the next five years? What all can happen or what all is possible to happen? So I think one of the major problems with AI in India is that AI thinks in English. And we all know we want to enter the initial market.

And that's a space that I think is going to be soon, if I can think about it, a lot of people are already thinking about it and trying to fill that gap properly. We will see a lot more adoption of AI when things go regional because we know the power of regional language. So that's one. The second I think is while there when chat GPT came into picture, there was a lot of debate on copywriters are going to now be out. It might be possible that a mediocre population would be writing emails to chat GPT and chat GPT would be reading the emails and responding to them without any human intervention. But that mediocre talent will face a challenge.

And the third thing that I see is we are struggling with a, even today in India we struggle with a lot of measurements in certain things like outdoor. So that measurability coupled with location data with phones and FD and things like that, that data is going to come in and we are going to read it much more easily and make much better decisions because those, the outdoors and things like that may get number driven. So, keep thinking. Very cool. So thank you very much the panel, each of you and thank you. Thank you so much.