Sabyasachi: what AI changes—and what it does not

I Over here to kind of 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 for 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 edge do in the next 30 days to get their Act around AI So I think I'll just contextualize it if your question is what do marketers and agencies need to do in the next 30 days in conversational AI 60 days back we were hit with chat GPT till then I am a software background person I knew AI existed for the last 6-10 years Recommendations, articles, content and it's been there. ML, AI was there But I think what has changed is that AI ML was containerized and in walled gardens with software providers who were selling these services to various corporates An average consumer especially anybody in my agency or even I

Okay, I have interacted with AI models because I was working with Chroma etc. But an average guy in my agency did not know what the hell this AI was, this was a black box Chat GPT came and suddenly oh my god here it is And I can fool my boss and write content and I can go home early and drink That's when suddenly there's an explosion of interest in chat GPT specifically And chat GPT becoming a synonym for AI Most people don't understand the difference between predictive AI, generative AI or any other form of AI Chat GPT is AI And I keep telling my guys boss AI existed forever Now you suddenly have a cheat tool It's become a toy

Last 60 days has been the toughest period for me personally and a few of the guys in the agency who are forced to be part of me Since I left college 26 years back I have not had to study so much Learning how to prompt is the toughest job on the earth When I first started with the Mid Journey paid account And there's this guy called Nick Floats, anybody on twitter should follow him I consider him my guru as far as Mid Journey learning is concerned Cameras, textures, angles Oh my god I am going mad trying to figure out how to run these tools And then you add on that, Evan Labs This is award season so people who have entered the abbey etc There is this guy called Rahul Mulani who does beautiful voice overs for all our case studies I cloned Rahul's voice

I got him to do the voice over for all my videos and then I felt guilty Poor guy would have made a couple of likes from me So I sent Rahul that recording He said, when did I record this? I said boss it's not you it's your cloned voice on 11 labs I said oh shit what's this? I said I'll tell you but record it for me at half the price otherwise I'll use this AI to record it Now imagine now add RunwayML to it and if you've got access to RunwayML2 And if you follow Nick Floats You can literally go from writing a script, refining it See I don't believe in AI, generative AI to be a replacement for anything as of now humans are going nowhere But there are enough prompts available to refine a script, put it into mid journey, get mood boards

Put 11 labs, get as many voice samples, generate RunwayML scenario, use Nerf and you can create a Hollywood scene But honestly if you ask me as brands it's still play, we are still playing with it None of this has use I don't even understand the commercial aspect of copyright You know about how many copyright cases have been there by Getty and everybody in the US on any of these Dali's etc So I don't know what the legal angle is, it's still play But what I must say is that anybody who wants to use this for marketing And don't treat AI, ML as something new, it's been there forever But AI, ML and marketing from an agency perspective or a brand perspective learn

We are all playing, writing short commands, give me 10 content ideas of how to promote a bank on social media Because where is the context setting? And the second thing is We have somebody from Kotak here So Kotak GI gave us a brief I have had a brief coming in from another client in telecom Which you were working for, Tata Teleservices Which is a completely different use of OpenAI which is more the actual tool rather than ChatGPT Where you are doing augmented training of your website content to flow into the AI model To make the website content discoverable in a completely different UI Today go to any insurance bank We are used to a way of navigating the website menu, category, subcategory etc

The first training models we just ask explain who you are Okay, I am a small business who need an internet connection for my office And my offices are spread over 3 cities Make your life spiel And it will read that entire knowledge which we have fed as augmented data And it gives you a ChatGPT like response which is very simple to understand And now we are trying to figure out how to augment it with the actual website links Where you can find these products And that might change the way people browse websites Now add 11 labs on top of that You could read out that entire response But maybe we are able to figure out this part of AI In more interesting ways So if you ask me what next 30 days Learn, study, spend 16 hours a day to learn

That's been what I have been doing for the last 60 days Now I told you Sabia, thank me later I will not tell you all the questions Otherwise you would have come with a scripted response And I have just as a joke coined this new word When people ask me ChatGPT I said no it's me GPT So this is around something very basic Sometimes while we keep moving forward 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 So some categories are more attuned to being able to be hyper-personalized So 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 Personalized and memorable both email marketing campaigns That are tailored to each individual's behaviour And any top tips that you have for creating effective AI powered emails in the next quarter 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 No see what I'm saying is marketing Lots of things have happened over the years We have seasoned marketers over here Marketing problems don't go away The problems like you were saying

You can have better fill rates by giving a better offer Rather than putting a hyper-personalized image Pretty technically possible on theory I can scan your entire Facebook Put all of that into mid-journey Create a mood board and then create a specific creator Which is very specific to you I'm not sure So I think marketers need to have that balancing act between what is effective What is not crossing that line Liz for example could actually use ChatGPT to write personalized emails for every one of those 20,000 or 11,000 quotes But is it going to add value? Or is it going to sound creepy? At the end of the day over the next one year A lot is happening There are some 10,000 AI tools everyday Some new tool is coming

And there is some PDF, GPT and this GPT GPT has now become like social So if you put it in the GPT Remember in 2000 everybody became .com Everybody became .com because they will get valuation And everyday there are 10 new tools coming in I think we need to be sensible See what drives impact And learn the ones which are fundamentally going to impact business and marketing And not get carried away with this wave Because it's always been there, it's just a new toy in the room I had a similar question, thank you for asking it Another example that I want to state about this I think Satya rightly said that You can actually create a hyper personalized email marketing I am talking about the email marketing thing

So recently, not recently I think the last 2-3 months I met some people, some of the forum And they wanted to get in touch with some lead or business connection and all that We are into B2B business So I think that they put a few things about me on their hyper personalized chat, I think tool and all that And somewhere I have written somewhere that I like swimming and I probably also like to do golf Because I was doing some golf events very recently So the way they have structured the mail is all about the swimming and the golf and not about my business That is my personal choice that what I do out of the work Not when I am sitting in the B2B business I don't want to hear anything about the swimming definitely

Golf I still do it but I am doing that even But how does the swimming make sense? And the mail starts like this I think you drowned Since that is the reason you are not able to read my mail That is the reason we are not able to see you So these kind of ways are coming to your way And this is very evident and specifically for the agency New age agency who think quirky is funny Quirky is interesting It could be for few of the brands but a serious brands like us I don't think that's where That's what I said, I mean marketing has not changed in the last 30 years since David Ogilvy Exactly, exactly You have tools in your hand that doesn't mean you go berserk and specially not put that tool in the hand of a 22 year old Exactly, that's the question

The amount of brand damage you can do is irretrievable Absolutely and I completely agree, that's one of the examples That's why I said you study, you learn and only when you are confident yourself you let an agency lose on it I just like to add to that Venkat, we work with NPCI So the first 300 million UPI users still are comfortable with touch and text UPI light and UPI on IVR has not really taken off Because doing UPI payments on voice, assumption is you are on a feature phone so it will work But it hasn't taken off The theory is that when you go to the next, from 600 to 900 million or from 400 to 900 million where people can't type Like I had a maid once who would always send voice messages because she could neither read nor write

When you reach there, then voice might be the enabler of interactions and commerce But for anybody who can even write English or any language in phonetics They would be probably only using voice for their near and dear ones etc. where some emotion needs to be conveyed But for cold interactions with brands for transactions, they will do broken Hindi, broken English, they will not use voice That's been the data that we have been able to assimilate till now But yes, once you move to that 450 million to 900 million then maybe yes That's a fantastic observation That's a great idea