Top Story

e4m_logo.png

Home >> Digital >> Article

India is a potential AI market: John Gallagher, IBM Global Head-Performance & Programmatic Marketing

16-March-2017
Font Size   16
Share
India is a potential AI market: John Gallagher, IBM Global Head-Performance & Programmatic Marketing

There is wide consensus about the fact that traditional outbound marketing campaigns are increasingly becoming far less effective at winning and retaining customers than they once did, especially in a world that is increasingly dominated by AI (Artificial Intelligence) powered performance marketing.

According to John Gallagher, IBM Global Head-Performance & Programmatic Marketing, to stay differentiated in today’s "digitally on" world, marketers must deliver contextual and insight- driven engagement with customers. Speaking about it he said, “AI has been seen in financial services where you have seen the transition from human trading to automated trading. So largely we are in the middle of this transition. We are at a stage where a lot of basic information and data is available; the question is what can you get from a very high level of differentiated insight?  This is where cognitive or AI comes to play because it can allow you to go outside of the structured data and get a better understanding of people’s behaviour and profile them in a manner that yields more value. This is where cognition comes and that is where cost effectiveness and results come into advertising.”

Gallagher further underlined that brands that understand this have been able to lift and scale performance marketing outcomes. In his view, with the emergence of big data and AI, marketing is able to create seamless brand experiences for its consumers.

“I would define AI as Augmented Intelligence while some people may call it Artificial Intelligence. I think AI is the augmentation of the human being. At the same time, no machine is at this point, or probably will ever, be close to human intelligence. However, AI augments the human being. It can actually free up the individual from mundane data in order to bring in the aspects of human intelligence, which will ultimately benefit the marketer,” added Gallagher.

Speaking about how the Indian market is adopting AI in a big way, Gallagher commented, “India is a potential AI market and a powerhouse of development software development, innovation and will soon be the largest developer base in the world. If you look at the patterns of what developers in India want to do or do, they will be putting cognitive intelligence on massive levels across most projects in the next 2-3 years.”

Terming AI as the real differentiator as far the future of advertising and marketing is concerned, Gallagher further stated, “AI will be the actual differentiator in the advertising and marketing world in the next couple of years. This will be true for media of all types and will even manifest in the actual advertising experience that will be offered to consumers. So, if you want to be differentiated, this is where you need to move to.”

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

Sony Ten 1 took over Star Sports 1 Hindi to lead the sports genre with three of its properties making it to the Top 5 Programs for BARC Week 46

Raveendra Singh, Associate Vice President, Marketing and Sales, Imagica, spoke about getting characters-specific rides and attractions, scaling up their events and tapping new brands and segments of a...

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)