Brands take a dig at Elon Musk's quirky baby name

Tesla CEO Elon Musk and partner Canadian singer, Grimes named their son X Æ A-12 which created a storm among netizens and left them wondering the correct pronunciation of it

e4m by Sanstuti Nath
Published: May 11, 2020 9:29 AM  | 4 min read
Elon Musk and Grimes

Elon Musk, the South African-born entrepreneur and Founder of Tesla, PayPal and SpaceX, is known for doing unconventional things. And yet, when the billionaire announced the name of his newborn son with partner Grimes, it came as a surprise to many. In a series of tweet, Musk announced that his partner has given birth to a healthy baby boy, along with the baby name- X Æ A-12.

The unusual baby name soon created a buzz among netizens and left them wondering the correct pronunciation of it. Brands too jumped in buzz to make the most of the moment. While Durex jested about the unusual choice of name and suggested that Musk should have used a condom if he was running out of baby names, Pampers launched its own baby name generator. Paytm wished the newborn in a unique way and DBS bank called the name a strong password.

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Just Kidding! NOT. #XAEA12

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May you live Elon life! ✨

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Don't elon-gate your sore throat. Have a Cofsils Lozenge! ? #Cofsils #ElonMusk #xæa12musk #xæa12 #ElonMuskBaby

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Later, Musk on a podcast with American comedian Joe Rogan, revealed that it was actually Grimes who came up with the baby name. He also explained the correct pronunciation of the name.

The SpaceX CEO, on ‘The Joe Rogan Experience’, said, “First of all, my partner’s the one that mostly came up with the name. I mean it’s just X, the letter X, and the ‘Æ’ is pronounced, ‘Ash,’ and then, A-12 is my contribution.” He then elaborated that ‘A-12’ stood for “Archangel 12, the precursor to the SR-71, coolest plane ever.”

The baby's mother - Canadian singer Grimes, too took to twitter to explain the inspiration behind the name and its correct pronunciation. She wrote, “•X, the unknown variable ⚔️

Baby's mother and Canadian singer, Grimes, too took to twitter to explain the inspiration behind the name and its correct pronunciation. She wrote, “•X, the unknown variable ⚔️ •Æ, my elven spelling of Ai (love &/or Artificial intelligence) •A-12 = precursor to SR-17 (our favourite aircraft). No weapons, no defences, just speed. Great in battle, but non-violent �� + (A=Archangel, my favourite song) (⚔️�� metal rat)”

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Centre forms panel to mull if competition law needed for digital companies

A parliamentary panel has earlier recommended that there is a need to act against anti-competitive behaviour in the digital market

By exchange4media Staff | Feb 7, 2023 9:04 AM   |   1 min read

Digital

The Centre has formed a special committee to consider if there is a need for a separate competition law pertaining to digital companies, media networks have reported.

This comes after a parliamentary panel recommended the need to act against anti-competitive behaviour in the digital market.

It has also been suggested that a law be put in place to ensure a fair and transparent system.

Towards the end of last year, Minister of Information and Broadcasting Anurag Singh Thakur informed the Rajya Sabha that over 2,800 digital news publishers have furnished information under the Intermediary Guidelines and Digital Media Ethics Code of the Information Technology Act, 2000 rules. These rules provide a code of ethics for digital media publishers.

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Google Bard, direct competitor to ChatGPT, announces soft launch

Bard, which is based on Language Model for Dialogue Applications (LaMDA), was test released earlier than expected in direct response to ChatGPT

By Shantanu David | Feb 7, 2023 7:26 AM   |   3 min read

google bard

The AI arena continues to heat up with Google announcing the imminent launch of Bard, its director competitor to Microsoft-backed ChatGPT, which has recently taken the world by storm.

Alphabet CEO Sundar Pichai announced the soft launch of the AI to "trusted testers" in a blog post on Monday, Feb 6, US Time.

Pichai wrote, "Bard seeks to combine the breadth of the world’s knowledge with the power, intelligence and creativity of our large language models. It draws on information from the web to provide fresh, high-quality responses. Bard can be an outlet for creativity, and a launchpad for curiosity, helping you to explain new discoveries from NASA’s James Webb Space Telescope to a 9-year-old, or learn more about the best strikers in football right now, and then get drills to build your skills."

Bard, which is based on Language Model for Dialogue Applications (LaMDA), was test released earlier than expected in direct response to ChatGPT, developed on Open AI, which has been heavily backed by Microsoft (the tech giant recently announced a further  USD 10 billion investment in the technology and said it will be introducing it to a suite of its products including but not limited to MS Office, Bing among others).



ChatGPT has been making headlines, and indeed writing the news, with the conversational AI having been used to do everything from writing code and composing music to writing college essays and news articles to even passing business and law school exams, all at the prompting of a few words.

This is a huge potential risk to Google Search, the foundational product of the tech titan and a major contributor to its revenue through the advertising and preferential placement of products on its search pages.

As Pichai wrote, "One of the most exciting opportunities is how AI can deepen our understanding of information and turn it into useful knowledge more efficiently — making it easier for people to get to the heart of what they’re looking for and get things done. When people think of Google, they often think of turning to us for quick factual answers, like “how many keys does a piano have?” But increasingly, people are turning to Google for deeper insights and understanding — like, “is the piano or guitar easier to learn, and how much practice does each need?” Learning about a topic like this can take a lot of effort to figure out what you really need to know, and people often want to explore a diverse range of opinions or perspectives."

While tech enthusiasts have celebrated its achievements, several academicians and researchers have urged caution, with several universities even changing the format of their entrance processes so students can't use the AI to write their college application essays. And while this article hasn't been written by an AI (yet), watch this space for more.

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Will Google announce ChatGPT's rival on Wednesday?

The company has sent out a YouTube invite, indicating plans to strengthen Search and Map, possibly by incorporating the AI chatbot

By exchange4media Staff | Feb 6, 2023 1:09 PM   |   2 min read

google

Google is expected to announce its chatbot technology as early as on Wednesday as it responds to the success of ChatGPT, a Microsoft-backed AI chatbot that has caught global attention over the last three months.

The tech giant has scheduled a 40-minute event for Wednesday 8 February (7 PM IST), where it is expected to reveal its plans about incorporating its own AI chatbot (LaMDA) in Search, Maps and other products to make them interactive.

“We're reimagining how people search for, explore and interact with information, making it more natural and intuitive than ever before to find what you need. Join us to learn how we're opening up greater access to information for people everywhere, through Search, Maps and beyond,” reads the description of Google's YouTube invite for “AI-Event”.

Giving a hint in this regard, Sundar Pichai, the Chief Executive of Google’s owner, Alphabet, said last week during earning calls that the use of AI had reached an “inflection point” and the company was “extremely well positioned” in the field. He also spoke about making these language models available in the “coming weeks and months” so that people could engage directly with them.

The Google spokespersons are silent about it though, perhaps to create more suspense around the launch.

LaMDA shot to prominence last year when Google suspended and then dismissed an engineer after he went public with claims that LaMDA was “sentient”.

Large language models such as LaMDA and the one behind ChatGPT are types of neural network, which mimic the underlying architecture of the brain in computer form, and are fed vast amounts of text in order to be taught how to generate plausible sentences. ChatGPT has become a sensation after being used to create all sorts of content from school essays to job applications.

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Public support is much appreciated, tweets Musk

The CEO has posted about the last months being tough due to the struggle to keep Twitter from going bankrupt

By exchange4media Staff | Feb 6, 2023 12:43 PM   |   1 min read

Musk

Elon Musk has spoken of the last three months being "extremely tough". On his official Twitter handle, he said that it was difficult saving Twitter from going bankrupt while handling Tesla and SpaceX.

Musk even asked for support from the public, saying that he wouldn't "wish that pain on anyone".

Musk has been taking several measures to appease advertisers after many of them have walked out of the platform.

Late last week, he announced that Twitter would be sharing revenue for ads appearing in reply threads. This is, however, for creators who are Twitter Blue subscribers.

 

 

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I believe there would be a lot of value from Web 3.0: Gulbahar Taurani

At unveiling of the Dentsu-e4m Digital Advertising Report 2023, Gulbahar Taurani spoke about Web 3.0 and how it is changing the point of view of brands

By exchange4media Staff | Feb 6, 2023 11:17 AM   |   3 min read

Gulbahar Taurani

Web 3.0 has become quite a point of discussion at organizations as more companies try to keep with the new digital trends of the world. Speaking on this very important topic was Gulbahar Taurani, Managing Director and CEO, ISC, Philips Domestic Appliances, at the unveiling of Dentsu-e4m Digital Advertising Report 2023 last Thursday.

Taurani spoke about the three pillars of Web 3.0 in an organization and how this is a new technology which everyone needs to make the most of.

Taurani explained the two pillars in detail and how they build value for brands. “When I was looking at Web 3.0, I think it is imperative for all organizations to actually adapt to this new development or trend. Because the three key pillars on which the entire Web 3.0 is being based is decentralization, transparency, and security. In my own opinion, if I look at security, one of the concerns with all the digital platforms, and with lot of consumers and customers, is the security of their personal data, and also their own privacy. So, I think one of the things that this is going to solve is this aspect. Now it is not going to stay with few bigger players but it is going to get decentralized. But this also puts a lot of responsibility on a lot of organizations and other players.

Second, I think as far as transparency is concerned, the availability of information, sharing of information and also the authentication of the information will become easier. Sometimes we really doubt whether the information provided is right or wrong. So, these are two pillars where I don't see any friction or any tension.”

He then went on to talk about one challenge Web 3.0 might throw that organizations can be mindful of. “Where I see majority of the tension and as an organization or as a consumer is, we say web 3.0 is more efficient. And when we say web 3.0 is more efficient, we say for example, today as an organization if I'm interacting with a consumer, I need a third party to do my transaction as far as payment and all is concerned. While you know if I look at an NFT marketplace or anywhere, I can actually remove those intermediaries so it becomes more efficient. Now the moment it says I removed intermediaries; I see cost savings. So, I don't have to pay, I don't have to shed. But is that really going to happen? I personally believe yes. But is it really convenient to the consumer? I don't have an answer.”

At the end, Taurani summarized his point of view about Web 3.0. “My point of view or my whole thought process at this point of time is as follows: I think for organizations and for professionals, we want to stay relevant. So, if we want to stay relevant, we need to understand it more deeply. And when I say that, it is not the skill set, it is the mindset. It is very easy to follow a passion. But to understand that, to actually make it meaningful for yourself is very, very important. And that's why, I personally believe that there would be a lot of value from Web 3.0.”

 

 

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ChatGPT: Writing on the wall for copywriters?

Today we begin a new series decoding the trends that are shaping the adtech space. In the first edition of TechTalks, we explore if A&M copywriters need to worry about the much talked-about ChatGPT

By Kanchan Srivastava | Feb 6, 2023 9:02 AM   |   7 min read

tech talk

A professor of Wharton School of Business recently sought to test what OpenAI's chatbot ChatGPT means for the prestigious school's business courses. He found out the chatbot successfully cleared the examination for Operations Management course with a B to B+ grade. 

Microsoft-backed ChatGPT, which is a natural language processing (NLP) tool trained on a massive amount of data and algorithms, has taken the world by surprise by generating human-like responses to a wide variety of inputs. 

The tool, which is barely three-months-old, has quickly become a valuable tool for many marketers, with some looking to replace human content producers with ChatGPT.

“ChatGPT is the first new tool in more than a decade that may really transform search and that could dent Google's market dominance,” AI researchers say. 

Seeing the boundless potential of the technology, Microsoft is not only investing heavily in OpenAI but also plans to integrate ChatGPT into its products like Bing. 

OpenAI has also announced a paid subscription service priced at $20 per month, which will give users faster response and priority access to upcoming features and improvements.

Alarmed with Microsoft's and OpenAI plans, Google CEO Sundar Pichai has also hinted that the company would roll out its own chatbot-LamDa-to upgrade its Search engine. 

 

Alarm bells for content creators?

Advertisers, who are already relying on various automation tools to create hundreds of digital advertisements in one go, have started off loading certain works like making first drafts of scripts, creative pitches and LinkedIn posts to ChatGPT.

Naturally, wordsmiths of the industry are concerned about the possible job losses in the future.

Josy Paul, Chairman at BBDO India, opines, “ChatGPT is knocking. One can open that door and embrace the possibilities, or view it as a threat. ChatGPT is here to generate ideas, offer solutions, and open up a world of access for everyone. It’s early days, and time will tell. But we can decide how we want to play with it. We are the DJs. It can make for a better experience.”

Human versus machine debate is eternal. Paul points out, “When computers were first introduced, people saw it as an enemy, but computers enhanced human capabilities. AI language models are good at creative work… may be more than factual analysis. When human intelligence (HI) and artificial intelligence (AI) combine, who knows, you could get infinite human intelligence (IHI).”

Vikash Chemjong, CCO, Cheil India finds chatGPT impressive, especially its “no-fuss personality”. 

“It’s amazing what ChatGPT can do. Some of the stories, poems, and articles are really, really good. And the scary bit is that it’s getting better every day. Plus, it doesn’t have an off day or a bad hair day, or food poisoning or post-breakup creative downward spiral or a midlife crisis or a sudden call of wanderlust or the weekend hangover,” he quipped in a wield remark over tantrum-throwing employees. 

He goes on, “It’ll surely come in handy to do the everyday work, at least groundwork. The grunt work. The classwork and homework [for my kids!]. Write emails. And also answer media queries. It’ll surely impact our industry.”

ChatGPT’s limitations have kept hopes alive in the industry. “The idea is to do something that the ChatGPT cannot – delve into the future. The new. Not done yet. Here’s to doing that!”

 

Can bots create catchy ads? 

Creativity is an innate ability that requires imagination, intuition, and emotional intelligence and cannot be replicated or duplicated by a machine. 

While chatbots are impressive, they still lack the ability to generate truly original ideas, concepts, and experiences. AI uses algorithms based on tonnes of old data created by humans. 

For instance, Google’s PoemPortraits generates poems from a single word using algorithms that drive its strength from scores of poems available on the net. Similarly, an artist robot "Ai-Da" draws and paints and ChatSonic can create images using algorithms fed by humans.

“ChatGPT, or any AI-chatbot created till date is a great asset for anyone looking for factual information or assistance. But will it be able to sell a holiday package to a customer, like an old-fashioned search engine, time will only tell, though the answer is a clear No today. It’s the same with copywriters and their contribution to the ad industry. Can it be a great way of augmenting the copies that they produce? Sure. But human cognition has proved now and again that it's irreplaceable and it still holds true.” - Gaurav Jhala, Assistant Vice President – SEO & Content, Performics India 

“Copywriting in the ad industry is much more than an algorithm,” quips Rohan Chincholi – Head, Digital Services - Havas Media Group India. 

Chincholi explains, “Copywriting is an understanding of the consumer, the context of communication, creativity and much more. This may not be necessarily a non-linear thought process for humans. But, for AI Chatbots, there is a sequence of learning that is coming into play there by impacting the quality of output.”

We need to do engagement testing: I am sure humans will outperform machines, he laughs. 

 

Can bots understand Brand Persona? 

The existing AI tools are still far away from understanding a brand persona and brand visual identity, say experts. 

Bharatesh Salian, Sr. VP - Marketing Science & CX, Kinnect, feels that the existing AI engines are intelligent but will still have to be trained to understand a brand persona, brand’s visual identity and the nuances of brand building and creativity.

“It can definitely learn from all the data points that have been fed in which powers the machine learning capabilities but it is still far away from understanding human behavior and emotions which a creative copywriter can bring to the table. For now, they can act as good assistants for content creators to take inspiration and make informed choices,” Salian quips. 

He noted that AI Chatbots can be effectively used to drive Conversational, Assisted and Personalized (CAP) Commerce Solutions. It will help in enhancing the customer buying journey by pre-empting and personalizing content basis relevance and user behaviour.

 

What about humor, nuances and empathy?

The content output usually generated by a typical chatbot isn’t anywhere close to the relatable, creative copies drafted by skilled copywriters, industry experts say. 

“ChatGPT is definitely a revolutionary introduction but even that lacks the human understanding of the cultural and social landscapes, which leads the writers to add a humorous word-play to the content, or to deliver it in ‘Hinglish’ rather than Hindi or English, among several other such nuances,” Shradha Agarwal, Co-Founder & CEO, Grapes: 

Agarwal noted further, “This is what elevates a string of words into an impactful piece of content. So, the rapid technological advancements might allow these chatbots to become a valuable resource for the copywriters in the near future, might even make some roles redundant, but in no way would they replace them completely.”

ChatGPT is proving to be an excellent thinking assistant, giving professionals the ability to effectively expand on their thoughts, innovation, and outlook, but it cannot be a replacement for the human mind, says Siddharth Bhansali Founder, Noesis.Tech, CTO Zoo Media. 

“The extent of imagination, curiosity, empathy, experience, and problem-solving acumen human beings hold is unmatchable by any technology,” Bhansali stated. 

According to Revathi Batola, Associate Director, Key Accounts, TheSmallBigIdea, AI chatbots’ biggest challenge is originality. “ChatGPT is programmed on a massive amount of data, which means it is churning out common, unremarkable content. This is where we can embrace the challenge of pushing beyond the predictable and offering remarkable content,” she remarks. 

AI programs do not eliminate jobs. They grow businesses and make jobs easier. It can find holes where things need to be fixed and suggest solutions. The idea therefore is to do something that the ChatGPT cannot – delve into the future. The new. Not done yet. Here’s to doing that!, suggests Chemjong. 




 



 

 

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Disney Star to launch metaverse platform in India: Report

The launch of 'Starverse' will reportedly coincide with IPL 2023

By exchange4media Staff | Feb 6, 2023 8:30 AM   |   1 min read

Disney

Media giant Disney is reportedly gearing up to launch its metaverse platform Starverse in India. The application has been readied for rollout after months of testing, according to a top Disney exec who confirmed the development to a news portal.

The launch of Starverse will reportedly take place around the time of IPL 2023. Disney conceptualised the platform with an aim to enhance its sports-viewing experience for fans. Starverse will enable an immersive 3D experience for fans of sports.

Sanjog Gupta, the Head of Sports, Star & Disney India, told the news portal that for the first time users will be allowed to enter the Starverse at scale.
Gupta also added that Starverse can be accessed on the phone web instead of a mobile application since the latter will restrict the experience to only those who have downloaded the app.

The Disney exec also said that the platform will be an "always-on" experience for users, with new features that will be added to Starverse throughout the year.
Reportedly, Disney has collaborated with multiple agencies to design the tech backend, 3D models and environment and gamification part of Starverse.

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