India is on top of its game in the use of AI: Cheryl Guzman, Xaxis

Cheryl Guzman - NG, APAC Head of Marketing and Innovation, Xaxis spoke to exchange4media about the growing importance of Indian market in the APAC region

e4m by Ruhail Amin
Updated: Mar 28, 2019 8:10 AM
Cheryl Guzman

With its growing digital population and being home to one of the biggest data hubs in the world, India has become a dream market for Artificial Intelligence (AI) and Big data Companies.

The sheer scale of data that is being used in the country has attracted a lot of global players to set up their base here and offer innovative solutions to marketers and brands.

One of the global tech players working in the programmatic space is Xaxis. It combines unique brand-safe media access, unrivalled programmatic expertise, and 360-degree data with proprietary artificial intelligence to help global brands achieve the outcomes they value from their digital media investments. Xaxis offers managed programmatic services in 47 markets, including North America, Europe, Asia Pacific, Latin America, the Middle East, and Africa.

On her recent visit to India, Cheryl Guzman - NG, APAC Head of Marketing and Innovation, Xaxis spoke to exchange4media about the growing importance of Indian market in the APAC region and how Xaxis is looking at the big opportunity that it offers.

Speaking about Xaxis’ strategy for the Indian market and new solutions that it offers, Guzman said, “For Xaxis, India is a very important market as far as the APAC region is concerned. We have three offices here now – Delhi, Mumbai and Bangalore and we are looking at further expansion.”

“With the growing ad spends in this market, the market has become highly competitive. India is a unique market, unlike Singapore which has a similar demographic. In India we have tier 1 and tier 2 markets, and certain products that we have for certain markets of Asia may not work in India. So we have to come up with unique products for this market and we are constantly trying to come up with innovative products to address the larger market challenges,” she added.

Speaking about the use of AI in the Indian market and how mature its use was compared to other markets in the APAC region, Guzman said, “It’s definitely at the top of its game when we see the use of AI. Marketers, publishers and partners that we work with agree that India is among the mature markets when it comes to the use of AI.  Also, India is already providing a lot of its talent globally in the tech domain, so on the domestic turf the maturity of use is there.”

When asked about Xaxis’ communication strategy in India compared to other global markets, she added, “I don’t see it vastly different from rest of the markets like Singapore and Hong Kong, which are considered evolved markets. Though in India the print media might still be very strong compared to other markets but we are also witnessing a rising digital population especially with the coming of Jio.”

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