Law, creative, operational, and business trends in the industries so as to help them further grow their businesses. Now, every year we at the Conclave, we narrow down on a theme that we think is going to affect the future. And this year too, the chosen theme is a Bahubali amongst themes. Marketer and machine, how AI will transform marketing. You know what? Computer scientist Alan Perlis had once said that if you spend one year with artificial intelligence, that one year will be enough to make you believe in God. Futurist Ray Kurzweil indicated that by the year 2029, artificial intelligence will have equaled human intelligence, and that by the year 2045, humans would have multiplied that intelligence. Human, biological, machine intelligence by a billion falls. In fact, I've read in the Forbes magazine that 53% of marketers across the world are going to adopt the practice of AI over the next two years. Need I say more? AI is here to stay. AI is transforming marketing. And marketers across the world are embracing AI and treating machines not as competitors, but as allies. Among the world's most important inventions, AI now holds its new place firmly. And that is why, ladies and gentlemen, this was the overarching theme of our conclave this year. Now, an event like this is not possible without the support of partners. We must begin by thanking our partners for the amazing support that they've rendered to us. We'd be lost in the woods without them. I'd like to thank co-powered by partner, ABP News, Aapko Rakhe Aage, Gold Partners, Nickelodeon 9XM Huxay, and Zerkard Digital Solutions Private Limited, Adem Ventures Private Limited, Media Reimagined, Knowledge Partner, Ekphai Business School, Associate Partner, Sakal Media Group, Print TV Digital Events, Strategy Partner, Luxure Media Group, India's largest integrated media company. Co-Partners, BTVI, Business Television India, India's premier English business news channel and Pitara Movies, world's first satellite Punjabi Movies channel. Gifting partner, Bio Ayurveda Organic Luxury, live webcast partner, 24 Frames Digital, and a warm welcome by our presenting partner, Denik Jagran, best in South Asia newspaper brand. It's the newspaper that trends every morning in India with seven career readers. Ladies and gentlemen, let's begin by taking a look at some of our partner films at the Eforum Conclave 2018. Our way of saying thank you to our partners. The president has proclaimed emergency. This is nothing to panic about. For the people of India, for the country, Shubhutan Narasaswari is here. Denik Jagran, step by step with Lok Tantra for 75 years. With our work, with our faith, just like ABP News has earned, the trust of 10 crore viewers of the country. ABP News is the most trusted channel of the country. ABP News, keep you safe. At Spotlight, our handpicked team of content creators and problem solvers specialize in providing such solutions. That's why our solutions designed across different mediums and networks are customized, focused, and effective, from creating unique branded properties to ensure brand integrations. We ensure that our solutions are effective and result-oriented, and that's how we help you bring the focus back to your brand. Spotlight. BW Business World presents a rich legacy of curated events that enable conversations on policy issues in India. Because of the state of our cities, we have no option but to build smart and resilient cities. Digital India is more for the poorer underprivileged and deprived. Covering a range of topics, BW Business World events look to create a strong narrative around smart cities, digital India, healthcare, Swachh Bharat, human resource issues, education, banking, and finance, among others. The world is fast-changing. Best practices are available now on the net. Because development in the whole of politics has become a focus. BW Business World events provide a speaking platform to the voices that matter. It has to do with the basic communities that we are building. The state of our cities and the state of our cities are a source of development. We believe that e-governance and IoT will play a very, very important role. BW Business World is an excellent exhibition platform that helps you showcase your services to the right audience. To be a part of our legacy, write into us at partner at the raidbusinessworld.in. 2018, ladies and gentlemen, I must share with you all that through the day ahead, we are running a Twitter contest. So please tweet away. We are looking for the most innovative tweets going out there and prizes will be given out during the day ahead of the handle. The hashtag you all know, hashtag E4M conclave. So get down to it, but keep listening too. All right. So opening proceedings this afternoon is a man I often like to refer to as a media model, a CEO, an entrepreneur, an eternal optimist, and someone who never lets me complete his introduction. Dr. Anurag Patra, ladies and gentlemen. Thank you, Gitika. Yes, thank you. I'm very conscious of the fact that we are running late and I know our keynote speaker, she's not very well, she did a long flight. So I really want to keep it short. First of all, it's an honor and privilege to welcome Ms. Tamara Ingram, the global CEO of Jay Waldo Thompson, the world's premier creative agency, communication agency. I know you're going, trying to go beyond creative and communication to our 17th exchange for media conclave, which is the finest collection of the minds from the business of media, advertising, marketing, creativity, and technology. So please give Ms. Tamara Ingram a big round of applause. We'll call you in a while in very shortly. Let me say what Elizabeth Taylor said to many of us who tell, I won't keep you long. I'd also like to welcome Mr. Ashutosh Srivastav, who really to people in media and in the communication industry, doesn't really need an introduction. He's the chairman and CEO of, for Asia, Middle East, Africa, regions, Russia and CIS. For Mindshare, somebody who's been part of the WPP group for a long time and we've seen his spectacular rise in the communication business. So please welcome Mr. Ashutosh Srivastav who's here from outside India. The holy trinity of marketing, advertising and media cannot be complete without a client, without somebody who believes in brand building and has lived the same brand for more than three decades.  I'd like to welcome Mr. Aras Sodhi, who's the managing director and CEO of Amul. Mr. Sodhi is a very kind and humble man. Last but not the least, I see my friend Srinni who is really difficult to catch. I know he's big responsibilities. Every time I call him, he's going to New York, Singapore. He's off somewhere, so I'm really happy, I say it. I'm really happy. We try to get him to all our events, but somehow we've not been able to. I hope after this we will be. Tarun, Tarun stopped giving me lunch after a long time. I met him today, so I've wrangled a lunch from him. And somebody in our industry who really doesn't read an introduction, Mr. Sam Balsara, who's in some way, our industry has grown in the years that he has been an entrepreneur. So Mr. Balsara, welcome to the exchange for media conclave. My friend Sudhakar Rao and everybody else in the room. If I named all of you, I am sure we've reached dinner. I just want to say that I'm not an expert in advertising marketing media. I'm not an expert on anything. And you know, people who are not experts at anything become presidents. I've got my US visa this week, so I can joke about Donald Trump. So if you're not expert on anything, you do okay. I can only tell you that in the next five years globally, because today we're talking of machine and market here. We're talking of the role of technology in advertising marketing media. In the next five years, you take any forecast between a billion to 1.2 billion jobs will be redundant. So in three to five years in India, there'll be no KPOs. All of those would be done by machines. So how are human beings in creativity and communication relevant in the age of machines is something that Tamara will talk. I just want to say not just the business of media advertising communication, but every business, whether it's the farming business, the agriculture business through precision farming, whether it's the education business through digital delivery of content and a different kind of content is changing. I think we need to reimagine the future. We need to reimagine the present. And as I read in your interview with Tamara today, you talked to the fact that we need local solutions. And what makes me particularly happy is that for the first time in many, many years, the keynote speaker at exchange for media conclave is a women leader. You know, talent and capability is not gender centric, but it is good to have women leaders because it creates more icons. As I said, I won't keep you long, but I just want to tell you that we take the exchange for media conclave to Bangalore on 30th November. On the 29th of November, we do our Indian marketing awards in the Lira Gurgaon followed by India brand conclave. And last but not the least, this year's final event for exchange for media is the impact person of the year. We do it in the same venue, Tarzana Cruz, we have an excellent lineup of contenders and the honorable chief minister of Maharashtra is the chief guest. So I look forward to seeing you and I look forward to learning about media advertising communication. It's been many years I should know better. Thank you. And that was Dr. Anurag Batra welcoming you all on behalf of exchange for media. Dr. Patra, how are you an expert and not letting hosts ever introduce you properly? Yeah, just kidding. Okay, ladies and gentlemen, there are some people who make headlines. There are some people who make history. And then there are those very few who make both. Now the lady I'm now going to invite on stage to render the headline address of the conclave is someone who's made most. She leads the worldwide team of J. Walter Thompson, 12,000 employees, 200 offices, 90 countries. She is an active member of advertising industry organizations such as being on the board of the ad council and FE worldwide. She's also a member of the great marketing group of Great Britain. She's also a member of Women in Advertising and Communications London. She was awarded an OBE by Queen Elizabeth II for her service to tourism as the chairperson of a visit London. Now, I must tell you here that she spends a lot of her time and her resources to charity. She is a trustee of a saved children and the Royal Drawing School of London. I'm going to ask her, what does she wear? So many hats. Ladies and gentlemen, please put your hands together and welcome on stage the worldwide CEO of J. Walter Thompson, the Marian Graham. Very, very warm welcome to you. We're delighted you're here. Take it on. Hello, everybody. Can you hear me? I'm just going to check that the ticker is working. So I'm here to talk about the future of creativity, the future of creativity, particularly in the context of AI. And if you ask me the difference between human and machine, I never thought, certainly not five years ago, I would ever have to think that a machine, something such as AI, could replace what it means to be human in the sense of creativity. And I know we're going to talk about media and where creativity is placed and how AI can help with that. But I think the AI is going to ask us some fundamental questions about what it means to be a human being, what it means in the context of work, what it means in the context of democracy, and importantly in the business that I'm in, in what does it mean in creativity? And even though the first bit of the presentation will talk a little bit about AI, at the end I'm going to give you a point of view about what creativity, what I believe and we believe which A. Walter Thompson's creativity is all about. It's fair to say, forgive me, fair to say that at the moment we're standing at the edge of a precipice when it comes to AI and data. I mean I think it is so interesting that you've very, you've cleverly put on this conference because if you think the amount of information, the power that AI has, it is changing the way that we can teach people it is changing the way that our media is brought, it is changing the way that actually products are generated and that in the end will change creativity. You may not know that if you actually did the Google search which I did before I came here is that there are 4.9 billion searches for creativity and 4.2 billion for AI. I have to say I found that very disappointing given I'm in the creative industry that AI is becoming almost as important in people's imagination for creativity. What I find quite distressing though when you think about AI is people are very concerned because of the jobs, because of the unforeseen consequences what actually is going to happen. Is AI a friend? Is it a foe? When we look at Facebook and we look at what happened in the American election is social a friend or a foe for creativity? Is the information that AI have a help towards creativity or is it something that's going to dampen the impact and differentiation? What is it that enables something to create impact? Is AI on our side or is actually something that's going to have such terrible unforeseen consequences that it's actually going to take over the world? But my contention here today is that there is nothing new in AI at all. In fact, this is a picture of Pythagoras and as you know the Greeks and indeed the Indians and the Chinese for the millennium were very interested in logical thinking, very interested in the mechanics of thinking. And actually it's only since the advent of the computer that we were able to put all that great thinking together and formulation to create AI. But actually even a millennial they believed in golden robots. So none of this is new. What is new is the power of what we can do with it and therefore the power of how we can help it either help us with creativity or take away from creativity. What is it about creativity that enables it to be different from AI or is AI something that we marketers should use to aid our creativity? The interesting thing is that I like to believe that I'm very good at the Oscars. This is a company called Sworn by the way who did some extraordinary predictions. First of all, they didn't only predict that Trump would get in. They predicted his first 100-day rating. I don't know if anyone remembers the Oscars but I thought three billboards would win because I took what I thought was great work and decided that was going to win and you all remember it was the water film that won and they predicted that because humans have emotion and emotions may affect our predictability. In fact, this company even predicted the Kentucky winning. So what is very interesting to me we like to believe that we have insights. We like to believe those human insights make us better at creativity and yet without any emotion or without any of the human elements a machine can predict something about creativity much greater than any of us. Obviously you all know the extraordinary thing about AI will change medicine forever. First of all, it's enabling us to predict cancers and it's enabling us to produce personalized medicine. It's helping with Alzheimer's. So on one hand of course it's extraordinary in the creativity it's enabling us to put together to save the world because when we think about creativity and marketing we often think about it in communication but we must forget products are things that solve problems and in the end marketing is about producing things that answers our human need and our task may be to communicate them but it's also to produce those products that go into market that make a difference and enabling concepts and information and insights to bring that together I believe will change the world for a much better place and we're already seeing it in the medicine that we're producing. It's also frankly enabling us to find new planets in the world such as the Kepler-90 system. But the most important thing which is fascinating me at the moment is I don't know if anyone heard about this there was an art sale at Christie's did you know about this? This art was made from an AI machine. Two AI logarithms produce this art more of that later. It enables us to create music. With Alexa now you could take a photograph of two pieces of clothing and you could say what looks better? Does this look better or that look better? And an algorithm can say by taking fashion algorithms and style can suggest what looks better on you. I must say I don't think that's very rewarding I like to think there's a human side to the way one looks but it is interesting that more and more we will be putting in that machine learning and helping people to choose what they wear what they shop, how they shop and how they listen to things. But while there's this huge amount of optimism I'd like also to remember that AI has no judgment AI has no morality, AI is a logarithm it's a formula. It's the formula that were made up of many formulas back actually to ancient Greece. So what does AI do? It learns from everything it sees.  So robots became, that robot and bot became a racist. So how we program our AI whereas the morality of thinking about that who uses it is also become an important part of our creativity and the way we think and the bots we use for the science and for the way we work with our consumers and what we deliver. So whilst AI is completely a formula what I would like to say is it can produce art. And I can just share with you a film that was done by our Dutch office that produced the next Rembrandt. We took AI, we took machine learning we took all the Rembrandts in the world and we produced an extraordinary yet to be seen Rembrandt. We have some sound please. Four centuries after the famous Dutch artist's death it took over two years and it does look remarkably like the real thing. The next Rembrandt brings back to life one of the greatest masters. Only this time data is the painter and technology, the brush. Together with experts from various fields over 160,000 fragments from all of Rembrandt's 346 paintings were analyzed using 3D scans and digital files upscaled by a deep learning algorithm. Facial recognition software was designed to understand Rembrandt's style and generate new facial features which were assembled based on his use of geometric proportions. Finally, using a height map to mimic Rembrandt's brush strokes the painting was brought to life through an advanced 3D printer that printed 13 layers of paint-based ink and so 347 years after his death a new Rembrandt painting made from zeros and ones emerged unveiled and exhibited in Amsterdam. Experts, the press and the general public were invited to join the conversation about where data and technology can take us a conversation that went global. Rembrandt makes a return! Rembrandt! A number of organizations took a seemingly impossible task. 148 billion pixels. It looks precisely like a Rembrandt portrait. The world was buzzing with all the leading news channels and blogs reporting about the fading boundaries between technology and humanity. Almost 100 million people joined the conversation about ING's innovation defying imagination. The next Rembrandt. What's next? It's extraordinary isn't it? That an algorithm can produce something so beautiful it's as if it were the next Rembrandt. But my big question is could it ever produce the first Rembrandt? Where is the human being in that? So the next, but is it the first? So I just want to share with you some thoughts now really on creativity when it comes out and the first thing I want to share with you is we're in India and I think the most powerful sport in India obviously is cricket and could AI have produced something that has a list level of emotion even with cricket? Oh sorry before I get to that I just wanted to think a little bit about the imagination because I think what makes a difference to creativity is not the as I said it's not the next it's the first it's the use of the imagination it's what one can imagine to see it's the inventiveness it is not the predictability that makes something a first that catches people imagination that changes something forever as I think this idea for Nike could change emotions about cricket use of the imagination I just want to show you a few more things because my contention is that even though AI actually can help us I'm going to get back to creativity what AI can do that I guess this is the whole point about my talk is we're in a we're at the corner and the precipice of a huge opportunity about where we place messages about how we can create medicine about how we can create cures or anticipate and predict but it is the human it is the imagination of the human that makes wit, that makes a difference that can take a brand someplace and make it grow and here's something which is about humour because I don't think machines quite have the ability to pick on something culturally and understand how funny it could be just imagine a machine coming up with this as an idea how much more are you going to gossip but what is gossip you puppy grab that ball once and play with your dog do you have a reason I personally have friends waiting for me with a very cool drama because I say there is a moment to gossip and there is another to live or not yes, one about creativity I always think we should think about culture and leaning on the edge of culture and capturing a moment and very present this is I want to show you something from HSBC because it leans on culture so creativity to stand out needs to capture a cultural moment and I don't know if you've all been following Brexit despite the fact I live in New York Brexit is very close to my heart and I'm very distressed by it I'm sure a lot of you followed the news which we raised anyway this is a wonderful piece of work from HSBC that leans on what it is to have a brand which is so worldly and what it means in the Brexit life sorry about this this is clicking without forgiving can you play it for me because obviously not playing we start the day with a Colombian a Guatemalan or a piping hot Costa Rican and a Danish to go we drive German, German, Japanese, German and we ride Taiwanese we watch American movies on Korean tablets and struggle with Swedish flat packs our heroes hail from Chile Argentina, Brazil and often Belgium we eat Chinese, Italian and Indian and go Dutch some of our best friends Siberian, Hungarian and French hey we live on a wonderful little lump of land in the middle of the sea but we are not an island we are part of something far, far bigger don't you? so creativity never stands still so even though I've contrasted the notion of the machine and the notion of creativity I'm really now going to pull these things together because great works of our creativity have never stood still if you think about the Renaissance and the introduction of 3D if you think about Hockney who just sold a painting for 90 million he also of course produced great work on the iPad the iPad wasn't the creativity it was how he added the human touch that enabled that creativity we look at the Damien Hirstwerk we realise that he's using modern technology to bring to life an artistic idea so all of us need to stop taking humans to one side and machines to another thinking they're diametrically opposed but we need to bring them together and our belief at Jay Walter Thompson is very simple that it's creativity technology that should say and humanity that is the trick in today's world it's those three things together understanding the human understanding the insight understanding what will move people make people laugh bring the brand together with a creative leap which is something that is surprising something no one's seen before not the last but the first of something and doing it with technology because technology allows us to live in it inhabit it bring brand experiences to life in a completely fresh and new way and I'm going to end on something which is an 80 year old campaign but it shows that the technology that we brought to that can still make it exciting new and fresh so it isn't that humans are contrasting with machines or that AI is going to be bad or good but it's that it's a tool to make us better than we are we're going to go to another talk now to talk about media it's going to say how AI can really help us but for creativity which is what I'm about I'm going to stress technology is a way to help us produce even more differentiation and more stand out so I'm going to show you one thing for KitKat made in Brazil and as you know for 80 years KitKat's been have a break, have a KitKat and this is a marvellous idea which can make the brand live a living brand idea using technology, brand and human insight Play the film Play the film played flights so I'm going to leave you with one thought it is all of us need to use AI and use the rules as we said learn the rules like a pro so you can break them like an artist that was Pablo Picasso so AI is here to help us it is here as a tool there are rules but to be creative to be differentiated you have to use them but not be bound by them so thank you very much it's a great privilege to be a Mumbai and to share with you our thoughts on creativity Thank you really for that talk and for joining us here this evening I'm going to invite on stage Samuel Sarat Chairman and Managing Director of Madison World to please join us here on stage good evening and a very warm welcome to you too and please present the Marrow Ingram with a memento, a token of our appreciation thank you very much once again ladies and gentlemen I told you when we began that we're running a Twitter contest through the day where we have our first winner the most innovative treats are going to be recognized here through the proceedings and I'd like to invite on stage the first winner, Lynn Miskwitz Lynn Miskwitz are you in the hall and did I get your pronunciation right is that you hi so come the first winner in our Twitter contest today the most innovative tweets going out hashtag e4m conclave is the hashtag you need to use Lynn we head into the next session which is a special session now this next session puts the spotlight on decoding artificial intelligence and machine learning in the context of marketing now adaptive marketing is personalized adaptive marketing is segmented adaptive marketing is customer first and adaptive marketing allows for flexible customer journeys adaptive marketing is also data driven but it does need that human insight we at the conclave we are big proponents of sending the right message to the right customer at the right time and that is why we've slotted this most insightful session next for you ladies and gentlemen I'm privileged to welcome on stage our next speaker Ashutosh Srivastava now he is chairman and CEO Isha Middle East Africa and Russia and CIS mind chair he's the man who set up mind chair India in the year 2001 and we are waiting to hear from you it's all yours from here can you hear me privileged to be back I remember when I left back had done this exactly 13 years ago thank you Anurag for inviting me back here what I thought I'll do is after Tamara has spoken about how artificial intelligence drives creativity is to look at it from another angle which is to see how we can use artificial intelligence to find the right people at the right time and the right place on the right platform and create engagement in a way which works for the brand so that's the angle at which I'm going to take you through I have a few examples what would be useful to share there is a lot of work which is happening in this field and obviously a lot of developments which currently driving brands to experiment and get on with it so let me begin as you can see the title of this session I have put as humans versus machine because a lot is said these days about how artificial intelligence is going to take over all the things that all of us do in this room and therefore all we need to do is put certain things inside a machine and it all comes out and we can all go and retire and live lives of peace the way we look at it is certainly in our lifetime if you ask people the way technology is progressing it's probably going to certainly not in a lifetime have machines replace the tasks that we do you saw some of the examples of what artificial intelligence can do when it comes to driving creativity with Samara but in essence the way we look at it is this is a way of powering human intelligence to do even better to amplify human intelligence to be able to do things which otherwise are not easy to do and making it all happen so before I take you through the session if I can get everyone in the room given we have such a diverse audience on the same page as to what we mean by terms like artificial intelligence, machine learning you heard about algorithms so I'll spend a couple of minutes just getting everyone on the same page and then we'll see how we apply some of these things to find the consumers that the brands want to target and how to engage them effectively and to know whether it is working or not in terms of delivering the results so that's the point I was raising earlier that the task which we apply it is to find make sure that the right message goes to the right people at the right time, in the right place, in the right platform and it works for the brand so these are the three buzz words which everyone talks about these days let's quickly just scan through what we mean by them and therefore how do we apply it so machine learning Samara briefly talked about how machine learning is applied and I'll show you an example in the session it's essentially reading complex patterns from data and you can either supervise the machine learning to do a task which you want so for instance in the media world it may be how much should I bid for an impression on which I'm going to place an ad or it can be unsupervised there are lots of people who are clicking on my ad and I find something in common amongst all of them you know what we call finding people and building profiles and segments of different types of consumers or it can even be reinforced I mean how many people in this room who have Spotify or Samara how does it build a playlist it plays you a song and tells you do you like it or not so that's how the machine learns your taste and starts curating the music to the kind of things that you like so all this is learning from data reading the patterns from data in different ways and then applying that to simplify some tasks let's look at the world of algorithm I mean if you deconstruct what it is in simple terms it's simply a set of rules a mathematical equation you tell it something and it gives you the output but if you start training it with a whole lot of data exactly like the example I gave you on Spotify or Samara start training it with data then it starts to predict because it is learning things about you it's learning behaviour so it starts to build certain models that's why a trained algorithm is a model and the more of these kind of things we use to take decisions which we as humans take a whole lot of machine learning comes together and it allows us therefore to apply what we call artificial intelligence to take certain decisions which are assisted we decode the data read the patterns apply rules and build some prediction if I do X the output should be Y is really the application of artificial intelligence that we are talking about in today's context of course it will evolve as we go along but largely the cases that you will see in the session which I am doing are around that kind of application of AI so to summarize looking at reading patterns and being able to make certain predictions and therefore making your job easy to take the right decisions from a marketing perspective for the brand which will result in a certain consumer response is what this is about now the thing is if you look at algorithms there is a whole market place out there where people write algorithms you can pick it off them but you cannot make it work for you unless you use your own data from your own business and you have got the talent which understands marketing to tell it what to look for what makes a difference because algorithms can be written by any mathematician, any student but it's your data in your business and the people who bring the experience to that algorithm can make it useful for you and the examples which you will see are really where the differentiation is created by the talent and the data which has got something useful to come out of it so one of the companies that we are working with as a partner in this 24 by 7 AI it's basically specialized in application of AI in terms of doing better search and also in terms of personalizing marketing brand messages at scale these are the two areas which we work with them on they have simply worked with us to create a framework when you start thinking about how you are going to apply these things so understanding the customer journey anticipating what the intent is creating engaging experiences and then the outcomes which are there how do you optimize for that so there is application of AI in each of these areas and in order to make sure that this is done on scale from the marketer brand and agency point of view creating capabilities in each of these three areas so being able to target finding the right people at the right place at the right moment make sure that the right message is coming at the right time in the right place on the platforms that you use and the ability to optimize in real time because how many of us sitting in this room as brand marketers we sit with the team and we figure out in this campaign over the next one month these are the set of things we will do and then at the end of that period we will see whether it worked or not but the real benefit of AI application in this is that you can decide every second of the duration of the campaign the decisions that you need to be taking to get better results it's about the ability to take those decisions in real time and change the outcomes where the real benefit of AI starts to kick in so going back to what Tamara had said earlier looking at the human angle of this entire thing which is people, their experience and what they bring to the table to innovate and to be creative and it's using the power of the machines to read all the data and the patterns to be able to assist you in doing things bringing the two together stop working bringing the two together we start to create magic so I'm going to show you an example here of a brand which doesn't want to be named it's an example from Thailand which we did recently so we looked at all the consumer moments at which this brand can be consumed and we figured out through all that data that there are almost 7000 different moments where right place, right time where the brand can be consumed where the brand can be triggered to be consumed so imagine running a campaign where you've got 7000 different messages matched to triggering consumption to consumers at any point in time that level of personalization let's look at how this was done can you play the video please to do this we had to create a marketing strategy with 7056 targeting and creative combinations covering 14 regions 63 snacking moments per week 2 audience segments and across both desktop and mobile in a world where nobody could manage more than 40 human limitations when interfacing with DSP and DCO systems mean you cannot make this many inputs by hand to address this challenge MindShare together with YouGov AppNexus and Jivox developed a world first AI solution called ANA ANA uses a bespoke AI to construct an integrated media and creative algorithm that powers the operations of DSP and DCO platforms this allows ANA to manage complexity beyond regular human capabilities once in flight MindShare's FAST team made previously unreachable volumes of data driven AI optimizations using a high definition media plan with over 7000 line items and a high definition dynamic creative insight dashboard resulting in over 3000 optimizations a 150 times increase in decisions made all updating in real time Results 26% reduction in the CPM for desktop 17% CPC reduction and a 56% CTR increase by personalizing creative we achieved 2.5 times the CTR of an average campaign MindShare moving into a new era of programmable media can you imagine a hot summer afternoon and you're standing just near to a vending machine and that's where the consumption is triggered based on where you are what the weather is what your intent is because you were searching for something on a phone being able to do that at an individual level as a human being possibly easy but to think of all such possible combinations and to be able to execute this on scale is where the real application of AI starts to kick in suddenly it opens up so many opportunities for the brand to start engaging with people and driving these kind of results another example I wanted to show you this is from one of our group companies Axis which has a program called co-pilot again it's an application of artificial intelligence how do we find the right people what drives certain behavior when they are exposed to brand messages and how do we write great results so let me just quickly take you through this example coming from there it's basically applying again artificial intelligence to drive performance so let's look at a typical campaign a lot of us in this room who buy run campaigns looking at outcomes a whole lot of things which we consider when we are doing a plan which you can see on the screen the consumer in this case is looking to buy an air ticket so anyone who is planning a campaign for this is looking at all these parameters what we are trying to do is to acquire a customer and then make them buy a ticket at a certain cost and the objective for the brand is to try and minimize the cost to acquire customers and for you to acquire the targeted number of customers so you start looking at this data this is the outcome you are driving so you first look at when you are putting out that ad to make people look at you and click to start planning a journey what are the different things which an ad had so this is an ad you can see there the sunny side of life it has a whole bunch of features so which browser was it put onto what am I doing, am I seeing it on a mobile phone am I out of home or am I inside my study or at the office what technology is being used what time of day is it a whole lot of features that go in a whole lot of inputs which we look at however all of these things are not necessarily equally important so when do I plan to buy tickets is it in the morning, in the afternoon or in the evening no two people do this alike the idea is to find you at a time when you are interested in booking a ticket what machine or what device are you using where are you at this point in time what is working and what is not working again based on machine learning what kind of message is going to attract me to start looking at you so we distilled all that down again application of this machine learning into a whole number of whole number of things which we look at these are the features which will drive the outcome but some of them are more effective at driving people to buy tickets some are less so how do we find out which are more important because those are the ones that we are going to focus on so broadly there were four which ad exchange are you buying your ad on what's the size of the creative message that is appearing what device are you looking at and at what time of day are you watching this ad this is going to trigger the sale of the ticket so the data was reduced clustered into these four and even amongst these some were more effective than the others so again intelligence started to cluster them so as you can see there are some which are more important than the others at driving the sale of the ad ticket so these are grouped together the next thing was so what is more important what is more likely to result in a sale so we started assigning some weights again the machine started assigning some weights to the action so as you can see there are some in red these are not as effective others in blue which are driving the result far more effective so armed with this information that's how the whole ad buying happens at this stage so again look at two scenarios so as a media planner I would know from the data which I can digest the ad on the left is someone who is sitting in front of a computer looking at Expedia planning a journey obviously right is someone more likely to find such a customer on the right on the other side of the screen is someone looking at a mobile phone reading the news on the BBC and intuitively you would know that probably lesser likelihood for someone to click and buy a ticket this is something I can probably sit in the office and do but there are zillions of such combinations of occasions plays devices time of day intent which all come together to decide whether the action is going to be done or not so how do we make sure that we find all such occasions so when the campaigns are bought you obviously start putting money into each of these scenarios you put more money in the scenario which you know intuitively will work for you and you see you put in some money in the other scenario to see what kind of result that's generating the machine learns and starts to tell you what you should be buying based on this kind of input so there are lots of such scenarios like I said so again as a media planner I could probably think of two or three or five such scenarios but the machine has mapped out hundreds and thousands of such scenarios and it started to buy ads in all of them and it started to track them and what it's finding is can you click this okay so what the machine has done is it's digested all the data figured out the scenarios in which you are going to get the best results and immediately your cost per acquisition starts to come down which is the net result is the tickets are sold in the quantities that you wanted and they are at a price which is below your targeted acquisition price so it's applying step by step machine learning and each time you run this campaign it learns a little bit more about what works and what doesn't work and it looks at all those millions of scenarios and that's how it moves you to the next level so an interesting example of how we can apply all of these another example which I wanted to show you this is very much from here now how many people in this room who have kids who are below 13 years of age quite a lot how many of these are on Facebook kids 13 and below who are on social media, Facebook or who are pestering there you say does Facebook allow people at 13 years and below to register as on them no they have a policy so if you as a brand are targeting kids it becomes very difficult to find out because those of you who had kids who registered typically they fake their age or they build a fake profile very difficult to find out and identify such people so how do you find out such kids to target so in this case the brand which is boost from GSK what it did is went and firstly we figured that the best environment in which you could find some kids is games on mobile again a proprietary machine learning algorithm was applied to figure out whether the people who are playing those games are really kids or not and who are the people who are the kids or the people who are adults and then to be able to target the kids with the message so have a quick look at this video children no longer consider celebrities as demigods but more as friends or mentors what if a Virat goli became their friend instead of a larger than life celeb with this in mind boost created 3 long format digital videos showing Virat coaching Rahul digital was the chosen media to disseminate these videos send me your videos at boostenergy.com and practice with me the challenge was how to reach the kids as they surfed the internet in a disguised form our research showed that mobile was the first screen for kids and gaming the perfect way to reach out to them but how do we separate kids from adults on gaming apps mobile gaming ad network pocket came on board and identified kids using their machine learning classification algorithm the technology first identified kids using contextual relevance the data was then vetted with analytics and repeat content consumption monitoring from audience platforms we took user initiated video inventory on their mobile gaming apps to reach our TG the core campaign was layered with presence on cricket influencer destinations we slowly released the teaser on facebook to kick start the campaign followed by the first video the next day which was picked up by cricket influencers the results were phenomenal driving 18 million video views the core campaign reached 6 million unique users 10 million of the views were complete views an achievement considering that most of the inventory was user initiated or skippable there was a 7% lift in consideration among respondents the ad received a high recall value at 86% and the brand registration stood strong at 62% impact was seen on the brand's performance post the activity boost registered a 2.2% increase in market share with an 84% consideration top box score the brand equity was at the highest levels so again intuitive and things which you'd obviously do but again using the data and the technology to be able to then fine tune and target kids with this message as a whole new set of results coming in because of the ability by using machine learning to be able to target all your effort at kids like that here's another example this is for Hilton so again when you as a consumer start doing this how do you experience the technology this is an example from there again from our partners at 24AI let's look at let's say I want to book a room at the Hilton and this is now the machine learning algorithm working in the background for you see how it unfolds for you so I go to the website I look at the city I type it in let's say I'm looking for a room in London and there are certain dates which I'm going to go ahead and book for so it goes I go and click on the dates on which I want to stay at this event what will it do it starts throwing me options where I can stay right all of us have done these bookings before we start scrolling and looking at the prices for all the hotel rooms and what it looks like an attractive rate and a good option in a room here come back to the site I'm searching for more information at this stage already the model is saying that now there's a higher likelihood of this person to convert what is it doing next why don't you become a member and therefore I'll drop the price for you and I'll give you a really attractive deal so I go there I start entering as a consumer I want to compare it with what the rate would be if I were not a member right and you can see the model now thinks that you are more likely to go ahead so let me quickly pop up a virtual assistant for you and convert because you've now become a hot lead machine learning is working in the background it's tracking your intent your behavior and based on all the knowledge accumulated from the data before it's trying to convert you eventually pops up a virtual assistant in front of you try and convert this lead into real action to recruit you as a member of Hilton that's how you're experiencing it and the front end okay one last example before I wind up so all these examples you've seen so far is about brands applying it to campaigns in different forms by basically simplifying the data using algorithms which have been trained between learning and therefore large scale application of AI there is another application of that and this is both in deciding the media as well as driving the creativity and churning vast amounts of data to create insights some of these insights are even used as a business application to see whether the brand is doing well or not so I was going to show you this example of a tool which we developed for again in India for Hindustan Unilever let's have a quick look at that video this example has four key modules each addressing recurring pain points that brands face 1. the media mart or the data layer 2. autolosses or automatic insights 3. the predictive simulator and 4. voice enablement let's start with the media mart data across sales, brand track media and macroeconomic factors lie in unbreakable silos and in varying formats and nomenclature it takes analysts as much as it takes to extract relevant data from different systems and bring them into common denomination for meaningful analysis the media mart addresses this pain point and is the bedrock data layer of purple extract, transform, load routines enable consolidation of slow moving data dimensions like sales to real time data scrapping from social media the media mart is the standardized single view data destination for all possible data that could be required for any brand analysis coming to autolosses brands often react after the hazard has stricken it's often a post mortem and seldom preemption of the hazard autolosses enables critical data visualization with AI driven automatic insights and trigger routes it comprises of a powerfully visualized early warning signaling system for metrics that matter autolosses enables proactively spot micro markets where key metrics have significantly dropped and highlights flow movements in these metrics this warning mechanism flags volatility in investment variables at tv channel and print publication level as well autolosses also helps understand the strength of cause and effect relationship between 100 plus variables at the click of a button and last but not the least all of this bundled into an AI fueled autolosses report which enables prompt root cause analysis within minutes the predictive simulator is at the heart of purple powered by self learning predictive algorithms purple predicts the impact of own and competition media on outcome metrics the predictive simulator is a handy tool for planners who can assess the impact of their media plan and make prompt corrections on the go yes purple also talks the technology queries the underlying data tables joins the dots and leverages natural language processing algorithms to articulate the solution in English now we have purple at work crunching terabytes of data across multiple disjoint platforms flagging business hazards and pressurizing the data and then we have purple at work crunching terabytes of data across multiple disjoint platforms flagging business hazards and pressurizing media solutions at the click of a button we had a genuine business problem to solve on Vaseline we had seen that spawned for Vaseline had dropped in the previous winter season and we actually wanted to identify what is that variable that is leading to this decline and that's where mind shares purple came in handy it used multiple data points to check and analyze what exactly is the root cause of this issue on why spawned is falling on Vaseline where we should be investing our media monies so that spawned comes back we implemented our plans in winter of 2017 business recommendations of purple and we actually saw spawned come back sharp purple a truly transformational right so again application of vast amounts of data being churned here to analyze your business results to do real time planning things which we wouldn't have even thought of a few years ago is all made possible by the application of AI investing all that data and converting it into insights whether it is to understand who the customers are going to be what is it that is going to make them change their behavior fuel the creativity and also decide how you're going to expose those messages and how you're going to create that engagement using vast amounts of information and this is I think just the beginning of this whole change of this turn in terms of deployment so the way we go about doing it at least the example which I can share with you the way our own community is doing it here is step by step doing a whole lot of small pilots capturing that learning and making it bigger and bigger but a few things which I'll just leave behind as thoughts is one is that the data and the tech that we use the platform needs to be the second thing you there are lots of applications which you can develop as you go along using data to decide when is the right time using data to decide what the intent of a bunch of consumers is so different applications so these are all trained algorithms which are developed and left on that platform for the planners to use whether they're generating insights to create the communication or whether they're generating insights to see where to place that communication to engage people and again when you apply it first you see big changes and then it's all about learning and incremental changes and therefore consolidating on that so that's how it works so we use a platform called Domino again for the tech people inside this room you'd be familiar with it it's basically a place where you can standardize creation of machine learning algorithms putting them literally on to an application store so here's an example of some of the trained algorithms that we've started using and planning to decide which channel or which platform is generating more results than the other some number of such applications which are already in play and again a change in mindset at the end of the day because when you work with such vast amounts of data suddenly planning for a campaign to planning always on becomes possible because you're monitoring changes in behavior and impact as you're running your marketing campaign creating collective intelligence so a number of different algorithms and applications which are used so how do I use all that and enabling constant iteration there is no one right answer as you run the campaign you start seeing results with the technology and the AI enables you to constantly iterate and make it bigger in fact recently anything is possible just last month we worked with Google we just went and bought let's say a whole year of cricket data all the footage and Google and us worked with image recognition software to map out from the ICC last 12 months of all the cricket match data with a view to what to predict when the next wicket will fall because you know a lot of our brands Pepsi and many others use cricket very heavily and having contextual messages and the right time means that can I make sense of the data predict when is the next big action going to happen and therefore can I come out quickly and therefore put in a message it will generate the result and it's quite fascinating because I'm telling you we are now right now tracking a series in Australia and the first match we applied to we got 9 of the 10 wickets which fell right a few minutes before the wickets fell it's as big news not just for the brand but also for the betting industry but is the real power of AI is to be able to make sense of all that data and the technology exists to digest all that information and start harnessing it to that kind of effect for the brand so that's really the future of where we are going to do it's bringing the power of AI and human intelligence together to make things like this happen so I hope you found this session interesting thank you very much if there are any questions we have a couple of minutes to field happy to take questions someone with the mic there's a question at the back there can someone give him a mic Hi what you just mentioned was very fascinating in terms of when the wicket would fall my question to you is this out of curiosity or intrigue what was the question that popped up in your head because I am linking it at a metaphysical level at a spiritual level you can always say that some things are bound to happen is AI going very closely to that that's an interesting question and we can have a debate I think for the next couple of hours on this I know it would be less maybe later on the bar but it just brings you back to the fact that remember in the beginning I said that today the technology which exists allows you to train it to answer questions which you have but they are never the perfect answers it's ongoing over a period of time as you know the computing power will go to such a level where cognitive tasks because finally you decide it will reach such a level where it can decide for you I am sure that's not going to happen in a lifetime today you know what the answer is you can train it to tell you whether you are going to be 90% right 95% right but never with 100% certainty that's the world that we live in today that's the application in that context a tricker example telling me certain things based on if someone went and sandpapered the board I am pretty sure the machine doesn't know that quite often it's not even in the footage so it can never be gone if that's the question you are asking me and it cannot account for all such events but it's a useful tool for a brand to have for instance today in a practical application and there will be many such applications which will come question we are just trialling it with the current set of matches in Australia in their domestic series yeah any other questions? Anurag this has become a master class no more thank you thank you for your time really we'd like to say thank you to you by presenting you with Emmi Mento, a token of her appreciation I am going to invite on stage Mr. Sudhakar Rao, director of branding Ikfai Group good evening to you too and thank you very much once again for your time and your participation at the E4M Conclave 2018 thank you ladies and gentlemen the master class with Rupin Nanani head and researcher for analytics Zerka is about to begin in the Riviera room the topic is building with efficiencies with native advertising before we move on we'd like to once again say a big thank you to our 16th edition conclave presenting partner Denik Jagran Deena who beats Denik Jagran newspaper it's only the milkman Denik Jagran is the morning ritual of 7 crore people of India ladies and gentlemen once again we'd like to thank our partners here at the E4M conclave and for that once again we'd like to play views some of our partner films up there on the screen and it says and it says thanking each of our partners in contributing to Pitara Movies success story available on all leading DTH platforms cable networks and with more than 2 lakh downloads of the Pitara Movies app globally it certainly stands tall as a leader in Punjabi Movies content keep watching Pitara Movies for latest and exclusive blockbusters movies and music aho ekamik ho jaaye BW Business World an RK group is proud to announce at this esteemed event the relaunch of Rail Bandhu India's first and only on-board railway magazine that is selectively placed in over 200 premium Indian trains and over 350 waiting rooms and lounges published in a bilingual format Rail Bandhu enjoys the patronage of over 1 crore readers per month higher than any travel magazine in India which ensures a great ROI for our partners keeping with the spirit of India Rail Bandhu endeavors to bring to its readers a selection of stories that appeals to members of all age groups and backgrounds BW Business World an RK group invite you to be a part of our journey as Rail Bandhu is the ideal opportunity for businesses, brands and marketers to connect with their audience to partner with us contact us at aparnaatbusinessworld.in or partneratbusinessworld.in join our social conversation on facebook www.facebook.com slash BW Rail Bandhu on twitter www.twitter.com slash BW Rail Bandhu Ladies and gentlemen once again would like to remind you that the master class at the Riviera room is about to begin and also would like to remind you that the twitter contest is still on for the most innovative tweet of the day we've already given one a prize there lots more to go as the evening progresses but for now this special address coming up okay so when they were briefing me about the conclave and they showed me the list of speakers I was very happy to see his name on the list you know why because every alternate day I make a call to my grocery guide the Kiranawala as they're called in Mumbai and I rattle off a list of items to him and these items are always there on the list so I tell him for Amul Gold 2 cartons or for baby Amul Taza 2 cartons for me Amul Garlic Butter and Amul Cheese Slices Amul has been a part of my life since I can remember I've been a part of the lives of millions of Indians across the length and breadth of India it is truly the taste of India ladies and gentlemen this man I'm now going to invite on stage has provided dynamic leadership for 35 years to the Gujarat Cooperative Milk Marketing Federation and has also provided critical leadership to the cooperative dairy sector in the country that actually provides employment for millions of dairy farmers across the country and brings potential goodness of milk every day to a billion Indians you know it reflects on his leadership that the organization is the country's largest food and dairy company with a tonneau of over 29,220 crores and we should be very proud of their amongst the world's leading milk processors too ladies and gentlemen please put your hands together and welcome on stage Mr. R.S. Sodhi the managing director and sir this evening speaking about ground reality how tech is transforming modern enterprises good evening ladies and gentlemen I'm very happy to see the expert for media advertising and industry the topic which I have chosen is ground reality how is technology transforming modern enterprise especially the organization like us where masses are involved and where bottom line is not the objective but how to benefit the main stockholders that is the farmers who are the suppliers and the consumers well when I got the email from Mr. Anurag Batra with the headline to speak on AI I was extremely happy reason last 37 years I am working with Amul and nobody has ever called me to speak on AI and I immediately without reading I forwarded to my AI expert that here is an opportunity let us discuss what to talk with the media and other people in the Bombay on AI so what is AI for me artificial insemination which every year we do 10 million and actually AI also came with you your AI I wanted to put first my AI then your AI so then when that fellow brought the print out AI he said sir why you send it to me I said you are the expert he said no no sir this is not dealing with a human man this is machine mind so I don't know about machines so anyhow because I had already accepted so I let me go and whatever let me speak about it so in my just few minutes talk I am going to talk about how machine intelligence is helping an organization which is farmers based or mass based and what are the opportunities for the AI in this next please well when I searched out this is a definition with these two gentlemen gay and very very easy definition AI is basically when machine does the job of human intelligence and very good and this when I was thinking about what AI then comes to mind how it is going to I mean human being we generally take decision most of us I am not saying everybody on hunch I remember I have worked with 30 years Dr. Vargas Kuryan and he used to get lot of expert market research people from Bombay telling what is the impact of market what to do especially for launching new products etc and he used to say why you need such a data and market especially when you want to launch a new product a new variant you give it to your wife I will give it to my wife and tomorrow we will discuss what they say I mean hunch is always always about the any intelligence about data or anything which we have got so for me when AI will replace hunch that we have to look into I mean when then I thought of let us prepare for AI so I think in this we know earlier whenever we had to go to some place because I have been travelling like 30 years we used to ask this place that at each corner at each turn whether we had to go left right now we know we all use Google Maps especially in Bombay Delhi when I land and next please I mean we use all Google Maps but other thing is that how many years can calculate 21x9 without using calculator I mean it is there I mean it is truth when I ask I am sitting in my room I ask any my young MBA graduate from a prestigious institute how much market share we have got this was a sale we just start calculating nobody will use mine so that is AI so how many years can decide to eat in restaurant without using geometry I mean we are not using mine we are using how many book I mean just now we saw Mr. Ashutosh I mean very good earlier I remember wherever I used to go early I used to ask my assistant I am going to Calcutta book hotel he will ask my branch in Calcutta he will send a list of hotel with a tariff I can ask him to say do a discussion or discount low but now even I don't ask my assistant I book myself booking.com you are a genius member you get 10% discount automatically early check in late checkout you see this is a very very big caution Mr. Stephen Hawking has given here I tell you earlier because I give my experience in 82 when I joined Amul I used to remember all phone numbers my distributor all my friends all my relatives addresses all distributors addresses names sales now what is there everything has gone to the mobile so my memory has become 0 and size of memory mobile has increased see I saw the movie I saw the dinosaurs you see the big dinosaurs and how much he has got everything but the size of brain I mean it is not visible and see the size of brain of aliens so what it gives you it tells you your future if you don't use any of your part of your body it is going to become extinct and same is going to happen with our brain the way we have started dependent on machine and not using brain even first remembering my wife's phone number so God is not going to continue to give us the brain and we are going to become dinosaurs and aliens with a big brain from outside will come and they will rule this state I mean earth so this is what is fear we have got but nevertheless AI is good we are using it whatever way we have understood AI not the way the people who are very high level of AI something about so I am going to tell you that what are the opportunities we have got in Amul over a period of time how we have developed our own AI systems Amul I think somehow it is not working it started more than 72 years old cooperative started in Anand 1946 India's most trusted lab brand Amul Taste of India we all know just know everybody talk it is India's biggest food or dairy company we collect around 20 million liters of milk per day from 85% from Gujarat 15% outside Gujarat and this organization is owned by 3.6 million farmers nobody no private fellow no government no corporate has got any share 3.6 million farmers of Gujarat own it and we collect milk from 18 more than 18,000 village cooperative society and this provides the livelihood to such millions of outsiders and now the young entrepreneurs so whatever milk is collected sold in shape of milk and milk products I mean here media why I am showing these crores is because 3 crores because people talk that my circulation is 20 lakhs 26 lakhs 28 lakhs so our circulation is 3 crore per day 3 crore pouches we sell everyday along with the or before newspaper and it is the largest food brand it is 41,000 29,000 crore last year was a turnover of my state federation but Amul brand unduplicated turnover is 41,000 crore and we are growing last 8 years CAGR is around 18% and we are working our mission of business philosophy value for money and value for many value for many is basically 3.6 million farmers who are getting very stable and competitive price when they are supplying milk and they need good price and also whatever milk is given by our members we do not buy our raw material based on the market demand whatever raw material is offered up to the last drop we have to accept it and then think how to dispose it of how to market it so this is our basic philosophy well there was time when I entered into sales and marketing marketing is very simple you segment the market based on age, income level all the north, east, west target if you are launching product any product you talk about chocolate somebody talks you have to target children or if you are launching air condition you are high end people and position the product and mark very very simple and there was mass media mass marketing and transaction naturally marketing is very impressive knowing who is buying now we know what he is saying also we know it was more or less one way communication and balance of power in the hands of marketer and now we know I mean you people are expert in this how this fragmentation in consumer segment has happened I mean you can segment consumer based on what movie he is watching or what type of hotel he is staying what type of apparel he is wearing or buying I mean that type of segmentation we can do it based on AI media fragmentation we know there were very simple media that time and very easy I mean our advertising agencies media meeting used to be very simple one docket is there one is for press one is for later on TV and one is for outdoor and then simply very easy after spending hundreds of crore you are not satisfied you are doubting each other you are not satisfied whether you really spend money wisely or some other media would have given you better that is because of social media but one thing is all communication is two way and what we are looking for AI solution is basically how to directly communicate with the consumer how technology can be used for very deeper and targeted distribution especially for the rural India and how to cultivate consumers interest and the habits for your products from 1952 till today we have been thinking that for higher business you will create more jobs more wages cycle will continue but what actually is happening and this is very true with what we are going to talk jobs are not coming I will give a simple example about people from marketing earlier whenever we used to have meeting and going to the market there used to be one assistant who used to provide you all the information that you are going to this market this was the last year this year growth you don't need people usual self has become your assistant today is your assistant so jobs are vanishing I was reading recently Niti's Yog report where they said that GDP in India is going at much faster rate in the rural India but jobs are declining there reason is whatever jobs are coming are not coming for people who are there who need it it is more coming for people having knowledge of AI see how artificial can help an organization like us I am going to tell you I mean you know our value chain is C to C which is cow to consumer and this value chain is C to C not B to C not consumer to consumer cow to and you see this value chain right from production processing and marketing 3.6 million farmers and now this is the supply chain you can say right from the production of milk to the consumer every day when we buy from 3.6 million around 6.5 million transaction are happening every day and what is AI can do whatever level we have done so at farmers level how machine is helping us one is what is required is basically to improve the productivity of the cattle cows and buffalo so what is required for that better breeding practices better feeding practices now talking about breeding practice there is a good breed available but we have got the they see beat how to improve you have to do AI which is different than your AI artificial insemination and now what machine has done in AI also what machine has done is sex semen I mean now we can produce only female calf I mean human it is not available I mean if it is there in India especially some people like to use now India and world over we have adopted technology as sex semen we are by inseminating 95% accuracy is that female calf will be produced so that burden I mean you are half 50% your productivity enhancement because if male calf is there you are losing one calf for next one year so same in feeding practice how AI I mean you are using machine is earlier we used to feed cows and buffalo same feed some formula used to be there and then DRB we used to make now there are other things we are making feed based on the local material available price and the seasonality farmer to farmer village to village each village can have their own formula feeding based on the prices and availability and the season now these are just data coming to the village cooperative society there are now apps available and the I will talk later on that because little bit details are there then at processing level where the milk is coming after collection earlier we used to have people at reception level a fellow will take samples test it and then milk will be going to the factory where it will be processed now if you go to modern plant of amul everything is automatically sample will be taken what is the bacterial count what the fat automatically it will go to the system and then if you walk into a plant of 5 million they will not be a single person on the shop floor earlier we used to have people who used to open the wall and how much fat to be separated etc. now automatically even AMC maintenance of our equipments is also done by machine machine detects when machine needs maintenance automatically start doing so it is helping us a lot now coming to the logistic all we talk about robotics what we are using in our warehouses where FMFO are first manufacturing first used to be we used to be human products to be dispatched first now machine detects where to go picks up the pellet which is first manufacture and loads of our truck it is helping us and especially for a perishable product it is giving us better efficiency and the speed and later there are 2-3 things I will talk later on you can see the number of transactions involved at each level if human human has to do it manually it is going to be very time consuming and difficult number this is the when I am saying at farmers level how farmers getting the benefit of machine intelligence I mean this is in Gujarati basically that each farmers has a society level that how much milk has come how much of last year what was the fat SNF and season to season they can predict it and the supervisor also comes to know that in each society earlier he has to visit each society and check the records now he knows if any society has in this November month last year they were getting 4000 litre milk and this much of fat SNF and if any society has got more milk with change in fat SNF he can get this information there is some chakkar there can be some adulteration or there can be some malpractices so he can zero down he can personally visit only those societies which are not regular or which are not falling in his normal skin and the biggest application is the farmers sitting at home he knows how much his account is saying how much milk he has poured how much money has got into account how much he has got last year which cow has given how much milk last year this year whether it is going up or down quantity is going I mean all this information and then he said this we did after demilitarization I mean we were forced to do it earlier we were paying cash now all money is transacted through all the millions of our farmers are getting money through I mean ATMs in their credit into their account and they get SMS also whatever they are pouring I mean all this has happened after using machine intelligence and use technical deeper distribution if you say at most of the FMCG company is using this distribution management system where this transaction is monitored how much distributed are sold to each retailer and based on the sales to retailer of particular SKU and product his intent is made and based on that indent production also planned order I mean as soon as our salesman enters in the shop earlier he used to note down on a copy now when he goes there he opens up just automatically gets which shop he goes how much that fellow is buying pattern for the last one year during the Diwali season of Diwali season winter because there will be a lot of fluctuation seasonality fluctuation so this app will tell you that how much order you can expect from a retailer particularly during this season if there is a winter season more order for ice cream or more order for beverages and it also tells you that how the performance of your salesman is happening whether distinct products sold are increasing reducing what target is he achieving I mean monitoring performance of your field stuff without going to the field is possible with this distribution management system which we are now using it but all this when you talk about machine intelligence I mean when with the great powers come greater responsibility also special on the human being of people who are using it I mean we see a lot of misuse manipulation happening on the machine and it has become very easy I mean you can't stop it I mean whatever we say process we make there will be a counter I mean we come across every second day something happening somebody putting something that milk has got melamine that malai is made of melamine or amulets using ice cream they are animal fat when but with the machine we come to know all such thing happening especially about the consumer feedback or consumer complaint and then you with the help of machine only you are able to react and give your clarification which can reach to same people earlier which was not possible basically what we are saying is that AI should help in decision making but it should not be fully allowed if this is on behalf of human being then it is going to be dangerous and it should not replace the hunch hunch is very important and it should help us in making decision making now coming there are certain other uses I talk about sex human thing and also it also tell us of which type of basically for pedigree selection what type of animal are giving good quality of milk what quantity of milk and also what time animal needs to be artificially inseminated buying pattern this is what distribution management selling the product to each retailer based on buying pattern and amulpala which is more than 9500 where we are using for monitoring the sales or daily sales what is happening there because they are directly touch with the there is no other application where we come to know what is happening at the retailer level but with this because we have got more than 9000 outlets we come to know what is happening at the retailer level and specially then sorry sorry inventory management and monitoring the age of the stocks and for transportation also because around 2000 trucks are moving to bring the milk and around 6000 trucks are going for daily with the finished products of movement of that trucks with the GIS we come to know whether truck has stopped in between or not and machine tells us if anywhere the lid has been open immediately we come to know that this tanker load lid has opened and somebody has tried to do some mischief or try to make it irritated and biggest benefit which machine is giving is projection you see any agriculture produced is very uncertain there are so many parameters no doubt it is not all that difficult that deciding I mean Mr. Ashutosh mentioned about when wicket is going to fall it is easier than that that how much milk we are going to come tomorrow because we can't refuse so we have to be prepared this summer next summer and you can't prepare just overnight we are going to get 20% more we have to prepare today so all this projection milk this machine is helping us taking hundreds of parameters and more or less very accurate projections we are getting how much milk going to be produced and how much milk is going to come to us and also about climate and other cattle markets so at Amul when we are talking about marketing I think what ultimately I think we it has to help us these four things on consumer plus we should be knowing the consumer then it is helpful us and also think and modify our strategy to face the newest challenges and also core competence how we can excel in our core competence that is a dairy and how to make whole operation cost efficient because that is where I mean if the system is not cost efficient naturally for a organization like us where we are to ensure value for many and value for money will not happen so ladies and gentlemen in the end I only can say that AI is good if it is going to serve the humankind not only the bottom line thank you very much we would like to say thank you to you for your time and for your participation thank you put your hands together everyone please thank you once again ladies and gentlemen I would like to share with you that in the evening we will be presenting the influencer of the year award so we are looking forward to that stay tuned don't go anywhere all right we now have a session by Iqfi Business School Amarjeet Patpatiya Associate Dean Iqfi Business School IBS Mumbai who will now be talking to us on academic intelligence artificial intelligence please sir good evening so far it has been fascinating and full of learning session we could not have asked for more so much of artificial intelligence knowledge and I am just wondering whether AI had anything to do to decide two turbine speakers to come one after the other I am just wondering what all AI can do I am here to provide an academic perspective lot of discussions took place about human intervention and machine and on behalf of the institution here we are talking about human resources you need human resources as someone said in today's business environment big data and artificial intelligence inspires religious levels of devotion the AI discussion has already unfolded and brief addition from our side that AI is increasingly embedded in our consumer and business lives and is poised to transform how societies will function in the years to come with this drop we feel that there must exist some form of fusion between academic intelligence and artificial intelligence so that for the sake of future readiness this is cohesive and fused AI goal is to build systems that will exhibit intelligent behavior and then understand intelligence in order to model it not stop here but build systems to be better and master it how do we gear up to meet the growing challenges and need for the skills in future in education institutes AI will inevitably create new job types ranging from machine regulators to emotion engineers and when we talk about emotions that itself is a fascinating aspect so to succeed students this will need to understand how machines perform and what machines cannot do traditional roles such as business analyst sales, human resources and others will be enhanced and AI requiring a new degree of proficiencies for frontline staff to interact with machines while it is impossible for academia to keep up with the rate of change in technology for us it is of vital importance to prepare ourselves and students for the new age of employment that is coming we do have learning modules to include big data analytics data mining, IT enabled services business intelligence etc but clearly more can be incorporated it also leads us to believe that classes can be driven by AI projects with cooperation getting out of classroom is necessary for students to understand therefore an increase in university corporate projects in the artificial intelligence area will provide students with the experience which is required these projects will provide better understanding and we very keenly look forward to such a collaboration additionally faculty can be associated for various AI projects and they can conduct AI research we would look for mentors from the industry to help and support this kind of initiative therefore to bring all at par with the business reality academics industry partnership can be very enriching for all the stakeholders members of the faculty are very eager to take up research and assignments which can produce different insights and can be mutually rewarding projects can be identified which can involve students to carry out the work through this collaboration knowledge will get disseminated and will help introduce to produce talent which is suitable for industry and is well versed with the basic understanding of AI also opportunities like different MDPs and the academic conferences which offers platform to explore and deliberate business issues and challenges research papers can be jointly written with the members of the faculty blending the practical and research element we are eagerly looking to bridge the gap as much as possible between what we do and what are the latest practices and development towards customer engagement and insights please give us some breakthrough ideas to work on so that we can gear up to meet the growing challenges and repair ourselves and the students for the skills needed for the future we want to remain relevant and engaged please offer us the opportunities to be part of this learning the new science let us make this roadmap possible and valuable thank you very much Mr. Srivastava is here in this room Mr. Ashutosh Srivastava we'd like to request him to please present the professor with a memento ok ladies and gentlemen let's take this evening further and once again say thank you to our partners who's amazing support this event would not have been possible we're now going to play for you some more of our partner AV's attention on the screens we welcome such strong guests Salam my name is Lajjavati I work for Ludhiana station I saw Maya and I realized that we can also work for her it's very difficult to work when a woman is in a hurry to look at the car she's afraid there's no such thing that a woman can't do there's so much power that a woman can lift when it comes to a woman's family she can fight with the world this is just a small job to lift the roots of the society are climbing up Maya and Lajjavati have removed the difference between men and women ladies and gentlemen our job is very hard work it's very difficult for us we don't know how a woman can do the power of our company is accepted by women it's true working with a woman in the midst of a lot of men it feels very good today it's a good thing that ladies work with the jands I would say that they work better than the jands their efforts are not just online this is our hope for the future of the society this is our hope let's face it everywhere you look there's data, data and more data is your brand using it all to create content that's highly targeted relevant impactful or are you still using the same planning model to chase the same old number while your real audience is elsewhere presenting content IQ the world's first audience driven content intelligence platform content IQ lets you track content consumption patterns and turn them into meaningful insights it captures heterogeneity so you can plan your content for precise audience archetypes instead of a larger homogenous mass say you're targeting football fans with this tool you can actually differentiate between them and customize your content accordingly to create sharper campaigns content IQ measures campaign impact by using a new metric called reach depth multiple RDN better engagement leads to better conversations leads to bigger impact CIQ's archetypes offer useful insights into the formats your audience prefers and show you where your audience is most likely to be found build your campaigns on interests mindsets and motivations and they can become effective meaningful and impactful this is the new human side of content marketing content IQ the world's first audience driven content intelligence platform when companies around the world think of broadcast solutions in India they think of item we've launched ad sales for some of the biggest brands in the country and around the world with a talent pool of the brightest minds bringing the best of solutions we are changing the game every day we are the leaders of automated delivery processes connecting brands to broadcasters we nourish engaging ideas to generate modern visual content we consult sports brands and teams on marketing and sales solutions we apply our tech expertise to provide a wide range of managed services to agencies and broadcasters with the power of our network and the strength of our relationships we are every broadcasters go to market choice we are 8 of them ladies and gentlemen the change for media is back with the fifth edition of prime time awards offering creative advertising in media agencies a unique opportunity to showcase their best work done on television prime time awards is one of the leading platforms to crown the absolute standard of creative excellence for television commercials we are also proud to announce the first edition of TV first a summit preceding the awards that brings together leading experts of television marketing domain to share knowledge on the effectiveness of television advertisements and how television advertising still remains a key consideration for marketers please make sure to block your calendars for 31st January 2019 and now we'd like to announce our second twitter contest winner may I please have on stage Dhaval Gurnani who is the second winner of the day of our twitter contest Dhaval Gurnani I hope you are here with us in the hall are you or are you not so I think Dhaval isn't here with us in this hall right now we will try and find him outside and give him his gift or maybe call him up a little later okay so ladies and gentlemen the other day I was reading an article by JP Copplers who is the CEO of Brands Eye where he's written this interesting piece where he goes on to say that the future of humans is going to be dystopian now the future will see humans being replaced by a fleet of slick automaton who are destined to glue weld and solder us out of our jobs and diagnose account and dissect us out totally now that's one part of the argument but this part of the argument is about heavy weights heavy weights such as Alan Musk or Stephen Hawking or that matter even Bill Gates but there is a counter argument going on here and as had happened in history even earlier when the industrial revolution happened many out there said that machine would supplant man but that didn't happen and today of course everyone says AI will supplant man but in the meanwhile AI continues on the path of sophistication achieves greater and greater heights so even today AI doesn't have that one thing that we humans do and that is human insight so this discussion is going to focus on human insight versus AI in marketing and moderating this panel is Ms Bindu Seti who is Chief Strategy Officer J Walter Thompson India and she's held this position since the year 2011 she spent over two decades in the world of advertising in India she's also won the JVP Atticus Award for original thinking she was largely responsible for setting up pumpkin social that is the agency's arm that redefined the way communication was presented to promote new health programs in the rural and suburban sectors may I please have on stage Bindu Seti good evening very warm welcome to you please join us here on stage the moderator of this next panel coming up ladies and gentlemen and while she walks up I'd like to invite on stage the panelists Anirudh Pandharkar Head Marketing VIP Industries Arvind Chintamani Chief Marketing Officer Colgate Pamoliv Juzer Tambavala Head Marketing Franklin Templeton Mayank Shah Category Head Parley Products Navneet Narula Head of Watson Customer Engagement India and South Asia IBM India and Pradeep Hajmari Chief Executive Officer Edum Ventures Private Limited and I'll hand this over to the honorable moderator of this discussion so exciting times you know I've been in market research advertising and marketing for maybe a hundred years exaggerating of course and every time something new like this comes up and we have to think through the whole damn thing again I think I'm a bit tired about it but anyway with a lot of passion we'll go for this one there's an exciting and diverse panel so I don't think I will have to why is somebody ringing the bell is it already over then we can all go home or get drinks outside so and from diverse set of companies so we'll get a good perspective our conversation outside has been that since we've got a very good perspective of how creative agencies are looking at creativity and integrating machine learning and artificial intelligence into doing things I pointed out to Tamara of course just as a digression the Rembrandt happened because somebody thought of doing Copping a Rembrandt which is an insight and then of course execution followed through AI and she said yeah yeah you can only think of that because you're a planner so but getting back to the subject what I thought we would do and that's the conversation we had in the speakers room is that each and every one of the panelists if they could and I think that's the big issue now that we have a background from Tamara and Ashutosh and of course I believe a completely another point of view from Mr. Sodhi which always happens and I always enjoy hearing about the Amul case again and again what we would do is get everyone to speak about machine learning and AI in the way that they are grappling with it in their particular organisations how they're using it, what is the issue what is the struggle they have what AI means to them how they're trying to kind of address because how they're defining it and if this is the conversation we had if they had a bit of money and time what is the first thing to do, how do you get started on that so that's how we'd start and I think everybody has a good sense of what's going on I'm going to start with you So I think you put forward a lot of questions but I'll just give you a quick perspective of what the way AI, I mean as an organisation we view AI and I view AI personally I think to me it's essentially about if I look at what humans can do humans can acquire and capture data they can process it they can reason with it and they can take corrective actions this is typically what for me an AI tool should be doing and is doing right now I think the only thing that today that AI can't do is really bring in the emotional aspect which humans actually have I think from a business perspective the big thing that we are really grappling is from the financial services business I think today with you know customers obviously there's attention spans in terms of you know even where products are concerned is obviously getting more and more challenged and it's very difficult today for us to really get one step ahead of that customer to figure out what's the likely next move that he is going to make what's the kind of product that we can really offer, what's the kind of pricing that we can really offer for that customer and we're really investing you know a fair amount of time, money, energy, people resources in trying to build that platform for the firm to make sure that you know we can at least get at this point in time we'll write probably one step behind from the customer to get in line with him and then hopefully in future you know get ahead of him Yeah Pradeep, would you like to take So I've got sort of a couple of observations you know bases my experience with intelligence per se and then of course we're expecting the machines to sort of come into it one is that you know it has to be taught first right, it has to learn and even before that is the process where we need to bring in things that it can learn on and that clearly is a hugely human effort you know so both of these in my view will you know need to coexist because there are otherwise you know there'll be all businesses looking like one another if you're going to use sort of regression based modeling very clearly innovation will work absolutely in the opposite side because by all measurement sciences terms it's an outlier right and nobody is going to catch it so if that were to happen then you know technology and so called artificial intelligence will be the reason why a lot of innovations will never see the light of day so I really believe that we are still and we can constantly see how human capital creates wonders so I am a firm believer that that cannot completely be substituted but yes the computing based strength which humans will struggle with when you're working to find something that humans will apply a bias and ignore that is something that a machine can definitely pick up and throw at you right so it can really enable us to do something at a far greater scale and at far greater reliability however the human will play for years to come definitely a very significant role and so will human inside so I mean I picked up on something that Ashutosh said which is the fact that it's a tool so in some sense that's what you're saying that it that tools and you need a lot of human thinking effort and skill and insight to improve them to train them so that they can give back to you at least something that's closer and unique and one of the things that I think I grapple with which you touched upon which is a very interesting point is that if you're all going to go to the same algorithms and the same machine learning patterns and big data pattern seeking then the brands that come out are they are the strategies and the way they engage with the consumers that they're going to use are they going to get replicated and therefore where is the uniqueness because in the madness of human error lies some amount of distinctiveness and uniqueness and therefore where does all of that stand so just one point I know we'll get to the discussion later but it's just troubling me as you mentioned and as I said it can work against innovation if you have humans who can get the machine to tell you what would happen if this would be done it can give you a fair prediction so that's where I think it can still participate however it can never take out the way that a person can solve the problem and it's all on the past so if we are all talking about the future it's what we will decide to do with it so it can in fact give you things not to do other than to do that could be a way of using it yeah so I mean while we have been talking about human insights and artificial intelligence I'll just give you an example from my industry which is luggage everybody is talking about smart luggage today at the end of the day whatever Bluetooth enabled backpacks or trolleys and stuff airlines don't carry them of course because we know how delicately everything is handled by the airline handlers yeah most of the times it's about the customer dissonance it's probably over engineering most of them that we need to be careful about rather than just thinking okay this is the problem that the consumer has we have trolleys bags at VIP we have tried doing trolleys bags just follow the bluetooth tip and stuff like that biometric locks on the luggage but the poor airline handler does not understand what a biometric lock is and it creates a lot of customer dissonance bases these kind of intelligent tools that we try to apply and over engineer so there are things which we need to be cautious of yes of course there are positives about it no doubt predictive modeling has helped businesses in my zone and we have been able to garner shares get in new consumers and all those things have happened but I think there's a flip side which we need to be very very careful about so the way we look at it is I mean I would have to start with very unlike way market here of biscuit and confectionary would start a little technical thing that we basically look at AI as three building blocks and three building blocks one is the data acquisition where you try and probably gather as much data about your consumers as possible then there is your algorithm or your logic as we put it and then there is your application and in good old days when we learnt AI it was called robotics because it was more oriented to processes and process controls so these are three basic building blocks now a lot would depend on what exactly are you looking at doing why are you using AI depending on what brand objective is what you are looking at doing so basically going back to the marketing funnel so whether you are looking at driving awareness whether you are looking at driving let's say consideration or be it you know the final stage where you are talking about purchase what exactly are you looking at doing depending on that you know there would be varied uses of AI so just to take a case let's say if I am talking about the biggest biscuit brand or the biggest cookie brand that we have Pallaji in our country the consumption is varied so you know I see consumption happening from probably let's say a six month old to 85 year old and across various socio-economic classes it becomes really difficult to talk to them so you know the way I would probably look at using AI or the way we plan to we are using AI is can I do mass customization when it comes to communicating to them mass customization you know I will tell that you are talking about a segment size of one you are talking and you know deciphering each and every consumer and how do I you know probably communicate to them sell my brand to them or make him or her consume my particular brand so when I talked about data acquisition systems the moment I have the big data and the moment I have the algorithm which tells me you know how is so if it is consumption driven if it is consumption that is what I am targeting then I would be looking at how much are they consuming it or be it let's say communication where I am looking at building some kind of some kind of relevance for my brand I would be looking at you know how do they resonate with my brand okay and since I have a diverse set of consumers you know how can I really break them down to various segments and probably customize my communication for each set of consumer and you know with AI have a capability where I can really you know break them down or as I said mass customization break them down to the sample size of one have probably a customized communication for each of them so I think you know a lot would depend on how we can do that and coming to the third building block that I talked about which is you know the application part of it where you know as earlier Pradeep said that you know the system needs to be learned so we talking about self learning system you know self so basically what we talk in terms of you know machine learning and stuff like that once the system starts learning you know then it needs to be put to application in terms of while it would tell me that these are the varied consumers these are their you know these are their requirements or this is what I need to do if I need to resonate you know or if my brand needs to resonate with them deciding on the communication and then talking to them you know putting that across to them so the third part which is the application or the communication is something that is you know going to be very critical and that's where I see you know probably some more time before we can really graduate and use AI but the first two part which is the data acquisition part or you know probably assimilating the data and secondly which is applying the algorithm or machine learning is something that I think you know can pretty much well be done by AI so Bindu coming to the point where you know what is the role of AI that we would really see in the immediate future BC role of AI in immediate future at least in terms of you know understanding of consumers and probably you know reaching them but talking to them or what to talk to them or how to communicate to them I think you know AI has some more time to catch up because that's something where you will require really human intervention and as you know I would more than agree with what you know that I think you know it's that little perfection that makes us you know different and brand different from otherwise you know you are talking about cloning or everybody doing the same thing and there won't be any difference between two brands and from your sense from my sense of what you're saying is that it's a great way to distribute communication in a customized fashion to a mass lot of people which weren't able to do so it solves for that problem. So it's much more communication distribution through media which like we've seen that go from Durshan to multiple channels digital and now you're being able to customize it because of the mobile phones and there are two case studies the one that comes to my mind is this international case study and you can look it up it's on YouTube of how and it was interesting that how it was picked on things that you could not use to create clusters such as fragrance such as taste such as sensorials which they got and then they created some one lack type of consumers and they created one set of coffee cut it so that one lack people would get in different ways right I'm sorry I think I was off the mic Arvind what's what are you I mean he said a lot of things that for large CPGs I can do for you know very simply when for us we in this country have billion potential you know two billion potential daily interactions we're selling out of six million stores the amount of data that is generated potentially captured is immense there is no question that whoever can use that better will stand to gain so the question of the utility of an intelligent system is I think redundant the question of human role is I think going to be the differentiator whoever does it smarter better faster in a world with fewer resources will benefit so we're doing a lot of experiments very early stages a lot of machine learning whether it's in HR recruitment now with surprisingly good results unfit with organizational culture in internal sales systems you know all the salesmen now take orders on electronic systems go through 100 to 100 SKUs so the prompting of what that store might need based on what that store has been buying or not buying you know is basic machine learning intelligence goes in there etc in terms of programmatic buying on media etc that's obviously been happening and various other experiments we're trying to put cameras into stores to see how are people coming to a Kirana store and asking for toothpaste what do they say cool gate do sada do we've got a lot of data but we want to see how it changes when a child comes in etc etc and then where do they look etc so there's an enormous opportunity for us to gather data and then see what we want to do with it so emotional inclination is hope and intent is high I have a very pressing question which I'll ask after Navneet which what does and you can touch upon it if you like what does that do for what is the ambition for this right now I think the current ambition is distribution of communication and customization and things that we weren't able to it's kind of answering your wish list of how do I reach what part of my communication to which target audience in the best possible way without boring him on IPL or whatever it is by learning data but what would be the wish list what would be the ambition for the next term and therefore how would you skill the organization after you answer the first question then you can answer the second also and then we'll go in the reverse order so guys I believe in a simplest of the term you would have heard everyone what AI is all about the technical differentiation in simplest of the term if used effectively it can give you more time that you can spend with your family that's personal in business front it can help you come to a decision point and decide quickly which you can defend either in your boardroom or in front of your manager that why you took that decision now to me in the simplest of the term that's what AI is to me now what role does it play it can play multiple roles one it can play a role of an intern what it means is I can just a simple question which I would have made ten clicks to get an answer for to me that's the basic level of AI that's been infused in most of the apps today which is more like an intern it can play a role of a colleague where it can alert you if it detects an anomaly on your side or something is not happening the way it should it can alert you either it could be in marketing terms could be a result not going the expected way or in a customer journey if you have a graphical representation or you use a marketing automation technology and if someone is stuck in one part of the cycle for too long it can alert you final and the most interesting one to me is it can also act as an advisor that means you give that tool an ability to make changes on a near real time basis if he believes the action or rather if he believes the action on one of your sites got an audience could be moved faster following some other route so a decision that you created could be overruled and the machine can make the decision for you if you give him that ability to me mainly those are the three key areas where I believe AI plays the role today and it will anyways enhance the future as we move forward so like we were discussing what do you feel should be the next ambitions of marketing organizations and how would you skill yourself to go because I think I don't know if you are skilled to do some of these things in the perfect way we have people who are doing machine learning analytics are we doing it ourselves both from a sales point of view and communication point of view I mean Ashutosh spoke about how mind sharing is engaged with it from the communication point of view I am not sure we have taken the first step because I mean you know even the boost example that you showed Ashutosh was created that was created by the creative agents right and creative agencies are feeling embarrassed but actually it is their product that is going out there and shining through a communication distribution system efficient now to be able to put that out and therefore get better results in terms of market share and consumption and so on so the question would be for a marketing organization where it can use communication in two ways both in terms of sales something that you spoke about Arvind and in terms of distributing communication which is what Manx emphasis was how do I reach that guy with my message even on a one to one engagement basis how do you scale, what do you outsource what do you keep inside how do you see the role because one of the pressing questions coming from a creative agency is how does the creative agency then evolve it is not good enough to be a social media agency or a digital agency you need to be a creative agency in this world of AI so if there is any thoughts that you struggle with, grapple with and I like each one of you to kind of speak about that so let me start with a scary fact first 2.5 quintillion bytes of data is created every day I mean I actually googled how many zero does that mean and it said in British calculation it's like 30 zeros after one and I'll give you a scarier fact if that wasn't scary and if you work with data every day 1.7 megabytes of data would be created by 2020 for each individual on this planet per second and if you are a marketer you would be thinking wow like you said chief for some who can use this effectively it will mean a lot but for some it may mean that you really have to work doubly hard to keep your company flow now why I gave those facts I believe while people will keep learning as they take this journey the three effective ways we see right now people are trying to address it most of the applications from tier one vendors now are infused with AI so a mid-market organization who doesn't have a lot of money to spend on data science can get those apps and get on and start delivering on some results I also see in the marketplace where people do outsour end-to-end marketing including the data work that's also there in the market and then finally as you would have seen where the technology and the agency and the brand work together in a collaborative way where a technology is extended to the agency and they together work on a same platform to deliver results and I see that's where I see a lot of customers succeeding working with the brands I'm not sure if did I answer what you wanted me to do in some part yes I know the other answers sorry I wasn't speaking to Mike Ashutosh keeps pointing you when speaking so you're saying how we should organize potentially to the thing I'm thinking and the words I'm hearing innovation, marketing communication at the heart of everything is this piece of communication through which we engage with the consumer who will then come up with a new product because ultimately what are we here for we are here for behavior shift we say something to the consumer so that the consumer or all of us as people shift from one position to the other and somebody gains for it and what we say is as important as where we say it how we say it all those four boxes that Ashutosh pointed now what we say what sharp human insight observers will say combined with the learning that they have from the machine is this is what we say now in that scenario where they will actually be in exchange between what the artificial intelligence and the data crunching puts out to us and what we put back to that machine and see what the results are and that will impact on all the things which have distinctiveness and softer aspects which actually will lead to human behavior change because that's what we are chasing and therefore how do we structure for it because we haven't structured we've structured for that but we've structured for that in another era and this era and arena has completely changed in terms of what learning and skills that we require it's very easy actually to use all of this data and change the quantifiable meaning reach X amount of people reach this message in this forms to different kind of people everything that we can measure but things that we can influence so there's learning and there's influencing now influence is again constructed out of two things in my view one is hearing what you have to say and the other is what are you saying that I'm hearing what you have to say I think it's very easy for me to shift that behavior so how do we structure for that it's a difficult question and I think we need to even fully understand the potential for what is possible because from stuff you read some strange patterns are being identified that humans are not able to understand how the machine they've programmed is getting to it there was this piece of data faces and profiles into his algorithm and after that for every face that he put in the program was able to identify the gender preference of that face to a 95% accuracy and the scientist had no clue how the program was doing it and had to pull the plug on it so we don't know what is possible fully yet at all right so in the absence of that knowing how to structure will be hard but I think the eventual joy will be from getting to nuances and to then use it to influence so for example Colgate's launched this toothbrush in the Apple stores in the US right now which has a camera on the head which as you brush transmits the images of the parts you're brushing etc and then you open your app and it'll tell you okay you've got a 85% score you miss these areas etc now once you get that for millions of people for millions of occasions and you realize that right handed people seem to be avoiding brushing that part of the gum line and left handed people are doing why etc then you will design solutions better or it'll tell you more things like that or for example you know who does it take to come up with that inside that's the question the asking of the question the imagination of the solutions that are possible when data can be patterned in this way I think that is going to increasingly be our jobs to say that to imagine the business problems are the obvious starting points to solve a business problem now that we know what our business problem can we imaginatively ask questions that can drive influence I think is where we'll have to find ways to organize Bindu also as I shared earlier when I spoke earlier while we look at it for communication but that's not the only thing as a market here and not just as an advertiser it's not just the advertising or communication that we are talking about it's the funnel so there's a huge amount of data that's out there when you're talking about organized retail about consumers how they are buying it and I mean also talked about now going directly to retail outlets being present in let's say going there and trying and collecting data but even otherwise today as we speak there is a huge amount of consumer data that's already lying with on how they are buying it why they are buying it, when they are buying it there is a huge scope of putting AI to use there in terms of understanding how your consumers are buying your products when they are buying your products with what they are buying your products and running algorithms on them to better understand their requirements so while we as probably market years more skewed towards advertising are talking about pieces of communication that we should be or how to target them how to probably influence them I think even down the funnel when you are talking about actually purchase act and the advocacy part of it once they purchase your product I think we need to look at the data which is already there out in public realm with organized retail and probably work on it so to my mind I think I would not restrict just to communication or advertising part but even go beyond and probably go full 360 degree of marketing part wherein you are also talking about purchase you are also talking about advocacy and other absolutely I didn't mean that I said you since you spoke about it all I was saying is that then if you are going to use it in all parts how will you structure for it, will the structure change do you have any sense of it I am sure we all starting of it in the conversation about how will marketing structure itself organization structure themselves maybe data organization structure themselves differently Google structure differently organizations by and large structure themselves in having a marketing department sales department my sense is this data management department will become bigger and then you need a human insights department that will kind of train the data and I am just saying if you can take a punt at and we will start from this side of how would you structure your organization to make the best use of this new tool which is vast and has immense possibilities to give you stuff because they will come a time like it came to us that everybody had distribution muscle and everybody had so many things so it became parity so how do you structure for that kind of thing with the increase in data and the kind of cuts that are available most importantly I don't think there would be any greater change in the marketing structure so to think because ultimately the brand teams on the marketing teams have a business problem to solve and that business problem can be very well now defined by the amount of data that we have and the inferences from the data that can be drawn ultimately that's what a marketer's job is to either solve a problem on the business front or the consumer front and the intuitive part of marketing may slightly come down because we have a lot of data which now helps us getting predictions for casting and stuff like that but I am saying the basic structure of marketing in the next 3-4 years probably will have adjuncts of analytics but the core of marketing would probably remain the same you asked the most difficult questions but couple of observations, I think one is that we should never try to get people buying into something out of fear and I think all of us fear this world with what quintillions of data you know two and a half quintillions of data what registered for me was 30 zeros now I am immediately going to go to Amazon, hire a server and start gathering the data no but you know I think the important thing and I think people use this term very often, data is the new oil you know in the other day I was talking to a friend and he said you know he read some article and stuff so I said you know I just got one perspective on it oil has many properties one of the biggest one is that it's combustible and it's really slippery so that's the one thing that we should really watch out about data and the thing that alters the viscosity and the explosiveness is the humans and if we put it in the right place like the gasoline tank it can really help the person in control to do wonders so as much as I've been learning and I don't think and that's why I was wondering where does intelligence meet learning so I think we are still all learning and most examples that I hear are all unsupervised machine learning or retargeting which is if you really ask me at the moment it's fairly branded I sometimes feel it creates post-purchase dissonance they target you for the same brand but not to buy it, it's again time and again in your face so I mean jokes aside I think that's one that we shouldn't do and the other thing I think intrinsically that we should be conscious of is that culture determines a lot of things no AI tool told Google to structure its organization the way it did it defined its culture and then they leveraged what came out of it and we understand that there will be a lot of conversations of consumers out there and we are always going to try and appeal to them we've got to see how we can make this a companion of ours on that journey to be better to be more specific to do really better creatives which people will really want to like flip the page on and then come into the world because you know we are always going to be bombarded with a lot of media none of us can predict what will happen in the next five years but it's what we decide to do to ourselves that will either prep us or pop us out so that's exactly the question I'm asking is do you have any sense of what we should do with ourselves right now so I think one is that you know we should definitely not ignore this aspect and take very keen interest in it to ask the most difficult like you are and the most human questions because at the end of the day let's understand one thing we can be learned but we become intelligent when we hang around with learned people because we take from each other's experiences we do more research and experience some things on our own and then become intelligent if machines don't do that with one another they will not develop that intelligence so it's also about our ecosystem there are marketing clouds where I don't know how many people will ever put the data out there but unless this thing which is meant to learn which a human will tell it what it needs to look out for is meant to play in various playgrounds it's never going to develop that intelligence so I think culturally we need to prepare ourselves and be open and know that it's a powerful tool but never make it a crutch don't try to defend your job using it don't try to defend your creative using it but let it sometimes give you results that you want to be surprised so be open to it is what my submission would be difficult to comment after everybody said so much about that's the thing about long platform I just pick up something that he said it's about culture you pose the question of the panel what do organizations need to do marketing as a team the first thing I would like to say skills can be acquired but orientation can't I think using AI tends to be today it's become a fashionable term think about it in a marketing conclave today we are talking about a scientific tool called AI it's about the orientation of the organization two is that all of this it's good to say that well am I going to use AI how am I going to use it but let me tell you it requires a ton of investment it requires a ton of ability to have the ability to capture good data today a lot of data and organization tends to be very very muddy and which is not going to give you the results that you are actually looking for getting the third thing that I want to say is that this is a it's a long drawn process it's not something that well I'm going to put up an AI tool and the next thing I'm going to get the right prediction of what kind of product am I going to be able to sell it's not going to happen I think brands like Amazon have put in tons of money so you know I think one of the questions you asked about what next so you know Amazon is actually testing this whole concept of saying that well one is to recommend a product on their platform which they are doing very very well and they are asking that well can we predict a future buy and actually send the product to the person's house right and what if he doesn't buy this is fine no problem we'll still give it to him free but they are so confident of the fact that well they are today using data that's available to them not just of user behavior on their platform but also external data you know they are getting into a position to actually predict so correctly I think the last point that I'd like to make is that you know this whole puzzle of saying that well is marketing now no longer going to be an art it's going to be a science I think today the science is giving us an ability to make sure that the art works in fact that's a good note to wrap up and see if we can take some audience questions this is an interesting article which I again recommend everybody reads which was in the mint in which the author says and this is the headline and it's a good place to stop it says for the future to be a for the future of AI to be bright the skills needed are human which I thought was fantastic can we take questions or we've run out of time we're out of time so thank you everybody I hope we made some sense can I have Mr. Pradeep Diwedi to give up the momentous please get the momentous presenting the momentous Mr. Satyaprata Das CEO of Media Keys India Sakal Mejia Group CEO once again we'd like to thank the honourable moderator and the panellists for their time and their participation here thank you very much we value your participation truly and while they're clicking that happy photograph let me share with you that hashtag E4M conclave is trending in Mumbai so keep tweeting away like you are everyone ladies and gentlemen okay thank you very much once again I'd like to now stage our second Twitter winner Dhaval Gurnani you weren't here in the hall when we tried to l