Experts in the industry are projecting that the communication sectors, including advertising, public relations, and content creation, will undergo a transformative shift due to the influence of artificial intelligence and operational machine learning, as per a report by PTI.

The report highlights that technologies such as generative intelligence and machine learning will have a notable effect on the Indian digital advertising industry, currently valued at around USD 8 billion (approximately Rupees 66,142 crore). Siddharth Jhawar, the General Manager of Moloco in India, stated that operational machine learning can potentially revolutionize this industry by conducting numerous experiments to determine which ad creative resonates with specific user groups.

This impact holds particular significance considering the diverse linguistic and cultural landscape of India, Jhawar pointed out. Notably, Google has already integrated Learning Language Models (LLM) and generative AI into Google Ads for automated ad creation and campaign processes.

Dan Taylor, Vice President of Global Ads at Google, mentioned that leading companies like Myntra, Samsung, HDFC, and Tata AIG have observed growth rates of up to 18 percent using Performance Max, an advertising tool that incorporates Google's AI technologies for various aspects of ad management.

Jhawar emphasized the potential for companies to enhance revenue using deep neural networks, which drive machine learning, while still maintaining data privacy and delivering personalized customer experiences.

Wizikey, a communication software-as-a-service provider, has introduced Imara, an AI Avatar designed for public relations and communications. Imara employs generative AI to analyze news data and extract valuable insights. This reflects the broader trend of brands adopting generative AI in their operations, prompting discussions within the workforce.

Archana Jain, Founder and Managing Director of PR Pundit, highlighted the need for the PR industry to embrace the ongoing transformation driven by AI. Jain believes that AI will continue to disrupt the PR sector in the coming years.

AI's advantages in PR, according to Jain, include rapid data analysis, enabling informed decisions and more effective PR strategies. AI also aids in crafting tailored content for digitally-focused audiences and streamlining tasks such as media coverage tracking.

Reports indicate that Google has been testing a product designed to generate news articles by processing ingested information. Primarily aimed at assisting journalists, the product was demonstrated to media organizations like The New York Times, The Washington Post, and News Corp, the owner of The Wall Street Journal.

A McKinsey study underscores that AI has the most significant reported revenue impact on marketing and sales.

Source: Live Mint