Cookies AI Generated ImageEvery time I think of Generative AIthe first thought that comes to my mind is BrittanyThe photos from “World of Biscuits” that made the rounds on the Internet almost a year ago. By leveraging generative technology AI tools In addition to clever prompts, Britannia, in collaboration with Schbang, transformed Jim Jam biscuits to resemble the London Eye, reimagined the iconic London Bridge with Bourbon biscuits, and created delicious visual treats of flowing rivers with jam.
Zomato Father’s Day Special Offer Not just Britannia, many brands exploit generative AI, the most recent example being Zomato using it on a large scale. On Father’s Day, Zomato allowed users to add a free personalized video message for their father from Anupam Kher, Boman Irani or Sathyaraj to their order. Generative AI is not just a technology fad but a fundamental shift that is reshaping industries. According to industry reports, generative AI is poised to take center stage in organizations, already becoming a top priority for marketers. Brands across the world, including India, are leveraging generative AI to enhance creativity, eliminate tedious work, create personalized content at scale and much more. As the technology progresses rapidly, brands will likely explore other innovative ways to leverage generative AI for business growth.
Aaditya Iyer (AI)During last year’s Valentine’s Day, Bharat Matrimony found the perfect match for Indian girls in Aaditya Iyer, a new influencer who looked perfect from every angle. However, the problem was that the Perfect Man was not real, as his initials revealed his hidden identity: AI. During the 10-day campaign, the brand used tools such as MidJourney and ChatGPT Generate visually appealing content, including engaging images and captions, for Aaditya’s Instagram account to reflect the experience of meeting a new person, gradually revealing Aaditya’s interests, experiences, and deeper thoughts. This campaign led to an increase in customer engagement and brand awareness for Bharat Matrimony. An industry report by Kantar stated that generative AI is poised to become a $1.3 trillion market by 2034, with a possible growth of 42% CAGR over the next 10 years. Indian organizations are already tapping into the immense potential of generative AI. Info Edge, the parent company of Naukri.com, 99acres, Jeevansathi, and Shiksha.com, has adopted generative AI for various use cases including video generation, content translation, long-form content creation, and voice experiences.
Sumeet Singh, Group Leader Marketing Info Edge’s manager explained how they use tools like Synthesia to generate a wide range of videos, including how-to guides and product demos. “This has helped reduce costs and time while enabling video production at scale.”
Similarly, VEGA, a beauty care accessories and personal care devices brand, is also experimenting with Gen.AI. Eiti Singhal, CMO of VEGA, explained that her team is constantly experimenting with tools like Adobe Firefly, Invideo, Vizard and more to create content for blog posts, social media and email campaigns. “One of the main use cases we use generative AI for is understanding consumer behavior, what they are searching for and associated keywords for blogs and product descriptions. »
Harshil Karia, Founder and Managing Director, Schbang, who played a pivotal role in creating the fantastical world of biscuits with Britannia, believes that generative AI is still in its early stages and cannot be fully relied upon yet. However, he added that the industry is on the cusp of widespread adoption and is leveraging generative AI at every touchpoint to create a more holistic, omnichannel experience to keep customers engaged. “The key lesson is to go back to first principles and identify the problems that generative AI can solve to impact the customer’s business, avoiding gimmicks that do not meaningfully strengthen the brand.”
Both Singh and Singhal mentioned leveraging generative AI to create short videos from long-form content. These tools allow the brand to create video teasers for different sections, making it easier to deliver targeted content across platforms like Reels and YouTube Shorts, while maintaining consistent messaging and reaching a diverse audience .
Singh shared that with generative AI, they are able to translate content into various vernacular languages, ensuring it resonates with the local audience, thereby also benefiting their international businesses like Naukri Gulf.
While the benefits of generative AI are clear, the journey is not without its challenges. “One of the biggest challenges we face is with vernacular content,” Singh admitted. “Many AI tools struggle to understand and accurately process vernacular input. This requires a manual layer of intelligence and review to ensure the content is accurate and relevant.”
Despite these challenges, Singh stressed the importance of continued experimentation and adaptation. “We’re constantly in a phase of ongoing experimentation, one of which is converting text to video. The key lesson here is to continue to explore and refine these tools to see what works best for your specific needs.”
Singhal said the biggest challenge they face is sticking to their brand tone that connects to users functionally and emotionally and doesn’t sound like a robot. “You can give instructions and AI can help reduce the time, but it’s up to us to ensure that the communication is engaging and relevant to the market and culture we operate in.” » Balancing automation with quality control processes is essential to address this challenge effectively.
Gen. AI’s effectiveness largely depends on the quality and volume of data it is trained on. Karia believes brands need to adopt best practices to create clean data sets about their customers that future AI systems can draw on. “The biggest hurdles are ensuring good data quality, integrating with existing systems, and addressing ethical issues,” he added.
Karia also highlighted the importance of ethical use of AI, putting customer experience first and continuously optimizing and adjusting it based on data. “Campaigns need clear objectives, high-quality data, seamless integration with marketing tools and a competent team to manage it all. Additionally, it’s essential that everyone is on the same page, from marketing to IT and customer service. Using these elements, GenAI can create engaging and impactful experiences across all touchpoints, driving true success. »
In the future, the potential of generative AI in marketing is immense. As technology evolves, it will offer even more sophisticated tools for creating hyper-personalized and engaging content. To stay ahead of the curve, marketers will need to adopt an open approach to innovation and a willingness to experiment.
Singhal emphasized that from his experience working with Generative AI, the best results come from a collaborative approach. ” The general. AI can facilitate human creativity, not replace it. Its effectiveness depends heavily on the quality and volume of the data on which it is trained. Continuous learning and adaptation are important.
Singh’s advice to other marketers is clear: “Dive into generative AI and find the right suite of tools for you. The landscape is still evolving and there are many opportunities to learn and grow.”
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