AIPMEventSep23

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live-webinar

Held on September 23, 2020 @ 5:30 PM

Ask me Anything:
AI-Powered Marketing Programme
By IIM Calcutta and TalentSprint

Aritro Bhattacharyya
Sr. Director
TalentSprint

In this webinar, Aritro Bhattacharya, Sr. Director-TalentSprint discussed the revolutionary shift: Digital Marketing to AI-powered Marketing, some of the top AI-powered Marketing use cases, how global companies are ahead in enhancing customer experience and amidst all this how IIM Calcutta and TalentSprint is helping marketers navigate this pace.

Watch Webinar Recording

About Advanced Programme in AI-Powered Marketing (APAIPM)

The Advanced Programme in AI-Powered Marketing is a first of its kind by an IIM. Launched by IIM Calcutta in association with TalentSprint, the programme helps professionals ride the newest wave of data-driven marketing practices and create highly personalized consumer experiences.

Ranked #3 in Asia, IIM Calcutta is well placed to launch this Programme for CXOs, Revenue Owners, Marketing Professionals, Tech Professionals in Marketing, and companies who are looking forward to investing in some form of AI in their marketing practices.

Event Transcript

Digital Marketing Isn’t Enough Say Hello to AI Marketing

Hi, good evening, everyone. Thank you so much for joining us today. My name is Arturo and I will be hosting this webinar today, I see around 3035 odd people who are there a smaller size than what we usually do, but then you know, I was talking to the marketing team, you'd probably want a smaller audience. So thank you for joining us today. My name is Arthur Bhattacharya, I am the Senior Director for admissions at talentsprint. And I primarily have more than a decade of marketing and sales experience.

But marketing and sales in a very niche area, which primarily focused on human capital consulting, so sales of solutions, and also trying to, or basically working with organizations to identify people, their potential how to upskill themselves, etc, I've had the pleasure of working and the privilege of working with more than 40 to 50, fortune 500 companies in my time, in the industry that I have spent, and now I primarily talk to people about career aspirations about new things that they should do, to upskill themselves to stay relevant. So that's a brief about me, I'm very passionate about, you know, people upskilling, new technologies, etc, which is what got me here today, I have a small presentation in terms of using AI in marketing. It's, it's something that is very close to my heart as well, because at the end of the day, we are also you know, marketing our programs, to to everybody. And and I see a lot of changes that have happened over the course of the last couple of years, which has changed marketing, I think it will not be what it was and and that's why we kind of, you know, went ahead and, and got this slide deck created. We just got a glimpse a little bit about the AI of AI and its uses in in from a marketing perspective, while while talking a little bit about how you can benefit out of that, as a marketing professional. We'll have a question and answer session at the end. And you can you know, you can go ahead and ask your questions to me. At that point in time, I will try and answer all of your questions. So I am assuming all of you can hear and see me.

Oh, yes in the chat window will be very helpful.

Thank you. Dr. Mandeep. Thank you for the confirmation. So before we get to the to the main part of the presentation, I just want to talk a little bit about talentsprint I'm sure not all of you may be knowing about talentsprint We are an education technology company an edtech company. We have been there for around 10 years now. And currently, we offer deep learning deep tech programs for

for working professionals as well as emerging professionals which is basically college students and and their likes, for working professionals. We are amongst I think the only edtech company in the country to have a list of marquee education partners with us, you can see the names on the screen we have these programs that we do with I am Calcutta okay these slides we should I should have actually added the third program that we started this program on global economy and digital money.

A very nice program again and and you know we work with ICM just to help the emerging new programs are coming up. And these are programs again which are developed and delivered by the partner. The partner faculty take classes. The certificate that is issued is an I am Calcutta certificate so fun in this case, it's it's an iron Calcutta executive education certificate you will become an alumni of the uncounted executive program. So is the case with the other programs that are there.

If you want to look at this, and we also work with

other leading players, when it comes to corporates like Google where we run the woman engineer's Techmakers program, which is again for Women Engineers and and it's a two year long program but they get skilled and then they are

absorbed by Google and and by other leading companies as well, very unique program, we also run robotic Process Automation programs RPA programs like automation anywhere, a blue prism, etc. So that's primarily from the school side,

one of the things that we have seen is that and most cases, professionals tend to do these programs with us or with with any of the other players in the market. One of the primary reasons is that the current state of, of education, so to speak, formal education that we've all been exposed to, does not give us the requisite skills to be relevant in the market. Most cases and and, you know, if any of you are engineers, every year, surveys come out, you know, saying 25%, less than 25% of engineers are employable, etc. It's, it's the same in case of other fields as well, management education right now, in the in the midst of the pandemic, people are looking at hard skills, people are looking at reorienting themselves to stay relevant with the new reality that's there. So a lot of the professionals we've had huge demand for all of our programs for working professionals to come into and upskill themselves and and stay relevant in the current times. And one of the best things currently, unfortunately, it's all doom and gloom, you know, Coronavirus, the pandemic that is going on,

you know, job losses and all of that we keep hearing gloomy news, the unfortunate dB. And the fortunate thing of this is that it's I mean, I won't say the pandemics fortunate but what has happened, or result of one of the results. The only probably the fortunate results from people perspective is the fact that people have really started looking at upskilling themselves right now, because India as a market have never had this where you know, you really look at upskilling yourself to stay relevant. It used to happen outside of India. In the US, for example, when the 2008 financial crisis happened,

the MBA admissions in us went through the roof that year in 2008 2009. Because people take an adversity as an opportunity to upskill yourself to stay relevant, so that you know you are not fired, you will build up new skills, etc. So you can use this. And that's that's one change that I am looking at from a professional who spent more than a decade in this function in this, these kinds of industries.

That's one very positive thing. Now, I'll show this slide we basically we will talk about a little bit about the evolution and marketing and why am I talking about this, it's very relevant right now, if you were to look at it.

A couple of months back, I will take this example. We never used to do too many,

you know, webinars, so to speak, because what had happened was that a lot of people used to come down, talk to us, in person, get counseled by my team, and then they will take a call DVD programs that says that all the programs that, you know, I showed

those programs had most of these programs anyway, were being delivered online. But a lot of those programs had a campus visit component to it and use to form an important part we are hoping that that comes back soon, once things are normalized. But with the pandemic, it's completely changed. Now we can't meet you, we can't call people to campus. But we had a solution for that, you know, that's that's something that we are thankful for. traditional marketing has also changed if you look at it, you know, we would be focusing in the in the 1960s. And all when when grinding as a concept, marketing as a concept started building up and started building with the coming up with the advent of television being more widely available.

And the landline phones that people had, and and and radios becoming more and more acceptable. You had companies or newspaper ads, you had companies, you know, advertising themselves trying to build market recognition, trying to build up their trend, etc. So that's this. That's the big message. That's when things started, but it always used to be focused on brand. The same message would be given out to everybody x, y, z, whether you know you are a customer or not whether that's relevant for you, so that's where it traditionally started. Now 2000 onwards with the advent of internet was the second

second

You know, stage of marketing where we started looking at some customization. So as marketers we started, we were able to target, broadly, maybe a geography we were able to target a set of people maybe nails above the some years of age, if we had that data, though, you know, data was not that available, it's a lot, a lot more data is available right now, which kind of, you know, helped build in some contextualization, some personalization may be, you know, some at a very high level

set of people maybe say, people above the age of 50 years, if he were, you know, capturing data of age, would get an offer of maybe 20% additional discount, but, but people below 50 years would probably get 10% discount. So we were able to start to curate some of the offers for specific target segments. But it's just the start, you are able to look at some segments, which were performing segments, and we would spend more money over 10 segments, which were not performing, you probably, you know, revert reorient the budget.

Now, with the challenge, and what's currently happening happening is that AI in marketing,

AI is not any AI is just dare reveal. We've been using that for a while now. But, you know, it's most of us are not looking at it. And the funny thing is that all of us, if, if you have

may have used AI in marketing, or AI in some way, if you were to look at it, but not being aware of it.

And it's it's through regression, we do regression, that's a very basic level, you know, that that we do, where we try and understand the relationship between, you know, variables, that's actually the start of AI. in marketing, that's where you know, things start, that's the start of the entire thing. So we've been using AI, but then right now, the time has come. And we are seeing that. And some of these slides that I have covered that is to get to the next level, because unfortunately, we've been using, you know, we've been doing branding, we've been doing web design, application development, search, engine marketing, all of us know all of that search engine optimization, email marketing, content, marketing, so to speak. But have we truly been able to personalize stuff? Have we been able to

typecast? Or have we been able to create personas, which would, which would help gain the most money spent? in all of our marketing budgets? The answer is, is probably no, we still not there, yes, scratching at the surface, we've probably scratched the surface. But we need we can go much deeper. And that's where AI can help us. And and this is a great opportunity for most professionals, who are experts in digital marketing, or somebody who's getting into the field of digital marketing, to kind of look at things from a long term perspective and look at upskilling yourself over here, because

it's, it's a skill that is going to be more in use, I have some research around that as well, which will, which will encompass digital marketing, and you will have to kind of understand the nuances of how to use AI

as an asset in your armory to gain better to gain more markets to do that.

So I just thought I'll present this, this is a Salesforce research that comes out, it comes out, I believe, by annually,

where we were where they ask and it's a multi country, you know, research that happens over a couple of thousand people participate in it from the marketing side of things. were one of the questions was what was the what are the top five challenges that you are facing? This report, if I'm not mistaken, was in the month of July of late July. So the top five challenges were engaging customers in real time innovation, creating cohesive customer journeys across channels and devices, unifying customer data sources, and sharing this view of the unified data that is there or whatever data that is there across sources

across business units, which is getting generated into actionable data, actionable insights,

two and four.

have come into this for the first time, one three and five has been carrying over since 2018.

Now, what's important here is that AI can solve all the problems barring probably innovation. Because we are at a stage where AI is, is has started to come to the stage where AI is able to automate a lot of things and is able to take, if it's trained properly, it's able to take certain decisions based on patterns, large patterns across datasets, but it has not reached a stage of of, I would say, self actualization, where it is able to go into the higher order things like you know, innovation, that's something that is still in the preserve of human beings. And it's a great thing for us.

The current stats, whatever is research that is going on, does not see any possibility of that happening anytime before 2050, or maybe sometimes even after between 2015 2016 2015 2016 is when AI would probably start becoming that intelligent, or advanced enough to innovate. So this is a this is a slide on challenges. I mean, this is a very cliched thing, any present, everybody's talking about AI has arrived, AI has arrived. And we kind of think that, you know, this is what AI is smart cars, it's true it is there are robots that will do everything, etc. But for marketers perspective, it's it's it, that's not what it is, yeah, it's chatbots and all are there.

The arrival of AI. The reason why it's very important that AI is needed is because of this

every device of ours is connected, everything that we do leaves a digital trail beat on social media, we are doing it Alexa, when we are doing it our phone or email, a smartwatch, a smart TV, or smart AC or smart fridge. When we are online, we are connected, we are connected across multiple devices. So data, the amount of data that is coming in is coming in at a pace which has never happened before. In 2000, when digital marketing started, we had some sources everybody had probably one email id Facebook Didn't you have a Facebook was like just about being born over there at that point in time. Now, so it was not that so data was not there, you had very rudimentary data that was available. And you could you know, you could do with the the basic level of segmentation age and all of that that was fine. But currently, the amount of data that we are producing is humongous. And what has changed is customers perceptions and customers expectations from service providers from brands, people want customization. If If you know two people are sitting in the same room, even if your two people are of the same target group,

we would want they would both want they would and it's natural for human beings to have different wants and things that they things that they like. So something that probably x wants, why would not be swayed by that. And now customers expect marketers to rise up to that challenge and deliver a very customized customer journey for them. If you're not able to do that there are organizations who are doing that there is a lot of innovation that's happening. I'm going to talk about that in the next couple of slides. Companies will do that.

Now, again, it's the same slide as not repeating and talking about top challenges over here. And I'm going to talk next about the slide we've already seen about the top AI use cases in marketing. If you were to look at it between the two slides, a majority of the top challenges are being addressed by bringing in AI.

So personalized experience across channels if you want if you know me and somebody else is sitting and we are being marketed across channels, the same channel, we would want our data that we are giving everybody does that willingly or unwillingly, to be used to get personalized experience. And there was this study that was done, I believe by McKinsey which which kind of spoke about the fact that see data is something that always brings in this question of privacy. So privacy and data goes kind of hand in hand and the fact that privacy is also

You know, digital marketeers, if you were to look at it, and this is a very classic thing, which also works for cyber security. For cyber security professionals, the more data they can capture Deacon, they can understand, the better it is probably that that's how they will be able to protect you. Similarly, from data marketers perspective, if we could get

all the data possible under the sun, we would probably be able to build up the test case personas, and we would have create campaigns which which gave us way better

returns, or which led to much better convergence than what we are getting. Unfortunately, that's something that doesn't work. But the the there was this study by McKinsey, I believe it was done sometime last year, where they said that anything, this is a part of this Salesforce research as well, which says that people don't mind giving out data. For a more personalized experience. For personalized offers, people are willing to share data willingly. I mean, we I'm using air quotes here, because a lot of the data that we share is unwillingly but willingly people are willing to share data about themselves about their habits, behaviors, provided it benefits them. So AI can help with that. customer segmentation look alike modeling. Now, traditionally, if you were to look at it, we have

AB testing is one thing, which we aren't sure all of us would have used extensively need for nails, bead for new product design, etc. The challenge with AV testing is that it's a great tool. It's been it's been there for, you know, donkey's years. But the fact of the matter is, it can only deal with a very limited set of variables, probably one variable, or two variables at the tax is what AB testing will be able to do to end two variables are there. But is that the best way if you're doing a B testing, and we're sending out, for example, on an email, we're sending it out to, you know, to 1000 people,

a 1000 people B and I have a data set of say around 5000 people

and data set is is the one that has more opens. So we will have to send it out to be as well with a different set, we've actually not been able to we just been able to capture one aspect of it and we decided that yes is better we send it out to the rest of the 3000 data as well the 4000 data gets 1000 data we can't really send it because it will be a similar kind of communication that goes out so we've kind of lost an opportunity from these 1000 people that stare it does not factor in the fact that we have people and processes are there are multiple variables across this it's not just one single variable that can affect a campaign success or failure. AV testing can do that. Yeah, if you were to include that AI can take care of multiple variables multivariate analysis can be done by AI it's very easy to do. So that's one use case that is there it will help you segment your customers better it will help you create look alikes of your customer segments segments which will perform the best and and that will help you obviously convert more and we are all here to either convert more build the brand etc so that's something that will happen insights from data data sources are huge DVD same person is probably accessing

something on his phone the same thing is available on his he's watching Netflix on his phone for example. He's watching the same on television, he's watching the same on a laptop. ads are there he's he's accessing Amazon, he's buying something from here. So it's there's just so much data that everybody's generating. It's impossible, humanly impossible. Right now the traditional Excel sheets that we've all been using SPSS, a lot of us have used to kind of make sense of data and derive business intelligence

is just not enough because the volume of data that's generated what we have been doing currently is we don't have a lot of the data set saying that you know, let's let's not focus on that because we didn't have a way of making sense of all of those variables together at the same point in time. Right now with AI that's not a case you can actually get you know the the more data you feed in to your deep learning the to the AI engine, the better it is able to learn the better it will be able to predict next best actions offers. People want to get offers people if somebody is coming in to a store and this was this was a this is something that happens very it's a very classic example. I don't know if that stayed on the slide as well.

There

Walmart is there in the US. And just by looking at the the purchase data of one person over one month, some Five, six, you know, transaction builds month by month, two months, let's put it at that. It is it is the we will be able to predict

who is there in the family, what kind of people are there. So for example, you know that there's this family that shops regularly at Walmart, one of the bills had

a lot of junk food. One, the other Bill had a set of prescription glasses, the other Bill had,

and saying, Well, sorry, we had prescription glasses, and you had a lot of

I would say john photogallery, modified, it's not junk food, it was basically ready to eat food. And then you had prescription glasses, and you had

the third thing was prescription glasses, this and you had baby food.

So and the second bill that was there, and you know, I think it is there, but it's not as just look at it, the second bill had

baby food, it had fishing equipment, it had, again, it had diapers.

The third case, the third bill, it had the it had a tank, it had, again, the constant thing about ready to eat food was there. And it had stationary. So when when we put it and this is this, I'm just using this is a very simplified, dumbed down version of what it actually is and what AI can actually do. It's kind of viewer to look at this, it's possible that it's a family, the gentleman who's dead, his age was known, he was somewhere around 14, so yeah, and and, and he had glasses. So that's, that's something that's there. It is also possible that from understanding that it is there's a lot of junk food or ready to eat food that's being there, that he and he's obviously married, because you know, he's looking at all he's in a relationship with somebody is living with somebody. So it's easy to understand that there is that and both of them are working because if both of them were staying together possibility of the high volume of ready to eat food would not be there. The third thing is that that is that you are able to understand this possibility He is married, he has one child who's a young child, because there is some baby food that is being taken or he's he's pregnant. Because there was a pregnancy test kit and on they've just discovered that it's pregnant, and he is probably one child, or maybe one child is there which is which is which is a very young child because there is baby food that is being bought. And there is another child because there is a lot of stationary items that's being brought. But so will probably be one child is an absolute toddler, and the other person has and the other child has started to kind of go to school or is able to draw this was this was something that was done, I'm using a very dumbed down version. And as a couple, or as a family, they go they are outdoorsy couple, because he bought a fishing hook, he bought a tent, etc. Over weekends, probably they they go outside they can. And this was just a function of three or four,

store bills, ai was able to actually create an entire person or family things and it was able to drive the next best actions that are possible in terms of offers, if you were to probably give this family and offer of a discount on diapers, or baby food, it would be very relevant for them. So that's something if you send them coupons to them, all of that or a digital coupon an offer on that would actually be helping them out. And then automation of customer interactions. That's something that we've kind of, you know, started seeing with with with the chat bots and all coming in. So I dive into your top 10 applications of marketing in terms of if you were to really look at it, artificial intelligence can play a role significant role in in all of these aspects. If you were to look at it beat online advertising, it's already happening right now in terms of the the advertising there is the VB campaigns that we are running, there is enough intelligence and it works at the back end to kind of suggest you know what channels to go and what channels not going

Before, but if you were to feed all of that data into your AI engine or an ml algorithm, ai ml algorithm, D, the insights that you will be able to get is, is gonna be outstanding with the amount of data that we have currently dalkey currently collecting, it really gives you huge, unknown insights which which we've not been able to factor into our advertising. Currently, most campaigns, look at a click, you know, we we have broad guesses of targeting that, you know, this is probably the user that are the set of users who would buy a program, this is the source that has performed well.

Perhaps Yeah, this is going to be the coin kind of content that will go well, it's it's there's a lot of guesstimate there is a lot of gut feel, which is which is required, which is absolutely required, AI will probably not be able to replace that. But with AI coming in, we'll be able to understand patterns that are there and be able to figure out whether the pattern is whether the gut feel is, is being supported by some data, user experience. You know, personally, I've been just talking about that AI powered chatbots. Apologies for the spelling, though. And so that's, that's already something that's there. And what will increasingly happen is more and more sophisticated chat bots will come in,

and human interactions will kind of go down. You know, we've all been using swiggy zomato, during the lockdown most cases, you will not be able to connect with a physical representative of theirs these days, you are actually talking to a chat bot and it's faster that pays and over the period of you know, the last, it's been started about almost a year and a half back, if I'm not if I remember correctly, the ability of the chatbot to handle your queries has gone up dramatically. It used to be very rudimentary to right now it is able to, you know suggest that you know you go for a refund immediately and do that in in very extreme cases in terms of if an item is not available. And this again, from personal experience, you will be talking to human being for some time, predictive analytics, big area where he will be able to predict what customers want how they will do web designing websites, if you were to look at it, if we can feed data in off of customer visits of the time that they're spending on the website, we will be able to generate much more engaging website website content of website designs to get people to you know, see our message to by content generation we've already had, you know, there is work that's going on which where AI is able to you know if you feed enough into AI, and I was kind of looking at one of the discussions that was happening in the first cohort for the airport marketing in Calcutta, we were talking about,

we were talking to one of the leading Ott over the top content players marketing heads. And he was talking about the fact that you know, they are experimenting, it's still just an experimental stage where it's quite bad, honestly, but where they are 3d game scripts, which are most likely to succeed to the AI engine, they're kind of trying to train that out. The objective is that one big enough training, the AI will be able to generate a compelling enough story which will appeal to the intended audience for the program to the show that they will create. So we still not reached the some of the, you know, stuff that we saw, it was very rudimentary, but now we have a lot of content getting curated content being generated. A while back, Microsoft had taken a decision to replace all the editor of MSN news.

With AI enabled content writers or ai ai.

The experiment started very well, but it kind of stopped up the content that was created was very good. But unfortunately, there was an issue with an image recognition bias because of which the the experiment has been stopped. And we've had you know people coming back to look at the content that's there, but it's the process has already started and you know this this may have been initial failure, you will have success coming in very soon. In terms of that there are so many open source tools where a lot of content can be created. AI can write passages for you if you feed it enough data. So that's something email marketing campaigns, huge scope for us to look at data to look at different variables and kind of run campaigns which are targeted. We can we can

Target segmentation is not a problem in an email marketing campaign, we can create segments, there are tools which are allowing all of that. But what messaging would go what what would be the design of email

would be something where AI can give us insights, and will not be just limited to say in a B testing, a kind of thing. Voice Search optimization, majority this is I believe data from just about a couple of months back sometime in March, Google came out with this data that almost one fourth of one third of the searches on Google right now are on voice. So you know, so that's, that's so Voice Search optimization, where, you know, we'll be able to look at, at taking in data from voice searches that are there because again, voice searches, don't leave, you know, we can't put stuff in an Excel sheet and then try and figure out, you know, what is going to be the customers like or dislike now if one third of the search of majority of your search comes in, we all of us have smart devices, media, Alexa, and google.alexa.or, Google Home, to Siri on our phones. And we are using these AI powered

helpers, so to speak, to to do searches to listen to music, etc. that data that's a wealth of information about people using that data

is not possible at the moment because we can't transcribe all of that data and put it etc. But an AI engine can start doing that if it's properly trained enough, ecommerce is already doing that. I'm just going to talk a little bit about financial services, I have four or five use cases and then you kind of got to be winding down I'm going to start taking questions from all of you guys.

So AI, I mean, it is used in in machine learning cognitive computing and NLP natural language processing to detect fraud to any chat bots are their customer recommendations in terms of the kind of offers that I get probably, if you were to look at it if you're if you have a good credit history if and this is across multiple things, it's not just you know limited to the known and the credit card that you have. If there is enough customer data to understand your buying pattern your buying behavior, whether you're an impulsive buyer or not, whether so stuff like that which the traditional

Sybil scores or the or the or the funeral scores, differential scores that we generate the disability Equifax etc, they are not able to capture AI will be able to help you with that and create the person and say the what is the risk that is associated with giving a loan to this person, or what is what is his repayment capacity and it's an it's a function of which is not limited just by your repayment history, there are a lot of other things that are there. Automatic stock trading, maybe stock trading is going to come in and VBA we are already seeing some funds which have been launched which which are actually managed by robots which is AI managed and there's no human being that's their returns are I guess pretty close to what the market is doing. So these there are funds that have been lost outside India. So this is just the start use cases for AI in financial services.

In in most other sectors are are developing every day. Retail you all most of us would have shopped on Amazon would have shopped on Flipkart on any of the other shopping websites, you always get that inspired by your shopping trends. If you've if you've been looking for a camera or if you've recently bought a camera, there is a good possibility that and if you bought a high end camera, which requires a DSLR which requires lenses and all of that you may need a different lens, a macro lens, a long long new lens etc. So that's useful. Now it's very possible that if you have bought that you may need a high capacity memory card for you to store all of the raw footage in to be able to transfer to your laptop. You may also be needing if you are a photographer and it's possible that you know you will need you when you're outside beat to doing it professionally or personally as a hobby, you will need

additional battery backup because if you are there somewhere outside, you want to click something you run out of juice. So that's something that's there in a bag and other stuff. We always get all of this.

So this is something that Amazon Amazon uses goes very deep into into this entire piece. You have the Amazon ghost stores now, which is completely, you know, an experience in Seattle they have now you know started moving to other stores. I think they've opened it up in New York as well and a couple I think in

11 locations in the US,

it's a completely automated process you, you don't have to do anything, you just walk into the store, you pick up stuff. And you go, that's it. There's no billing counter, and all of that everything is calculated. Thanks to sensors there is there's voice recognition there, there is deep learning that is there, there is computer vision, that's there all aspects of AI are used to to give you that seamless shopping experience. So, which is actually, you know, something that is happening, and it's happening practically, we will probably have a lot more of these kinds of, you know, applications, stores, companies coming up. There are excellent things that are happening from a marketer's perspective in in the field of AI. And, you know, we just have to gain that understanding and and be able to do implement that understanding. It does not mean and most cases there is this question that is there. Because we've been doing this, we now have a big class of people, and we need to talk about that in probably one of the slides. And I'm sure they'll, it will come as a question. I always get that question. When I do these webinars on disruptions, Amazon has spoken about Netflix.

Okay, yeah. So, Netflix, let me talk about this, all of us have, would have watched an amazon prime or Netflix, you know, or hotstar, etc.

There was a study that was done. And if you would have seen that, like, majority of the recommendations that you get, it's very personalized to you, if you're watching a certain genre of things,

you would get content like, you know, coming from the similar zoner of things. So and over time, it's gotten to a stage where there was this study, Netflix that come out with a majority of the people tend to watch the suggested the Netflix suggestions after they have watched something on majority of us get new content from that. And that's happening to deep learning. So a lot of the personalization, generation of thumbnails, artworks, etc, streaming quality. In countries in various countries, the quality at which a stream starts is different and it's kind of been decided basis, you know, a lot of factors in terms of bandwidth, blah, blah, blah, how people work, the D scheme that which they are seeing, whether it's a 4k screen, whether it's a regular HD screen versus the standard definition, screen, streaming quality, they are actually able to do change real time, this is all thanks to deep learning algorithms that are their personalization, my experiences Yeah, I get to see a lot of things. So where is the market heading right now. So if you were to look at it from a marketers perspective,

the campaign's the kind of campaigns that you're running the the kind of budgets that we spend on campaigns, TV channels that we are marketing, on opportunities that we have not been able to identify and and creating that unique persona creating a marketing persona which is unique, which which brings out our strengths is where AI can help. We have been doing this all of this has been done all digital marketers all marketers have been doing it but the fact of the matter is, we don't get to use the full set of data that to make the best use of the campaigns and and derive

you know, results out of that.

Amazon go stores I kind of spoke about that dynamic pricing in we've all been

victims so to speak. No offense to anybody from Ola, Uber, if you are here on the call, but dynamic pricing is the more people that are there, the less drivers that are there, the the dire surge pricing comes in. So all this is happening. Thanks to AI ml matching of drivers, you rate a driver well, and you get rated by the drivers as well, if you are if you have a good rating, I mean I think the rating was added four or five for what it's been a while since I've used Uber now. But if you if you have a good rating, I think for PR for between five to about four, whatever, you get the highly rated driver, so you are learning on your your experience in the car is better if if you are if your rating is lower, you will get a lower rated driver. All of that is happening real time

with true and AI engine, which is working, which is deep learning and all of that is there. So that's something that's there, which kind of brings me in to how do you get to do that right. One of the

Things that most people think is that we will have tools, which will help us do that. And there are tools that are available as well. But, and this is, again, directly to the question that I get, I'm trying to kind of preempt one question I have always gotten that across, you know, whenever I, whenever we do these programs, or these webinars, is is it costly is not costly. You can actually use AI ml in your marketing without spending much if you have the data, and if you know how to build a model, you actually don't need to even you know, be a hardcore coder, anybody can do that. And and this is one of the things where, you know, I am Calcutta we have worked with I in Calcutta, in launching an AI pod marketing program, which will help address this parent, you know, usually give you an understanding of how do you use whatever I've been talking about in the for the last 4045 minutes? How do you use that without breaking the bank.

So, so that's something and see AI beat in a b2b, excuse me, between a b2b scenario B to a b2c scenario. It is it has use cases, and you will be able to do that. And that's, that's one of the reasons why we launched we launched this program in the midst of the pandemic.

And we thought that we will have, you'll have about 50 people in class. The current said, the program just started, we have 83 people in class, and I just want to talk about it in terms of the the, the spread of people, we have

more than 40% of the year, almost 40% of the class, our senior professionals, you know, and they are business leaders, etc, former marketing domain, some of them are, you know, entrepreneurs who kind of double up as marketers, for their phones, you have some 17 to 18 Industries represented in that class. More than that, actually, more than that, it's more than 20 average years of experience is somewhere around 1112 years, you have an all the way down from somebody with two years work experience to somebody with around 2425 years. I think that's the that's the highest work experience that is there, across sectors across companies and profiles. So it's, it's a great mix of professionals that are currently undergoing this program. And one, you know, I'll again, try and do the question has not come up yet. These are not people with, with technology background, they are not coders, none of them. I think none of them know coding, if I if I remember, right, for this program, you don't need to know coding, if you really look at this AI, ml and all of that these are so you can create these models, these models are there already and the program is designed in such a way that you know, you will use r because r is a little is a little less technical than Python, some bits of Python are also being caught as an additional part of it. But then to complete the program to use AI you don't need to know Python, ai ml and R. So you look at that. So if you look at it, you know, it's when the program starts with the data, like how do you take data driven marketing decisions and usage of data, we will understand evolution of data availability of data, then we go into fundamentals of AI and ml because we kind of need to understand how they work how they come, how they are in play. And then we will start using our AI and ml using also a lot of data sets are their use cases are there and we will be cohort as a whole can actually bring in live examples. If you're trying to solve a problem in your work environment, you can bring that as a life project. Get do that as a part of your capstone project you will be guided by an Calcutta faculty there are there's their international faculty who joined it's not only an I am Calcutta faculty who will be teaching you a couple of faculty rather you have somebody coming in from the industry working at a very senior position in one of the leading companies, management consulting firms in the world. He comes and teaches a lot of concepts and then you have you know, one faculty joining in from one of the top universities in the US who also teaches as part of this program. So if you do the program slowly takes you into that journey of you know using AI and ml using our studio to kind of make sense of data decisions and all of that

the entire digital social media marketing is is covered

As a part of the the DD program,

a IML applications in marketing, Futuristic Marketing, which is which is industry 4.0 with all automation, IoT, all of that coming in, what do we do and there's a capstone project as well, which you can bring in your own practical problem that you are trying to solve into the program. And, and do that as a part of a group. So that's a great way for you to do that. It's a six month long program takes around 120 hours of learning that is there. The The most interesting thing is that this is not just limited to 20 hours, it's delivered online right now, twice a week classes, you have Sundays, classes, and Tuesday classes, evening classes, a campus visit is there, but the campus visit, part of it is subject to health and safety guidelines, that's there. So anyway, this program is going to start, the next cohort is going to start early next year, the second cohort, and so we still have some time around it, but we will take a call in terms of the campus visit. The interesting thing about this program is that we dB, the participants of the program, and I'm kind of privileged to can, you know,

have some access to what is going on over there. They've already had multiple industry professionals, which all of these people have actually invited their friends who are experts who lead, you know, certain functions in their companies, we've had create interaction that is happening outside of classroom hours, thanks to the talentsprint platform that's being used for this program is the same platform that is used by IBM calculator to deliver its main MBA program, it allows for a virtual classroom, it's just like a live class, actually. So none of these are recorded classes, you will talk you will listen to a lecture with a live faculty just like I'm sitting and talking to you, you know, you can start sending questions if you want to, in the chat window, or you can raise your hand when you know I try and unmute you. And you can ask your questions, you can do the same thing in a class, you will be able to see the whiteboard of the faculty. The platform is an AI powered platform, which which actually makes the entire class if for example, if this is a lecture that you are attending, the system is smart enough to break this down into various aspects, various topics that are covered as a part of the lecture. And so you can jump around over there there are there's virtual lungs that is available where students it's available 24 by seven since you know we can't have physical classes right now. Anyway, these were not physical classes, this was just you had a couple of visits at the start and end of the program. For two days, you had two or three days at the start three days at the end. And the rest of the classes are all delivered, you know, virtually digitally. But the fact of the matter is, you actually don't miss any of the live interaction that is happening, the platform allows for group work to be done. As a class is progressing. If, for example, there are 4050 people over here, the class can be broken down into groups and sent into their own study rooms and, and the faculty can come in and discuss. So all of this is possible. So you're not missing anything, it's everything is dead and the safety of your house, or from the convenience from your own home, you can do the same thing on a phone, you can attend the lecture on a desktop, laptop, etc, etc. So that is something that's there, which which is a unique thing about the program. And in terms of from a futuristic perspective,

the duration of the course I have already covered

protein. Roy, you had this question? The course fee is right now it's the course fees given on the transplant website. It's around three lakh plus GST, and you have multiple options of paying that 24 month interest, EMI and all of that is available tax to the pandemic. We've given very long, you know, repayment durations, probably it's gonna be ending very soon, maybe in the next couple of weeks or in the next month or once things hopefully are going back to normal that will come down. So you have that option. You have many companies sponsoring people proximately, some seven, eight people have been sponsored by their companies in the current cohort. But having said that, you have multiple options.

To do this kind of a program you there's no program like this in the country at the moment when we launched it. And none from a couple of them copies of the program that has come out or are no way close to the quality of getting the IM certificate from you know from from an Iam. So you may have something

small bit player here and they're launching a similar copy of the program. But, you know, it's it's something that will you know, that you will be able to benefit out of and the use cases are are very immediate.

I am open for questions if you want to share you will get this question somebody Vijay, you want to see a recorded version? Yes, the recorded version of this will be available it will be put up on our YouTube channel you can look at that you'll get a communication once that is done should be possible, it will be done in the next 472 hours

venkata you have a question you have raised your hand you can unmute yourself and ask it wouldn't you

agree? Yes.

It may explain to

you and I understood everything

and the most fashionable is not something that artificial intelligence is in Vegas

you don't talk to a marketing the product. So, the main context what do you say

sorry, but you just repeat that your voice is a little unclear.

Yes,

yes, thank you.

So far, I had gone through the discussions that you delivered through the sites that you presented to offers a very excellent

degree of success. And the my my question is,

I should engage in artificial intelligence in the context of the Indian industry, right, how far How far is

suitable to the context of the generation of technology that we are using

related to the article? This is my first question. Okay. Second question is my second question is those who are the water enrolling to this program

is really what he called the financial assistance that is provided by IMC. Okay. So, I take both the questions, thank you for the questions. Let me see the first question you talking about, you know, users of AI in India in the current context, so, if you were to look at it, from a program perspective, or from a technology perspective, AI is imperative AI will come in, if you were to look at the every sector right now, is somehow getting influenced by AI, when it comes to marketing,

the current stage where we are in and I will talk from marketing perspective, because I am not a tech guy at the end of the day, but I do follow the trends, market years on AI is not I would say threatening us so to speak, AI is an aid for us, which will help us be more relevant and continue to deliver more value to our stakeholders, the usage of AI did from a marketing perspective, again, be it in a large industry, be it in in a small startup, you have use cases that are there, you can use AI B, you know, you can subscribe to AI tools for various things, at at budgets, which you can choose. So usage of AI is kind of limited by its it's the lack of imagination of people in using it, ai have use cases clear use cases of across industries across functions. And especially in marketing. It's a complimentary, for other cases, you don't have to add, you know, like to say from customer support perspective, you have the customer support representative, so to speak, who maybe

may be replaced or who are being replaced by artificial intelligence that's there. But on the other hand, you have new opportunities that have been created, especially from you know, professionals who have taken that faith and who have taken that jump and early adopters, they are the ones who have done, you know, remarkably well. I can take the example from our AI ml program itself with triple IIT Hyderabad. We are currently in the 16th cohort of that program. We then we launched the program almost three years back now, our aim was to new right now, it's the hottest, you know, technology, and people who had done the program at that point in time are at very senior positions.

So I and I'm trying to kind of also answer a real nice question here.

Where you know, he's asking about the iPod, marketing, etc.

initial stage placement into the same. So if you're bringing my question is on placements, and I'm gonna come to your question in terms of the the financial support or not, that is their placements up. See, and this has been my experience with, with most programs I've been I before this, I was with the Indian School of Business ISB, I lead the admissions for their PGP program, the main MBA program that is there. And I let the admissions for the senior executives program, better status. Well, one thing that I've seen across, you know, in the time that I've spent in the industries, everybody wants to know the placement, nobody actually questions, the skills that they need. What I have seen is if you have the skills, the job comes, it's not a function of the degree that you have the the name of the brand that you have, etc, it in the long run, it doesn't matter. Now, if you are in for from from AI in marketing, t you don't actually need a placement, if this is just help you to do what you are doing. If you already do marketing, it will just give you new ways of doing things much better being much more relevant, and enhance adverts for value. Yeah, if and if you are able to do well. And this, I will tell you, the on the starting day, the orientation day off the airport marketing program, I believe that video is available on I think it's available on our YouTube channel as well. It is available on LinkedIn as well.

The Chief Marketing Officer of kotak Mahindra bank was the keynote speaker for the cohort. The first thing that he said is that, and he started off by saying that if you can build these skills up, please. And he gave his email address to the cohort via chat. If you know if you can finish all of this, this is my problem statement. If you have the solution, you finish this and you have the solution get in touch with me, I'll hire you.

So, people should concentrate on the skills the placement as a part of it comes in there is no placement, which is a part of this program, I will clarify that because one is we are looking at working professionals. In terms of your requirements, you need to have be working, you need to have two years of work experience. There are some cases where some people with a little less than that are being given a bit special permission from I am Calcutta. So it's a program for working professionals. It's for working professionals to build a new skills to stay relevant and you know, go ahead in your career. So placement is not there. But the fact of the matter is of doing something which is not become mainstream AI ml is very mainstream. And that's why I gave that example when you know people who have done the D program from the our AML program technology program in the initial cohorts are at very senior positions in top companies now, because they had taken that leap of faith so to speak, and they were an early adopter. And when now the market is opening up everybody every Tom Dick and Harry wants to get into AI ml data science etc. So you do that, in terms of what support we get from I am Calcutta, you have long duration, EMI schemes that are available, you can utilize that. And a majority of the cases, people are doing this and that's why it is talking and we start when I was talking, I was talking at the initial stage, it's important that professionals actively upskill themselves instead of waiting for the company to sponsor them or waiting for bad news. Because I've seen that and that's something that happens is we would have these people coming in saying that, hey, I withdrew maybe six months down the line, I will probably lose my job. You know, what can I do to upskill myself to stay relevant, you should probably not even get to that stage where you feel that you know your skill is going to become relevant and you're going to become replaceable, irrelevant and you will become replaceable. So professionals should look at upskilling themselves proactively and that's the best way of staying relevant and and not you know losing any opportunities that are there.

Ah very basic initial digital marketing. Okay, so jacked up. Yeah, I don't want to get into advanced aspects of marketing, because then I will start taking up the class we want to get into what we are going to be doing as a part of the program you've got to include there is there is enough bureau that's happening that you know that that that that that is not happening currently. How so, from Deepa Mohan booty course cover how marketers can use AI in sectors where regulatory environment is restricted

okay. So this is a

we are assuming that

the data that is available we are going to be talking about use cases in which which are which are

As long as you have the data,

we will, you will be able to use that No, we are not going to be getting too much into, say dark marketing or bad, you know, or we are trying to work, we will try and say that you know how things are going to work, that's not going to be the case in but it's going to help you

make better sense of the data, even if it's a restricted data AI is AI has the capability if it's trained enough to make sense of some of that data. And and we are going to be showing you what that is. So, let me take I think we already crossed you already almost we've crossed the time here it would be useful in terms from a sales perspective, what are the opportunities from a sales professional is a knowledge would be advantages to a profile, Sunday sales perspective, again, marketing gets you know, gets get sales for you. And even if you are generating enough, again, I don't have enough information about you, but to know that you know, so, if you are somebody who's generating your leads, who is who is doing the segmenting, targeting and all of that and trying to go after customers, this has very direct use case for you.

Ai knowledge I mean no knowledge is wasteful and AI for marketing see is a very complimentary knowledge to have for a sales professional, you will be adding much more value to any discussions that you have with marketing teams or be in the business itself. So I would say that yeah, it will definitely add value.

Okay, so yep, so you have that we've posted that you can go to the the you know the the iPod marketing YouTube video that's there that the Chief Marketing Officer of Kodak that I was talking about, yes, nickel from my team is there and you know, if you have any questions, further questions, you can reach out to Nick Hill for the program. Last question from Meanwhile, take between a data scientist and an ATM specialist. a data scientist works with data on data models to create that a data scientist does not work on can give you inputs to the marketing campaigns etc. to do a marketer will still be deciding on Judo, segmenting, targeting etc, data scientists will not be doing that. So data scientists will create data models, they will work with a lot of data here for a pod marketing, we are going to look at data that is available and use that for our use cases, our data scientists can possibly use certain aspects over here. But if you were to really look at a data science as a program, it is a much more rigorous thing which for which you need to have a background in stats you need to be you know, you need to know what to work on mathematical model, programming, stuff like that. So this program does not require that depth in terms of from stats, mathematics, and all of that, that kind of

core knowledge. This is from a program for marketers to how to use data, to get to have better marketing decisions to make better marketing decisions. So thank you so much. It's been lovely talking to all of you. You know, I know it's a Wednesday, middle of the week, thank you for spending an hour with me, trying to understand what we are doing. And, you know, stay safe. I look forward to seeing some of you, if not most of you in these programs. These are very interesting programs. People who have worked there in the current cohort have have great things to say we overwhelmed by the response. And we now want to replicate that success and grow that in the second cohort. So thank you for joining us. I hope to see you guys soon. Have a good evening. Bye bye.

Watch the entire interview here https://www.youtube.com/watch?v=M1nuTgcL1oM&feature=emb_logo

Note: This video transcript is generated by AI. Therefore, it may not be 100% accurate.