 Thank you. And I'm so happy to be here again. So in the morning, we're just talking about programmatic in 2024 and we talked about many trends, but I've said that automation and AI will play a bigger role. And I'm so happy to moderate this panel with, of course, the market leaders here. And I think we could have nobody better than you to talk about AI, especially when we can have brand perspective and we can have a lot of tool tech perspective from you guys too. So I'll not take a lot of time because I'm sure you're eager to hear from them, what's their take on automation and AI. So I'll begin with my first question and that goes to Anvesha, you. Okay. As we all know that, of course, AI had been taking over the stage when it comes to optimizations or activations of campaign. But as we also talked about it in the morning, that AI also leads to a lot of brand personalization and driving a lot of content creation, content personalization. So Anvesha, I want to hear from you. Have you ever experienced such kind of campaign or curated or what is your take on it when it comes to integrating AI with personalization? Yes, I think the way AI is evolving is in two ways. One is it's really democratizing the way it works. So it's very much available to a lot of wider audience. It is more cost effective. So there are a lot of new use cases, hence that kind of come up, right? And historically, what we've seen is that we've tried to use AI for our B2C campaigns where we're trying to customize, personalize the likes of, you know, YouTube, social directors mix, right? So just to contextualize each and every ad basis, the kind of content that is going to be shown at, right? So that is one way that we've historically been using it. And it's evolved, the product is even world now. One of the recent ways in which HUL did this was more from a B2B perspective as well. So we have an app called Shikha, where the shopkeepers can actually place orders to distributors on that app. And basically what we did is that we said, okay, let's create an ad that, you know, had a celebrity voice of Arshad Varshi and they could customize it and send it across to their own customer base. So this basically was something that they could use and it was very, like it basically shows the power of AI that something is become so accessible to a larger base at just like one click and they could customize person as we had over 1.6 million of our distributors using this. And this was something which really is shows how AI can really revolutionize the way you can operate something at scale and execute it. That's really impressive and that's why I say that when brands talk about usage of AI just goes beyond to even what we can think of. And that's really interesting to hear that we say that 1.6 million of your profile distributors are using that app. And would you want to also talk about an impact in terms of matrix which that campaign or that initiative has led for you? So exactly, so I think the impact more was from the perspective of what is the scale at which it's, you know, basically when we started the campaign, a new ad was being created every 20 seconds. So you can imagine the power and what it really was helping, like they really found it something so useful. So if you would go to the market, you'd really see that. So that's the kind of impact and that also basically helps us empower our partners. So that's, you know, that's the way we look at it and what's the scale at which you were able to generate this and what was actually the adoption that happened? Because, you know, when you roll out, you obviously want the adoption. So that was basically how we really looked at the impact of this as something really they value and they want to use. Yeah, very well. So, Vikram, I would also like to ask similar question to you, because when we hear from Anvesha, it's more from a different category, right? But since you represent Bajaj, Alliance, General Insurance, it's a very different and opposite category in itself. So if I have to ask you usage of AI into personalization or any other optimization metric where you feel it impacts your campaign value, but just beyond activation, what would that be? Okay, for starters, I think I'll talk a little of the online bit also, because by virtue of the industry I belong to, we are predominantly offline. So a lot of our insurance is sold through advisors, right? We've got close to a lakh advisors that work for Bajaj Alliance. Like she said, Arshad Varsi, we're in insurance. My MD's name is Mr. Tapan Singh. He's the celebrity in the insurance sector. And I'm not kidding you, and I'll tell you why. So we created his digital avatar, and imagine in a year, like she said, the speed, we connected with one lakh agents on their birthdays, anniversaries, when they did well, when something was wrong, something was bad, something was great. In all their ups and downs, we had a video of our MD, Mr. Tapan Singh, talking to them, and it was a two-way communication. So they could communicate and send us a note, a voice note, a video note, a text note, and in a span of a few days, which was otherwise considered impossible, because otherwise calling them would take longer time, turnaround would be bad, because half people don't answer unknown calls these days, right? These messages went via WhatsApp, emails, and SMS. We connected with all one-lack agents. That was, I think, probably the best hit ratio one could have ever assumed, a 100% hit ratio, where we got responses from all of them. Could be a thumbs up, could be great, a few of them complained. All those complaints were noted, immediately actioned. So imagine in less than a week, we had more than a lack advisors, concerns addressed. If they were doing well, it was whatever we did well, we made sure that we do that a lot more, so that anything that's working well should be replicated. Copy, paste, Kazimana, so we completely believe in that. And something that didn't do well, we immediately worked on that to make sure that it gives us a better result. So why I took the offline example is because a big chunk of insurance is still sold offline, that's one thing, as a perspective using AI, I thought I should bring on the table, and it's quite powerful, it's, I think, here to stay. Turnaround is incredibly fast. The quality of the, I've viewed, all would have seen Shah Rukh Khan's category of AI, right? I'm talking about a similar concept, where it was him, the MD talking, but the names were changing, but it was so seamless that at times, even we got confused, how could he make so many videos, right? So I think that's where it stands, and it's here to stay. It's actually very insightful, while I'm moderating the panel, but even I was listening to you, that it's very interesting to hear that, how offline, in an offline world, you could really create this, because even me as a user, I don't like taking any unknown calls, thinking it's a spam, right? But at the same time, how do you pass on your message to a consumer? And it's very interesting that how you used AI in an offline world to really impact, to create a very impactful campaign for you. But if I have to really hear it from you for Purno, right? So just, Adhika, tell me, and let all of us know, we could hear how online campaigns are working for driving conversions, orders, right? Then we have offline world, where AI is adding a value. But when we talk about Purno, I mean, both does not really play a proper role, and Purno comes a lot with a lot of limitations, and hence you have to take a very creative route, yet to utilize AI and drive a lot of impact for you. So how do you see AI playing a role when it comes to personalization for your category as such? So what you're saying, Tim P is correct. We come from a category that is very complicated and dark, but AI provides us with possibilities that we could have never thought of. For example, Royal Stagg package drinking water is one of the largest partners of the World Cup, which just got over. And year on year, we do the same things where we are like, okay, can you please participate in a contest? Can you please win passes? And you know, we're trying to drive consumer delight. But if we could sort of, you know, and we did that, get the star of the show, Rohit Sharma come and have personalized messages for each of the participants while they get a pass, or they could superimpose themselves on the video while the toss happened with him. We've also created videos where there's a conversation where people could replace the actors with their own selves. Of course, not everything does well because you know, AI with its, you know, you know, vast ease I think of use, we could do it multiple times and create so many videos, but not all of them make sense. And we've realized over that period that maybe the smaller snippets where they are there at the toss or a picture or a frame, you know, works better. But what it was able to do for a category like ours is, you know, just give that consumer that push thing, oh my God, I've won a ticket and I have got a personalized message from the Indian captain himself to come and watch the match. So for us it really worked. And while we did this online, we also did it at the point of sale where you could get a personalized message and asked to participate in the contest. So yes, given the challenges that we have, AI really helps us in consumer delight and telling them, and while I hear both my counterparts talk about B2B, which we will be restricted to do, but for B2C and for the category that I represent, it was so amazing to have all of them, you know, be delighted with this particular message which says that, you know, looking forward to seeing you and them, the bar on the finals. I mean, people were writing, thanks, thank you so much. You know, I really love this video. I will put it on DMs because I don't think none of them want to write it anywhere else. They're just like, oh yeah, I want to pass. So I think we ended up doing that. And in terms of impact, we did see our participation rates go up significantly. Of course it was the World Cup but we have benchmarks of the previous year World Cup and the previous year. So this seemed to surpass it and the quick and ease of turning around these things is much, much easier with AI. Nice, that's so interesting. And more than interesting, I'll say that I could hear different perspectives coming in. So starting with you, I heard about Directors Makes, then you talked about Generated AI, how that had led an impact in our offline world. And of course, more I heard about Pernod, it's always crazy and exciting because I always keep on thinking, okay, what can you do in it? Having so many limitations around. So Pratik, now it comes to you and I'm sure when we talk about Google and especially when you're representing GMP, right? So you hold expertise around all three and you can really talk so well around all three. So I really want to hear your views on all three, which is how do you think Directors Makes playing a role for especially all categories and how do you also see Generated AI kind of leading the road for us and especially when also, you know, Pratik talks about that how they try to create more of user engagement in a very content curated manner. How do you see GMP playing that role? Yeah. I think all good answers start with, let me take a step back. So let me take a step back. Like you rightly said, we are kind of involved at every step of the way, right? So the way Google broadly sees AI is essentially a force multiplier or something which is a tool to enable what you wanted to do in the first place. It's not like the desire to connect with agents is new or the desire to connect with customers is new. Nothing, none of that is new. It's just a significantly better, faster, nicer way to do it. And that is at the core of whatever we're doing in every product area. So Google Cloud, for example, will touch a lot of what he mentioned in terms of transcription scaling, giving out messages, transcribing it, getting insights from that stuff. Director Mix, for example, would be one such aspect of AI where we feel that if there's a great message to be delivered via video, Director Mix allows you to do that, mixing and matching and stitching and distribution all at ease. Director Mix is also not new. We've had it for a few years now, right? But what it could do with, say, in that fabled Shahrukh Khan ad, that's new. So I think these iterative improvements will keep on happening. In ad tech, and tech in general, we tend to get a bit what the Americans call drinking your own Kool-Aid, which is essentially getting caught in your own echo chamber of what you think is amazing. But I think on a more humbling note, we should remember that eventually, if the technology is not adding value, beyond the point it will kind of just stabilize or it'll just become the new normal. A really good example is just four, five years ago, we had this whole gamut of voice bots. So Amazon had something, Google had something, and everybody was going gaga over how it's gonna replace everything, right? You will not need to take calls, you won't need to make calls, but it kind of added up. So I think as marketers and as practitioners, the responsibility is to keep the customer value at the center and be a generator where which has heavy applications in search, directors makes it as heavy applications in video, or we have these cross product solutions now which work across everything, eventually it has to add value, and that's at least how we like to look at this entire piece. Thank you Pratik, that really adds a lot of value. So when Pratik I heard you and Vikram I heard you, especially when it comes to generative AI, which is fairly very new in our country, not many are adopting it. And Pratik, the way you told me that directors mix is more around video landscape. So on Atika again, that question comes to you because I know that both at HUL and at Purno, video is being heavily utilized, right? So how do you see video as a landscape not just only within digital, but do you see automation AI or any kind of evolution in video kind of growing that further more with the help of the levers that you have at hand in terms of maybe achieving a reach or any other metric that you feel makes more adds more value to your campaigns? So I think what, so video for us is a very powerful medium because for us, what we communicate, which is the purpose of the brand is through video and it's not connected through the line that maybe Anvesha and the Unilever team has an advantage of. So for us, video becomes very important, but as you would know, when you're creating an entire brand storytelling, it takes months and months of coming together, the storytelling, the production and so on and any minute changes in that used to be so hectic and technical, taking hours and days. I think with Generative AI, it's just those smaller things while I understand that you keep the consumer at the center of it and you will see a lot of brands, you know, trying to ape or learn and figure out something around it. But the fact is that Generative AI is giving us the power to make those small, you know, incremental changes that can bring a smile to your face, to your face, to my face, to anybody's face and in a record turnaround time. I think that is most important and we'll be able to reach you, whether it's through YouTube, through Facebook or through any other mediums and even connected television now. So I think that's the power of AI for us and the tools that it gives us is a lot of lead time, you know, because you just eliminate the time that's spent behind, you know, making changes, doing the multiple revisions and also the facility to be able to communicate that on multiple mediums, knowing, you know, that particular person. I mean, simple things like having a message that just says, oh, hi, Dimpy, this is so and so, I hope you're having a great day. I know it sounds very lame, but sometimes it just works very, very well. It adds that touch. So I think AI does definitely put us back where we can do the turnaround much faster and deliver it at the right platforms for the people. Thank you. And also, Nisha, do you, have you also witnessed AI Unilever in terms of video approach? Have you seen any kind of changes or have you adopted any new approaches, especially with any tools and technologies and things changing around you? Yeah, so Dimpy spoke about, you know, when you actually deploy the video in the market, I just want to be taking a step back because I thought that's the best way to start. Taking a step back to really even see, before we actually launch the video, can we do a pre-testing to see how it's going to really work? So I think the real power of AI, because of course it has really evolved and is obviously will evolve in terms of all the optimizations and main practices, but in terms of predictive analytics is where I see a lot of development and a lot of disruption is going to come. So what we're doing currently is developing a tool where we can do more effective pre-testing. So like, you know, your saliency overly, like where is the audience really, which part of the video is where the attention is going, or maybe your recall value like which, how was your logo perceived, what was it really looked at? So basically having that, simulating the real life interactions and really seeing whether if I have, you know, if I have two videos that I want to really test, and you know, and it could be even simple elements that you change, but you actually see how that's going to happen. So basically that is really going to help us understand what is the kind of content that you should even put out, because you know, you spend a significant amount of money on distributing that content. So how do you really make sure that you're putting out the best asset in the market? That is something that, you know, we are looking to evolve for video. That's next. Very well. Vikram, let's talk to you about it, because again, when we, when I talk about especially testing, your category cannot go easy about it, because I'm sure in your category, every media money that you spend has to lead to outcome, which is not just in a form of a brand recall or a reach, but goes beyond. And I always hear this question, which is, what is the ROI eventually? What is the impact of it on my business outcomes eventually, what's going to happen there? So how do you really stitch this entire journey? How do you see it happening for you when it comes to just automation and testing? And I'm sure your campaigns start from branding funnel, but goes to bottom to the performance funnel. So how do you really see that happening for you? See, the thing with insurances, it's a conversational product. So if I, if I just do things under digital space, it's not going to sell. Whenever I come to these conferences, I like it because I see a lot of people who are, who can be my customers. All of you in this room are definitely underinsured. So if, if what we were almost always doing work, insurance companies would have been at a very different level, right? Because it's a conversational product taking multiple steps back. The thing that Genitive Air has really helped us is in identifying what really works. If you see back in the days, the insurance ads would be talking about fear, or bad times, so on and so forth. But this generation that we're all, that we're all a part of, that fear has completely gone away. A big part of that fear has been taken care of by the parents and the money that we are making is for us to spend, have a good time, so on and so forth, right? But by insurance. So this tool really helps us understand what really works. So if you look at our recent ad campaign, it doesn't talk about fear. It actually talks about the fact that if you bought a health insurance, and thankfully nothing happened to you this year, but a stranger living in let's say a small town like Hazari Bagh went through something, your money that you bought the insurance for is helping someone else. So this is the kind of content that we're trying to create instead of instilling fear, we're trying to show that your money is helping someone else who you don't even know. So in a way, you're trying to do your own bit of small CSR by buying a health insurance policy or a motor insurance policy, right? So these are the tools that help us to take multiple steps back. And when you talk about ROI, of course when I show a video like this, ROI is only impressions because I can't really imagine people listening to this and immediately going and saying, oh, it's a nice sunny day, let me buy insurance. Unfortunately in the industry that I come from, we are waiting for a day where people wake up and say conference and so forth, right? That's just not happening. So I think these tools really help us in identifying what to communicate how. I met an old friend who travels two hours a day to work. Now, let's say if I show him a video when he's not at a signal and it's in his feet and he misses it, then there's no point, right? Versus I know that when the person hits a signal, he's on his phone and going through a feed. If I show it to them, insurance when you're driving, especially a car, if I show a motor ad, it'll have more relevance. So I think these tools really help you identify what to do when versus just bombarding because I think one of the days when if you bombard somebody with an X amount of information, it'll really convert into sales. It's being there at the right time, especially for an industry like insurance because like I said, it would anyway not incline to buy it. So if I'm in a time when you don't need me, it has no relevance. Somebody just, I met a bought a pet dog insurance, right? Which we sell. So if you're not on a pet site and if I don't, if I'm on a pet site, I show you a motor insurance, it has no relevance, the video, right? So this is where I think these tools really help you to be at the right pace for the right audience. Like for you, if you don't have a pet, I show you a pet dog ad, it has no relevance. It looks cute, but what do I do with it, right? So I think these tools really help you in understanding how to be, where, when, at the right time for it to culminate to sales. So I think that's what we really use it at and we've seen some reasonable amount of numbers there. Thank you, Vikram. That's really interesting. And even as I told you, I really like hearing you. So when you said, where, when, at the right time, and I resonate the same, but when we talk about programmatic or automation, while we just really hook on ourselves when we talk about automation, only to AI, but it's beyond, it's not just AI, but just much more. So let's talk about other things within the same scheme. So when we talk about voice as a module, we know that automation, AI, whatever term you may want to use around it, but has really shaped it up and voice and audio is not just about the audio ad coming your way. The way Vikram just rightly mentioned that when you're driving and your intent is to reach to your office right now, you're in traffic and an ad is coming, which could be anything via pizza, via, you know, via an insurance. But like, let me just reach, I'm just, you know, entering a signal, et cetera. Doesn't make really a lot of sense to you, but I have seen and we have done some campaigns at Rupem also in past, tested, in fact, I'd say, where voice ad was talking to you. And so it was again for a pizza, though, that would you want to buy a pizza? It's a one plus one offer today. And basis what you respond, which could be, yes, I'm interested, then it will say, okay, should I repeat your previous order? Or should I order X, Y, Z, which pizza for you? Should I open talk menu to you? But if you say no, then it's gonna run same at you later in the day. But how about now? Are you in a mood to order pizza right now? It's something which definitely that ad, this is just one way communication cannot do that. But an ad which is working on an automation AI can talk to a way. So, and I'm sure even brands that think way too loud, they execute, but think in those directions. So even if campaign not executed, but have you ever thought of such a campaign which was like, I just heard from Vikram, which was using Generative AI that really led to a lot of impact? So, Adika asking you, have you ever went to those kind of plans where like, let's experiment this and let's see? So we have a couple of experiments because I was just listening to Vikram and I was like, yeah, we do a couple of experiments and we've majorly tied up with YouTube to figure out specifically the time of the day and the kind of consumer profiles that would be interested in us, in our brands through the line. And we've had edits running like, it's raining now. Would you want to sit down and take a pause or you know, something like that? And what we've seen is in those, the interactions go really high. But unfortunately, because we cannot sell it anything on e-commerce, you know, you don't have that connectivity. Though we do see a lot of interaction in consumer feedback and trade feedback that these things work. Also, a couple of campaigns that are upcoming for us as a company, we're looking at not just voice interactivity, but also what you can do beyond it. If there is an endpoint where you can drive the customer to, maybe to an event which is Pernorica led or so on and so forth. So we, because we are limited to close the loop, using voice and using some of these tactical ways of targeting, because we know certain time zones. And of course, like we know post seven and we know Tuesday to Saturday is the time when the category is really consumed. How do we like link it back and then link it to one of our events, maybe giving them something, an entry to a sunburn or a magnetic field and so on. So this is in the process, but yes, like, like, you know, everybody discussed the way, it's just not about what you're communicating but also where, and for us specifically, close the loop with a brand experience. So that's, that's what we are hoping to in the future. Thank you, Adika. By the way, you really hit some cause when it talked about sunburn and magnetic fields, but let's get back to our panel. Yeah. And we're sure you wanna hear about, again, but a different, I'll say topic here, which is more to do with a collection of audiences and first party data, because we cannot miss this opportunity. You represent Unilever, which is the biggest in the country, right? When it comes to media spans also. And we are seeing now a lot many campaigns are being planned, especially by giants, brands of the country, because they have that capacity to collect data at that length and then activate it. And of course, automation or this world is getting enabled with the help of AI and automation world. So would you want to share some insights on first party data or what value do you think that's gonna add for your campaigns? Yes, I mean, at some point in time, we are going to move to a cookie-less world whenever that happens. But, you know, the way that I look at first party data and then we approach it is that it has to be a value exchange for the consumer to really share that information with you. So wherever and whatever touchpoints that we are able to do that, I think one really, you know, again, another futuristic development that I see would be in terms of closed-loop systems, where we're able to feed this data back into, because currently what we see is mostly like you're able to optimize mostly till the click and sometimes to some kind of say, okay, this was my order value, this was my conversion. But if you're able to, especially, you know, where you have leads, et cetera, going in, you actually want that information to go back to the system. And when you have first party data, when you have all of those traits of the consumer that you've been able to capture, if you can feed that data back into these algorithms, you will have a far richer way of saying it was not just a click or a conversion, so to see on the dashboard, but it was actually a customer. Can you even look at a lifetime value of that customer? So basically, when you look at something which is beyond and really able to tie back, that's something that we are really striving towards. Of course, it comes with that responsibility of what are the privacy norms that are gonna be there, how are we really gonna make sure that, you know, it is all compliant, et cetera. That's, you know, another point. But basically, I think that is something that I look as, you know, at the future, because of course you have a lot of data points, you can obviously do your segmentation, targeting, cohorts, et cetera. That is all very much possible, and that has been possible over the years. But that closed-loop system is something that we see is going to really make the campaigns much more effective and much more, you know, much more efficient. Thank you, and Visha, for really bringing up these points. And Vikram, I would really like to ask you these questions, because when we talk about activation of campaign with first-party data, I think that adds a lot of value for your category, too. And why am I doing it? Because then I wanna hear from Pratik, because he has to combine both worlds together, both different categories, right? So Vikram, I wanna understand from you that first-party data, what relevance does it have for you, and how do you see it getting utilized in your category? Okay, specifically for insurance, I think that plays a very, very vital role. Of course, Coquille is being there, all of that happening, but see, in insurance, whenever you buy any form of insurance, there's a lot of data that you have to collect from the consumer, right? And a part of what the premium will be will depend on the kind of data that you're providing to us. Unfortunately, like I said in the beginning, in insurance, we're still not even at the cusp of where we can say that, yes, we can completely kill the online world because of the product that we're selling. Most folks here, the product that they're selling is when you buy it, you get something immediately, right? Like there's an instant gratification. Most of us spend money on things where we get something instantly. Insurance is, Filme Dialogue, you're selling a promise, right? So the actual product of insurance is a claim. So for us to really get there to be out and out in that field to be selling it, using first party data, completely killing it in the digital world will still take some time. Because like I said, insurance is an out and out conversational product. A big part of the industry is still run by advisors and that's why we do a lot for them because if they have the ammunition, like the works of MicroSites for advisors, they've got their own SEO, SCM strategies working around so that for them to reach out to people at the right point in time is when insurance will be for everyone in this room and they'll be buying it, right? So to your question, we're not there yet to really have a substantial number to be thrown at but I'm sure after once he summarizes something really clicks and if we do a POC with them, why not? Yeah, thank you. So Pratik, now of course the entire responsibility lies on you to also enlighten us to know more about it. As rightly Anvesha mentioned that she talked about connectivity of the journey of audience. That is not just about showing an ad but how do you really take that inside back and how do you understand a journey beyond and then how to action it? Similarly Pratik talked about the fact that the journey is long, they're not yet there but especially in an area where you're dependent too much on your advisors, you still have a lot of MicroSites kind of driving that journey and conversion for you. So how do you see GMP or any other tool for that matter providing that solution and adding value? So it's pretty much the Holy Grail, right? What everybody's asking over here, these are the fundamental questions of marketing, not just even digital marketing. When it comes to talking about cookies being a decaying resource or all of that going away, why one piece is important. These are all individually correct statements to make. To what she said earlier on the reach, planning, close the loop systems. In my opinion that I think is the big one because what we feel or at least what I personally feel is that today is the least complicated day that we will live through. It's only gonna get more complicated from here onwards. I mean, the days that we could have like three Excel sheets and put a macro or we look up and then have attribution, those are long gone. And it is, in my opinion at least, it's humanly impossible for people individually without having these tool sets to be able to do attribution at the scale or at the challenge that the need of the R is. So for example, in his case, being able to have a attribution model that cuts across both what the offline guys are doing and what they are doing as a brand. Similarly, in the case of say D2C or even Econ, where the fulfillment is happening through a system that's completely in its own world, separate from TV and YouTube and Meta and everything else. And in your case, you actually can't just sell it. Pano, for example, I know, sell invests a lot I think in in-store advertising as well because that's where the consumption happens, right? Which also spends going on from you. So attribution is not impossible. It's just a very, very challenging problem that we have right now. And at the core of it, AI is just, what is AI? It's just computation happening at a very different order that we've ever experienced before. There are even today multiple attribution partners and folks who are trying to build incrementally better algorithms to pull this thing together. And not all of it's gonna come from Google. It's gonna be an industry-wide thing. But I think while it's the least complicated day that you've lived through, we're also the closest that you've ever been to coming to a view which is as comprehensive as possible. And the reason I saying it's the least complicated day is that the cookie story is already kind of over. We know it's coming. Chrome is, I think it's later next year. Device series and Android will follow shortly after. If you are operating in markets outside of India, you would have already seen what has happened on the Apple side of things. How it's gonna really change the way marketing needs to happen. So we have the immense advantage of learning from what's happened elsewhere to fix our strategies before it comes, the changes come to us. One pay data is really the only data anymore. Everything else is a decaying resource. I mean, you can hang on to it, but building high quality, durable, first party data sets and building your own customer algorithms on top of it is, in my opinion, the way forward. Google and JMP have a suit of products to do that, but this is not a sales pitch. But yes, it exists and that's what we are trying to add. That's the value that we are trying to add to the world right now. So Prithee, I'd like to hear more from you because as you said that first party data is actually the only data we'll all be left with while we can hang on to other sources. So that's true, but at the same time, data governance plays a bigger role. And I feel it's more to do with being responsible with that data and really being very cautious and very careful around that. Especially when we talk about privacy in this AI world, what would be your guidance to everybody in the audience and even to our friends here on the panel and how, when we talk about collection of data, what are those things that everybody should be keeping in mind? So two things that I would say, one is that, because folks over here are from global companies, most of them already come in with very stringent rules and regulations on how they should be managed thanks to what has happened in Europe, et cetera. So most people kind of start off on a good ground. I think I see more challenges where companies are more homegrown and it's not really in the culture to see that data as something which has a regulatory requirement to be protected and handled in a certain way. I mean, as individuals we are putting our phone numbers and emails on every guard in every building has our phone numbers, which is PII, right? So culturally we're not used to it, but I think as organizations it's extremely important that we are very much in line with the regulations that are coming across in our country and the frameworks that at least we have seen in India are pretty much, I mean, if not at par, they're much ahead of what everybody else is doing, which is again, I think a benefit of seeing and learning the same changes play out in other markets. So do talk to your lawyers, I'm not a lawyer so I can't recommend the right strategy, but make sure that any, any data being handled by you or being handled on behalf of you by a third party, it eventually is your responsibility, right? So talk to your lawyers, be sure, have a good governance policy policy in place and make sure there is governance around actually adhering to those practices. Yeah, I'll stop there. Right, but that was really insightful and I would just want to in fact add on to it because when we had been talking about data privacy and data governance, it's very important that even when we are activating any third party tool, we may not realize, but that's a passage of data. When we say that there are third party tools which optimizes a campaign, but eventually that campaign is getting optimized on the data of your campaign, so that third party goes beyond your controlled walls. So your data has already gone in those walls. So for everyone, it's very important to understand that even when you're getting a partner on board, it's not just about their capabilities that they will be adding the efficiency, but you need to understand that at the end, eventually brands are responsible for governing that data. So if you're partnering with any partner in the form of API integration, when you're flowing your data for optimization, responsibility still lies on you. So you have to ensure which partner on your onboarding and how you're selecting and securing your data safety there. Since we don't have a lot of time, but I really want to understand from all of you, your personal opinion and that first one word that comes to your mind when you think about AI or automation and why do you really connect it with that word? I would like to pick this up from Vikram. Okay, for me, I think it's convenience and I'll tell you why. Because like I said, we're a traditional industry. How we've used AI is very interesting. There's a feature called MOTAs. It's called Moto on this spot. So we're trying to create a place where if you hit another person's car, you step down, you through our app click photos and because we're in the industry for 22 years, we've got a lot of claims data. You've got AI ML in the background and in 15 minutes tells you that as per us, it'll be an 11,000 rupees worth of damage. If you say yes in five minutes, you get the money in your account. You go to a garage and you tell them that claim karna hai, gari thi karana hai. If they say, hamare sapsa 9,000 hoga and we've given you 12,000, that 3,000 is for you to keep. So I think more and more of industry is apart from the digital sphere if they start using AI ML to make people's life convenience. I think it is a tool that should be used to make people's life convenient, make it effortless but we should also be mindful and also be okay with the fact that this will become very, very big but I'm very clear of the fact that it'll not take people's jobs because there's still a lot of hue and cry around that. I think it'll still need humans to really, really steer it the right way but I think it should be used wisely. Like I said, identify problem statements like we did. We used to take any insurance company. I think back in those days, agar api gari took thi thi, aapku bumper insurance company leke jaana pardha, to show ki gari took hi hai. From there, it came to months, then two days and now it's minutes. Now our next target is why not one minute, right? So we've come to 20 minutes, it will happen and I think tools like AIML will only help us because they will enable you to do the right thing and not the wrong and it'll be mostly in favor of the consumer. And as insurers, if you can't be in favor of the consumer, then we don't deserve to sell insurance. So I think convenience over anything else. Absolutely. Pratik, what about you? I think the one word would be responsibility because I think from where at least we are seeing it, the amount of value that can be derived as immense but also if not used in the correct way, it also exposes us just as people to things that you would rather not be. So wielding that pretty immense power responsibly, I think is the main thing. If there was a second word though, the second word would be fun because if you're not using it just to get a laugh and really enjoy what it can do, you're really missing out. And for those of you who have young children, if you've not fired up a bard to make up a story on the spot at night, you're really missing out. It is incredible. I think the only being that can compete with a child's imagination right now is one of these gen AI chatbots. So play with them. It's a lot of fun. Don't you think that kids have a lot with AI already? Like in my house, I have a nephew and he's always on something called Roblox where he's creating his own world using AI. And I'm like, excuse me, he'll leave that computer alone. It is really genuinely insane. So just on that subject. So my kid was born when these Google homes of the world were coming out and he's grown up with a bunch of speakers around him. His default way of getting information is just speaking into the air and saying, hey Google, answer this. He said that in parks where there is no device because that's his default way of getting data. So it is strange. He's programming before he has learned to actually write it by hand. Things have changed quite a bit and they will continue to. In fact, just to add on to his point, it's actually true because when I am talking about this campaign, which we did at GroupM, which was just trying out voice in audio, how does that work? I'll just tell you how it cropped up. We were planning, I mean, for some internal kind of a battleground that we have at GroupM, which is around innovation. We're thinking what to innovate more and more. And then I remember I was having this chat with my nephew in terms of just about him that to engage him, that okay, tell me how much it was, two into two. And he opened up his iPad and he was like, tell me the multiplier of two. I was like, excuse me, you don't even know this. And plus you're using this. And then I could really observe that he taught using phone to my mom and she doesn't know how to operate phone that well, but she's able to find things for us and she orders it. She realized that it's the new generation and even the older one who are never on phone. They're able to use it without us, right? And they don't type. They don't use keyword. For them, it's everything is just voice and they use it better than us. Even my mom uses it better than me. She's able to find out things that are happening in the country about the apps better than me because she has the fastest and convenient way to do that. When I talk about series and any kind of voice apps for that matter, we just think about them as a fun and we don't really think beyond them. But I don't see that we are far away or ahead from the days where you'll see very soon advertisements running on Alexa's too. That would be one way to order this way because every communication that you're doing with Alexa is in a format data set and bases your insights in terms of your co-hurting, what kind of communications are you doing, ads can really be shown to you. So definitely you're right there that yes, fun should never be missed and AI does play a bigger role there. Adika, coming on to you. Actually, the one word is and it was throughout my conversation, I really think it's delight. It's not to consumers, it's to human beings across. It's delight and the ease at which you can be delighted so easily. And you're just talking about your nephew and the older generation. I'll just tell you this voice search and automation is so crazy. My mother really likes to grow plants or whatever and there was this Anne Sees Mill rain in Mumbai and some of her plants got damaged. She's really unhappy saying, oh, the gardener's not come, he's not doing something. I went home yesterday for her to figure out that she figured out on Google with her voice that there's an app that can scan the plant and tell her what disease it has apparently. My 73 year old mum can barely use a proper iPhone and she did that on Google and the thing is a lot of it was just, like you just had to place the device in front of the plant and it scanned it. So and the delight on the face is when they can just solve a problem. So I think even for our consumers, our customers, it's the delight and it's coming from the place of a brand saying, here this is for you and it does not cost us too much. Time or patience or energy and then that delight also translates into, you know, some amount of how do you say, not loyalty in my category, but preference definitely. So we are delighted. And I again, I do echo my thoughts with you on this because I experienced same thing, exactly same thing. And yes, delight definitely comes there. So my experience there was that again, my mom was just telling me, she said, you know, now if the water bike doesn't work in any of the floors anywhere, you don't have to really dig it out. There's an application, a scanner, you put it in it and exactly there's the problem. And it's just looking at my mom that they know and I did not know I would literally call somebody to break the wall and see what's happening here. But yes, I mean, we don't think about it, but that's also automation. That's also AI and somebody's really thought through it while we only talk about media, but that really adds a lot of value there. On a day to day life, it's like seeping into our lives. Absolutely. And while Vikram though talked about convenience and those matters, but I think they're already doing it. It really makes my life convenient when I know that I've hit my car and I can just know right away how much money will I get. It's like saving a lot of time for me, right? Thank you, Atika, for that. Anveshka coming on to you, how do you describe it? I think we've covered all the fun words. I'd really leave this at what I started with, which is democratization. And what we're actually talking about all of us is actually it's making it so accessible to whether it's in your day to day tasks or it is something really huge, like really big projects as well. So basically it's more about how does it, even a small business or a small, or an individual uses it to solve their day to day problems, to like large organizations, corporations, countries, really looking at something that's, in terms of big data, analytics, et cetera. So I think it's more about how it's really, as we've talked about, like seeping into our everyday lives and making it more of a level playing field for everyone to enable them and empower them with this technology that, you know, it's basically, and you know, I really remember one of my past managers, he told me I was, and that was before we were having all this AI conversation, it was like about seven years ago. And I said, you know, this is something I wanna do, but I'm not sure. He's like, never, technology is just an enabler. Whatever you think that's possible, there will be some vendor sitting in some corner that's going to be able to implement this. You just have to think what is the problem you're trying to solve and just have a vision of how you want to solve it. Technology is going to be there. And that's basically, AI now is like, we don't have to really think something is impossible. It's just a matter of you thinking about it and really placing it out there and you'll find a way to implement it. So I think that's that's an important point. Thank you very much. And so I'm sure we can keep on talking about it. A lot of perspectives came into picture. It was very insightful. And I'm sure many of you have questions, but in interest of time, I would request you to connect with the panelists individually. They're around here. For any questions or queries you want to have, you want to may discuss with them. And on that note, thank you so much. I really enjoyed the session. And I really hope, as you said, technology is there that we just keep on evolving more and more. And it's, as even Vikram rightly said, it's not going to take away any job. It's an amplified intelligence, human expertise with AI adding value. Thank you very much.