 Good afternoon and very warm welcome to all of you. So Simran has given us an interesting topic, you know, decoding the future, how will digital marketing evolve in the AI era to influence the tech-savvy consumers. Thank God, we still have a real panelist to discuss this topic. And before we begin, let's have a small quiz. Do you have an idea? What is the market size of AI in India? Can anyone guess it? So as per statistics, it is $4 billion in 2023, that is roughly 3,200 crores. So that is approximately 3% of the total Indian advertising spin of the country. And the market is growing at 18% CAGR. This is mind-boggling, you know, for a technology which is barely a few years old, you know. And that is why perhaps brands, media platforms, and agencies, they are spending a huge amount, you know, in AI enabling technologies. And businesses like Accenture and HG, they have, you know, they have also hired chief AI officers. And some of the Metaverse experts have also, you know, reinvented themselves and now calling them as, you know, AI officers. And their compensation package according to a study is well above $1 million. So AI is not only, you know, gobbling of jobs, you know. So that is why I think everyone wants to be at the forefront of, you know, this revolution. And why is this so? Let us know from the experts. And Jyoti, my first question, you know, goes to you. You know, I would like to start, you know, from you. While most of the businesses, they started talking about AI, you know, a couple of years back. But I think Tata Power collaborated with an AI firm, Blue Bear, in 2021, I guess, you know, in Mumbai. So I would like to, you know, ask you how does it help, you know, to improve the prediction about consumer behavior and the market trends, especially for the JNZ? So I think the Blue Wave integration and collaboration was more from a pure business perspective initially. Like all new things, I think it always starts from where it can show quick business impact. And Blue Wave, what we do with Blue Wave is actually that it helps us to predict power demand, forecast consumer consumption patterns in energy, and also from the perspective of a regulatory compliance that we have of onboarding renewable energy, right? So it came less from a marketing and actually more from a business perspective. It helps us to understand consumer patterns and hence to predict how to optimize our power purchase through the day and optimize the power purchase cost, right? So that's the Blue Wave collaboration. What it has additionally helped to do and how the industry has evolved from there on, from a consumer perspective is that if you look at smart energy meters, right, which give the consumer the power to optimize their own energy consumption by looking at patterns. And as marketeers, what it allows us to do is to really understand how is it that they are consuming power and it seems very mundane, but actually then I will know, for example, whether you are using one AC or two AC, when did you use your washing machine. So it gives me really deep insights into their appliance usage patterns within the household. And that's valuable data then to really understand them and to build our business on. So it starts from business, then it goes into consumer insights and hence into further use cases on how we can really build business impact and not just use it like a new tool which is good to experiment with, but eventually takes much longer to build a use case. Yeah, so there are brands like Tata Power who have been proactive in using AI, but there are certain brands which are still apprehensive. So my question to you Aditi, do you think that marketers and brands will sooner or later realize that they cannot get away from this revolution? Absolutely. I think the AI, so there's a word AI hype cycle, I think AI is here to stay and the more we recognize that and more we make friends with it, I think that's the best way of looking at it. Because what it does it, it unlocks so much of opportunity if you use it right. Like Jyoti just mentioned saying how do you start with data and then move into consumer insights and then unlock it. AI has been around for the last six, seven years as we've been using it in the form of assistance, we've been using it in form of machine learning optimizations, everything that we've been doing largely towards either automation or towards optimization and lower funnel activities and marketing. That's what we usually term them as. But I think, and that's been what we call as performative AI. Now with generative AI that opened up last year, I think the real power gets unlocked is when you stack the two together and you actually start talking top of the funnel, how can you reach different audiences with messages and targeting that is relevant to them? So how do you convert all of the data and all of the insights into your messaging strategy and reach out? And AI allows you to have that in a very efficient manner. However, yes, you need the guardrails, you need the frameworks in place for the right use of AI. And I think that's where the bit of lag is coming because it is so new. Everybody's trying to figure out what is right and what is wrong. As soon as that learning curve has been crossed, I really see the use cases of AI expanding more and more as people become more familiar with it. Yeah, Deepak, I would like to know from you how are you leveraging AI technologies and getting insights for the gaming sector? So what AI does, right? One, AI is not new to the world of gaming. AI existed for ages back. I don't know if you remember the game Pac-Man. I'm sure most of us have played. The ghost, if you remember, right? So that was one of the first initial AI-generated module. So it has grown, it has made it more immersive, it has made it more interactive, and it has helped create very extreme immersive experiences. So the gaming today is an extended view, right? That's your alter ego. It's you who's willing over there if the intent to win. And the AI is now enabling a lot of interaction, a lot of experiences, and it's also helping you stay longer, right? It is also helping you play for much longer time and also it's helping you as an advertiser to push ads to you without you realizing what you have just stepped on. Right, so that's how AI is helping gaming and what we have seen and what you've seen in the coming year, the gaming would be as real as you being part of it. AR, VR would add up to take you to the absolute next levels. Yeah, thank you, Deepak. And Ruby, because you are a martech expert and of course I think you are handling a couple of brands in scaling up their marketing propositions. So it would be interesting to know how AI-enabled technologies are helping them, helping brands to improve their communication strategies. Yeah, so on the martech space, there is a marketing angle and there is a technology which boosts the marketing. So, and you will also hear a lot of people saying, okay, there are marketing-driven AI use cases and there is technology-specific use cases. But if you really see accusation angle of the right consumers and understanding them and then finding more, the use case is practically deployable use cases today. I can go in a sequence, like the number one is digital assistant. You will see chat bots in almost every next application introduced so that you need to reduce number of people who respond to a chat opening. It could be automated, number one use case. Second would be IT infrastructure optimization. We need lesser machines to deploy the service faster. Then you will see automation is an area where marketing and technology side is gaining huge efficiency and benefit with AI. Other angle, which is smarter angle says, you will see now the call centers are AI managed. You will see a real voice, almost feeling real voice coming from the other side, but the person is, not a normal IQ person will relate, okay, the person is not real. And then other use cases like fraud detection. And then after that is threat detection. If you are maintaining a launch or maintaining like a strong, tight competition space, threat detection preventing it is strong. Also in area of proper sales funnel optimization. It's a huge, huge pickup there. And QC, regular audits now can be automated. And if you see you are launching a game, you need to deploy scalable infrastructure. Now it can be done by a click. Earlier you needed like a huge IT team to keep on scaling instances behind it. So that's, I would say in the right sequence, practical as of today deployed use cases. But I would say in the marketing sweetening angle top of it, yes, ideation is getting automated. You can use image to, you know, text to image to get ideas, like image in from vertex AI, you can see it's really changing the game of how fast you can have ideas to put in creatives. Also you can create creatives on demand, huge variations. The modeling can make the creatives intelligence on the go, which means lesser turnaround time to change campaigns and all. So performance is improving. And I see AI as an extension of efficiency that you can bring in. That's a larger lens to this. And it's already happening in these use cases. And I would say most money is right now in these use cases. After that is a lot of thinking and trying happening. But this is all the way us being a professional services provider, we deploy these as of today. And after that a lot of experiment, let's try that, let's do that. But this is as of today is gaining a lot of returns already to all advertisers. Really interesting perspective. Now moving on to the second round, Enjyoti, I'll start with you again. So how can we unlock new avenues in hyper-personalization, you know, using AI? Especially when, you know, privacy laws are becoming, you know, more and more stringent globally and also in India. So I think personalization and hyper-personalization is already happening. And I think Ruby will, you know, back that up for me from his experience and data perspective, where I think the whole AI, the Gen AI story comes in, is that it will allow for actually like, Deepak was saying, immersive experiences to be created, not only in gaming, but actually from a brand perspective also, right? And that's where the value unlock will happen. The other bit is that there will be, from a privacy perspective, I think Indians are probably the most lax when it comes to, you know, being open to sharing our data. We all think, okay, I clicked the X and didn't leave, you know, a cookie. But if you're online, you know, I think the net knows you better than you do yourself. Right? And that's reality that we all have to live with. What is happening, however, is that this whole thing about responsible AI and the data frameworks that are now, you know, being worked upon, we are moving towards this concept of privacy by design, not just, you know, putting a guardrail, but privacy by design, which actually keeps the end user at the center of it while allowing for innovation to happen. Because, you know, if we don't allow for those pieces, then no technology innovation will ever happen also. So these are conflicting things that we are today playing with. And it is likely to happen with every technology that, you know, is in the emerging space. As marketeers, I think it's our responsibility and our job to ensure that we try to give as much information to the end user as we can to allow them to make an informed choice. And to ensure that, you know, we use the data for the purpose that we take permission from the user for. So this whole thing of purpose limitation, of storage limitation, in terms of how long will we preserve the data and what end use we will put it up to and whether it is really useful for the person who's sharing their data or only for us. I think these are sort of the guiding principles which will eventually lead to where this technology goes and how much it scales up. Otherwise, you know, we've seen enough and more instances of various kinds of technology coming up and then also falling by the wayside and not really being adopted and adopted by consumers because consumers, I think, understand it much faster than marketeers do. And we are always, you know, just trying to play catch up with them. So that's my view on it. Yeah, true. Indipak, I would like to have your point of view on this. So... I think privacy is a big concern, you know? Even consumers are aware of it. See, in a digital world, right? So you're there for a reason, right? But in gaming, you're on a mission. And when you're on a mission and your quest is to win, you are willing to leave a lot of footprints, right? Now it's up to the game creator, right? As to how he wants to use the data. Knowingly or unknowingly, if you look at the game that you're playing, right? You are getting stuck at certain level. It will itself give you direction as to how you need to move on, right? So today, the games are getting personalized. This is a predictive analysis that is telling you how a gamer is performing and where he or she is getting stuck, how it can be outmaneuvered. Or you'll have the option of playing the game and it'll say, okay, skip this level and go to the next and then come back over here. Right, they want you to stay. They want you to be over there. And like we just mentioned, you know, that you're being tracked whether you know it or not. Now it's up to you how much footprint you want to live and as a company as to how much you want to use it effectively. Right, so you can use that hyper personalization in terms of how to push sales, right? Because you know how he or she behaves and responds to a particular situation. Aditi, what is Linova doing on this? On hyper personalization? Yeah. We have, like Jyoti just mentioned, there are a lot of frameworks and guidelines. So we are still sort of looking through that before we get into a hyper personalization situation, right? Using anything for hyper personalization. But having said that, I think one of the most interesting cases in hyper personalization has been the Cadbury, not just a Cadbury ad that happened recently, right? Where you take the information and really use a celebrity like Shah Rukh Khan to give a platform to the local stores. And that really connects because, okay, oh, I need this store. The store is never going to have Shah Rukh as their brand ambassador, but I think Mondeli has really nicely connected the two together to build that. So something like that where you really have the, and if you flip this other side, so this was more from the shopkeeper side. Now, tomorrow if you have the hyper personalization data and then you go to a e-commerce site and then you use the first party data in a cookie-less world, that's going to become more important. And how do you then give them the recommendation, the right matchups, use it to upgrade? That is going to be a very interesting journey to see when you use the information that you have, you personalize the messaging that you reach them. And because any product that you have will have multiple use cases. Right now what happens is you, because of budgets, because of whatever other constraints, you limit to one generic message, at least at the top of funnel for everybody. With hyper personalization, you can unlock that, right? Within, staying within your privacy frameworks. So I think that's going to be something that's interesting. And Vir, what is your point of view? As a market company, what kind of technological solutions you are providing to brands for hyper personalization and also to keep the privacy of the data? So I think one thing which will get really super relevant soon is consent management system. So consenting on first party and third party space, now you will hear a lot of zero party space, will increase a lot. Earlier you will, as of today, you will see a lot of just a single notification comes on the website, accept cookies or not accept, that will zoom a lot. You will see accept specific essential, only all other combinations and then you reject it. So consent will pick up as the technology requirement and that will be a top up technology of whatever websites, apps you build. You will need to maintain consent, ask for it and respect for it. After that, hyper personalization, which any which ways do, as we are progressing, we had a lot of human intervention already that will reduce by usage of AI. If you see on a third party space, you will see if you visit an insurance website, you will probably ask for a quote. The ad creative will chase you with the same quote. But the ad creatives background or the celebrity and the color combinations will almost stay same. So the change will move towards, if the user has not consented, the background of the creatives and other combination of the graders will dance a lot but the quote will go away slowly as the browsers are picking up on sunsetting the third party cookie space. Obviously there is a lot of browser aligned APIs being tested to support some privacy safe way to still do the same thing. But I see in the first party space, by using AI, huge acceleration will happen in hyper personalization because in first party space, mostly we just do AB testing with 10 variations. But now, after proper consenting in first party space, you can create unlimited variations. Really truly uniquely personal website journey. You will visit a page, next time you will come back to the same page, not the homepage. Even if you attempt to change the homepage, it will show you the same thing, start the journey from there and keeping optimized. So that I believe it will, personalization will decelerate a bit in 3P space but accelerate a lot in 1P space and AI will be used to bridge the gap with what we lose in 3P, I believe. But consent management is supposed to be, I was in six months time, India will just talk about that a lot. Yeah, it's very important, right? So moving on to the third round and I'll again go to Jyoti. So I would like to know how is AI driving the conversational marketing these days? So AI has actually been the primary driver of all conversational marketing for the last many years now, right? It is that initially, I think the experiences that we created for users were probably not as optimal as the user would want. Also tech savanness grows, consumers also learn. But I hear a lot that experiences with chatbots have usually not been great, right? And this is across. And then came in the conversational marketing and the conversational commerce and conversational bots and things have changed, right? And it is improving because the capabilities have gone up, the learning models which are used have become far more complex and advanced. And today there's a lot of industries which are now very successfully experimenting and have moved to the next level also. I see most B2B to start adopting this in a much deeper manner. Hospitality is one example where you can actually provide a very, very deep and personalized kind of experience. It may not work as well probably for the more mass B2C products, but wherever there is personalization required, it will improve. And today the conversational commerce space is a very, very fast growing space and it's set to become like a multi-billion dollar economy over the next five to six years. So that's what's happening in this space today. And it will be powered by generative, performative and whatever else will come next. Deepak, have you observed similar transformation in gaming sector as well? Yeah, so I think it works very nicely in a gaming segment because you are out there for a kill and a prompt that comes in and that comes in to help you move to the next level you are willing to buy, right? Now there are two ways you can look at it. One from creating a seamless experience and second in terms of inducing commerce as inducing commerce to enable you move to the next level. So this has led to a lot of personalization as to when the gamer comes on and is participating in the game as to how it can help you achieve get to the next level. Number two, how, because the company understands how a gamer behavior or how he play time is, right? So you are able to push certain messages or prompts to get him to stay hooked on to a game for much longer, right? So both in terms of commerce and experience I think it's doing a great job. Yeah, Aditi on conversational marketing. I think what is happening is as assistants and chatbots are getting far more intelligent because what is helping is like Jyothi mentioned initially when we started with the chatbots you would go to a roadblock because it was a program chatbot and it had only those three or four options. I think one of the biggest thing is the whole growth in natural language processing and that coming into chatbots where you can now go beyond the first four whatever's programmed and as the chatbot is getting more and more information more and more learning is happening and it is able to provide a lot more lot more refined answers to your questions, right? And a lot of that now gets automated because once you have plugged in that AI component of it you don't need to feed in the data you plug it into your backend and then the chatbot can throw up the right answer that is required. So I think that nature, I'm not too sure how assistants are moving because I think there is still a little way for assistants to come but yes voice will get bigger because we've seen voice has a far bigger role to play in India. But chatbots are becoming more and more refined. You can take a whole journey from engagement to transaction, right? I've seen hospitals use it in terms of converting it to a consultation appointment and you start and you say, okay, I want to ask for XYZ query. This is the thing, okay, this is the doctor that you need to meet. These are the ones available. So it'll take you right up to a consultation. I think Apollo has something like this, right? So it's going to be interesting on how much data at the backend you're plugging in and how the chatbot can then efficiently use it thereby also then reducing some of the tele rules that you have the processes there and freeing up that space for answering more developed queries over there which require human intervention. Yeah, I think it's extending on Aditi's argument. I mean, Ruvir, can you please also share some case studies or some use cases where brands have, actually, they have got better sales. In sales? Yeah. Yeah, I think in sales, if you use assistance or chatbots, we actually use it on our website. It helps the user to first do a proper mental and self-discovery, what do you need? A lot of time you have a problem but you don't know which technology will solve it and let's say if we are a technology provider and professional services provider, we use it and many of our customers use it to help the incoming party first realize what exactly the person will need with a series of right probing questions which will help the person go in the right direction and narrow down to the area and that actually helps sales to reduce the discovery meetings right away. If you just copy paste it to all kind of use cases like for hospitals and other services is mainly making the user realize and explain its need in natural language and then help it get narrowed down to area which it resonates well with and then somebody at advanced level can get in and then do a further conversation to close it or maybe make the person realize, yes, we have the service or not have the service and that reduces the knowledge transfer time. That reduces the sales time. That reduces the turnaround time. That saves the sales teams time to actually go and pick already matured conversation. And you know most of the leads in any sales cycle is just knowledge. I'm curious, do you do this? And that education is completely taken over by solutions like this. Yeah, really interesting, yeah. So moving on to the fifth round and Aditya, I'll come back to you again. So we often talk about reducing attention span of Gen Z and millennials and how most of them prefer to skip the ads or maybe they use ad blockers. So and how can then we effectively reach out to Gen Z and millennials? I think the key thing about Gen Z is right. This is an audience that wants authenticity. They want relatability. They do not want to be spoken to. They don't want to be sold to. So you need to really have that approach when you're talking to Gen Z. What we are doing at R and at Leno is trying, looking at a mix of both generative and so we use Google performance max tools to be able to call the right message, create the right image and messaging that is there, create that marriage between the messaging and this, create various options of it, multiplicity of it, put it into the performance max tool with key goals in terms of who is the person that we are trying to reach to. It's not just the demographic audience, right? It's more than that. It allows you to define the personality. It allows you to be more specific in the nature of person you want to try to reach and what is the use of the product that you are selling? So what are the use cases? And then that coupled with the fact that you have multiple creatives, you have been able to provide multiple copy, it, the machine then optimizes and reaches out. So then when as a consumer, as a Gen Z person, I'm seeing it, I have three seconds or now possibly it's even lesser. I know a couple of years back it was three seconds now. I think it may be just a second or second and a half, right? In that one nanosecond, I have to be able to stop the person, right? So that visual, that message has to catch my attention to be able to stop it and it has to be in a non-intrusive space for them to be able to accept the message. So how do you take it into a native kind of a conversation? So is it influencer? Is it like Deepak just mentioned? Is it games? Are you present in the place where they are in game, right? So then you look at the place, getting the message and the place right is going to be really the key to win over this audience. So Deepak, when we talk about Gen Z and millennials, so we are basically talking about 50% of the population, but when it comes to gaming, I think this population is much more. So I would like to know how exactly you are trying to reach out to consumers when they are using escape ads and ad blockers. Right, so in gaming you can't have a stall moment because an ad popped up and it's extremely intrusive. And as a gamer you may just, you'll be putting off the consumer and may or may not come back to the game ever again. Right, so how do you tackle this? Right, so some of the thing that I'm sure most of us would be familiar with, those L-band, right, that would have seen during the cricket matches, those are some of the very prevalent and normal things for you to do. Second, if you look at, there are possibilities of in-game advertisements, right, which are non-intrusive and passive. So you can have both passive and active gamer integrations. So in the passive, so if you play any of the car racing game, like Asphalt 9, if anyone are hooked on to it, right, so there are those billboards, signages, right, which can be there, which acts as an ad, but it's not creating any diversion. Second is, when the game is being developed, right, at that point of time as part of a narrative, your script, right, you have infused that, you know, you need to get into a busily outlet, consume a bottle of water, and then move to the next, right? That's part of your game, a consumer would never skip that because he's gonna earn goodies, right? In Asphalt 9 or a car race game where you need to, you know, pick up NOS, right? So we're saying, you know, consume this and you will get a chance. So as long as it's inclusive, it's not disrupting the game, it is not creating any unnecessary irritation. I think consumer will bite it, right? So there are those reward ads, right? So they'll make you watch a video. I mean, it's fine if it's a casual game, but if it's a competitive game, right? It's a team play, then you would, I mean, that doesn't really work. As Deepak rightly mentioned about, you know, being non-intrusive and Jyothi, I would like to know from you how does data power approach this issue? How do you approach anti-age, anti-ed population? So I think Genia is Gen Z, right? They are, there's some recent Salesforce survey which says that 70% of Gen Z users, Gen AI, and the thing that it helps them live better, it helps them be more organized. I think contrary to what their parents think, that's what they think, and that it helps them get a lot more out of their life. They're also this very, you know, instant gratification generation immediately. I want it like now. So it's something which you have to keep in mind when we are dealing with them and when we are trying to reach out our messages to them. So like Deepak said, immersiveness is very important. They're like an experience generation, but experience everything instantly. I'll just take an example. It's not necessarily data-based, but it's something where we created a character using Gen AI, and this is a character which we call Globy. So we launched a sustainability-linked campaign as Radha Paar last month where we spoke about dunya apne hawale, you know, collective and individual action towards a greener future and protect our planet. And we wanted to, you know, reach this message in a very impactful manner to younger audiences because otherwise, like, sustainability is something which gets talked about at panels and in fancy conferences and at devos and at COP and all. And it's not something that's me. Or even if it is, I don't know what to do about it. And interestingly, Gen Z actually wants a more sustainable world. They probably just don't have enough say in things right now to be able to, you know, take action. So we created this character called Globy, which is a representation of the Earth. It was created completely using Gen AI. We converted it into comics and put it out in social media. But I think the one thing which does not go away, whether we are Gen Z or whatever generation we are, is the power of the human touch and how Gen AI and human intelligence. So, you know, we call it AI and AI, how AI and human intelligence can work together. So we took this character actually into a real form, yeah? And we took it to activations and we took it on ground and we had the character mingle with children, with youth. And it just created immense amount of traction, yeah? So we are now planning to take it much bigger because it's given us confidence that this collision of using AI-powered methods and what the human intelligence tells you to do and these emotions and values, when they come together, that is when we can actually create much, much bigger value as marketers for our consumers. I think Jyoti made a very pertinent point in AI power and human touch. And Ruby, I would like to know from you what kind of challenges you face, you know, from the consumer side. Yeah, for us consumers basically are enterprise companies and SMBs we work with. The main challenge that we are being involved is to do data centralization and using that data to signal first ad buying system, which is going to find the user. Second is then the ideation part of creative to be created personal level and then signaling the creative delivery system. What we need to solve in the short run is integration of these systems. Buying system needs to talk to the creative system and the creative system needs to talk to the game or the inventory or the location. And while all of this is happening, it has to happen in real time. And the crux of the knowledge of the first body data around the possibility of the user or some cases extended audiences, which is built on the small base, has to be so accurate and so real time. Infrastructure is the top fast right now. The tech is there, buying fast and delivering fast. But the intelligence system to talk in between all systems is where we getting a huge demand. You would hear about a world of CDP and data lake and centralization is where the top requirement is. I have all these systems purchased for different reasons, but right now they're talking too slow. We need to increase the speed so that they can go up to maximum scale. So that's the first challenge that we get hit into most of the conversations. Yeah, sure. So moving on to the fifth round. With AI, I think there is a lot of legal issues are also involved. We have seen how all the big tech, you know, tech platforms like Google, Meta and Microsoft, they are facing, you know, a lot of legal cases in the US and Europe. And we have also seen a lot of, you know, scams related to defects in India and also across the world. And besides the huge costs are involved, you know, when we want to invest in AI. So how challenging is it, you know, to adopt AI at this point of time when there are huge costs are involved. And at the same time, the domain has, you know, legal challenges. My question is, Radhiti. I think you have to be cautious while using AI, right? It is a new tool. I think all of us are learning around the tool as we, you know, try it out. Unless we try it, we will not learn it. But having said that, having responsible AI, having ethical AI is most crucial, right? And that for us at Lenovo is one of our focus points. It's not AI for the sake of AI. It's not a new toy, a new tool to just play with. But we have to be extremely careful and cautious on how we use it, where we use it. Simply because there is a lot of, there is risk involved with using AI. And we want to be very sure that we're using it in pertinent use cases. But if you don't use it, you will not know what it can do. So try it, try it carefully. As it evolves, I feel that all the frameworks will be in place, all the guidelines will be in place. It's similar to any new technology, right? When machines came out first, there was like a huge, oh my God, people are now used to machines. When computers came out, when internet exploded and Google search happened. I remember we were like, all our professors and all told us, no, no search, no search. You cannot use, it's copy pasting. And there were tools to sort of weed that out. But now you use it on a daily basis because it helps you think deeper. It promotes critical thinking. So similarly, I think AI also is gonna have that learning curve. You will get familiar with it. You will know how to and how not to use it. So it's about going that journey step by step. Yeah, I think we have to move forward. Deepak, what is your point of view on this? Right, so, see, AI is not new to gaming, right? So I think it's evolved, it's moved on and it's at a certain stage where we need not worry about this. But of course, you always run the risk because there's always an element who may want to deviate or digress from what needs to do and what is right, right? So what AI has done in gaming is helping and identifying and avoiding similarities between the two game. So you know that if game A is operating certain manner, see, all game operate in a similar manner only. I mean, if it's a shooting game, it's a shooting game. So only what you can change is the environment, right? And the gameplay. So that's what AI is helping enable that. So there is no duplication. You don't go, I don't think we've ever heard about copyright issue in gaming as yet because I think this industry has matured over a period of time of using AI effectively. Jit. I think it's a matter of how, not a matter of if. We will all have to live with this and we will have to learn and navigate and find the right guardrails for our businesses and our consumers and the kind of data that we work with. That's where I think the world is going to go. Arobe. Yeah, I believe AI right now and in near future, definitely will be used for a competitive edge against all competitors. So it will be used and it is being used. So if you slow it down in your preferences, it's your choice. But I would say on the cost part, if you are training a custom model for a unique personal need, training will be expensive. But the use case, if it is available in a wall garden or a trained model, just deploy it in a cloud instance and then just do a small personal training and it does the use case. It's very fast, it's not that expensive but the gains and competitive edge you get on stable models, it is worth the attempt to do. Obviously taking care of all the ethical angles to it but true customization is a bit expensive with lower accuracy and more time to burn but stable use cases already trained in other part of the world. You just need to deploy and use it. Any questions from the audience? Do we have any questions? So thank you everyone for taking time out and being part of this session. Thank you very much. Thank you. Thank you. Thank you.