Tag: Generative AI

Singapore – Interpublic Group (IPG) has announced a global partnership with Adobe to accelerate content creation and activation throughout the corporation’s activities.

As the pioneer in this effort, IPG has incorporated Adobe GenStudio, a tool that enables rapid content ideation, creation, production, and activation through generative AI, into its marketing technology platform.

The engine created by IPG automates the entire customer experience, assisting marketers in discovering better ways to engage, convert, and retain audiences across paid, owned, and earned channels, as well as on an individual basis.

Within the IPG engine, Adobe GenStudio manages the content supply chain by combining Adobe Workfront, Adobe Experience Manager, Adobe Express, Adobe Firefly, Adobe’s creative generative AI models, and Frame.io. 

Through the IPG engine, the company employs its proprietary Acxiom data and identification products to gain a thorough understanding of consumers and generate authentic connections with brands. Furthermore, the IPG engine optimises marketers’ investments in marketing technology and media by seamlessly integrating customer knowledge throughout the content interaction landscape. 

The IPG engine enhances content, experiences, and commerce on a massive scale by merging partner technologies with its unique data. With different combinations of support for each stage of the content lifecycle creation, curation, assembly, personalization, and measurement—this IPG engine is being deployed throughout the IPG portfolio. This enables all marketing specialties and client teams inside the company to effectively provide brands with outcomes. 

Additionally, Adobe and Acxiom are committed to delivering individualised customer experiences based on thorough consumer insights by improving customer value via their data and identity products. This project will move forward more quickly by leveraging Acxiom’s identity and data solutions to improve the core features of Adobe Experience Platform and Adobe Real-Time Customer Data Platform. From AI-driven audience building to identification resolution, this integration will improve a number of areas.

Speaking about the partnership, Philippe Krakowsky, CEO of IPG, said, “Marketers today are looking to accelerate personalised connections with consumers, with an audience and commerce-led approach to every engagement. This new partnership with Adobe takes our capabilities to a new level. We’re deploying a unified operating system across our entire portfolio, fueled by data and audience insights, to craft content strategies that enhance human creativity with ethically sourced gen AI.” 

Meanwhile, Anil Chakravarthy, president, digital experience business at Adobe, stated, “Brands are struggling to meet the growing demand for digital content, particularly now that consumers rightly expect experiences to be personalised to their individual tastes and preferences and delivered in real-time. By leveraging Adobe GenStudio, IPG is bringing together comprehensive, best-in-class creative and digital marketing capabilities, fueled by generative AI, with IPG Engine to deliver its clients true content velocity at the speed of social.”  

Furthermore, Jayna Kothary, chief solutions officer of IPG, stated, “By harnessing Acxiom’s rich data resources, we’re able to amplify Adobe’s AI tools, enriching customer data profiles and delivering unparalleled insights for enhanced personalization, improved engagement, and superior outcomes. Our operating system transforms the way brands and marketers approach customer experiences, whether it’s for information, entertainment, or shopping. We’re excited to bring this offering to our clients and drive actionable growth for their businesses.” 

Melbourne, Australia – Generative AI spending across businesses in Asia-Pacific is set to triple to US$3.4b this year, according to recent data from Infosys Knowledge Institute (IKI), the research arm of Infosys, a digital services and consulting company.

According to the data, enterprises across APAC are investing heavily in GenAI. China leads the region, with investment expected to grow by more than 160% to US$2.1b, with Australia and New Zealand growth close behind.

Meanwhile, ANZ investment is expected to grow by more than 150%, from US$60m to US$151m in 2024.

It is worth noting that APAC is more cautious about GenAI’s business impact than North America and Europe; almost 10% expect a negative impact on reputation versus less than 5% for North America and Europe.

Across the region, ANZ has the lowest level of employee readiness for generative AI, at 56%, compared to nearly 70% in other companies in the region. Firms in Australia and New Zealand are mostly looking to upskill their existing workforce to fill that gap.

Lastly, more companies in APAC (30%) than North America (20%) and Europe (25%) expect GenAI to be effective for streamlining product development and design – China drives this view, with nearly 35% emphasising this area for maximum GenAI impact.

In addition, APAC companies are also more likely to believe GenAI will transform content generation and creativity. Around 22% of APAC firms held this sentiment, led by 30% Japanese companies holding this view.

Andrew Groth, executive vice president for Asia-Pacific at Infosys, said, “Generative AI is clearly a transformative technology. Although company leaders across APAC have been more cautious than companies in the rest of the world, they are set to outpace firms in other regions.”

He added, “Additionally, they are already delivering more value from their spending on generative AI. To continue to make the most of this technology and to become AI-first organisations, they should focus on talent development and making AI more accessible through a platform ecosystem.”

Singapore – The AI Verify Foundation (AIVF) and Infocomm Media Development Authority (IMDA) in Singapore have developed a draft model AI governance framework for generative AI. This framework expands on the existing model governance framework that covers traditional AI, last updated in 2020.

For both entities, this proposed framework aims to facilitate international conversations among policymakers, industry, and the research community, to enable trusted development globally.

“Generative AI has significant transformative potential – above and beyond what Traditional AI has been able to achieve. This also comes with risks. While it remains a dynamically developing space, there is growing global consensus that consistent principles are needed to create a trusted environment – one that enables end-users to use AI confidently and safely, while allowing space for cutting-edge innovation,” both parties said in a press statement.

The core elements for the framework are based on the principles that decisions made by AI should be explainable, transparent, and fair. Beyond principles, it offers practical suggestions that model developers and policymakers can apply as initial steps.

Lastly, the proposed model governance framework for generative AI takes this one step further by covering the latest developments in generative AI. This in turn will inform Singapore’s next steps, as the country adopt a practical approach to maximise both trust and innovation.

Singapore – In the fast-evolving digital realm, businesses must continually seek new technological advancements to fortify their marketing strategies and gain a competitive edge in the industry. Among these technological innovations, generative AI stands out with its remarkable ability to autonomously generate new and contextually relevant content in a short span of time. But with its vast potential for creativity, how can companies integrate and utilise this transformative technology to stay competitive in the digital landscape?

To explore the potential of generative AI in revolutionising marketing operations, MARKETECH APAC presents its latest workshop on January 30. Titled “What’s NEXT 2024: Generative AI in Singapore,” the workshop aims to impart valuable and actionable insights into cultivating experience-driven growth and explore the advanced capabilities of Adobe’s state-of-the-art advancements in generative AI for businesses.

The workshop will host a presentation from Adobe on how to empower marketing teams with GenAI-powered content. The workshop will also feature a fireside chat, panel discussion, and a hands-on activity, creating a valuable event for participants to acquire knowledge and skills on how to integrate and harness the power of generative AI technology to drive growth and create innovative solutions in a dynamic digital space.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “In the realm of marketing, where imagination meets data-driven insights, harnessing the generative power propels your brand into a realm of limitless possibilities, crafting compelling stories and forging authentic connections that resonate with your audience, ultimately shaping the future of brand success. Don’t miss this opportunity on integrating the latest in generative AI to your marketing strategy this 2024.”

What’s NEXT 2024: Generative AI in Singapore is made in partnership with computer software company Adobe. This workshop is free-to-attend for select brand marketers. Catch this workshop on January 30, 2024, at InterContinental Singapore by registering HERE. See you there!

Generative AI has become the fastest-adopted technology to date in any history of technology adoption. From creative processes to efficiently creating seamless workflows for enterprises, GenAI is a technology that is showcasing its positive impact across various businesses and industries.

The complexity of adopting GenAI extends to the technical realm, where integrating these advanced algorithms into existing workflows demands a level of expertise that not all businesses possess. The learning curve, coupled with concerns about data privacy and security, poses certain barriers for organisations aiming to leverage generative AI to its fullest potential.

The question is not about what would the scenario be in a GenAI-powered workspace; but rather asking what and how impactful this technology be across a diversity of businesses.

These questions posed are the ones being tackled at the keynote presentation of enterprise technology company Adobe during the recent What’s NEXT 2023: Marketing in Malaysia hybrid conference held at the Sheraton Kuala Lumpur on December 5, 2023.

Gaurav Kumar, principal solution consultant for Southeast Asia at Adobe, dives into the various implications of how GenAI can be a helpful tool for businesses in terms of creativity and workflow optimisation.

How GenAI positively impacts business endeavours

Citing a study from IDC, Kumar notes that by 2026, AI-driven features will be embedded across business technology categories, and 60% of organisations will actively use such features to drive better outcomes without relying on technical AI talent. 

During the presentation, he notes how GenAI is a key business need nowadays to optimise customer experience strategies across businesses, as well as sales forecasting, threat and fraud detection, amongst others. It is also worth noting how GenAI is now being used in improving the sales and marketing endeavours of the company, focusing on its use of strategies such as lead identification, personalized outreach, dynamic output, and dynamic customer journey mapping, just to name a few.

In the realm of sales and marketing, he also noted that GenAI can enhance sales and marketing strategies through sophisticated language processing, data analysis, and targeted content generation, optimising customer engagement and driving business growth.

Whether it’s crafting targeted ad copies, generating product descriptions, or curating social media content, generative AI streamlines content creation, allowing marketing teams to focus on strategy and creativity. This not only maximises efficiency but also ensures that messages are not only relevant but resonate with individual consumers, fostering stronger brand-consumer relationships and driving conversions.

Moreover, by purchasing technology with embedded AI capabilities, Kumar notes that businesses will be able to accelerate time to value. Added strategies that businesses may also apply to accelerate their AI strategy include building in-house AI capabilities and leveraging pre-trained AI models through services and/or platforms from third parties, amongst others.

This agility is particularly valuable in rapidly changing markets, allowing businesses to swiftly adapt to new trends and consumer demands. By automating routine processes, generative AI frees up human resources to focus on strategic initiatives, innovation, and value-added activities, contributing to a more agile and competitive business environment.

Lastly, by leveraging advanced algorithms to analyse vast datasets, businesses can gain deep insights into consumer behaviour, preferences, and trends. This enables the delivery of highly personalised and contextually relevant experiences, creating a sense of connection and understanding. 

From personalised product recommendations to tailored communication, generative AI empowers businesses to elevate customer satisfaction and loyalty. As customer expectations continue to evolve, the ability to provide a seamless and personalized experience becomes a key differentiator for brands.

How Adobe is establishing the foundation for AI tech across enterprises

For Kumar, Adobe has long been a pioneer in establishing the foundations of AI across its services, categorized under four core pillars: natively integrated AI, AI-as-a-servce (AaaS), reimagined experience management through co-pilot services, and generative visual content services.

Its lead offering, ‘Adobe Sensei’, is a comprehensive AI and machine learning framework that powers various Adobe applications. It is designed to enhance the capabilities of Adobe’s creative and marketing tools by automating repetitive tasks, understanding context, and providing intelligent insights.

He explains further that the company’s approach to GenAI focuses on making sure its services serve best its clients on-brand, a co-pilot for marketers for digital experience design and delivery, and one that is enterprise-ready while making sure all of the outputs are commercially safe.

This is evident in one of their offerings ‘Adobe Firefly’, a generative machine learning model used to create various visual designs. For the company, the datasets used in their service are designed to be safe for commercial use and are trained on Adobe Stock imagery, openly licensed work, and public domain content where the copyright has expired.

Such alignment is important for brands and marketers, as maintaining a positive brand image is essential. Generative AI tools, if not commercially safe, may produce content that is offensive, inappropriate, or inconsistent with the brand’s values. Ensuring safety in the generated content protects the reputation and integrity of the brands that use such tools.

Moreover, he also explains that their offerings revolve around the principles of pushing brands to execute more customer-centric strategies. These include identifying the right customers to target based on their needs and intent, engaging the customers through the right channel at the right time, delivering the right experience for each customer, and measuring how much that experience is driving the right business outcomes.

Kumar’s presentation is part of a series of presentations and discussions under the What’s NEXT 2023: Marketing in Malaysia hybrid conference, where Adobe is a proud platinum sponsor. In it, Adobe had led the discussion not just on the positive impact of GenAI across businesses but also discussed the various insights and advice on the future of customer experience (CX) strategies.

The company’s vast product portfolio across Adobe Creative Cloud, Adobe Document Cloud and Adobe Experience Cloud gives millions of customers—from individual creators to global brands—everything they need to design and deliver exceptional digital experiences.

What’s NEXT 2023: Marketing in Malaysia is part of the trilogy of conferences from MARKETECH APAC’s “What’s NEXT 2023-2024” series. The conference featured a diverse lineup of marketing leaders across Malaysia, representing local and international brands including AEON, Atome, Astro, Boost, CelcomDigi, IHH Healthcare, InterContinental, Gentari, MR. D.I.Y., PropertyGuru, Secret Recipe Cakes & Cafe, Sunway Malls, and Touch ‘n Go Group.

Kuala Lumpur, Malaysia – As MARKETECH APAC makes its first debut of the What’s NEXT 2023 conference in Malaysia, software company Adobe joins us as a platinum sponsor for What’s NEXT 2023: Marketing in Malaysia.

The company’s vast product portfolio across Adobe Creative Cloud, Adobe Document Cloud and Adobe Experience Cloud gives millions of customers—from individual creators to global brands—everything they need to design and deliver exceptional digital experiences.

Gaurav Kumar, principal solution consultant at Adobe, will be presenting a keynote presentation dedicated to how marketers can utilise generative AI to improve a business’ growth strategy.

Meanwhile, Chin Wee Ko, manager and principle solution consultant for Southeast Asia at Adobe, will be joining a panel discussion alongside Cynthia Tang Hwee Jing, head of customer experience at Sunway Malls and Su Ling Tan, head of customer experience and services at Touch ‘n Go Group, moderated by Umar Saibukandu, head of marketing automation, acquisitions and analytics at ADA Asia; to discuss how can brands focus on a more customer-centric CX approach. Moreover, they will also discuss how marketers can proactively engage with consumers through conversational and omnichannel strategies that foster greater engagement.

Teddy Cambosa, deputy regional editor at MARKETECH APAC, commented, “In the orchestration of business success, customer experience is the virtuoso, and generative AI is the revolutionary score. By harmonising the art of understanding with the precision of technology, businesses conduct a symphony of satisfaction. Customer experience strategies, powered by generative AI, compose not just transactions but narratives of loyalty. It’s not merely about meeting expectations; it’s about predicting desires. We look forward to Adobe spearheading industry-forward conversations on how marketers can be ready for the future of generative AI and customer experience strategies for their business.”

What’s NEXT 2023: Marketing in Malaysia is part of the trilogy of conferences from MARKETECH APAC’s “What’s NEXT 2023-2024” series. The conference features a diverse lineup of marketing leaders across Malaysia, representing local and international brands including AEON, Atome, Astro, Boost, CelcomDigi, IHH Healthcare, InterContinental, Gentari, MR. D.I.Y., PropertyGuru, Secret Recipe Cakes & Cafe, Sunway Malls, and Touch ‘n Go Group.

Head over to the official event site to see the full agenda of What’s NEXT 2023: Marketing in Malaysia.

India – In an effort to foster innovation and growth in the startup ecosystem, Zee Entertainment Enterprises has recently launched its collaboration with the National Association of Software and Service Companies, a non-governmental trade association and advocacy group in India.

Through this joint venture, the two will work together to introduce the Generative AI Foundry programme, an initiative that focuses on advancing and sustaining co-piloted generative AI solutions for India’s media and entertainment industries.

In particular, said collaboration has already hosted a one-day workshop, identifying common interests and potential partnerships. This coincides with the company’s goal to nurture collaborative growth and empower select start-ups to succeed in the dynamic AI landscape.

As part of the workshop, ZED then welcomed 14 firms from the Nasscom Generative AI Foundry initiative at the ZED Technology & Innovation Hub in Bengaluru.

Speaking about the project, Nitin Mittal, president of technology and data at ZEE, said, “We are delighted to embark upon this exciting journey in collaboration with Nasscom, aiming to shape the future of India’s AI community. The synergy between our endeavours, Nasscom’s commitment to nurturing tech startups, and ZEE’s leadership in media innovation signifies more than just a convergence of minds—it represents a fusion of futuristic visions poised to define the industry’s next chapter.”

“As a frontrunner in India’s M&E ecosystem, this partnership stands as a testament to our commitment to elevating the consumer experience by leveraging digital technologies. At ZEE, we believe that collaborations of this nature are instrumental in propelling the growth of startups and fostering innovation in India’s AI landscape,” he added.

Following this endeavour, Ankit Bose, head at NASSCOM AI, also shared, “The partnership between both organisations is a significant one for the generative AI startups. It is heartening to witness excellent initiatives from the industry to collaborate with these startups.

“The innovative solutions possess the potential to transform various sectors, including M&E,” he concluded.

Kuala Lumpur, Malaysia – Klook, Asia’s leading platform for experiences and travel services, has recently announced a collaboration with Google Cloud to harness the company’s content production and generation capabilities through an automated language translation and AI chatbot.

In this collaborative endeavour, Klook seeks to understand the intricacies of the local market as well as its distinct brand voice, using Google Cloud’s PaLM 2 to translate its activity content in ten languages. It then extends its capabilities, encompassing content creation and K.AI chatbot.

Said project focused on ensuring that Google Cloud’s generative AI translation activity is accurate, facilitating language proficiency on the materials including Bahasa Melayu and simplified Chinese that were increasingly tailored to the team’s desired outputs.

As a result, the local nuance and efficiency of translations improve with every iteration, giving Klook the confidence to scale its efforts across all activity-related content. It also excelled in preserving the nuanced tones and voices specific to each local market, a success recognised and scored by Klook’s team of linguists and brand marketers specialising in localization. 

Talking about the collaboration, Bernie Xiong, CTO and co-founder at Klook, shared his insights about the collaboration, stating, “We take great pride in being in-destination experts, from the moment our travellers begin their discovery of their dream holiday to the moment they book with Klook and ultimately throughout their in-destination experience. We are committed to make this entire journey seamless, effortless, and in the language that best suits our travellers’ preferences.”

“Our pilot proved that with Google Cloud’s generative AI capabilities, we can deliver this complete brand experience at scale without any compromise on content quality or accuracy. We will continue to innovate, bring new advancements for a more engaging platform, and solidify our standing as the brand of choice for travellers in Asia and beyond,” he added.

Furthermore, Klook aims to extend its use of Google Cloud’s generative AI beyond translation, incorporating the K.AI chatbot to enhance data security and interaction accuracy in diverse customer services.

This is in line with the company’s goal to implement PaLM 2 for content generation, streamlining vendor onboarding by automatically generating concise descriptions and details about activities. These advancements aim to improve overall internal employee productivity and contribute to a more efficient operational workflow at Klook. 

Meanwhile, Kathy Lee, managing director at Google Cloud in North Asia, said, “Klook’s use of generative AI has the potential to significantly boost both internal productivity and customer engagement, enhancing the uniqueness of their brand and value proposition while also strengthening trust and security for their customers.”

“They’ve already gained a crucial first-mover advantage in personalising and localising travel experiences with generative AI, and we look forward to our continued collaboration to further strengthen their digital leadership with cloud and AI across their business,” she concluded.

Singapore – Almost half, or 44%, of Thai consumers are more trusting of GenAI’s content, and 42% believe it is safe for use, a report from Publicis Sapient revealed.

According to the report, Thai consumers are among the leading in the global market in terms of generative AI use, with more than one in three, or 35%, answering that they have personally or professionally used generative AI tools before. This places Thailand alongside Australia, which scored 38%.

With GenAI’s capabilities, customers are also expecting a lot from it, including enhanced experiences in activities like shopping. In fact, almost half (43%) of GenAI users want brands to utilise the technology to advance their overall customer experience.

In Thailand, especially, more than half, or 55%, of consumers are expecting genAI to improve their overall customer experiences when interacting with brands and their products and services.

The global survey revealed that a huge majority of Thai consumers (97%) are excited about what genAI will bring to their shopping experience. Additionally, 86% of all genAI users in Thailand also reported that its impact on shopping experiences excites them. This is higher than the 63% global average recorded by the survey. 

Among the genAI tools, nearly half of users globally (45%) are very likely to use a conversational application of the technology for travel and hospitality shopping. Meanwhile, in Thailand, the numbers show a whopping contrast, with 63% of users responding that they are very likely to use the technology.

However, despite the global use of GenAI technology, many remain apprehensive of its implications and safety of usage. The report showed that only 21% of consumers globally trust the outputs produced by a GenAI tool. 

On the other hand, the report also revealed that Thai consumers are more trusting of GenAI’s content and outputs (44%), and they consider them safe to use (42%).

According to the results of the report, organisations must continue to develop strategies and ways to harness the power of generative AI while ensuring that the implementation of the technology remains ethical to establish deeper trust with customers.

The report further suggested organisations develop strategies that will help harness GenAI for customers. Firstly, focus on product research and discovery to enable faster and more accurate search results. Next, focus on helping consumers find the best deals amidst rising costs of living and inflation. And lastly, invest in GenAI-powered customer services to enable seamless, automated interactions like product returns and exchanges.

Andrew Male, client partner at ASEAN, said, “We are extremely excited at the potential that generative AI brings when it comes to transforming the customer experience. Thailand has shown itself to be a leader in embracing the use of generative AI tools, and we look forward to collaborating with our partners and customers to harness these innovative technologies and continually develop innovative solutions that transform how we live, work, and play.”

Singapore – Straits Interactive has announced the launch of Capabara, a suite of software designed to empower SMEs by harnessing the power of generative AI, featuring ChatGPT-like capabilities, to support their business objectives. 

The Capabara platform, which is consisted of the Capabara AI Assistant, the Knowledge System, and Capability Management; delivers a comprehensive solution for organisations to develop, govern, and manage their digital transformation goals, all while promoting the safe and responsible use of AI.

For the company, said solution aims to address the top pain points SMEs face when adopting Generative AI for their enterprise – leakage of corporate data, training an external AI model, and staff’s concern about job obsolescence.

Moreover, asides from offering a library of ready-to-use AI capability tools, enterprises can now craft their own prompts to develop unique Generative AI utilities tailored for in-house applications. 

This feature empowers organisations to customize workflow activities powered by AI, thereby enhancing productivity and efficiency across all aspects of their operations. Staff can now take control and harness generative AI effectively to increase their value in their current and future positions.

In addition, the Capabara Knowledge System assists SMEs in their digital transformation by incorporating a repository of SME funding options available in Singapore. With Straits Interactive’s prompt tuning technology, it is now possible for SMEs to easily query and explore such complex information.

Kevin Shepherdson, CEO at Straits Interactive, said, “We envision the Capabara capability-as-a-service to be a platform ecosystem meticulously designed for the AI business professional. These are the trailblazers equipped to harness generative AI tools, create value, and integrate AI ethically, responsibly, and effectively within their organisations.”