At Pitch CMO Summit 2024, Dimpy Yadav, Head of Digital Strategy for India at Mindshare, addressed the audience on the role of AI in the realm of advertising and branding. Highlighting the dynamic interplay between AI and human expertise, Yadav delved into the ongoing debate about the potential of AI to replace humans.

Yadav was speaking at the conference on the topic - Explore how to foster human connections in the age of AI.

Emphasising the symbiotic relationship between technologies and human ingenuity, she shed light on the evolving landscape where AI augments, rather than replacing human capabilities. Reflecting on her exploration of AI's essence, Yadav elucidated its fundamental definition as a continuously evolving technology aimed at emulating human intelligence through machine processes.

“It's such a complex world for us, especially in the Indian advertising world, because advertising here is undergoing a significant transformation, moving rapidly towards digital. It's not just an evolution; it's a revolution, I would say. If we reflect on the past two years, particularly post-pandemic, it's almost as if that world is unrecognizable now. The pace of change is astonishing. However, if we truly examine what we aim to achieve through advertising, the core principle remains the same: getting closer to consumers, ensuring that whatever product we have, we're able to sell it with more efficacy, and more efficiently,” she noted.

She further divided AI into three words and shared that it's about mapping it back to how you plan your campaigns and the essence of advertising as a purpose. According to her, AI is there to help us. It's an intelligent system helping us to make better and informed decisions.

She also highlighted that the consumer needs a good experience, something that can connect them with a brand. “As an advertiser, we need to ensure that experience with a consumer is seamless and AI, definitely, becomes a system that helps us to do that.”

She emphasized that AI should just help advertisers with a very crisp narrative, with very crisp levers and answers and metrics that help them connect with consumers.

“The idea should be that in ad clutter environment, how are we reaching our consumers with a sharp message? And we have a lot of technologies that talk about dynamic creative servings and many more. But AI has taken the game much higher and it has set a new bar, especially with CGI content.”

Yadav further spoke about the second stage which involves automation, where AI plays a pivotal role. In today's fast-paced world, consumers make decisions rapidly, often within seconds. With limited patience and time, they rely on concise and relevant information to make choices. Therefore, advertisers must be quick and efficient in delivering their message to capture consumer attention effectively.

"As advertisers, when you're discussing your campaigns, you're dealing with millions of data strings. How do you make informed decisions in a shorter span? You can't achieve it with human intervention alone. So, of course, you need to have AI. It's an interplay. AI assists us in making those informed decisions, and it's not something that is making decisions on our behalf," she emphasized.

According to Yadav, the bottom line is that eventually humans have to step in and make their own decisions and have to decide whether this decision being suggested to them is relevant for the current situation or not. “So that's where automation plays a role for us, that we need to use it to our advantage.”

Yadav also discussed GroupM's AI tool, "co-pilot," which is designed to optimize campaigns. With co-pilot, advertisers can set specific goals regarding audience reach, frequency, CPM, budget, and pacing. The tool then autonomously creates intelligent line items, continuously adjusting budgets and frequencies to achieve the desired campaign results. “When humans are sleeping, AI is working for us and optimizing a campaign, so we know eventually what learnings are there, what insights do we have that we need to take care of.”

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