Efficiency Through AI

For Prashant Dalwani, Senior Manager, Blinkit, attribution tracking and artificial intelligence are the key trends and innovations shaping the marketing industry today.

He says, “One key innovation is how we are tracking attribution. That is one area that is yet to be figured out and there are companies which are coming into the attribution space now. Second, a lot of companies are trying to back integrate AI to create automatic marketing campaigns.”

He adds, “This is something which is not deployed at the front end, but at the back end, which will give our brands and advertisers a choice to create automatic campaigns, which will save a lot of their time as well. It will lead to creating more efficiency in the overall ecosystem of advertising.”

On the intersection of technology, AI and Gen Z preferences influencing the future of brand marketing, Dalwani says, “Snap Inc is one of the front-runners in collaborating with Gen Z through the intersection of AI and tech. Snap score audience recently crossed 200 million users in India. They are specifically targeting people who are in the age group of 13 to 25, which is largely Gen Z. They are trying to come up with new and interactive ways of how users can visualise the products sitting at their homes through their camera screens, through the intersection of AI and tech. These are all trends that are being leveraged by companies like Snap to have a greater marketing experience.”