Kushal Sanghvi, a mentor at Niti Aayog , ex-head India SEA, CitrusAd, an auction-based advertising platform
There is a lot of discussion around AI now. Having said that, every other company is trying to create its very own platform. For Meta, the advantage is its enormous user base in its social networking platforms such as WhatsApp, Facebook, or Instagram, especially in a country like India. Today, there are still millions of people in the country that don’t even know what AI is. The opportunity for Meta, with its AI being integrated into its social media platforms, is that it can enable the enormous number of its users to try their hands at the AI tool, and perhaps familiarise themselves with the new tech.
For newer users, especially in tier-2 and beyond, this is their first brush to experiment with, and maybe move on to other AI tools available in the market. The wars of AI are just beginning. You have Google, Microsoft, and other companies pouring in, and the advantage is always with the power of plenty. Let us also not forget that AI has been around for a long time now. Tools such as Semrush (an SaaS platform used for keyword research, competitive analysis, site audits, backlink tracking, and comprehensive online visibility insights), HubSpot (an American developer and marketer of software products for inbound marketing, sales, and customer service), among others, which the industry has been using for years.
There may as well be millions of other companies trying to come up with their own AI tech stacks, but the fact of the matter is, with time, AI is only going to become that much more important and streamlined into our everyday lives.
Sajal Gupta, chief executive, Kiaos Marketing, a digital marketing consultancy
When you look at Meta AI, it is built in a manner where it leverages various assets available in Meta platforms. That is the clear advantage Meta AI brings over any other platform. What it also does is unfold a certain number of features that enable marketers to virtually just have a conversation with a consumer. It also brings the marketer into an area beyond advertising such as customer service. The proper optimisation of AI can dramatically improve brand-consumer engagement.
Customer service bots existed before any of these platforms came into existence. But, to integrate those bots into other avenues such as WhatsApp chat required a different layer of tech. With Meta’s AI, the integration is seamless without any further development required. More than customer service, a brand can even go into informational conversations with consumers. For instance, companies can start disseminating a certain amount of content among their users.
As for consumers feeling any sort of AI fatigue, the key is to integrate AI so seamlessly into your toolkit that it appears as natural as it possibly can. From a consumer’s perspective, if the tools are implemented well, the experience will only improve.
