Qatar’s Ooredoo Collaborates with NVIDIA to Pioneer AI Expansion in MENA
US-based artificial intelligence behemoth NVIDIA has teamed up with Ooredoo, the largest telecommunications company in Qatar, to integrate AI technologies throughout its data centers in the Maldives, Kuwait, Algeria, Qatar, and Tunisia. This is an important step in advancing the AI revolution in the Middle East and North Africa (MENA) region and a significant step toward its digital infrastructure capabilities. This partnership demonstrates Ooredoo’s dedication to using NVIDIA’s state-of-the-art accelerated computing platform to become a preeminent provider of digital infrastructure in the MENA region.
NVIDIA and Ooredoo partner to supercharge AI in MENA
This platform will be an invaluable tool for governments, enabling businesses and startups to safely handle their private datasets and generate insightful tokens that drive innovation for their users. To stop China from gaining access to the Middle East, NVIDIA and Ooredoo launched this partnership amid tighter US export regulations on artificial intelligence technology. Through this collaboration, Ooredoo will be able to incorporate NVIDIA’s AI and graphics processing powers directly into its local data centers.
Developing Digital Infrastructure by strategically aligning with NVIDIA as a Cloud Partner (NCP), Ooredoo is demonstrating its proactive approach to accelerating digital transformation and enhancing technological innovation. Through the integration of NVIDIA’s cutting-edge AI technologies into its infrastructure, Ooredoo hopes to open up new opportunities in the healthcare, finance, education, and telecommunications sectors, among other sectors.
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NVIDIA’s AI data centers
Ooredoo intends to support the region by deploying thousands of NVIDIA Tensor Core GPUs in its AI data centers. This gives users access to cutting-edge software, tools, and infrastructure for a cutting-edge AI platform. This will lead to operational efficiencies and process optimization across industries. Ooredoo’s GPU-as-a-Service, which provides on-demand access to some of the most cutting-edge AI and machine learning tools available, including generative AI, one of the most revolutionary technologies available today, will benefit customers.
The deal demonstrates Ooredoo’s initiatives to improve its data center capabilities. By utilizing NVIDIA’s accelerating computing capabilities, Ooredoo is positioned to accelerate the AI revolution, drive innovation, and promote sustainable growth across the region’s economy. This partnership demonstrates Ooredoo’s commitment to using cutting-edge technology to empower communities and businesses, as well as its strategic foresight.
Scope of the agreement
The scope of the agreement is reportedly significant investments by Ooredoo to initially increase its data center capacity by 20–25 megawatts, with a plan to triple this capacity by the end of the decade, although the agreement’s financial details are still unknown. Through this expansion, Ooredoo will be able to work with partners in the region to strengthen its infrastructure.
Thus, local clouds can be established in the nations where Ooredoo operates, supporting the growth of regional AI ecosystems and applications and strengthening data security protocols. By providing clients with access to a cutting-edge AI cloud platform, this initiative is anticipated to spur technological innovation, economic growth, and the creation of jobs throughout the region. Ooredoo intends to ensure compliance with local regulations and optimize the advantages of its artificial intelligence initiatives to propel autonomous AI objectives by closely collaborating with stakeholders in each nation.
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Verve Acquires Jun Group, a Mobile First Digital Advertising Firm
Verve Group SE, a fast-growing, profitable digital media company that provides AI-driven advertising-software solutions, has successfully entered into an agreement with Advantage Solutions Inc. to acquire 100 percent of the interests in Jun Group, a leading mobile advertising company with a special focus on the demand side and strong relationships with leading brands and media agencies in the United States (the “Transaction”). Following the significant increased size and profitability, Verve updates its mid-term financial targets.
TRANSACTION OVERVIEW
- Jun Group’s mobile-first demand-side business with direct access to 230+ Fortune 500 Advertisers and Agencies in the United States is the perfect fit for Verve’s market-leading US-centric mobile-supply-side platform. The Transaction will result in a more balanced sales model with 30% demand-side business and 70% supply-side business.
- Jun Group serves a constantly growing and highly diversified client base.
- The transformative transaction will materially increase the size and profitability of Verve, adding circa 23% revenue to the group, resulting in about €447 million in revenues.
- The total consideration on a cash and debt-free basis amounts to EUR 170 million.
- Verve’s already strong H1 2024 combined with this transformative acquisition leads to a significant 2024 guidance increase to €380-400 million (350-370m) in revenue.
- The combination of Verve and Jun Group significantly expands the reach and scale of the combined company with proforma revenues of approximately €447 million
- The Acquisition is expected to close around September 2024, pending regulatory approvals
Remco Westermann, CEO of Verve
“Over the past few years, we have built Verve into a strong, organically growing media company with a primary focus on the advertising supply side. With Jun Group, we are now significantly strengthening the demand side, which will enable us to achieve significant synergies. With a better balance between supply and demand, we can further increase transparency and efficiency for our clients, both publishers and advertisers, in line with our mission “Let’s Make Media Better”. In summary, this acquisition takes Verve to the next level, both operationally and in terms of growth and profitability, while reducing leverage.”
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The UAE AI’s Office and Samsung sign MoU to advance AI adoption and development among youth
DUBAI, UAE:– The UAE’s Artificial Intelligence, Digital Economy, and Remote Work Applications Office and Samsung Gulf Electronics have signed a Memorandum of Understanding (MOU) to collaborate on driving artificial intelligence (AI) adoption and development in the UAE. The signing of the Memorandum of Understanding came as part of the efforts of the Artificial Intelligence, Digital Economy, and Remote Work Applications Office to achieve the targets of the UAE’s Artificial Intelligence Strategy and its ambitious goals to establish the UAE’s global leadership in the field of artificial intelligence by 2031. It also aligns with Samsung’s objectives and efforts in this field through joint work to use the capabilities of artificial intelligence to enhance economic growth, contribute to sustainable development, and improve the well-being of life in communities.
Saqr binghalib, the Executive Director of the UAE’s Artificial Intelligence, Digital Economy, and Remote Work Applications Office, and Seong H Cho, President of Samsung Electronics MENA signed a Memorandum of Understanding during the activities of the “AI Retreat 2024,” organized by Dubai Center for Artificial Intelligence (DCAI) in collaboration with the National Program for Artificial Intelligence.
Saqr binghalib affirmed that expanding partnerships between the government and the private sector represents an important factor in achieving the visions and directions of the UAE government. This aims to solidify the UAE’s position as a leading global destination in the field of artificial intelligence. By accelerating the growth of the AI ecosystem to reach global levels through the integration of leading technical expertise with AI and technological expertise worldwide, we can achieve our national strategies and program objectives. This also contributes to building future competencies and empowering the next generation of AI pioneers.
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DooHee Lee, President of Samsung Gulf Electronics, said,
“Samsung believes in the power of technology and AI to make a positive impact on society. We are proud to partner with the UAE Office of AI to support the UAE’s ambitious vision for AI. Together, we will work to drive AI adoption in government, nurture local AI talent, and showcase how AI can be used as a tool for positive transformation. This collaboration builds on our ongoing efforts, such as the recent launch of Galaxy AI, to push the boundaries of what is possible with AI.”
As part of the MOU, the two organizations will jointly pursue efforts to promote AI learning by the youth through various initiatives. These include integrating Samsung’s Innovation Campus (SIC) CSR program into the UAE’s AI Summer Camp 2024 edition, as well as collaborating to launch the Galaxy AI Pioneers program to train youth on AI.
The Galaxy AI Pioneers program is a month-long course designed for students aged 13-18, offering a comprehensive introduction to artificial intelligence, machine learning, and coding using Python. The curriculum covers vital AI concepts, including deep learning, natural language processing, computer vision, and AI robotics. Delivered in a hybrid online and onsite format, the program provides a blend of theoretical learning and hands-on experience.
Students will work towards developing applications that showcase their understanding of AI technologies, leveraging Galaxy AI features to support their innovative ideas. Upon completion, participants will receive a certificate from the UAE Office of AI, recognizing their achievement and newly acquired skills in AI.
Morover, Samsung Innovation Campus is Samsung’s global citizenship program that provides ICT education to students and youth. In addition to core competencies such as AI, IoT, Big Data, Coding, and Programming, the program trains participants on a range of soft skills to foster talented youth who will go on to shape our future society.
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GroupM TNTY 2024 Global Midyear Forecast: Global Advertising Revenue would grow to $989.8B in 2024
GroupM released its ‘This Year, Next Year’ 2024 Global Midyear Forecast report. The report estimates that global advertising revenue will grow by 7.8% in 2024 to $989.8 billion.
In 2025, the industry is set to surpass $1 trillion in revenue in the US, with:
- Increase of 6.8% to $1.1 trillion, one year earlier than the initial forecast made in December 2023.
- As per the revised estimates for the U.S., ad revenue is now expected to reach $365.9 billion, up 5.8% over 2023’s $345.9 billion.
- The report estimates a growth of 4.9% in 2025 in the US.
Image credit- GroupM This Year Next Year 2024 Global Midyear Forecast Report
Top Markets
China features among the top 10 agency markets in the second position behind the U.S., with an expected growth rate of 14%, and $199.4 billion in ad revenue. Australia also features in the list, with an expected growth rate of 1.1%, and an ad revenue forecast of $15.8 billion in ad revenue.
India is also included in the list of eight positions, with an expected rise of 9.5% in 2024, and ad revenue reported to reach $18.5 billion. Political advertising would account for 0.9% of total ad revenue. According to the report, almost one billion eligible voters in India will be among half of the world’s population asked to cast ballots this year. A large number of those voters will be exposed to political advertising, particularly those in the Americas, Africa, and Asia.
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Key themes impacting the predictions:
Global advertising titans
The two biggest growth drivers are undoubtedly the United States and China, whose combined GDP accounts for 57.1% of global ad revenue. By 2024, they will have added $44.5 billion to their totals, or almost 1.5 times the $24.7 billion in incremental revenue that all other markets combined have generated. They also produce more than 40% of the world’s GDP and are home to 22 of the top 25 global media sellers.
AI-enabled Advertising
Artificial intelligence (AI) will be used to inform 69.5% of ad revenue in 2024 and reach 94.1% by 2029—three years ahead of schedule. To succeed in this field, advertisers must experiment, learn, and cultivate talent now, not in a year.
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Media Channel Forecasts
- Digital: Digital pure-play advertising will grow 10% in 2024, making up 70% or two-thirds of the total revenue for the year, equalling $669 billion.
- Search: Search advertising revenue is expected to grow 5.3% in 2024 and accelerate to 6.3% in 2025. Search will account for 20.9% of total ad revenue in 2024.
- Retail Media: The channel remains the fastest-growing segment of digital, forecast to add 17.5% in 2024 and 13.5% in 2025.
- Television: Total TV, including both linear or traditional TV and its digital extensions (CTV), is expected to grow 2.7% to $163.2 billion in 2024, after a decline of 0.4% in 2023.
- OOH: OOH advertising is expected to reach $49.7 billion in 2024, 41% of which will be digital OOH. It represents an 11.5% increase over 2023 for total OOH.
- Audio: Audio advertising is forecast to hit $27 billion in global revenue for 2024, up 0.8% over 2023. Growth will remain around 1% over the next three years, driven by increases in digital audio. This will add nearly three billion dollars from an expected $7.9 billion in 2024 to $10.6 billion in 2029.
Here’s what they said
The report stated,
“The marketing ecosystem will face potential impacts from governments and regulatory bodies across the world in the next few years. These impacts have the potential to upend forecasts and alter even the soundest projections. Artificial intelligence also has the potential to reshape the industry – as do regulations put in place to guide (or control) its growth. Those regulations, of course, depend on politicians, which in turn are determined by upcoming election cycles.”
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AI and the Future: Navigating Innovations with Rohit Pandharkar
Rohit Pandharkar, a partner at EY is a distinguished leader in data science, SaaS, and artificial intelligence (AI). With a notable career spanning at EY India, Circles.Life (Singapore), OLX Autos, and Mahindra Group. Specializing in Generative AI, he has extensive experience in AI, computational imaging, and cryptography. He is recognized for his contributions to international journals and conferences and has been honoured with prestigious awards like Data Science Professional of the Year.
Rohit advocates for responsible AI adoption, emphasizing cybersecurity, privacy, and fairness to enhance human experiences and drive societal well-being.
In a career completely devoted to Data Science, SaaS, and the Technology sector, your journey has been unique?
It’s been a unique journey and my career has been dedicated to the intersection of Data Science, SaaS, and the Technology sector. Firstly, it’s crucial to understand one’s skills, strengths, and interests. This involves knowing what you can do, what you enjoy doing and seizing the right opportunities. The ideal scenario is when these aspects align perfectly—a concept known as Ikigai. For me, this alignment is evident in my passion for AI and data science, where I’ve cultivated expertise and now advise and execute AI transformations across diverse sectors.
Secondly, it’s essential to anticipate industry trends early on. I recognised the emerging wave of deep learning and AI in 2015, shaping my career path to become a leader in data and AI for large organizations. This foresight has led me to pivotal roles at Mahindra Group, OLX Autos, and now at EY, where I drive data science and AI initiatives.
Lastly, developing a ‘T-shaped profile’ has been instrumental—gaining broad exposure across sectors like finance, manufacturing, e-commerce, and telecom while specializing deeply in data science and AI. This breadth and depth have equipped me to apply AI technologies effectively in various business contexts.
What have been some of the challenges and lessons that you have learned in your journey?
The field is evolving rapidly, presenting challenges that require continuous learning and practical implementation to maintain credibility among industry leaders. Staying updated involves delving into the theory and algorithms behind generative AI, experimenting with open-source tools, and hands-on coding to run proof-of-concepts. This demands significant time and effort to substantiate expertise beyond mere theoretical knowledge.
Another challenge is the multifaceted role of an AI leader. Apart from technical proficiency, one must excel in talent acquisition, development, and project execution while effectively
communicating AI strategies to business leaders, CXOs, and boards. Articulating how complex models translate into business impact and delivering on these promises is intricate and time-consuming. It’s a balancing act between nurturing talent, designing projects, and conveying the vision to stakeholders while demonstrating tangible ROI.
Successfully navigating these responsibilities is no easy feat, requiring a blend of technical prowess, strategic communication, and managerial acumen to drive meaningful AI initiatives.
Considering your deep knowledge of artificial intelligence and in particular of generative AI, can you tell us about the developments in that field over the past few years?
AI and deep learning have gained significant traction in the past decade due to advancements in computing speed, affordable GPUs, and refined algorithms. The digitization of data through cloud and mobile technologies has further fueled innovation. Notably, ImageNet competitions demonstrated AI’s ability to surpass human accuracy, paving the way for transformative technologies like driverless cars.
Post-2017, Google’s “Attention is All You Need” paper on transformer architectures marked a pivotal shift in AI capabilities. Transformer models like ChatGPT revolutionized conversational AI, enabling seamless interactions in multiple languages. ChatGPT’s public release in November 2020 quickly gained over 100 million users daily.
Generative AI goes beyond language, creating content across media formats—images, text, sound, video, and code. Tasks that once required deep expertise, like generating Fibonacci series code, are now accessible through simple prompts.
Generative AI’s impact extends to business applications, facilitating customer interactions and optimizing processes in sectors like automotive risk management, finance customer engagement, or FMCG analytics.
In summary, generative AI represents a paradigm shift, enabling intuitive interactions and driving business value across diverse industries.
What have the adtech and other industries done to adapt to this technology?
Ad tech and other industries have embraced generative AI to streamline and enhance various processes. In ad tech, leveraging generative AI means having an intelligent tool capable of generating and optimizing content based on simple English instructions.
For instance, creating ad banners is now accessible to anyone with the ability to describe their desired ad in English. This eliminates the need for specialized software or artistic expertise previously required for image or artwork creation. The approach has evolved into “prompt engineering,” where clear and precise instructions are given to the AI to ensure relevant and
high-quality output while safeguarding data privacy and integrity.
Similarly, the capabilities of generative AI extend to video and music production. Startups like Mubert and Beatoven.ai enable the generation of music compositions and background scores with English instructions, simplifying creative processes across industries.
Generative AI also acts as an orchestrator for multiple systems, including ad tech platforms. Advertisers can achieve targeted outcomes efficiently by instructing the AI to optimize ad spends across various channels while adhering to specific constraints (e.g., daily budget limits, channel composition). This includes ensuring ad relevance and compliance with spending guidelines across different platforms.
The advancement of compound AI systems further enhances these capabilities, allowing for sophisticated testing and optimization strategies within ad tech and beyond. In summary, generative AI has transformed content creation and optimization processes across ad tech and other sectors, democratizing creativity and efficiency while addressing complex operational challenges.
In your experience working in the APAC region, what similarities and differences have you observed? What technological advances have they adapted differently or similarly?
In my experience working across the APAC region, I’ve observed varying levels of digital maturity and sector dominance among different countries. Singapore, for instance, demonstrates significant tech maturity and population savviness, particularly in financial services. India also exhibits high digital savviness, leveraging platforms like WhatsApp, Instagram, and UPI extensively. However, sector prominence differs; financial services dominate in Singapore, while India’s digital adoption extends broadly.
One key difference lies in the potential business impact of technological advancements. For example, in India, initiatives like Aadhaar (digital ID) combined with AI-enabled services such as airport face recognition (e.g., DigiYatra) significantly enhance efficiency and productivity. This innovation saves millions of people valuable time and boosts overall happiness and productivity, vital for a nation’s well-being.
India’s digital public infrastructure, including the JAM stack (Jan Dhan-Aadhaar-Mobile), UPI, and ONDC (Open Network for Digital Commerce), sets it apart in the APAC region. This integrated framework, serving over 1.4 billion digitally-savvy citizens with affordable mobile data, fosters economic growth and enhances quality of life.
In contrast, readiness among citizens and government infrastructure varies across countries like Cambodia and Indonesia, impacting technology adoption and innovation. India’s unique digital ecosystem exemplifies transformative possibilities, benefiting businesses and enhancing societal well-being on a vast scale.
With LLM models and artificial intelligence chatbots becoming smarter and better, do you believe that these advanced LLM models will soon be able to understand semantics? LLM models and artificial intelligence chatbots are indeed becoming smarter, raising questions about their ability to understand semantics. From a technological perspective, this concept is often evaluated through the Turing test, established by British computer scientist Alan Turing in 1950. The test assesses whether a machine can engage in conversation indistinguishably from a human.
Today, with advancements like ChatGPT, Gemini, and Microsoft Copilot, some argue that the Turing test has been passed, while others remain skeptical. The ability of AI models to converse seamlessly with humans is approaching a very human-like level, blurring the line between AI and human interactions.
Notably, companies like hume.ai have developed empathy bots capable of adapting their voice and responses based on the user’s emotions. These bots demonstrate conversational emotional intelligence by adjusting tone, diction, and word choice to match the user’s mood.
However, achieving artificial general intelligence (AGI), where AI can perform tasks comparable to humans across diverse domains, remains elusive. Predictions about AGI range from skepticism to anticipation within the next several years, highlighting ongoing debates about its feasibility and potential implications for humanity.
Ultimately, the progression of AI towards understanding semantics and human-like interactions represents a significant milestone in technological development, sparking both excitement and contemplation about the future of AI.
While the Indian advertising industry is gradually adapting to better DOOH opportunities, it lacks creativity and seamless technological integration. Is there a chance that the Indian market will soon outperform other international markets on this front?
When considering creativity and technological integration in the Indian advertising industry, it’s important not to directly compare it with other international markets. Each country’s advertising landscape is unique, shaped by factors such as economic size, dominant sectors, and the maturity of marketing technologies.
India, however, stands at an intriguing juncture. With a large, trainable, and tech-savvy population—leveraging technologies like AI bots for image and video creation—we could witness a surge in creative output. This potential adoption of AI-driven creativity by businesses and brands could lead to rapid integration, driven by its significant impact on business ROI.
The demographic dividend in India, coupled with a highly trainable population embracing Gen AI
technologies, opens up vast possibilities in marketing and advertising. As this skill base expands, India’s advertising industry could see transformative growth, leveraging creativity and technology to drive impactful marketing strategies.
While technological advancements are revolutionizing our lives, there is also the threat of carbon emissions that persist. How can carbon emissions be controlled without hampering progress?
Controlling carbon emissions with advancing technology is a challenge. Data centers that power AI models use a lot of energy, which can contribute to pollution. However, companies are making strides in sustainability. They’re improving data center efficiency and using renewable energy sources like solar and hydrogen.
Another area of progress is in chip design. New chips are more energy-efficient, reducing overall energy use. Additionally, advancements in machine learning algorithms, like tiny LLMs (Language Model Models), enable effective model training with fewer parameters and data iterations. Smaller models can achieve good performance with less data and fewer computations.
Combining these efforts—like using cleaner energy, better chips, and smarter algorithms—can lower the environmental impact of AI technology. This balanced approach is essential for sustainable progress without sacrificing the benefits that AI brings.
Will the hype surrounding AI continue or decrease in the future, considering its prevalent use over the last five years?
The term “AI” encompasses various areas like robotics, AI chips, algorithms, and applications. Within AI, there’s machine learning, which focuses on software algorithms to predict patterns, and deep learning, which mimics human brain neurons for predictions. Generative AI, a subfield, allows AI to create images using transformer architectures.
As for the hype around AI, technologies typically undergo phases like nascency, hype, and then either obsolescence or mature adoption. AI is likely to become ingrained in our lives but needs responsible implementation. Guardrails for cybersecurity, privacy, fairness, transparency, and accountability are crucial for mature AI integration. Ultimately, AI should enhance human experiences and happiness, not dehumanize us.
News Corp. and OpenAI Ink Multi-year Content Deal
News Corp and OpenAI have entered into a multi-year agreement to bring News Corp news content to OpenAI platforms. Through the agreement, the artificial intelligence player will have access to premium content from the global media group. Through this partnership, OpenAI is authorized to use both current and past News Corp publications’ content to enhance its user experience and answer queries from users. The agreement was reached weeks after the Microsoft-backed AI behemoth secured a license from Financial Times to develop AI models.
OpenAI signs content deal with News Corp
News Corp. CEO Robert Thomson has been leading the push for publishers to get paid by AI companies for using their content to train their platforms. Although the deal’s commercial terms haven’t been disclosed, market analysis has been accounting for it in News Corp valuations. The content created by OpenAI’s ChatGPT, a chatbot that can produce responses to prompts that resemble those of a human and summarize lengthy texts, can be improved with access to vast amounts of data.
These collaborations can be very profitable for news publishers, who have historically been excluded from a portion of the profits made by internet giants from distributing their content and are also essential for the training of AI models.
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Although News Corp-owned Wall Street Journal reported the deal could be worth over $250 million over five years, including cash and credits for using OpenAI technology, OpenAI did not reveal the financial details of its most recent agreement. A guarantee that the content won’t be instantly accessible on ChatGPT following its publication on one of the news websites is another aspect of the partnership.
OpenAI will have access to News Corp’s publications
According to OpenAI, the ultimate goal was to give people the capacity to make decisions based on trustworthy information and news sources. News Corp’s publications, which include The Wall Street Journal, Barron’s, MarketWatch, Investor’s Business Daily, FN, and New York Post; The Times, The Sunday Times, and The Sun; The Australian, news.com.au, The Daily Telegraph, The Courier Mail, The Advertiser, and Herald Sun; among others, will provide OpenAI with access to both current and archived content. Access to content from any of News Corp’s other businesses is not included in the partnership.
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WPP Integrates Anthropic’s Claude Foundational AI Models into WPP Open using Amazon Bedrock, Elevating Capabilities for its 114,000 Marketers
WPP announces that it has integrated Anthropic’s state-of-the-art Claude artificial intelligence (“AI”) model family into its intelligent marketing operating system WPP Open, using Amazon Bedrock, a fully managed service from Amazon Web Services (“AWS”).
The integration of Claude, including Opus, Sonnet and Haiku, brings powerful AI performance, intelligence and speed to enhance the capabilities of WPP’s 114,000-strong marketing talent across its network of agencies, providing each with cutting-edge technology to deliver innovative solutions and better results with clients.
Powered by AI, WPP Open delivers world-leading capabilities across the marketing process including creative, media, production and commerce, offering a range of outputs and tools tailored to the specific needs of WPP’s diverse client base. WPP Open is trusted and utilised by world-renowned brands including The Coca-Cola Company, L’Oréal and Nestlé. Built on WPP intellectual property and owned technology, and strengthened by WPP’s strategic partners, WPP Open leverages WPP’s experience in serving enterprise clients to deliver highly optimised, automated and transformative marketing solutions that elevate brand experiences, push the boundaries of creativity and drive measurable growth.
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The integration of Claude into WPP Open creates a number of advantages for WPP and its clients:
- By making Claude available to individuals and teams, WPP can augment human expertise, scale capabilities, enhance the quality of client work and improve the efficiency of tasks, ranging from ideation and content generation to copywriting and design. Claude Opus, Sonnet and Haiku can understand and interpret complex briefs and produce high-quality content, as well as process a range of formats including photos, charts, graphs and technical diagrams;
- WPP has chosen to access Claude 3 using Amazon Bedrock, a fully managed service from AWS that offers a choice of high-performing foundation models from leading AI companies via a single API, along with a broad set of capabilities organisations need to build generative AI applications with security, privacy and responsibility;
- The Claude 3 model family offers extremely high levels of accuracy, performance and speed. Claude 3 Opus is one of Anthropic’s most advanced models. Its outstanding ability to reason across vast datasets and content results in a better understanding of brand identity when generating marketing content. Claude 3 Sonnet offers the best combination of skills and speed, specialising in tasks such as code and text generation, while Claude 3 Haiku is designed to be the fastest of the Claude 3 models.
Stephan Pretorius, Chief Technology Officer at WPP, said:
“At WPP, we are constantly seeking ways to push the boundaries of creativity and deliver exceptional results for our clients. By working with world-leading technology companies like AWS and Anthropic, we are harnessing the power of cutting-edge AI to enhance our processes, empower our people and drive innovation.”
Vasi Philomin, VP of Generative AI at AWS, said:
“We are inspired by how companies like WPP are incorporating generative AI to drive transformation within industries like marketing and advertising. By integrating Claude 3 models via Amazon Bedrock into its marketing operating system, WPP will provide its employees and clients state-of-the-art tools that help them accelerate generative AI innovation.”
Kate Jensen, Head of Revenue and Partnerships at Anthropic, said:
“Anthropic is setting a new standard for how companies can use AI as a trusted partner that works alongside every professional, enabling individuals and teams to be more productive and find greater satisfaction in their work. By integrating Claude into WPP Open, WPP’s 114,000-strong marketing talent will be able to deliver even better customer experiences with greater results for their clients. This collaboration with WPP and AWS showcases the transformative potential of AI in the marketing industry.’’
The integration of Claude 3 via Amazon Bedrock into WPP Open reflects WPP’s broader strategy to embrace emerging technologies and leverage AI to drive innovation in its work with clients. Claude 3 joins other models within WPP Open including OpenAI’S GPT-4 and DALL-E 3, Google’s Gemini family and Imagen 2, and Stability AI’s SDXL 1.0.
The initiative forms part of WPP’s ongoing annual investment of £250 million in AI, data and technology, and its plans to capitalise on its lead in the space by working with other leading companies such as AWS and Anthropic.
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Further information
WPP Communications
press@wpp.com
About WPP
WPP is the creative transformation company. We use the power of creativity to build better futures for our people, planet, clients, and communities. For more information, visit www.wpp.com.
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Google Unveils New AI-Driven Creative and Ad Tools for Marketers
Google held its yearly Google Marketing Live event in New York, where it unveiled new creative tools and ad experiences powered by artificial intelligence (AI). Here are some things that marketers can anticipate seeing at Google soon.
Search ad experience
One of the most creative updates to search is a new ad experience that is being tested and will roll out more broadly later this year. This interface assists users in making difficult purchasing decisions by providing them with supplementary data upon their voluntary consent. For example, the engine can suggest a storage option with the appropriate dimensions based on photos of the user’s belongings if the user is looking for a nearby storage facility.
This process is initiated by a search result that shows a sponsored ad that is clearly marked and has a blue button that directs the user to another page where they can upload images or other content and the shopper can receive recommendations.
Search Ads Experience. Image credit- MarTech
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Brand profiles
New brand profiles are now searchable, according to Google. The data supplied by retailers in the Google Merchant Center is used to create the profiles. Google Maps’ Business Profiles and search results for users serve as inspiration for the profiles. The company claims that over 40% of search queries mentioning shopping mention a brand or retailer.
Brand Profiles. Image credit- MarTech
Creative Controls for Performance Max
Performance Max. Image credit- Afaqs
Advertisers will soon have the option to upload their brand guidelines—which include font, color schemes, and image reference points—to aid in the automatic creation of fresh, on-brand asset variations. In February, advanced Gemini AI models were released. You can use Performance Max campaigns on any Google ad inventory.
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Product Studio
Google unveiled Product Studio in 2023 as a one-stop shop for merchants looking to create AI-powered content. Using Product Studio has increased their efficiency, or they anticipate being more efficient, according to 80% of merchants who use it. The capabilities of New Product Studio keep giving merchants access to the power of Google AI. Generated images must blend in with the current campaigns and content of brands to be beneficial. Brands can now create fresh product photos that reflect their distinct aesthetics.
Product Studio. Image credit- Afaqs
Immersive ad formats
Google also unveiled new ad formats to make brand advertisements more effective, using its generative AI. This year, a closed beta version will be made available to retailers so they can link their short-form product videos, or creator videos, to their advertisements. Shoppers on Search can interact with these brief videos that showcase how clothing would fit them, see helpful styling recommendations, and quickly explore brands’ related or complimentary products with just a click. Additionally, Google will display AI summaries beneath the video highlights so that consumers can view important information about a product before deciding to purchase it.
Image editing
New image editing tools will be available to retailers advertising through Google Merchant Center. With the aid of Google AI, they will be able to experiment, adding new objects to the advertisements and expanding the background to fit all sizes and formats. By adding striking backgrounds and other elements to these assets, these features hope to assist marketers in enhancing current creative in other ways or in adding new products to existing creative. The brand can use the new assets not only on Google channels but on any digital platform that supports images.
Shopping Ad experiences
Soon, shopping advertisements will offer brand-new immersive experiences. These include virtual try-ons and 3D spinning advertisements. For example, advertisements for shoes will allow the product to rotate 360 degrees. Customers of all body shapes will be able to virtually try on tops like shirts and sweaters thanks to virtual try-ons, which will benefit clothing brands. Additionally, advertisers will be able to incorporate product videos, summaries, and recommendations for related products within the ad format later in the year thanks to an even better user-driven experience. While some of these features were previously only available in organic search, they are now being added to advertisements.
Since introducing Virtual Try-On (VTO) technology to Search in 2023, it has observed a higher number of users clicking through to retailer websites when viewing products with VTO enabled. Additionally, brands have observed that images with VTO receive 60% more high-quality views than images without VTO.
Shopping Ad Experience – VTOs. Image credit- Afaqs
Ads in AI Overview
Google declared that it would start testing shopping and search ads in AI Overview. This month, Gemini-powered AI overviews for searches were revealed. The experiences are now being made available in the United States and will shortly be available in other nations as well. Google is providing solutions for at least two of the main ways that generative AI promises to transform our digital lives with these new tools and features.
Demand Gen. Image credit- Afaqs
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Why do these matter?
The gen AI answers in AI Overview will alter users’ search methods. They will be attempting to obtain the information they require by posing more in-depth queries and engaging in more reciprocal dialogue. Relevant ads that are marked as “sponsored” will appear when it is appropriate.
Second, by producing fresh ad iterations that adhere to the brand playbook, genAI will assist creatives in scaling content. Additionally, to enhance the effectiveness of advertising campaigns, those assets will be displayed at the consumer-friendly touchpoint. Additionally, GenAI will simplify measurement so that marketers can ask Google Analytics questions in natural language and get the answers they need to enhance their campaigns.
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The Coca-Cola Company Unveils Coca-Cola Lens, Its Proprietary Consumer Insights Platform
The Coca-Cola Corporation has introduced Coca-Cola Lens, an open-access insights platform that disseminates information and knowledge from hundreds of thousands of retail and foodservice establishments across North America. The platform was created to assist operators and retailers in overcoming their financial obstacles. It also aims to support their growth by assisting them in making defensible, fact-based decisions. Coca-Cola Lens, a platform designed to provide its retail and food service partners with “actionable insights,” is another way the beverage company is utilizing its emphasis on digital marketing channels. Its goal is to make information about current trends and future perspectives easily accessible.
Coca Cola’s proprietary consumer insights platform, Coca Cola Lens
The platform is designed to assist retailers who wish to concentrate on expanding their customer base by enhancing pertinent trends in order to predict consumer preferences. With more than 250,000 retail and 500,000 foodservice locations across North America, Coca-Cola feels it is in a unique position to offer real-time insights to companies that require them. It also signifies a substantial advancement in the way the business provides its retail partners with insights.
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Comprehensive insights on ever-evolving consumer trends
A collection of 16 thought leadership articles from Coca-Cola Lens delves into the subtleties of consumer behavior while offering a broad macroeconomic perspective and prospective perspectives. The articles address relevant subjects like the rise of premium water, the purchasing power of multicultural consumers, and the effects of digital ordering technologies. They are written by internal subject matter experts at Coca-Cola and are supported by data from reliable third-party sources and proprietary internal tools.
Coca-Cola Lens uses data and tools that are exclusively its own, along with insights from secondary and third-party sources, to create targeted insights that are then accessible through an easy-to-use website. The platform delves deeply into the behavior of its users before panning out to display the context and trends that make up the overall picture. Every quarter, new content will be released with the aim of adding more context to the data. The initial articles will center around various themes such as e-commerce shares, diner psychology, digital trends, macro forces and trends, meal missions, and Gen Z.
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Additionally, the platform provides advice on revenue-generating strategies for anything from cold vault inventory management to restaurant menu optimization. Quick-read, easily digestible articles are visually enhanced by the use of charts, graphics, and photos. Every quarter, four to six new articles are added based on suggestions from Coca-Cola associates and customers. An enormous quantity of data is being collected from all directions in the quickly evolving world of today. Everyone involved in the beverage industry, from cashiers at single-unit retailers to CEOs of chains of 10,000 restaurants, can gain from the practical insights Coca-Cola Lens provides.
Coca-Cola Lens’ official debut
Coca-Cola Lens will make its formal debut at the 2024 National Restaurant Association Show in Chicago. An educational session titled “Data and Dining: Feeding Growth with Actionable Insights” will be held to inform attendees about the platform.
The Coca-Cola Co. is a global beverage company with its headquarters located in Atlanta. Its products are sold in over 200 countries and territories. Among the brands in the company’s portfolio are Sprite, Fanta, Dasani, Smartwater, Vitaminwater, Topo Chico, and Minute Maid. Over 700,000 people work for Coca-Cola worldwide along with its bottling partners.
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Here’s what they said
Pamela Stewart, chief customer officer for Coca‑Cola North America, said.
“We are launching Coca‑Cola Lens to deliver on the promise to create value beyond beverages to our customers, while serving as thought partners and consultants. Together, we will navigate this dynamic landscape, leveraging data and tools to drive our business strategies forward and accelerate growth.”
Dagmar Boggs, head of foodservice at Coca-Cola North America stated,
“Coca-Cola has always been dedicated to driving growth with our partners. With the launch of Coca-Cola Lens, we’re taking that commitment to the next level. Now, customers will be able to self-serve the actionable insights they need, precisely when they need them, empowering our partners to navigate the evolving landscape with confidence and agility.”
Harnessing Blockchain for Responsible AI & Empowering Users in a New Economic Paradigm
The fusion of Blockchain and Artificial Intelligence (AI) presents an unprecedented opportunity to address the burgeoning challenges of AI governance, data integrity, and trust. This article delves into the intricate dynamics of how blockchain technology can be instrumental in cultivating a landscape where AI operates under a framework of enhanced responsibility, transparency, and user empowerment.
Blockchain: The Bedrock of Trustworthy AI
Blockchain technology, with its hallmark features of transparency, immutability, and decentralization, offers a robust foundation for developing AI systems that are not only efficient but also accountable and transparent. These characteristics are particularly pertinent in an era where the integrity of data and the processes governing AI models are under intense scrutiny.
Transparency and Immutability: Ensuring Data Integrity and Trust
The immutable ledger system inherent to blockchain ensures that once data is recorded, it cannot be altered without the consensus of all parties involved. In the realm of AI, the immutable ledger system of blockchain plays a pivotal role in ensuring data integrity, a factor of paramount importance especially in critical sectors like healthcare. Here, we delve deeper into how blockchain’s immutable ledger system underpins AI’s reliability and trustworthiness, using the healthcare sector as a prime example. We’ll also have a look at the high-level technical setup required to have this solution implemented.
How Blockchain’s Immutable Ledger System Supports AI in Healthcare
In healthcare, AI’s potential to revolutionize diagnostics and treatment is hampered by challenges related to data integrity, privacy, and secure collaboration. The critical need for a solution arises from the requirement to manage sensitive patient data responsibly, ensuring it remains unaltered and private, while also being accessible for AI analysis. The blockchain-based system directly addresses these issues by providing a secure, immutable ledger for data recording, controlled access via smart contracts, and verifiable data integrity for AI applications, ultimately fostering trust and compliance in healthcare technologies.
A Solution at Glance:
- Data Recording and Encryption: Initially, patient data, including medical records, diagnostic results, and treatment histories, are recorded on the blockchain. This data is encrypted to ensure privacy, with access strictly controlled through cryptographic keys. The immutability of blockchain ensures that once this information is stored, it cannot be altered or deleted, preserving the integrity of medical data.
- Smart Contracts for Data Access: Smart contracts are deployed on the blockchain to manage access to patient data. These contracts contain rules specifying who can access the data, under what conditions, and for what purposes. For instance, a smart contract might allow only the patient’s primary care physician and specific specialists to view their full medical history, while researchers could be granted access to anonymized datasets for epidemiological studies.
- Secure Data Sharing and Collaboration: When a healthcare provider or researcher requires access to patient data, they must submit a request through the blockchain network. This request activates the relevant smart contract, which verifies the requester’s credentials and permissions. If the request complies with the smart contract’s rules, access is granted, otherwise, it is denied. This mechanism ensures that patient data is shared securely and only with authorized parties, facilitating collaboration while safeguarding privacy.
- Data Integrity Verification: AI algorithms, when applied to this securely shared data, can generate insights, predictions, and recommendations. For example, an AI model could analyze patient data to predict disease outbreaks or personalize treatment plans. The integrity of the data used by these AI models is assured by the blockchain, as any attempt to tamper with the data would be detectable due to the ledger’s immutability. This ensures that AI-driven healthcare solutions are based on accurate and reliable data.
- Audit Trails for Compliance and Trust: Blockchain creates a comprehensive and tamper-proof audit trail of all data access and transactions. This transparency is crucial for regulatory compliance, patient trust, and for resolving any disputes that may arise regarding data use or access. It also enables the tracking of AI decisions back to the data on which they were based, facilitating accountability and continuous improvement of AI models.
High-Level Solution Design : Let’s see at a high level what it will take to have this solution setup
The following is a high-level solution design for implementing a blockchain-based system to support AI in healthcare:
- Blockchain Network: A permissioned blockchain network is established, with participation from hospitals, clinics, research institutions, and other stakeholders. This network hosts patient data, smart contracts for data access, and the ledger of transactions.
- Data Storage Nodes: Encrypted patient data is stored in a distributed manner across nodes in the network. These nodes enforce the blockchain’s security and privacy protocols, ensuring data is accessible only to authorized individuals.
- Smart Contracts: Deployed on the blockchain, these contracts define the logic for data access, sharing permissions, and other rules governing the interaction with patient data.
- AI Analysis Layer: This layer interfaces with the blockchain, requesting access to data through smart contracts and analyzing the data for various purposes, such as diagnostic support, treatment optimization, and predictive analytics.
- User Interface (UI): A UI is developed for various user roles, including healthcare providers, patients, and researchers. Through this UI, users can interact with the blockchain, request data access, view AI analytics results, and manage consent and privacy settings.
- Compliance and Audit Module: This module monitors and records all transactions on the blockchain, ensuring compliance with healthcare regulations and providing tools for auditing and reporting.
This design leverages blockchain’s strengths to create a secure, transparent, and immutable foundation for AI applications in healthcare, ensuring data integrity, enhancing collaboration, and fostering trust among all stakeholders.
Addressing AI’s Ethical Quandaries
The integration of blockchain into AI ecosystems addresses pivotal concerns such as privacy, data ownership, and the ethical use of AI.
Privacy and Data Ownership: Empowering Users
In the intricate landscape of modern technology, the integration of blockchain into AI ecosystems marks a pivotal advancement in addressing the ethical quandaries of privacy, data ownership, and the responsible use of AI. The synergy between blockchain and AI not only fortifies the integrity and transparency of data but also empowers individuals with greater control over their information. Let’s delve into a detailed exploration of this integration within the AdTech or MarTech world, showcasing a step-by-step example that highlights the mutual enhancement of AI and blockchain.
Addressing Ethical Concerns in AdTech/MarTech with Blockchain and AI
In the AdTech and MarTech industries, personalization is key to campaign effectiveness. However, this personalization often comes at the cost of privacy and data ownership, with consumer data frequently being utilized without explicit consent or adequate transparency. This scenario poses significant ethical concerns, including potential breaches of privacy and the misuse of personal data.
Blockchain and AI Integration Solution:
A consent-based advertising platform that leverages blockchain to securely manage consumer data and AI to optimize ad targeting and content personalization, all while adhering to stringent privacy and ethical standards.
Solution at a glance :
- Consumer Data Collection with Consent via Blockchain: Step 1: Consumers opt into the platform by granting explicit consent for their data to be used for personalized advertising. This consent transaction is recorded on the blockchain, providing an immutable record of consent. Step 2: Consumer preferences, interests, and engagement data are encrypted and stored on the blockchain. Each consumer is given a unique blockchain-based digital identity, ensuring that their data is securely linked to their consent.
- Decentralized Data Storage for Privacy: Data is stored in a decentralized manner across the blockchain network. This approach ensures that no single entity has complete control over consumer data, significantly enhancing privacy and security.
- AI-Driven Data Analysis and Ad Personalization: Step 1: AI algorithms access anonymized consumer data to analyse behaviours, preferences, and engagement patterns. This analysis is performed in a manner that respects the privacy and ownership of the data, with AI only accessing data for which explicit consent has been recorded on the blockchain. Step 2: Based on this analysis, AI dynamically personalizes advertising content for each consumer, optimizing ad relevance and engagement while ensuring compliance with privacy and ethical standards.
- Smart Contracts for Ethical Use and Compensation: Smart contracts automatically enforce the terms of data use, ensuring that consumer data is only used in ways that they have consented to. Additionally, these contracts can facilitate microtransactions, compensating consumers for the use of their data in advertising campaigns.
- Audit Trails for Compliance and Transparency: Blockchain provides a verifiable and auditable trail of all transactions, including data access, consent records, and the use of AI in personalization. This transparency allows consumers to verify how their data is being used and ensures compliance with data protection regulations.
High-Level Solution Design : Let’s see at a high level what it will take to have this solution setup
- Blockchain Network: Serves as the backbone of the system, managing consent records, consumer data, and smart contracts.
- Decentralized Data Storage: Ensures that consumer data is stored securely and privately across the network, enhancing data protection.
- AI Personalization Engine: Analyses anonymized consumer data to personalize advertising content, operating within the ethical boundaries set by blockchain-recorded consents.
- Smart Contract Layer: Enforces data usage policies, consent agreements, and facilitates microtransactions for data compensation.
- User Interface (UI): Allows consumers to manage their consent preferences, view how their data is being used, and receive compensation for their participation.
This detailed example illustrates how the integration of blockchain and AI in the AdTech or MarTech world can address critical ethical concerns. Blockchain ensures privacy, data ownership, and transparency, laying a trustworthy foundation. Concurrently, AI enhances the value and effectiveness of advertising through intelligent personalization, operating within the ethical frameworks enforced by blockchain technology. Together, they pave the way for a more ethical, transparent, and consumer-centric advertising ecosystem.
Monetization of Data: Empowering Users in a New Economic Paradigm
The evolution of blockchain technology has ushered in a revolutionary model for personal data monetization, fundamentally altering the dynamics of value exchange between individuals and entities that consume data, including advertisers, researchers, and AI developers. At the heart of this transformation is the empowerment of individuals, who gain unprecedented control over their own data. Through blockchain’s transparent and secure framework, people are not just passive sources of data but active participants in the data economy, engaging in microtransactions that reward them for their contributions. This shift not only acknowledges the intrinsic value of personal data but also democratizes access to it, fostering a more equitable and balanced data marketplace. Let’s explore this marketplace solution at a very high level.
Decentralized Data Marketplace for Personalized Fitness Recommendations
In the health and fitness industry, personalized recommendations can significantly enhance user experience and outcomes. However, creating effective AI-driven personalized fitness programs requires access to a wide range of health and activity data. Here, we explore how individuals can monetize their health and fitness data through a blockchain-based marketplace, empowering them while contributing to the development of sophisticated AI models.
Solution at a glance:
- User Consent and Data Upload: Users opt into the platform by granting explicit consent for specific sets of their health and fitness data to be used for AI model training. This consent is recorded on the blockchain, ensuring transparency and immutability. Users upload their encrypted health data (e.g., workout logs, nutritional intake, health metrics) to the platform. This data is anonymized to protect privacy before it’s made available on the marketplace.
- Blockchain-Based Data Marketplace: The platform operates a decentralized marketplace where anonymized datasets can be listed for purchase. Each dataset is associated with metadata describing its contents, source (in an anonymized format), and the consent parameters set by the user. AI developers and companies can browse the marketplace and purchase access to datasets that are relevant for training their AI models. Transactions are conducted using cryptocurrency, and smart contracts automate the payment and data access process.
- Microtransactions for Data Compensation: When a dataset is purchased, the user who provided the data receives compensation in the form of cryptocurrency. This microtransaction is facilitated by a smart contract, ensuring that payment is directly linked to the data’s usage. The smart contract also ensures that a portion of the transaction fee is allocated for the maintenance of the platform and contributing to a fund that supports data privacy and security initiatives.
- AI Model Development and Feedback Loop: Purchased datasets are used by AI developers to train and refine personalized fitness recommendation models. The diversity and richness of the data available in the marketplace contribute to the development of more accurate and personalized AI solutions. Feedback on the utility of the purchased data can be provided back to the platform, enhancing the dataset’s value and reputation over time. This feedback mechanism encourages users to contribute high-quality data, fostering a virtuous cycle of improvement and compensation.
High-Level Solution Design : Let’s see at a high level what it will take to have this solution setup
- Blockchain Infrastructure: Serves as the backbone for the data marketplace, managing user consents, data transactions, and microtransactions for data compensation.
- Data Anonymization and Encryption Module: Ensures that all user data uploaded to the platform is anonymized and encrypted, preserving privacy while making it usable for AI development.
- Smart Contract Framework: Automates the processes of data listing, purchasing, access control, and compensation, ensuring that all transactions are transparent and secure.
- Cryptocurrency Wallet Integration: Allows users to receive compensation for their data and facilitates payments by purchasers, integrating seamlessly with the marketplace’s transaction system.
- AI Development Toolkit: Provides tools and APIs for AI developers to access and utilize purchased data for training models, ensuring compatibility and ease of use.
This detailed exploration highlights how blockchain technology can empower individuals by enabling them to monetize their personal data through microtransactions in a secure, transparent, and ethical manner. By participating in a decentralized data marketplace, users not only gain control over their data but also contribute to the advancement of AI technologies, benefiting from the innovations their data helps create.
Conclusion
The symbiosis between blockchain and AI heralds a new era of technological innovation where AI operates under principles of accountability, transparency, and ethical responsibility. By leveraging blockchain’s unique attributes, the AI landscape can evolve into one where trust is inherent, data integrity is uncompromised, and users are empowered. The path forward involves continued research, development, and the ethical application of these technologies to realize their full potential in advancing responsible AI.
This article is written by Smit Srivastava, Director of Product Management.
Smit Srivastava
Product Management | AdTech | MarTech | Program Management | Data Science | E-Commerce | Creative Analysis
Smit has firmly established himself as a visionary leader and a catalyst for transformative innovation in the dynamic sphere of technology and media industry. His expertise in AdTech and MarTech consulting have been instrumental in crafting products that handle billions of events per day.
