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The scope for Indian marketing millennials in artificial intelligence

Monday, April 29, 2019

Dr. Ranjit Nair  
(PhD AI), CEO and Founder, Germin8 Solutions

Young millennials who are going to start their higher education studies soon might be wondering what career paths they should focus on. And for anyone who is in touch with what is happening in the world and future technology trends, the answer should be obvious. Artificial Intelligence. Literally changing the way our world operates, we’re all dealing with aspects of this tech daily and likely don’t even know it.

Moreover, a Future of Jobs in India' study, commissioned jointly by FICCI and Nasscom with EY looks at the impact of advanced technologies on 5 key manufacturing and services sectors in India-IT/ITeS, retail, financial services, textile & apparel and auto-that create the bulk of jobs. A key finding was that 9% of India's 600 million estimated workforce would be deployed in new jobs that do not exist today, while 37% would be in jobs that have radically changed skill sets. The future job for the Indian millennial is one which uses Artificial Intelligence (AI).

According to Gartner, AI will create 2.3 million jobs globally and become a positive “net job motivator” by 2020. Indian millennials need to develop at a pace that can be sustained “no matter what the future holds.” Technology-based jobs are arriving faster than most of us can keep up with. Despite how threatened this might make one feel, we’re very far from Artificial Intelligence taking over all our jobs; AI still can’t do everything a human can. AI is unlikely to completely automate all jobs in the near future. A more likely scenario is Augmented Artificial Intelligence, where AI works in tandem with humans, assisting them in their decision making.

Just about every industry and job function needs employees with skills in AI and marketing is not an exception. Now, going digital for brands is no longer just about having a website or email marketing; it means that ensuring that all decisions are made backed not just by gut instinct but by real data often analyzed using AI-based tools. The prevalence of smartphones and tablets, along with internet penetration, has added more power to digital AI marketing and ensured that there is more data available for marketing professionals to analyse.

This means that the marketers of tomorrow should be savvy enough to ensure that their AI systems have access to the right data relating to product usage, website traffic, ad performance, marketing demand and consumer feedback. The AI systems will need to be instructed in terms of what the marketing objectives are, so that the right insights can be gleaned.

Millennials also understand that using AI in marketing will enable them to develop, implement and manage brand awareness of the organization and its products and services in real-time. A gazillion conversations take place every day across multiple social media platforms and if brands want to take real-time marketing actions based on these conversations they must invest in the right technology – and in this case, it is the right usage of Artificial Intelligence.

Another area of significance for digital marketing is programmatic advertising. Programmatic advertising is essentially serving advertisements to targeted and specific users by using data. When AI is integrated into the process, programmatic ad placement can only get better.

The job of a millennial marketer has evolved over the years and now involves to learning to work in tandem with Artificial Intelligence-based tools. Aspiring millennials can look for courses on platforms like Udemy, Udacity and Coursera on subjects like social media monitoring and listening, programmatic advertising, web analytics and app analytics.

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