How Agencies are Bridging the Gap Between Reality & Virtual Experience

Authored by Clavrit Digital Solutions CEO & founder,  Amarjeet Dangi

The Indian marketing industry has experienced remarkable growth, reaching INR 827 billion in 2023, as reported by the IMARC Group. Experts predict that the market will soar to INR 1,997.3 billion by 2032, growing at a CAGR of 9.9%. This expansion is driven by evolving client needs and technological advancements. Reputable brands are shifting their strategies to forge emotional connections with consumers, leveraging emerging technologies like artificial intelligence (AI), augmented reality (AR), and virtual reality (VR). These tools are blurring the lines between reality and imagination, revolutionizing the industry and creating new opportunities for marketing agencies.

Generative AI (GenAI) in Marketing: GenAI is emerging as a transformative force in marketing. According to a McKinsey survey, 90% of marketing leaders anticipate a significant increase in GenAI adoption in the coming years. This technology enables the creation of content, such as images, videos, and virtual environments,that is nearly indistinguishable from reality. Applications include virtual try-ons in fashion and virtual real estate tours, offering consumers immersive experiences from the comfort of their homes.

Deep Learning in Marketing: Deep learning, a branch of machine learning, is revolutionizing marketing by enabling computers to mimic human behavior. Through artificial neural networks (ANNs), deep learning powers tools like conversational AI, heat maps, and marketing analytics. For instance, heat mapping technology tracks user interactions on websites, providing valuable insights into performance and user engagement.

SAP Commerce Cloud in Virtual Experiences: The infrastructure supporting virtual experiences is crucial. SAP Commerce Cloud (CCV2) allows agencies to build and manage complex e-commerce environments. Its flexibility enables the creation of highly customizable virtual storefronts tailored to client needs. The SAP Composable Storefront enhances this by enabling modular, adaptable storefronts that meet evolving consumer demands, providing personalized shopping experiences. Additionally, SAP Omni Commerce Connect (OCC) ensures consistent virtual experiences across multiple sales channels, whether online, via mobile apps, or through voice assistants.

The lines between real and virtual worlds are becoming increasingly blurred. Agencies equipped with GenAI, deep learning, and SAP Commerce Cloud are leading this transformation. By creating responsible, engaging, and personalized virtual experiences, they are not only bridging the gap between reality and virtuality but also shaping the future of digital interactions. This evolution marks the beginning of a new era of immersive, reality-like experiences, offering endless possibilities for consumers and businesses alike.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.