Week at a glance: Use of Deepfake; Gen AI in marketing; Q&A - Hybrid’s Sergei Kovalev

Dear friends,

It was a week that saw massive destruction and death brought about by incessant rains across the country. The 2024 Paris Olympics has been mired in controversies, but amid the gloom shooter Manu Bhakar is bringing great cheer for India, winning two Bronze medals. Will she create history and bag a third medal? Let’s wait and watch.

Use of Deepfake

As AI avatars become increasingly sophisticated, the line between reality and digital illusion blurs. And given the rapid advancements in deepfake technology, as seen with Synthesia’s AI avatars, what specific safeguards can be implemented to ensure the responsible use of this technology?

In this two-part series, Adgully explores how individuals can become more adept at identifying deepfakes and navigating this complex landscape. We also delve into the positive applications of this technology in marketing and advertising.

Avatar 2.0: Is responsible use of deepfake technologies possible? - Part 1

Deepfakes have potential beyond causing harm, just avoid Liar’s dividend trap: Experts

Gen AI in marketing

The Generative AI market is estimated to reach $0.64 billion in 2024, growing at a CAGR of around 46.32% between 2024 and 2030, leading to a market volume of approximately $6.28 billion by the year 2030 as per industry reports.

In this two-part series, Adgully seeks to understand the pros and cons of utilizing Gen AI in marketing, how it is helping to create targeted and personalized ads, the cost factors involved in utilizing Gen AI in marketing, how it is enhancing marketing efforts and impact and the various ways in which Gen AI is helping marketers, as well as the Do’s and Don’ts of using Gen AI in marketing.

Gen AI in marketing: Super-smart assistant or privacy headache - The Pros & Cons

How Gen AI is revolutionizing marketing landscape: Roadmap for increasing efficiencies

Q&A - Hybrid’s Sergei Kovalev

In this exclusive conversation with Adgully, Sergei Kovalev, Chief Commercial Officer and Co-Founder of Hybrid, shares valuable insights on Hybrid’s journey in India, engaging with customers, the go-to-market strategy, emergence of newer technologies like AI and ML and their impact, and much more.

Advertising doyen Bobby Sista passes away

Renowned advertising stalwart Shambhu Venkatrao Sista, popularly known as Bobby Sista, breathed his last on Saturday at Breach Candy Hospital after a prolonged illness. Sista, believed to be in his nineties, was a pioneering figure in Indian advertising, with a career spanning over fifty years.

PR Conversation – Deepak Jolly, Consocia Advisory

In our exclusive weekly column – PR Conversation – Deepak Jolly, Director & Founder, Consocia Advisory, speaks at length about what inspired him to transition from corporate roles to founding Consocia Advisory, as well as the vision behind it. He further emphasises on crisis management, specific crises he has managed, key elements of effective reputation management for multinational companies, emerging trends in public relations, corporate communications, sustainability, and more.

Unilever exits

This week saw two key departures from Unilever. Samir Singh, the former Chair of Unilever Asia and Head of Unilever Singapore Hub, is departing from the company after a distinguished 27-year career.

Deepa Dey, Head of Communication & Sustainability, Nutrition and Special Projects at Hindustan Unilever Limited, has decided to move on after four years with the company.

Until next week...

Shanta Saikia

Editor

Adgully