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Industry experts predict that artificial intelligence (AI) and operational machine learning will have a transformative effect on communication sectors such as advertising, public relations, and content creation. These technologies, including generative intelligence and machine learning, are expected to significantly impact the Indian digital advertising industry, currently valued at approximately $8 billion.

Operational machine learning can revolutionize the Indian digital advertising industry by running thousands of mini experiments to decide which ad creative appeals to which type of users. This is particularly significant in India due to its diverse linguistic and cultural landscape. Google has already implemented AI technologies in advertising campaign processes and automatic ad creation through the utilization of Learning Language Models (LLM) and generative AI within Google Ads.

Leading companies such as Myntra, Samsung, HDFC, and Tata AIG have witnessed growth rates of up to 18% through the use of Performance Max, an advertising tool that incorporates Googles AI technologies for various aspects of advertising. Companies can leverage deep neural networks, which fuel machine learning, to boost revenue using first-party data while upholding data privacy and delivering personalized experiences to customers.

In the field of public relations, AI is also making waves. Communication software-as-a-service provider Wizikey has introduced Imara, an AI Avatar designed for PR and communications. Imara utilizes generative AI to analyze news data and derive valuable insights. AIs benefits in PR include rapid and efficient data analysis, informed decision-making, development of effective PR strategies, and the creation of tailored content for digitally-focused target audiences. AI also enhances efficiency in tasks like media coverage tracking.

Additionally, Google has reportedly been testing a product designed to generate news articles by processing ingested information. This tool aims to assist journalists and has been showcased to media organizations like The New York Times, The Washington Post, and News Corp.

The implementation of AI has seen the most significant reported revenue impact in marketing and sales, according to a McKinsey study. The ongoing transformation fueled by AI is expected to bring further disruptions to the PR industry in the coming years.

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Artificial Intelligence to Transform Communication Sectors in India - Fagen wasanni