In today’s world led by the likes of ChatGPT and Google Bard, brands that shy away from using AI for advertising are at a continuous competitive disadvantage. Most advertisers are already using AI to identify and segment audiences, build ad creative, test ads, improve ad performance, and optimize spend—all automatically, in real-time, at scale. Recently at the e4m India Brand Conclave 2023, Rishabh Shekhar, Co-founder & Chief Operating Officer, Pepper Content delivered a session on ‘The Power of Human + AI: How Brands Can Win at Marketing.’ 

Starting off his session, Shekhar talked about the power of the modern digital world and the power of content and how it has evolved over time. He adds, “We are living in a content economy. As the online GDP increases, although the transaction happens through money, the currency is content, the decision is made when you consume content and decide that you want it. We have moved from an industrial-first approach to an information and value-based approach. Every consumer has tonnes of information on their hand and if you don’t get on that train, you will be left behind.”