Sudipto Ghosh, Author at AiThority https://aithority.com/author/sudipto-ghosh/ Artificial Intelligence | News | Insights | AiThority Thu, 04 Jan 2024 13:20:02 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://aithority.com/wp-content/uploads/2023/09/cropped-0-2951_aithority-logo-hd-png-download-removebg-preview-32x32.png Sudipto Ghosh, Author at AiThority https://aithority.com/author/sudipto-ghosh/ 32 32 Expert Views on Google’s 1% Third-Party Cookie Deprecation https://aithority.com/technology/native-and-programmatic-advertising/expert-views-on-googles-1-third-party-cookie-deprecation/ Thu, 04 Jan 2024 13:12:00 +0000 https://aithority.com/?p=555579 Expert Views on Google's 1% Third-Party Cookie Deprecation

Google’s third-party cookie deprecation has finally arrived to spell a new era in The Privacy Sandbox. From today (4 January 2024), Google Chrome is disabling third-party cookies for 1% of the users before completely stopping it in Q3 2024. Publishers and website owners who use third-party cookies to improve the quality of their services and […]

The post Expert Views on Google’s 1% Third-Party Cookie Deprecation appeared first on AiThority.

]]>
Expert Views on Google's 1% Third-Party Cookie Deprecation

Google’s third-party cookie deprecation has finally arrived to spell a new era in The Privacy Sandbox. From today (4 January 2024), Google Chrome is disabling third-party cookies for 1% of the users before completely stopping it in Q3 2024. Publishers and website owners who use third-party cookies to improve the quality of their services and content would now have to look out for alternative channels to experiment with their advertising efforts. Google has already launched a range of APIs to offset third-party cookies for identity tracking, advertising, and privacy management. In our Google third-party cookies deprecation series, global adtech leaders spoke to us about the consequences of this milestone event.

What is Google’s Third-Party Cookies Deprecation?

Google’s third-party cookies deprecation is part of the company’s Privacy Sandbox initiative. The Privacy Sandbox is a major development in the advertising landscape that supports the need to improve people’s online privacy while they use digital services without interruption. This initiative aims to reduce cross-site and cross-app tracking when users browse the internet for content, services, and jobs. By deprecating third-party cookies in Google, users can continue to enjoy an enriching browser experience without worrying about privacy. For publishers, this effort would ensure they can offer their content for free on sites and apps. Moreover, intrusive app trackers will become a thing of the past in 2024 once 100% third-party cookies deprecation takes effect. To discuss more, adtech leaders highlight the context of third-party cookie deprecation applied to different digital businesses.

Effects on Publishing Business

According to a recent report by PrimeAudience, 88% of marketers feel prepared for the deprecation of cookies. 56% of marketers are already testing for the cookieless future in 2024. 

Alexandra Theriault, Chief Growth Officer, Lotame, a data solutions company said, “30-50% of the web already blocks third-party cookies in Safari and Firefox by default, and that has yet to spur meaningful adoption of third-party cookieless solutions from brands and agencies. Although universal IDs have been adopted by 10s of thousands of publishers globally (as cited by sincera.io), the demand from agencies and brands to leverage these alternative solutions is meager. Google adding 1% of their piece of the pie isn’t going to drive the intended reaction necessary to prepare the industry for the end of the year. Google’s watered-down targeting capabilities that may offer to target are a far cry from the precision agencies and brands are accustomed to. The result will be worse-performing campaigns, a hit to most publisher’s yield, and less relevant ads for consumers.”

Recommended: Adthos Uses AI to Create Fully Produced Audio Ads From a Picture

Testing Cookieless Solutions in 2024

Eli Heath, Head of Identity – Lotame, added, “It’s important to note that this change affects only 1% of browsers, which is relatively minor considering that 30% of browsers, such as Safari and Firefox, already do not support third-party cookies. This small percentage is unlikely to drive significant changes among buyers, as DSPs will simply adjust their traffic optimization strategies for Chrome browsers that still use cookies. However, this development should serve as a wake-up call to re-energize and intensify efforts in testing cookieless solutions, especially by expanding the scope to include Chrome browsers. This testing phase is crucial. If we can identify and isolate the 1% of impacted Chrome browsers, it could provide valuable insights into the effectiveness of post-cookie solutions. This includes aspects of targeting and measurement in a Chrome environment without third-party cookies, building on the initial learnings we’ve already gleaned from Safari and Firefox.”

Dan Pike, CPO, Covatic said, “The latest Google news is not news at all; the industry has been aware that cookies were on borrowed time for what seems like forever, and most savvy publishers and brands have prepared themselves to move beyond these outdated and ineffective identifiers. “There are already tried and tested cookie-less solutions deployed in-market and used by major publishers. These have the additional benefit of putting them in control of their data, tech, and revenue while avoiding strategic capture by Google and the other big digital players. So we should see the cookie’s demise as a positive step in the evolution of the digital industry; as it will create more responsible, addressable, and effective targeting methods while offering greater protection and choice for consumers over how their data is used.”
Jeremy Haft, CRO – Digital Remedy (Performance Marketing Partner for Brands and Agencies), said, “The removal of 1% of 3rd-party cookie tracking has the potential to significantly impact advertisers and the overarching digital ad ecosystem. Time will tell (as we have seen delay after delay) if we see a full ramp-up and if this ultimately leads to Google seeing a decline in ad revenue. I bet that Google will back off from the full depreciation of cookies; however, if this initial test proves to be successful, this could impact many facets of the advertising ecosystem. For starters, advertisers will have limited ability to target their most sought-after audiences as their options to identify and segment those audiences will become limited. Measurement & attribution models will break due to data being more difficult to action by channel, partner, and media type.”

Jeremy added, “Lastly, personalization of the consumer ad experience will take a hit leading to more generic and less targeted messaging and creative. If Google does end up completely deprecating cookie tracking, this opens up the opportunity for innovation in the industry for new solutions focused on targeting, measurement, and attribution. In addition, there will be an increased focus on privacy which will be tied to even more regulation focused on data protection.

Should Google move forward with deprecating third-party cookies, it will substantially impact both ad tech providers and advertisers who will once again have to navigate and innovate to win. I believe this to be very dependent on how this 1% deprecation test will impact Google’s ad revenue. If it takes a hit, we could see further delays in the full rollout based on their current timeline.”

Google Tracking Protection for digital advertising

Mateusz Jedrocha, VP, of Branding Solutions – Adlook (cookieless and deep-learning focused DSP) mentioned the importance of Google Tracking Protection for digital advertising. Mateusz said, “The introduction of Tracking Protection by Google Chrome, a browser commanding a significant 64% of the market share, marks a pivotal moment in digital advertising. This move is particularly impactful for us at Adlook, where we focus on branding solutions. This development presents both a challenge and an opportunity in how we engage with consumers globally. We view the initial 1% deprecation of cookies as a crucial first step in assessing the viability of a cookieless environment. This phase allows us to perform essential tests and begin redefining our benchmarks and delivery metrics for branding campaigns in a world without third-party cookies. However, we believe that a gradual and transparent expansion of cookieless traffic is necessary for a comprehensive understanding and adaptation to this new landscape.”

Mateusz added, “At Adlook, we are keenly aware of the importance of guiding our clients through the intricacies of the cookieless transition. To this end, we have developed comprehensive Cookieless Transition Frameworks, which are designed to support our clients in navigating this new landscape. These frameworks are based on a phased and tailored approach, allowing for gradual testing and adaptation. Our objective is to facilitate a seamless shift from legacy buying methods to the new ecosystem, which is increasingly powered by Google’s Privacy Sandbox along with a variety of other cookieless solutions.”

The post Expert Views on Google’s 1% Third-Party Cookie Deprecation appeared first on AiThority.

]]>
AiThority Interview with Dave Bottoms, VP of Product at Upwork https://aithority.com/machine-learning/aithority-interview-with-dave-bottoms-upwork/ Thu, 04 Jan 2024 13:09:21 +0000 https://aithority.com/?p=551945 AiThority Interview with Dave Bottoms, VP of Product at Upwork

The post AiThority Interview with Dave Bottoms, VP of Product at Upwork appeared first on AiThority.

]]>
AiThority Interview with Dave Bottoms, VP of Product at Upwork
AiThority Interview with Dave Bottoms, VP of Product at Upwork

Hi Dave, please tell us a little bit about your role at Upwork. How do you work with AI and other intelligent technologies to build workplace tools?

As GM of Marketplace and VP of Product at Upwork, I oversee the overall product strategy and execution of Upwork’s marketplace, connecting talent and clients all over the world. I lead multiple teams responsible for delivering value to clients who rely on Upwork’s global work marketplace to find and hire the best talent. While we are still in the early days, the rapid rate of change ushered in by Generative AI is certainly impacting both the ways we work to build products, as well as the very products we are building for our customers.

We very much see generative AI as the newest capability in our product development toolkit, and a massive force multiplier for both businesses and talent who come to our marketplace to find and get work done. One of our most ambitious goals is to foster the most AI-empowered independent talent in the world.

As announced on November 6, we are providing both the best third- and first-party tools and educational resources to enable talent to harness the power of generative AI to work smarter, and ultimately get more done. One example of this is the launch of Upwork Chat Pro, a new GPT-4-powered app currently live as a limited-release beta and developed by our Upwork Labs team to allow professionals to start and complete work faster and more effectively.

How has Upwork evolved in the GPT era? What are your key offerings in the AI space?

At Upwork, we’re seeing firsthand the transformative impact generative AI is having on professionals and companies alike, supercharging productivity and efficiency for talent and businesses that need to get mission-critical work done.

AI is the fastest-growing category on our platform this year. Our goal is to become the preeminent destination for AI-related talent and work, while also improving the efficiency, effectiveness, and speed to match on our platform through improvements to our core product experiences and capabilities.

We first welcomed the era of generative AI at Upwork with the launch of the AI Services hub, a singular destination for customers to source the AI talent they need, and get matched with AI-powered solutions and expert talent across virtually every category of work. We also aim to ensure talent on Upwork has access to the most modern generative AI tools to dramatically increase productivity and quality of work. The AI Services hub has seen a 10x increase in average monthly visitors since it debuted in July.

Recently, we built on our offerings with the announcement of an extension of the hub with a new suite of generative AI apps, offers and educational content specially designed for talent this week.

Could you tell us more about your latest generative AI offerings? How do you differentiate your AI apps in the education marketplace?

As I shared above, we introduced a new set of AI apps and offers, alongside new educational content so that independent talent on Upwork can harness the power of generative AI to supercharge their productivity and improve the quality of their work.

Additionally, we launched limited access to Upwork Chat Pro, a new generative AI application embedded directly on Upwork’s platform and powered by GPT-4, developed to allow independent professionals to start and complete work faster and more effectively.

Upwork’s unique position as a two-sided marketplace allows us to introduce our global talent pool to a comprehensive array of best-of-breed AI-based tools and resources. We are partnering with industry-leading developers like Adobe, Amazon, ClickUp, and Miro, that have incorporated Gen AI into their products.

In making these tools available for trial or discount, we are ensuring that our talented professionals have every opportunity to leverage AI tools to do their best work.

In addition to offering these apps to independent talent, our learning center, Upwork Academy, is adding educational content in the new AI Education Library, including AI-related courses, AI learning paths that cover the basics of AI, as well as mini courses. It’s this combination of apps, tools and educational resources for talent that will help upskill their capabilities and leverage the power of generative AI so they stay competitive and become more productive.

What has been your most memorable experience related to Generative AI capabilities in 2023?

Upwork has been fueled by cutting-edge technologies since the company started more than 20 years ago.

We were founded on the idea that technology could break down barriers and borders and bring people together to unleash their uniquely human potential to work together in ways made possible by the technological advances of the last few decades.

Think about the most significant technology shifts in our lifetime – from personal computers to the Web, mobile devices, and cloud computing as the foundational building blocks underlying our own work marketplace.

Today, we’re undergoing another seismic shift with the advent of generative AI and how it will directly impact the future of work. I am particularly excited about the transformative possibilities already unfolding for professionals and businesses tapping into generative AI.

It’s a game-changer for work, and for Upwork, as we seek to help so many professionals and companies embrace this moment of opportunity to deliver major critical business outcomes and ultimately work smarter and more efficiently. It’s truly an awesome and memorable experience to be at a company that is working tirelessly towards empowering millions of professionals to embrace the power of generative AI to continuously serve their respective customers.

Thank you, Dave! That was fun and we hope to see you back on AiThority.com soon.

Dave Bottoms leads Upwork’s Marketplace organization, a global team responsible for the core Talent Marketplace, search & discovery, ads & monetization, core mobile experiences, as well as new product innovation and analytics.

Upwork is the world’s largest work marketplace that connects businesses with independent talent from across the globe. We serve everyone from one-person startups to large, Fortune 100 enterprises with a powerful, trust-driven platform that enables companies and talent to work together in new ways that unlock their potential. Our talent community earned over $3.8 billion on Upwork in 2022 across more than 10,000 skills in categories including website & app development, creative & design, customer support, finance & accounting, consulting, and operations.

The post AiThority Interview with Dave Bottoms, VP of Product at Upwork appeared first on AiThority.

]]>
AiThority Interview with Molham Aref, Founder and CEO of RelationalAI https://aithority.com/it-and-devops/data-management/aithority-interview-with-molham-aref-relationalai/ Tue, 26 Dec 2023 10:00:20 +0000 https://aithority.com/?p=554301 AiThority Interview with Molham Aref, Founder and CEO of RelationalAI

The post AiThority Interview with Molham Aref, Founder and CEO of RelationalAI appeared first on AiThority.

]]>
AiThority Interview with Molham Aref, Founder and CEO of RelationalAI
AiThority Interview with Molham Aref

Hi, welcome to the AiThority Interview Series. Please tell us a bit about yourself and your company, RelationalAI.

I am the founder and CEO of RelationalAI. I have three decades of AI experience and I often share insights on the rise of the data cloud, knowledge graphs, generative AI and other new-gen technologies. My company brings together decades of experience in industry, technology, and product development to advance the first and only real cloud-native knowledge graph data management system to power the next generation of intelligent data applications.

How do you see the Data Cloud industry shaping in 2024?

In 2024, we will witness the rise of the Data Cloud to advance AI and analytics.

While data clouds are not new, I believe there will be a continued emergence and a clear distinction made between data clouds and compute clouds in 2024. With compute clouds like AWS or Azure, we have had to assemble and stitch together all the components needed to work with AI. So with data clouds, like Snowflake or Microsoft Fabric, users have it all prepackaged together in a single platform, making it much easier to run analytics on data needed to build AI systems. The rise of the data clouds will offer a better starting point for data analytics, Artificial Intelligence (AI), and Machine Learning (ML).

2023 was all about Generative AI and its impact on the Cloud computing platforms. Where is GenAI headed in 2024?

The extreme hype around Generative AI will diminish in 2024. True Generative AI deployments will emerge as its augmented replacement.

In the new year, we will also begin to see the extreme over-hype around generative AI start to diminish. I’ve been working in, and around, AI since the early nineties, AI has always been prone to be over-hyped. Having said that, I think we are going to see enterprises deploying generative AI in more measured and meaningful ways. As with most new technology adoption in the enterprise, it’s going to take longer for these kinds of AI systems to become part of enterprise software in the ERP or HCM sense, but real value will start to be created next year.  We will be able to calibrate our expectations appropriately once we begin to see its true impact.

Please tell us about your predictions about AI startups and the VC landscape.

The venture capital climate has been tough as of late and will be even more so in 2024. I believe we will begin to see a shift in the industry when it comes to the survival of AI startups, as AI startups start to get “acqui-hired” by the big tech companies for their talent. This has already started to happen and in the last few months we’ve seen higher than normal venture-funded companies big and small either shut down or quietly get acquired by bigger players.

I think there will be an evolutionary cycle for the companies that can survive the next 18 months or so. It has been said before that some of the best and most valuable companies are usually created in difficult times, like during the 2008 recession and in 2000 when the dot-com bubble burst, as they usually tend to have better products and more disciplined companies. Companies that can run efficiently, be agile, and adapt quickly to tough situations will be better positioned. At the end of the day, companies that have a strong product, and a demonstrated value proposition, will be in a better position to outrun the competition.

How should IT leaders approach Knowledge Graph solutions? 

Knowledge Graphs will help users eliminate “Data Silos.”

As enterprises continue to move more data into a data cloud, they are collecting hundreds, thousands, and sometimes even tens of thousands, of data silos in their clouds. Knowledge graphs can easily drive language models to navigate all of the data silos present by leveraging the relationships between various data sources. In the new year, we will see a variety of established and novel AI techniques that support the development of intelligent applications emerge.

Top AIThority.com Cloud News: Top 10 News of AWS in 2023

Thank you, Molham! That was fun and we hope to see you back on AiThority.com soon.

[To share your insights with us, please write to sghosh@martechseries.com]

Molham is the Chief Executive Officer of RelationalAI. He has more than 30 years of experience in leading organizations that develop and implement high-value machine learning and artificial intelligence solutions across various industries. Prior to RelationalAI he was CEO of LogicBlox and Predictix (now Infor), CEO of Optimi (now Ericsson), and co-founder of Brickstream (now FLIR). Molham also held senior leadership positions at HNC Software (now FICO) and Retek (now Oracle).

RelationalAIThe executive team at RelationalAI brings together decades of experience in industry, technology, and product development to advance the first and only real cloud-native knowledge graph data management system to power the next generation of intelligent data applications.

The post AiThority Interview with Molham Aref, Founder and CEO of RelationalAI appeared first on AiThority.

]]>
AI in Gaming Predictions for 2024: Featuring Industry Experts from AppLovin, Adjust and Wurl https://aithority.com/gaming/ai-in-gaming-predictions-for-2024-featuring-industry-experts-from-applovin-adjust-and-wurl/ Tue, 26 Dec 2023 06:07:24 +0000 https://aithority.com/?p=554331 AI in Gaming Predictions for 2024: Featuring Industry Experts from AppLovin, Adjust and Wurl

The use of AI in gaming is not a new development. For a few years now, the global gaming industry has been using AI tools to create exhilarating interactive experiences for users. In 2023, truly speaking, AI in gaming made a massive transformation with ChatGPT and other LLM-powered generative AI tools. As we head into […]

The post AI in Gaming Predictions for 2024: Featuring Industry Experts from AppLovin, Adjust and Wurl appeared first on AiThority.

]]>
AI in Gaming Predictions for 2024: Featuring Industry Experts from AppLovin, Adjust and Wurl

The use of AI in gaming is not a new development. For a few years now, the global gaming industry has been using AI tools to create exhilarating interactive experiences for users. In 2023, truly speaking, AI in gaming made a massive transformation with ChatGPT and other LLM-powered generative AI tools. As we head into the New Year 2024, we are expecting another mammoth year for AI-driven gaming software makers. We spoke to industry experts from AppLovin, Adust, and Wurl to understand the growing appetite among gamers for AI-based personalization. The panel of speakers includes:

  1. Daniel Tchernahovsky, VP of Global Business Development at AppLovin
  2. Andrey Kazakov, VP of Demand at AppLovin
  3. Simon Dussart, CEO of Adjust
  4. Simon Baptist, Director of Commerce Business at AppLovin
  5. Katie Madding, Chief Product Officer at Adjust
  6. Gijsbert Pols, Ph.D., Director of Connected TV and New Channels at Adjust
  7. Ron Gutman, CEO at Wurl
  8. Keith Bedford, GM, EMEA at Wurl
  9. Dave Bernath, Vice President of Sales & Partnerships, Americas at Wurl

Emerging technologies like AI will significantly influence game creation and growth in 2024

Daniel Tchernahovsky, VP of Global Business Development at AppLovin

Profile photo of Daniel Tchernahovsky
Daniel Tchernahovsky

Recent advancements in AI are helping app developers create games much faster and at a lower cost than ever before. The lower cost of creation allows developers to experiment more early on, create easier content, market test that content, and incorporate feedback quicker into their production. For example, if you build a runner game, you can use AI to generate different running environments like a sports stadium, a field, or a wooded trail. This is an easy, cost-effective way to create more levels and add longevity to a game that I suspect we’ll see implemented more widely in the year ahead.”

AI-driven personalization will help gaming developers create more engaging player experiences

“The best way for gaming developers to increase long-term retention is to make their game or app feel like it’s designed especially for their players. AI helps by enabling the developer to segment users and customize game progression so it feels as if the game’s level of difficulty has been uniquely calibrated to a user. Segmentation can create custom experiences that feel unique to each user, which leads to more engagement – and that leads to more retention. We’re likely to see more of this application of AI – in gaming and beyond – to personalize app experiences and successfully retain users.”

Advertisers get more creative with the way they acquire mobile users in 2024 

Andrey Kazakov, VP of Demand at AppLovin

Andrey K.
Andrey Kazakov

Trends we see include advertisers going outside of mobile inventory like CTV to acquire users. We also see advertisers experimenting with web flows. Moreover, next year is going to further embrace advertisers’ ability to work with new partners and drive their growth by differentiating in a way that they get new users.

Looking at a longer time horizon, in general, it is about building a foundation within companies that enables the advertiser to act rapidly to any changes. This means advertisers need to have a growth stack that empowers them to measure what they buy, so they know the exact performance across a variety of channels that are out there. They also need a process to expand their user acquisition channel portfolio so they can act and new additions to it and scale. A focus on foundation sets up businesses to succeed in any environment.

AI will optimize mobile app user onboarding flows and improve retention

For mobile app businesses, fostering long-term user retention is essential. AI-driven personalization plays a pivotal role. It helps customize features or content to suit specific user cohort’s preferences, making the app more appealing and “stickier. AI can also help improve the onboarding experience, which is the first critical step for user retention.

We anticipate that more companies, particularly those outside of retail, will use AI to analyze and optimize their app onboarding. This is a make-or-break moment in the user’s relationship with an app: If there’s any friction at all, the user may never open the app again. Therefore, creating a delightful onboarding experience is a top priority for any app developer – and AI will become a standard tool to support this pivotal step.

Modern marketers are ready to fully embrace the term ‘affiliate marketing’

Simon Baptist, Director of Commerce Business at AppLovin

Simon Baptist
Simon Baptist

“As the world awakens to the paramount importance of privacy and consent, affiliate marketers have and will continue to be torchbearers of trust. Among marketers, they possess an unparalleled connection with their audiences.

With the spotlight on first-party data strategy, data collaboration, and audience insights, it is affiliate marketers who wield the deepest understanding and historical collaboration with the brands they champion. We don’t need to hide affiliate marketing under the guise of partner marketing. Rather than rename it, I predict that in 2024 more people will be stepping forward to claim it.

We continue to see mobile increasingly dominate online shopping (54% of sales this Black Friday came from mobile, up 10% from just one year ago). This trendline will continue up and to the right. As marketers grapple with the convergence of paid advertising and owned media, it’s imperative that affiliate marketing continues to take center stage as its role in influencing the entire buyer’s journey cannot be understated. M-commerce will soar in 2024, and a large part of that will be thanks to the power of affiliate marketing.”

Predictive analytics bringing stability and consistency to the developing landscape of cross-channel measurement  

Simon Dussart, CEO of Adjust

Simon (Bobby) Dussart
Simon Dussart

“Mobile to CTV, PC & console and back to web… Regardless of what new channels might become popular over the next few years or new privacy regulations that might be introduced, marketers need to get the best return on investment, so the question advertisers are asking is, ‘How do we know where we should spend’?

In the past, most of the focus on measurement was aggregating data from a few sources and comparing the results to see how they performed and where you should invest in the future. But machine learning and AI are giving us the ability to predict, with 90% accuracy, a user’s lifetime value at days 3, 7, 14, and 30. Within the first 24 hours, marketers will be able to identify if a campaign is attracting high-value users so they can invest more or stop the campaign in favor of other channels. And that’s where we see budgets being spent better and having better ROAS.

Predictive analytics and automated workflows, combined with incrementality and media mix modeling, or MMM, will give marketers a 360-degree understanding of how they should be spending their marketing dollars – and on what platforms or channels. This is the future of modern growth marketing and measurement.”

As investment in AI is set to soar in 2024, embracing its potential for mobile marketing will be crucial for staying competitive 

Katie Madding, Chief Product Officer at Adjust

Katie Madding
Katie Madding

“The mobile marketing industry has made significant strides in AI this year, giving marketers access to more meaningful data than ever before, and helping them to make even smarter, more informed decisions. As we look to the year ahead, mobile app marketers will be searching for their measurement partners to take the next step and address another crucial question: How can AI take all of this data and use it to make the smartest possible decisions for marketers?

Using ongoing analysis of data, advanced learning models have the potential to provide informed predictions and make strong recommendations to marketers. In less time, and with more accuracy, this will help marketers to figure out how to best optimize budget spend to reach their audience and drive results. This is something that we’re going to see growth marketers really interested in exploring.”

Embracing sophisticated approaches to measurability will be crucial for standing out as a streaming service 

Gijsbert Pols, Ph.D., Director of Connected TV and New Channels at Adjust

Gijsbert Pols, PhD
Gijsbert Pols

“FAST channels that want to be taken seriously by advertisers need to stand out with measurability. A move toward more advanced measurability will likely drive standardization within the industry to ensure that metrics are comparable across different platforms and campaigns.

Brands and companies will increasingly move beyond simplistic attribution models, and adopt multi-touch/cross-platform models to consider the full customer journey and understand how different interactions contribute to conversions and LTV.”

The fusion of content and commerce will redefine the TV-watching experience 

“Retail media will become a pivotal part of the future of advertising as consumers can make purchases directly off their TV screens. Perhaps one of the most obvious examples, cooking programs could seamlessly integrate with grocery delivery apps, allowing viewers to purchase ingredients straight off their screen to their doorstep. The fusion of CTV and commerce creates an interactive platform where every click has real-world implications.”

CTV will become the household’s central digital hub 

“In 2024 we’ll see CTV offering a transformative user experience that transcends traditional boundaries. Just as the smartphone revolutionized what can be done using a phone, the digitization of TV will do the same for television. In fact, CTV can transform the TV from a device for watching content to the central digital hub in every household. The convergence of stationary and social will not only elevate user engagement but also create more robust opportunities for advertisers to connect to consumers with many different interests.”

In the next five years, the transition from cable to streaming will be complete

Ron Gutman, CEO at Wurl (an AppLovin company)

Ron Gutman
Ron Gutman

“I predict that within the next five years, the transition from cable television to streaming will be complete. Despite enormous shifts in the Connected TV space, we’re still currently only halfway through this migration. In the beginning, the focus was on moving content to streaming. The next phase as we head into 2024 will be about moving viewership, where the growth is still ahead of us.”

CTV will become a true performance channel

“Advertisers will finally leverage Connected TV as a true performance channel. Advancements in AI-driven technologies and performance marketing solutions will give rise to more targeted and personalized CTV experiences. This, in turn, will give streamers and publishers the ability to accurately measure and attribute a viewer’s actions to a specific campaign, enabling advertisers to turn marketing efforts from a cost center to a revenue driver.”

Marketing will be imperative to grow audiences

Dave Bernath, Vice President of Sales & Partnerships, Americas at Wurl

Dave Bernath
Dave Bernath

“In the US, we’re in a plateauing – or reset – moment in the streaming market, most obviously with studios and their SVOD services. I also see this happening in the free space, specifically with FAST channels. More premium content is coming to FAST, which is a good thing. But, the growth in overall viewership is still relatively modest and the programmatic ad market continues to disappoint. As a result, platforms, publishers, and OEMs face the difficult reality of needing to spend more on marketing during an uncertain market. I think the choice is obvious: Organic growth is not going to cut it. In 2024, we’ll see who steps up to spend the marketing dollars required to grow their audiences, and who stands pat and starts getting left behind.”

2024 will be the year of the bundle

“2024 will see the rise of streaming services joining the legacy bundle, as evidenced by the recent Charter Disney deal. I predict we’ll see more SVODs partner with MVPDs to bundle offerings. While this represents a retreat to the wholesale model, it is likely to add some stability to subscriber counts. Bundles work and consumers are less likely to drop any particular service when it’s part of a broader package that includes broadband, cable, or satellite and phone. I don’t know that it will slow the rate of cord cutting, but there does still appear to be tens of millions of households where this model could work and help both parties.”

The integration of EPGs into smart TVs will drive discovery

Keith Bedford, GM, EMEA at Wurl

Keith Bedford
Keith Bedford

“The integration of EPGs (electronic program guides) directly into smart TVs will grow the streaming market, giving manufacturers more control and consumers easier access to discover content. This will, in turn, create a more personalized viewing experience, and, ultimately, significant potential for ad revenue generation.”

FAST adoption will speed up in EMEA

“While the US is witnessing the transition from traditional TV to FAST (free ad-supported streaming TV), cord-cutting is less prevalent in EMEA due to the abundance of free TV content, which may lead to a different approach to ad-supported streaming in this market in 2024. Still, with top-tier broadcasters like ITV, the BBC, and Germany’s DWR/ARD making their mark in Europe’s CTV market, we’re likely to see the adoption of FAST and CTV more broadly speed up this year.”

[To share your insights with us, please write to sghosh@martechseries.com]

The post AI in Gaming Predictions for 2024: Featuring Industry Experts from AppLovin, Adjust and Wurl appeared first on AiThority.

]]>
AiThority Interview with Dr. Alan Baratz, President and CEO of D-Wave https://aithority.com/computing/govtech/aithority-interview-with-dr-alan-baratz-ceo-at-d-wave/ Mon, 25 Dec 2023 06:32:45 +0000 https://aithority.com/?p=554297 AiThority Interview with Dr. Alan Baratz, President and CEO of D-Wave

The post AiThority Interview with Dr. Alan Baratz, President and CEO of D-Wave appeared first on AiThority.

]]>
AiThority Interview with Dr. Alan Baratz, President and CEO of D-Wave

Hi, welcome to the AiThority Interview Series. Please tell us a bit about yourself and what is D-Wave.

I am Dr. Alan Baratz, President and CEO of D-Wave (NYSE: QBTS).

D-Wave is a leader in quantum computing technology and the world’s first commercial supplier of quantum computers. Our technology has been used by some of the world’s most advanced organizations, including Volkswagen, Mastercard, Deloitte, Siemens Healthineers, Pattison Food Group Ltd, DENSO, Lockheed Martin, the University of Southern California, and Los Alamos National Laboratory.

How do you see the quantum, computing market shaping in 2024?

The global quantum computing market is rapidly growing and some market analysts project it will reach upwards of 6 billion + by the end of this decade. As 2023 closes, it would be interesting to see how quantum computing influences 2024. The future of quantum computing would largely relate to a rapid government adoption, the future of work, and quantum supremacy.

Top 10 News of AWS in 2023

Will the economic recession affect the quantum computing industry in 2024?

With economists projecting a shallow recession in 2024, organizations will seek new technologies, such as quantum computing, to navigate adversity and bolster business resilience. Quantum technologies can accelerate problem-solving and decision-making for a wide range of common organizational processes, such as supply chain management, manufacturing efficiency, logistical planning, and employee scheduling. Amidst a challenging economic environment, quantum’s ability to fuel operational efficiencies is critical.

How can organizations achieve supremacy with quantum computing in 2024?

The industry will achieve a proven, defensible quantum supremacy result in 2024. Ongoing scientific and technical advancements indicate that we are far from achieving quantum supremacy. 2024 will be the year where quantum definitively outperforms classical, full stop. There will be clear evidence of quantum’s ability to solve a complex computational problem previously unsolvable by classical computing, and quantum will solve it faster, better, and with less power consumption.

The breakthrough we’ve all been pursuing is coming.

What would be the role of the US government in pushing the bar higher in quantum computing innovations and adoption?

The US government’s usage of annealing quantum computing will increase given the anticipated passing of legislation including the National Quantum Initiative and the National Defense Authorization Act. 2024 will see a rapid uptick in the quantum sandbox and test bed programs — with directives to use all types of quantum technology, including annealing, hybrid, and gate models. These programs will focus on near-term application development to solve real-world public sector problems, from public vehicle routing to electric grid resilience.

Top AI ML Update: Key Takeaways Of Global AI Conclave 2023

Could you define the international alliance needed to expand quantum computing?

The global quantum race will continue to heat up, as the U.S. and its allies aggressively push for near-term application development. While the U.S. is now starting to accelerate near-term applications, other governments like Australia, Japan, the U.K., and the E.U. have been making expedited moves to bring quantum in to solve public sector challenges.  This effort will greatly expand in 2024.

Top public sector areas of focus will likely be sustainability, transportation and logistics, supply chain, and health care.

In 2024, what would be the impact of quantum computing technology and applications on the future of work? 

Quantum computing will show proven value and utility in daily business operations through in-production applications.

As we close 2023, companies are beginning to go into production with quantum-hybrid applications, so it’s no stretch of the imagination to see corporations using quantum solutions daily for ubiquitous business challenges such as employee scheduling, vehicle routing, and supply chain optimization. In time, it will become a part of every modern IT infrastructure, starting with the integration of annealing quantum computing.

Thank you, Dr. Alan! That was fun and we hope to see you back on AiThority.com soon.

[To share your insights with us, please write to sghosh@martechseries.com]

Dr. Alan Baratz became the CEO of D-Wave in 2020. Previously, as Executive Vice President of R&D and Chief Product Officer, he drove the development, delivery, and support of all of D-Wave’s products, technologies, and applications. He has over 25 years of experience in product development and bringing new products to market at leading technology companies and software startups.

As the first president of JavaSoft at Sun Microsystems, Alan oversaw the growth and adoption of the Java platform from its infancy to a robust platform supporting mission-critical applications in nearly 80 percent of Fortune 1000 companies. He has also held executive positions at Symphony, Avaya, Cisco, and IBM. He served as CEO and president of Versata, Zaplet, and NeoPath Networks, and as a managing director at Warburg Pincus LLC. Alan holds a doctorate in computer science from the Massachusetts Institute of Technology.

D-Wave is a leader in the development and delivery of quantum computing systems, software, and services. We are the only quantum computing company that builds and delivers quantum systems, cloud services, application development tools, and professional services to support the end-to-end quantum journey.

The post AiThority Interview with Dr. Alan Baratz, President and CEO of D-Wave appeared first on AiThority.

]]>
AiThority Interview with Michael Mestrovich, CISO at Rubrik https://aithority.com/machine-learning/aithority-interview-with-michael-mestrovich-ciso-at-rubrik/ Mon, 18 Dec 2023 10:07:38 +0000 https://aithority.com/?p=553010 AiThority Interview with Michael Mestrovich, CISO at Rubrik

The post AiThority Interview with Michael Mestrovich, CISO at Rubrik appeared first on AiThority.

]]>
AiThority Interview with Michael Mestrovich, CISO at Rubrik
AiThority Interview with Michael Mestrovich, CISO at Rubrik

Hi Michael, Please tell us about the latest trends in IT security budgeting.

Hi, Sudipto. In 2023, IT security leaders are facing tighter budgets and they will need to optimize and consolidate the tools they have already procured. When looking at new tools, they will have to be able to take out two or three existing products to fit within budgets in 2024. It means cybersecurity vendors will need to double down on technical innovations that drive productivity while keeping costs top-of-mind.

Top AI ML News: Axel Springer and OpenAI Partner to Deepen Beneficial Use of AI in Journalism

Beyond product enhancements, we will also see continued partnerships and integrations between vendors to meet this need and reach more customers.

That’s great! Does it mean Security leaders would find it more economical to leverage AI tools for their mission-critical operations?

Yes. AI will have a huge impact in 2024.

A huge issue for organizations (especially education, healthcare, and other industries) is that trained cybersecurity talent is scarce and expensive. These organizations struggle to hire and retain best-in-class talent. ISC2’s 2023 Cybersecurity Workforce Study found that the cybersecurity workforce grew by 8.7% to 5.5 million but open cybersecurity positions increased 12% to over 4 million. With this in mind, organizations will seek to leverage AI to help compensate for the talent gap.

Generative AI has the opportunity to generate training content specific to various roles and deliver that content on an ongoing and interactive basis to ensure every employee is best equipped to be a protector of their organization.

AI makes it possible to apply adaptive learning techniques across organizations at scale.

Which areas would continue to pose challenges to security leaders in 2024?

Cybersecurity, for sure…

Gaining access to any enterprise via valid credentials remains the preferred method of access for cyber actors.

As Generative AI matures over the next year and beyond, social engineering attacks fueled by Generative AI will become easier to perpetrate, will increase in scale, and will be increasingly realistic. No amount of training will be able to prevent some of these tactics, so we will surely see an increase in cyberattacks. Therefore, over the next year, we’ll see how many organizations have built their defense strategy around a cyber resilience mindset, e.g. micro-segmentation, passwordless authentication, phish-resistant MFA, moving from privilege escalation to separate privileged user accounts, and when it all fails, having immutable data backups.

How do you see AI and regulations shaping the security marketplace in 2024? Are CISOs ready to meet these regulations?

The recent SEC action against SolarsWinds and more importantly against the CISO Tim Brown shows that CISOs are increasingly in perilous situations. There will never be enough resources devoted to cybersecurity in any enterprise yet CISOs have to make risk-based decisions every day. If that were not difficult enough, add to that the threat of criminal charges if you get it wrong and it only adds to an already incredibly stressful environment.

Will we see more and more CISOs leave the profession?

Will we see an increase in CISO turnover?

How will the relationship between the CISO the board and the executive leadership team change?

On a positive note, New York recently announced a new cybersecurity strategy that will mandate comprehensive cybersecurity programs, vulnerability assessments, access controls, and security awareness training for hospitals, offer $500 million in funding for healthcare IT, and expand the cyber resources of state-wide criminal investigative entities. This is a huge step forward and I can only hope other states and municipalities follow New York’s lead.

Thank you, Michael! That was fun and we hope to see you back on AiThority.com soon.
[To share your insights with us, please write to sghosh@martechseries.com]

Michael Mestrovich joins Rubrik with more than two decades of experience in public and private sector IT and security leadership, most recently serving as Chief Information Security Officer (CISO) of the Central Intelligence Agency (CIA).

At the CIA, Mestrovich led the Agency’s cyber defense operations, developing and implementing cyber security regulations and standards, and directed the evaluation and engineering of cyber technologies. Before Mestrovich’s career in the public sector, he was a systems engineer at Cisco Systems and served in the U.S. Air Force.

Rubrik - United ImagingRubrik, the Zero Trust Data Security™ Company delivers data resilience, data observability, and data recovery for organizations. Rubrik keeps your data safe and easy to recover in the face of cyber attacks and operational failures. Now you can recover the data you need, however and whenever you need it to keep your business running.

The post AiThority Interview with Michael Mestrovich, CISO at Rubrik appeared first on AiThority.

]]>
AiThority Interview with Hendrik Isebaert, CEO at Showpad https://aithority.com/machine-learning/aithority-interview-with-hendrik-isebaert-ceo-at-showpad/ Sat, 16 Dec 2023 10:00:34 +0000 https://aithority.com/?p=552857 AiThority Interview with Hendrik Isebaert, CEO at Showpad

The post AiThority Interview with Hendrik Isebaert, CEO at Showpad appeared first on AiThority.

]]>
AiThority Interview with Hendrik Isebaert, CEO at Showpad
AiThority Interview with Hendrik Isebaert, CEO at Showpad

Hi Hendrik, welcome to AiThority.com’s Predictions Series. Please tell us about the evolution and ever-changing role of Artificial Intelligence (AI) capabilities in sales enablement.

I think Sales enablement companies are taking AI to the next level already. 

As buyers get smarter with more information at their fingertips, sellers will need to leverage AI to keep up. 2023 was undoubtedly the year in which AI entered the mainstream consciousness, but the nuances and the advantages that AI can offer in a business environment, are still being worked out.

To maximize the almost unlimited possibilities that AI can offer, sellers will need to harness it in their sales meetings to drive better buyer interactions, stay one step ahead and be ready to add meaningful value to the conversation.

Whether it’s using AI to instantaneously surface the most compelling pitch deck, talk track, or playbook, AI will enable sellers to show up as trusted advisors, earning buyer confidence and becoming indispensable to the customer journey. In addition to sales meetings, AI will also be leveraged to augment the role of the internal sales coach, making sales development programs smarter and more scalable. The latest innovations mean that AI can provide actionable insights on seller skills and behaviors, helping define a baseline for sales readiness, and deliver targeted support to the reps who need it most. And if you’re not integrating AI into your sales strategy, you will be opening yourself up to a brief creep from your competitors.

With AI, can we finally expect alignment between Sales and Marketing functions? 

Yes, we can finally see a better alignment between Sales and Marketing using AI.

For years businesses have tried and failed [epically] to align sales and marketing teams. In a recent survey, approximately 70% of organizations said their sales-marketing alignment was not very good, leading to frustration and finger-pointing. However, new enablement platforms coupled with AI will finally make this a reality. When sales and marketing teams can better align, they can sustain and nurture relationships with buyers.

Alignment will also ensure maximized revenue and growth opportunities for the business.

Bringing sales and marketing teams together will allow them to collaborate on key business goals and see how each department impacts the other.

Customers will be delighted when their needs are anticipated, understood, and managed in real time.

With alignment, there will be more rapid deal cycles as customers are engaged and ready to buy.

What avatar would the Customer Relationship Management (CRM) solutions take in 2024?

According to me, CRMs would evolve into Sales Enablement Platforms (SEPs).

Customer Relationship Management (CRM) and Sales Enablement Platforms (SEP) are both crucial tools in the modern sales and marketing landscape, but they serve distinct functions. While CRM systems were about managing customer relationships and data, the reality is they have become more about customer record management. Meanwhile, sales enablement platforms are about empowering sales teams to engage more effectively with those customers.

In today’s world, businesses need a system of engagement to complement their system of record, and this has made Sales Enablement technology a must-have. Put simply, it is where the relationships happen. CRM systems are designed to manage interactions with current and potential customers, tracking the history of customer engagements, sales opportunities, and service requests. They are invaluable for maintaining detailed records of customers and long-term relationship building.

On the other hand, SEPs focus on equipping revenue enablement teams with the tools, content, and information needed to sell more effectively. These platforms provide resources like sales training materials, content management, and analytics tools to optimize the sales process.

It’s only a matter of time until SEPs outweigh CRMs in importance and additive value.

Recommended AI ML Article: State of Implementation of Generative AI (Gen AI) in Marketing

Thank you, Hendrik! That was fun and we hope to see you back on AiThority.com soon.

[To share your insights with us, please write to sghosh@martechseries.com]

Hendrik Isebaert is Showpad’s Chief Executive Officer. After joining the organization in 2016, Hendrik embarked on an extensive business immersion, working in leadership positions across Showpad’s dual headquarters in the U.S. and Belgium.

Beginning his Showpad career as Chief of Staff, Hendrik was subsequently promoted to the role of Managing Director for Europe, Middle East and Africa, and latterly to Senior Vice President of Revenue globally.

Showpad is a leading sales enablement platform.

The post AiThority Interview with Hendrik Isebaert, CEO at Showpad appeared first on AiThority.

]]>
AiThority Interview with Interview with Daniel O’Brien, GM of Americas at HTC VIVE https://aithority.com/machine-learning/aithority-interview-with-interview-with-daniel-obrien-gm-of-americas-at-htc-vive/ Fri, 15 Dec 2023 11:31:52 +0000 https://aithority.com/?p=551384 AiThority Interview with Interview with Daniel O’Brien, GM of Americas at HTC VIVE

The post AiThority Interview with Interview with Daniel O’Brien, GM of Americas at HTC VIVE appeared first on AiThority.

]]>
AiThority Interview with Interview with Daniel O’Brien, GM of Americas at HTC VIVE
AiThority Interview with Interview with Daniel O’Brien, GM of Americas at HTC VIVE

Hi, Dan. Welcome to the Interview Series. Please tell us about your role at HTC VIVE.

I am the General Manager of the HTC VIVE Business for the U.S. region which is inclusive of Product Management, Sales, Marketing, and Operations. I have oversight and responsibility to deliver our full portfolio of HTC VIVE Products, Services, and Solutions for all our Consumer and Enterprise customers.

What has changed in the AR VR technology development landscape in the last three years?

I think it’s safe to say that for all tech, advancement and miniaturization go hand in hand. The XR industry is starting to hit its stride in this regard, with smaller and more powerful devices coming to market. HTC VIVE released the first glasses-style VR headset, VIVE Flow, in 2021. We followed it this year with VIVE XR Elite, which is also foldable and compact, but much more powerful.

Mixed reality (MR) is also in the spotlight these days. That’s largely thanks to improvements in passthrough technology, and the addition of depth sensors to headsets. VIVE XR Elite was our first headset with a sharp, color passthrough that makes MR not only practical but also fun. We’re starting to see some groundbreaking applications developed by our partners Taqtile, HAVIK, and more. But we’ve only scratched the surface of MR; there will be advancements in cameras and computer vision techniques in the coming years to bring these experiences even closer to natural human eyesight.

There are also big changes happening on the wireless infrastructure side. You need powerful, high-throughput connections to run immersive content in a secure environment – much more than what’s needed to stream movies. 5G and eventually 6G antennas will be integrated right into VR headsets. In the interim and to meet market needs, we’ve developed a Private 5G solution called REIGN CORE that can blanket a 10,000 m2 warehouse in a secure 5G signal. Recently, we attended the Interservice/Industry Training, Simulation, and Education Conference (I/ITSEC) demonstrating secure XR training solutions for defense, military, and law enforcement.

Connectivity was part of every conversation as government organizations looked to implement training solutions and scale in a secure environment. This Private 5G solution then enables organizations to run VR training with almost no latency.

Could you tell us about the XR product roadmap at HTC Vive? Which industries are you currently focusing on?

We count a lot of great partners in the defense vertical, as well as in healthcare and training. The technology trends I mentioned before – miniaturization and better passthrough – lend themselves well to all different types of training scenarios.

At I/ITSEC, we had up to 30 partners showcase their immersive training simulations that replicate real-world scenarios, giving trainees a safely controlled space to learn and advance their skill sets for mission-critical procedures on VIVE devices. 

In terms of products, we launched our newest device, the VIVE Ultimate Tracker recently. It’s a “self-tracking” tracker which means it knows its own position in 3D space and can thus be used to track your body parts in VR precisely. You can also attach it to physical objects and bring them into VR experiences. This is extremely useful for a lot of different vertical partners: healthcare, industrial training, defense, design, and more.

According to HTC VIVE’s latest report, 80% of active military-duty trainers said that XR enhances their education plans and empowers trainers to be more effective. Can you please explain what this means for realism-based training programs in critical operations?

XR training is kinesthetic in nature. It’s the most effective learning method for lots of people, as opposed to reading or listening to lectures. According to the National Training Laboratory, the retention rate for VR learning is 75% compared to 10% for textbooks and only 5% for lectures. In other words: humans learn by doing. XR makes it possible to go through potentially dangerous scenarios in the headset, without any actual safety risk, and get better prepared for real-world missions.

How is HTC VIVE eliminating work silos in remote settings? 

We have an enterprise platform called VIVERSE for Business, which lets employees with all different kinds of roles collaborate remotely. We built it with enough features to make it as powerful as you need – for example, for group visualization of 3D objects – but also with many core productivity features like scheduled meetings, support for 2D video calls on Zoom and Teams, and Microsoft Office file support.

Recommended: Top 20 Uses of Artificial Intelligence In Cloud Computing For 2024

The whole idea is for VIVERSE to be an extension of the conventional office, particularly for globally distributed and remote teams.

Sales and Marketing organizations are steady users of XR technology for their lead-gen campaigns. How do your customers use VR to improve their lead gen operations?

It’s a great question as we use the workflow tools from VIVERSE for Business applications for our meetings as well as reviewing the content and preparing presentations for our customers and training on new products. We are also integrated with Salesforce in our VIVERSE for Business application and we can review customer information and engagement plans and strategy in our XR Headsets. In addition, we have integrated over five MDM partners as well as our own native solution for commercial customers looking to bring better management and security. Overall, we’re seeing great results with training, collaboration, and integration of useful applications like Salesforce. There’s a lot more to come on applications we are integrating and how we’ll continue improving workflows and efficiencies.

Your predictions on the future of AI in the XR industry that requires highly optimized and CX-driven workflow automation: 

AI will make our interactions with XR technology easier and more natural. Working with virtual input methods like keyboards is tricky, with a learning curve. AI can help us more naturally interact in VR through speech and gestures, in a human-centric way. Soon, we’ll probably be able to speak things into existence – like virtual objects and worlds. This means that the advent of AI will make it much faster and easier for businesses to develop intuitive, customer-first workflows.

Top AI ML News: The New Version of Smart ID Engine Recognizes Korean 15% Better

Thank you, Daniel! That was fun and we hope to see you back on AiThority.com soon.

[To share your insights with us, please write to sghosh@martechseries.com]

Daniel O’Brien is a seasoned business and technology executive with over 20 years of experience delivering revenue growth, leading strategic business initiatives and partnerships, managing P&L, brand building, and maximizing operational excellence for extended reality (XR) and augmented reality (AR) technology companies. He brings a breadth of experience in market-defining and pioneering wireless technologies, mobile devices, and XR products, and has a strong understanding of sector economics, multi-million dollar/multi-level development lifecycles, and integrated product and application implementations. Daniel has introduced inaugural VR products, Android Smart Phones, Windows Phones, and World Phones into the marketplace on behalf of numerous leading mobile operators.

HTC VIVE is the premier virtual reality (VR) platform and ecosystem that creates true-to-life VR experiences for businesses and consumers. The VIVE ecosystem is built around premium VR hardware, software, and content. The VIVE business encompasses best-in-class XR hardware; VIVEPORT platform and app store; VIVE Enterprise Solutions for business customers; VIVE X, a US$100M VR business accelerator; and VIVE ARTS for cultural initiatives.

The post AiThority Interview with Interview with Daniel O’Brien, GM of Americas at HTC VIVE appeared first on AiThority.

]]>
AiThority Interview with Cloudflare’s Rita Kozlov, Senior Director of Product, Developer Platform https://aithority.com/it-and-devops/aithority-interview-with-cloudflares-rita-kozlov-senior-director-of-product-developer-platform/ Wed, 13 Dec 2023 03:00:25 +0000 https://aithority.com/?p=551382 AiThority Interview with Cloudflare's Rita Kozlov, Senior Director of Product, Developer Platform

The post AiThority Interview with Cloudflare’s Rita Kozlov, Senior Director of Product, Developer Platform appeared first on AiThority.

]]>
AiThority Interview with Cloudflare's Rita Kozlov, Senior Director of Product, Developer Platform
AiThority Interview with Cloudflare's Rita Kozlov, Senior Director of Product, Developer Platform

Hi, Rita. Welcome to the Interview Series. Please tell us about your role at Cloudflare. How did you arrive at Cloudflare?

I joined Cloudflare seven years ago as a solutions engineer, helping our customers achieve success with our technical deployments for our performance and security services at the time. Before Cloudflare, I was working as a software engineer, so when Cloudflare Workers was released it seemed like it could present a massive opportunity to change the way applications were built, so I joined the product side to work on it, and have been helping grow our developer offering since (which now includes our AI products).

What has changed in the AI data engineering landscape since the launch of ChatGPT? How are generative tools transforming DevOps and programming techniques?

On the DevOps and programming side, we’ve started seeing generative AI transform the way developers were building before ChatGPT, with the release of Github’s Co-Pilot.

We’re already seeing massive productivity gains from developers using code-generation tools to accelerate development, especially when it comes to generating boilerplate code, tests, and tasks that have been solved many times but are time-consuming. The other big shift we’re already starting to see and I believe we’ll see even more of is generative AI opens up the door for more collaboration amongst developers, and designers, and a lower barrier to entry for beginners.

Could you highlight Cloudflare’s approach to innovating with generative AI tools? Please tell us more about Mistral 7B.

The challenges developers face with deploying AI today are very similar to the challenges we’ve been solving with our developer platform for the past 6 years — a lot of developer productivity is wasted on setup, provisioning, optimization of resources, scaling and performance. So we wanted to bring the same serverless approach we brought to generalized compute to GPUs and AI deployments and allow developers to start building applications with AI without having to think about infrastructure.

We launched Workers AI in September with support for several models in our model catalog out of the box to get started with an open-source LLM being as easy as writing a few lines of code. We’ve been expanding our model catalog since launch and recently announced support for Mistral 7B which is an exciting new open-source LLM that outperforms previous LLMs in many ways, despite being a much smaller model.

How do you think AI is going to reach critical mass for businesses?

There’s been a lot of excitement recently about really large language models, however, anyone running or deploying them in production will be faced with reality pretty quickly: it’s really expensive to run them, and hard to even find and provision infrastructure for them. The next wave of innovation we’re going to see will likely go the other way, in getting smaller models (single-digit-billion parameter models, as opposed to hundreds-billion parameter models) to perform better.

With fine-tuning, these models are more likely to provide value to businesses fast, and power better experiences without breaking the bank.

AiThority Interview with Snyk’s CMO Jonaki Egenolf

On a related note, there’s been so much great innovation going on with open-source models, and the tooling ecosystems that have sprung up around them. It will be interesting to see how open-source model adoption plays out compared to proprietary, but I would say open-source is always a good bet.

With models taking multiple seconds to execute, does performance really matter in AI?

AI is still a fairly nascent technology — so our expectations are in line with that. But if AI is to become an integral part of our daily lives, performance is going to improve significantly and become a standard.

The web started out very similarly, with users being accustomed to waiting multiple seconds if not minutes for a web page to load. Today, however, engineers are optimizing for every large millisecond of wait time because as it turns out, there’s a direct correlation between performance and conversion rates.

Especially once AI starts powering more real-time experiences that are meant to emulate humans (think ordering a coffee at a drive-through), we’re going to expect experiences that have processing and reaction times that mimic those of human interaction.

Your predictions for the AI engineering industry in 2024: 

I have two big predictions for AI development in 2024. 

The first is that surging AI bills will land on developers. As AI experimentation skyrockets, so do AI bills.

Developer teams will be required to answer for this AI spend as CFOs will not accept unbounded and unpredictable costs for much longer and there will be added pressure to prove the return on investment. Tools offering insights, guardrails, and monitoring, especially in experimentation, are going to be critical for every dev team’s AI arsenal. 

AiThority Interview with Abhishek Shrivastava, VP of Product at LinkedIn

The second is that smaller models are going to become the default.

While it’s been exciting to see what we can achieve through the hardware that’s allowed the training of extremely large hundred billion parameter models, the reality is that in production there are diminishing returns to running such large models, while the costs of running them are disproportionately higher. What we’re going to see is more fine-tuning of smaller models, and innovation around customizing them and making them smarter.

Lighter notes:

Burn the midnight candle or soak in the sun?

Neither! I’m a morning person, but I love a cozy day indoors.

Coffee, or Tea?

Coffee

Your favorite Cloudflare offering that you want everyone to know about?

I’m biased, but Cloudflare Workers! It takes just a few seconds to try and you can get an application up and running so quickly and it will continue to scale regardless of how much traffic you get.

First memorable experience in your career as a technology leader?

Shipping workers.dev and launching it at JSConf EU. It was surreal seeing apps pop up the next day built on top of the tools we had just launched.

One thing you remember about your employee (s):

There are so many different ways to be a successful PM. Some PMs are more analytical and live by dashboards, others are great speakers and presenters, some love getting down into the API design. You want a mix of these different skills on your team to both foster different perspectives and learning from each other. I feel so lucky about the team I get to work with, and learn from them myself every day.

Most useful app that you currently use:

Google Calendar – it dictates my entire day.

Thank you,  Rita! That was fun and we hope to see you back on AiThority.com soon.
[To share your insights with us, please write to sghosh@martechseries.com]

Rita Kozlov is the Sr. Director of Product for Cloudflare‘s developer platform, and AI initiatives. She helped launch Cloudflare‘s initial compute offering Workers, and has since been a critical part of developing Cloudflare‘s developer strategy, including launches such as D1, Cloudflare Pages, and recently Workers AI. Rita started her career in Software Engineering, moving on to solutions engineering before finally finding her passion in product development.

File:Cloudflare Logo.svg - Wikipedia

Cloudflare, Inc. (NYSE: NET) is the leading connectivity cloud company. It empowers organizations to make their employees, applications and networks faster and more secure everywhere, while reducing complexity and cost. Cloudflare’s connectivity cloud delivers the most full-featured, unified platform of cloud-native products and developer tools, so any organization can gain the control they need to work, develop, and accelerate their business.

Powered by one of the world’s largest and most interconnected networks, Cloudflare blocks billions of threats online for its customers every day. It is trusted by millions of organizations – from the largest brands to entrepreneurs and small businesses to nonprofits, humanitarian groups, and governments across the globe.

The post AiThority Interview with Cloudflare’s Rita Kozlov, Senior Director of Product, Developer Platform appeared first on AiThority.

]]>
State of Implementation of Generative AI (Gen AI) in Marketing https://aithority.com/natural-language/state-of-implementation-of-generative-ai-gen-ai-in-marketing/ Tue, 12 Dec 2023 09:09:25 +0000 https://aithority.com/?p=551944 State of Implementation of Generative AI (Gen AI) in Marketing

Generative AI in marketing is a disruptive force– every aspect of marketing is permanently reshaped by the novel technology. According to a survey of 1800 global CMOs and marketing executives, organizations are allocating a significant portion of their budgets to include Generative AI in marketing technology stacks. More than two-thirds (76%) of organizations are ready […]

The post State of Implementation of Generative AI (Gen AI) in Marketing appeared first on AiThority.

]]>
State of Implementation of Generative AI (Gen AI) in Marketing

Generative AI in marketing is a disruptive force– every aspect of marketing is permanently reshaped by the novel technology. According to a survey of 1800 global CMOs and marketing executives, organizations are allocating a significant portion of their budgets to include Generative AI in marketing technology stacks. More than two-thirds (76%) of organizations are ready to fully embrace generative AI in marketing to unlock new revenue opportunities, enhance customer experiences (CX), and gain a competitive edge in the marketplace. In 2023, generative AI or gen AI has forced organizations to embrace a culture of innovation and experimentation, with compliance, ethics, and governance at the center, with their Marketing Technology tools and solutions. Capgemini’s report titled, “Generative AI and the Evolving Role of Marketing: A CMO’s Playbook” highlights the game-changing impact of Generative AI in marketing efforts and the future of generative AI-enabled marketing campaigns in 2024.

No other technology has proliferated our lives faster than gen AI. For instance, ChatGPT reached 100 million users within two months. AI has made an impact on every business function within an organization. Sales, Marketing, Customer Service, HR, IT, Finance, and Operations departments heavily rely on ChatGPT-like tools and capabilities to harness the power of data analytics for automation-driven real-time decision-making. Marketing departments, in particular, are at the forefront of generative AI adoption for selective applications in website development, content marketing, video and image generation, chatbots, and search.

Why do Marketers Love Generative AI in Marketing Tasks?

Generative AI, by definition, can learn from a wide range of data points, applied to specific tasks and situations. According to Hubspot, marketers use AI to create better and faster content. 35% of marketers use AI for research, generate new ideas, and write better copies. 48% of marketers consider AI-powered inspiration as a major benefit of using Generative AI in Marketing. 49% of marketers feel AI content is more personalized, while 50% believe AI enhances the quality of their copy.

Hubspot's The State of Generative AI Report
Hubspot’s The State of Generative AI Report

The pattern-derived learning of AI models such as LLMs helps users to generate texts, speech, videos, images, and in some cases, neural sentiments.

Today, Gen AI tools can perform creative tasks for various operations. In some cases, tools like Bing, BARD, Synthesia, DALL-E2, Midjourney, and ChatGPT can even outperform human efforts. Marketers love using gen AI tools for the obvious reason that they can be easily integrated with the existing Marketing Technologies for email, content management, CX, and so on.

Capgemini's cmo playbook for Gen AIAccording to Capgemini, the Marketing function is rapidly embracing Gen AI despite their organizations adopting a “wait-and-watch” approach in 2023.

Top Use Cases of Gen AI in Marketing

With Gen AI adoption, technology investments in the Marketing and Sales functions have soared significantly in 2023. The state of implementation of generative AI in marketing highlights the importance of time-saving capabilities in content generation, personalization, and financial opportunities. According to Deloitte, 82% of early AI adopters have already gained financially from their AI investments. In the next two years, 90% of global marketing leaders will increase the use of gen AI. Despite open talks related to the biases, hallucinations, ethics, and accountability of gen AI tools, marketing leaders are optimistic about their AI-focused martech investments for B2B and B2C sectors.

Top Applications of Gen AI in Marketing
Designing and Content Generation

Marketing teams are using Gen AI tools for designing and generating content for their websites, emails, newsletters, surveys, social media posts, messengers, chats, and videos. In most omnichannel campaigns, AI has replaced design teams. In 2024, we could find generative AI tools proliferating deeper into multiple channels to engage with customers with augmented and mixed reality content. Regardless of the channels they choose, marketing teams will be able to deliver a personalized customer experience.

Marketing Analytics

Generative AI in marketing functions can transform the way teams leverage analytics for measuring performance and impact. Platforms such as Google Cloud and Adobe Experience Cloud help marketers create advanced audiences and segmentation to power superior customer experiences for omnichannel campaigns. Data-driven marketing insights can increase CLTV with prioritization of customer sentiments, ad spends, and real-time recommendations for upsells/ cross-sells.

Conversational AI for Voice and Chatbots

Marketing teams use conversation AI technologies for their voice and chatbot-based customer experience management solutions. Generative AI in marketing using voice and chatbot technologies helps in creating an intuitive customer service and support workflow. These can understand complex customer queries and generate relevant responses with little or no intervention from human marketers. As gen AI tools get more advanced through self-learning models, marketing teams can expect to improvise on their ability to improve customer interactions and reduce the friction in customer journeys.

Event Planning and Marketing

AI-borne events are the future of B2B marketing. Webinars, virtual conferences, and product launches could all see a dash of generative AI in the coming months. At AiThority.com, we covered events organized by Salesforce, Adobe, Cisco, Intel, AWS, NVIDIA, and others — these events showcased their AI themes with powerful AI-generated messaging and content. Using AI for events planning and marketing reduces production time with personalized content generation and automation techniques. For marketers, events ROI can be quickly scaled by driving registrations and engagements through AI and bot-based interactions.

According to Capgemini’s CMO’s Playbook on generative AI in Marketing, here are the top use cases:

  • Data Analysis
  • Personalization and CX
  • Campaign creation
  • SEO
  • Image and video generation
  • Text content creation
  • Brand avatars
  • New product development
  • Metahumans
  • Customer service management
  • Brand metrics and sentiment analysis

Other areas where gen AI in marketing is making the biggest splash are shown below:

Commercial leaders are optimistic—and reaping benefits [Source: McKinsey]
Commercial leaders are optimistic—and reaping benefits [Source: McKinsey]
In the coming months, we forecast marketing efforts will amplify their dependence on AR  VR and gamification, powered by generative AI. The revolution has already begun.

Marketers are not pausing on their AI investments despite challenges related to transparency and copyrights. Almost 80% of organizations have allocated a budget for gen AI integrations or plan to do so in the next six months. Leaders believe gen AI initiatives will lead to brand enhancement, cost efficiency, innovation, time optimization, and improved customer experience. However, as 70% of enterprises are potentially exposed to ethical challenges and legal issues, there is still much work to be done.

For example, less than half of companies (42%) are prepared to address copyright infringement cases for AI-generated content. 

Our team spoke to Eliza Nevers, SVP of Product at Lotame about AI’s role in marketing and advertising. Eliza said, “Brands and agencies remain cautious when it comes to handing over large portions of their operations to artificial intelligence. But, that doesn’t mean they aren’t looking to master the tech and seek future advantages (and efficiencies). Therefore, companies — particularly agencies — will scramble in 2024 to upskill talent with help from the right partners. Meanwhile, media buying agencies will focus on training specific AI models to get ahead, as more ad buying is likely to be executed and optimized by machines over time. We’ll continue to see the rise of AI consultants as a competitor to agencies, which will likely drive agencies to expand their services in this realm to better compete, and serve clients.”

Likewise, Nicola Kinsella, SVP of global marketing at Fluent Commerce said, “AI had quite the year in 2023, dominating the headlines with major analyst firms predicting its significant impact over the years to come. But to be successful in 2024 and beyond, AI will be forced to rely on the very sources many fear the technology will replace: people and data. Retail data is highly complex and dynamic with siloed information that is constantly in flux, whether it’s consumer buying behaviors, delayed shipments, product shortages, or labor demands. Teams equipped with retail order and inventory data management systems will play a major role next year to help produce and maintain clean, accurate, and accessible data needed for businesses to take full advantage of AI.”

Generative AI and Machine Learning: B2C versus B2B Campaigns

When it comes to incorporating Gen AI in marketing strategies, marketers in the B2B sectors are only slightly behind their B2C counterparts. However, the gaps will close between the two with B2B marketers testing and experimenting with Gen AI more actively than B2Cs.

Capgemini's cmo playbook for Gen AI The budget for generative AI in marketing technology investments has grown significantly in 2023. According to Capgemini, surveyed organizations have earmarked 62% of their martech budget for AI-focused initiatives. These efforts highlight the evolution of generative AI in marketing and customer support. In B2C organizations, CMOs are assuming much larger roles and taking greater accountability for revenue growth and profit-making. Most B2C CMOs are keenly investing in Martech platforms such as SaaS-based Marketing Clouds, CDPs, Customer Journey Platforms, and Analytics.

Future of AI in Marketing Technology: What CMOs should Prepare for

The report mentions that gen AI in marketing will augment human creativity, and not replace it.

Challenges with Generative AI in Marketing

Accepting hard facts and trustworthiness about generative AI in marketing are the top challenges for CMOs in 2023. Within six months, organizations that believed the benefits of generative AI outweighed the costs and risks decreased significantly. In April, 74% of organizations agreed generative AI benefits outweigh costs and risks; by October, this number dwindled to 57%. Despite challenges, CMOs could continue to leverage gen AI in their marketing technology strategies for assistance with long-term brand building, and enhanced customer service.

66% of organizations use gen AI for innovation in new channels in addition to the reduction in marketing costs.

To prove a point, Capgemini mentions the AI-generated marketing campaigns owned by Coca-Cola, Spotify, Wendy, Nestle, JP Morgan Chase, Heinz, Mercedes, Casper, and others.

Apart from the obvious risks and compliance-related challenges, organizations agreed that finding a balance between generative AI and human creativity tests their strategies. On average, 55% of organizations stated that balancing gen AI efforts with human creativity is an ongoing challenge in 2023. Experts believe that expecting machines to 100% match human emotions and build a deep emotional connection is beyond AI’s capabilities at the moment.

By the end of the decade, gen AI could create new opportunities for CMOs to augment human creativity through advanced analytics, intuitive decision-making, emotional conversations, and context understanding. By 2030, most organizations could be differentiated from each other as “AI innovators” or “fence-sitters.”

[To share your insights with us, please write to sghosh@martechseries.com]

The post State of Implementation of Generative AI (Gen AI) in Marketing appeared first on AiThority.

]]>