Week 3 | February 2024

In-Depth

Here’s what can go wrong if your AI risk management isn’t up to the task

Marketing stands out as a frontrunner in embracing generative AI, yet this powerful tool also carries substantial risks. Hence, it's imperative to grasp and address these risks effectively. Here’s what to watch out for and how to avoid them:

• Deepfakes and authenticity: The rise of deepfakes presents a significant challenge to authenticity, particularly in branding. With much to gain, malicious actors often exploit existing brands and personalities. Safeguarding brand assets, including photos and videos, against misuse becomes crucial. Addressing this challenge, innovative solutions are emerging to automatically verify media assets.
• Bias: Generative AI bias stems from both the training of the LLM and how AI tools are instructed for outputs. The effectiveness of generative AI hinges on the inputs provided by humans, which are inherently subjective due to diverse experiences and backgrounds. Addressing bias requires intentional measures like data augmentation and integrating varied perspectives and viewpoints in model training, which should be mandated in governance and policy structures.
• Privacy: Privacy is a paramount concern for marketers due to the substantial risk posed by customer data privacy. The situation is exacerbated by individuals frequently inputting sensitive information, such as phone numbers and email addresses, into publicly accessible LLMs, resulting in potentially harmful outcomes. To effectively address these challenges, it is essential to enhance employee training and ensure compliance with legal principles.
• Data usage: The essence of generative AI, often involving the retrieval and storage of data from cloud-based repositories, presents openings for malicious actors to exploit data. Communicating and managing rules regarding permissible data usage is crucial to reduce organizational risk.
• IP protection and copyright infringement: In the domain of generative AI, concerns about IP protection and copyright infringement are significant. Marketers need to address how to safeguard intellectual property and avoid using copyrighted material with LLMs. While generative AI holds the potential to improve productivity and revenue, it's vital to remember that comprehensive training and governance programs may not cover all risks. Maintaining human oversight is essential to ensure the implementation of effective safeguards against potential pitfalls.

Industry News

Nielsen expands its CTV measurement of YouTube in India

Nielsen has expanded its Connected TV (CTV) measurement of YouTube ads to 11 global markets: Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK. This expansion integrates YouTube CTV measurement, including co-viewing, into Nielsen ONE Ads, the company’s cross-platform campaign measurement suite. This addition will allow advertisers and agencies to gain a comprehensive view of campaigns across multiple platforms, enabling a better understanding of reach, frequency management, and audience verification on YouTube with enhanced comparability.

Prime Video and Sony Pictures Television unveil the launch of Sony Pictures – Stream

Prime Video has forged a distribution deal with Sony Pictures Television (SPT), a division of Sony Pictures Entertainment (SPE), to introduce Sony Pictures – Stream on Prime Video Channels. Tailored specifically for the Indian audience, Sony Pictures – Stream presents an extensive array of entertainment, featuring SPE’s renowned international collection of blockbuster movies, timeless classics, and beloved TV shows accessible via Prime Video Channels. Prime members have the option to acquire an annual add-on subscription to Sony Pictures – Stream at a special introductory rate.

News18 Network names Mitul Sangani as CEO - Indian Languages business

Mitul Sangani has been appointed as CEO–of Indian Languages by the News18 Network. In this expanded capacity, Sangani will oversee all News18 television channels and digital platforms in Hindi and regional languages. Furthermore, the network has named Munish Atrey as Chief Revenue Officer - Indian Languages, covering both the Hindi and regional sectors. With a 25-year career in media sales across top organizations in the country, Atrey brings extensive experience to his new role.

Viacom18 appoints Gaurav Gokhale as Head of Strategic Digital Initiatives for JioCinema

Gaurav Gokhale's appointment as Head of Special Projects/Strategy Initiatives - Digital at Viacom18, with a focus on JioCinema, signifies a major development in the media sector. With a rich background, Gokhale brings invaluable experience to the table. His expertise equips him to spearhead digital initiatives for Viacom18, especially for JioCinema, thereby strengthening the company's position in the digital streaming landscape.