The Fall of Social Media Marketing

The Fall

of Social Media Marketing

Editor’s Note With the recent developments in AI, ML and RPA, it is impossible not to notice their impact on modern society. Whether you're

The Team

a large organisation or a startup, reliance on AI for the success of your company is imperative.

Jay Reddy James Pringle

But how much is too much? Has AI already started

Galvin Jamie

to make certain jobs redundant, or are people not

Fiona James

able to capitalise on its significant strengths?

Kate Hooper

Adopting AI and ML has made lives easier, to the point where mundane jobs or jobs that require people to be creative are now slowly walking the path of obsolesce.

Eva Morris Jim Cooper Edwin Martin Roger Moses

In this edition of Brands Today, we look at exploring and understanding the latest trends in the market and the recent developments of AI and ML in the job market.

Katie Noakes Editor-in-Chief

Issue 27 | 234

Nancy Louis

Table of Contents

07

03

Editor's Note

07

The Trans-Atlantic Battery Race

The Trans-Atlantic Battery Race

13

Sudden Growth of Print Media

15

Is the Metaverse Still Relevant?

15 Is the metaverse still relevant?

18

Piotr Babieno

20

The Transparency Paradox

21

Rise of AI

28

A New Way to Shop

29

Cover Story - The Fall of Social Media Marketing

21

33

Home Depot takes Kids Workshops to the Metaverse on Roblox

Rise of AI - Here’s how to use AI to maximise business growth

35

Pepsi Unveils Its New Logo

36

Liquid Death makes its way to the NBA

29 Cover Story - The fall of social media marketing

40

Denny's New AR Menu

41

Ushering the Age of Modular Laptops

46

The Job Marketing and Generative AI

51

Data is Still The King

54

How to Achieve Actionable Insights?

56

Brand Quiz

64

Answers to Brand Quiz

Table of Contents

36

03

Editor's Note

07

The Trans-Atlantic Battery Race

13

Liquid Death makes its way to the NBA

Sudden Growth of Print Media

15

Is the Metaverse Still Relevant?

41 Ushering the age of Modular Laptops

18

Piotr Babieno

20

The Transparency Paradox

21

Rise of AI

28

A New Way to Shop

29

Cover Story - The Fall of Social Media Marketing

46

33

Home Depot takes Kids Workshops to the Metaverse on Roblox

The Job Marketing and Generative AI

35

Pepsi Unveils Its New Logo

36

Liquid Death makes its way to the NBA

51 Data is Still the King

40

Denny's New AR Menu

41

Ushering the Age of Modular Laptops

46

The Job Marketing and Generative AI

51

Data is Still The King

54

How to Achieve Actionable Insights?

56

Brand Quiz

64

Answers to Brand Quiz

The Trans-Atlantic

Battery Race

Neha Palmer is no ordinary technology entrepreneur -

as they account for nearly 10% of US greenhouse gas

she's in the business of predicting the future. As the

emissions. However, investing in charging infrastructure

founder of TeraWatt Infrastructure, a startup unicorn

before many of these vehicles are even manufactured is

based in San Francisco, she's making a bold bet on the

a daunting task. Despite the challenges, Palmer's vision

idea that electric vehicles will become ubiquitous in the

and determination to create a sustainable future are

not-so-distant future and that companies across

truly impactful.

industries will need to charge them. Palmer's strategy is to identify where to build charging infrastructure today,

TeraWatt, the innovative San Francisco-based startup

even though it may take years to realize returns to meet

unicorn, is leading the charge in predicting and

the future demand.

meeting the future demand for electric vehicles (EVs). Leveraging advanced technologies, the company is

The potential for growth in the electric vehicle market is

analyzing zoning maps, highway usage data, and

staggering. The US government has set

government incentives for electrification, including

ambitious targets to cut pollution from buses, trucks,

California's ambitious zero-emission goals for trucks

and vans by more than 50% by 2045, requiring a massive

and vans, which aim for total electrification by 2045.

increase of zero-emission vehicles on the road. Electric trucks, in particular, are an attractive target,

TeraWatt's visionary approach involves working closely 07

with electricity providers to determine the most feasible

station market for the anticipated future surge in

locations for building charging infrastructure. The

commercial electric fleets of cars, vans, and trucks, and

company recognizes that charging an EV requires

TeraWatt is at the forefront of this land grab. With

enormous power and is committed to identifying places

private companies committing over $16 billion towards

where this can be done easily, potentially at a scale

building charging infrastructure for fleets and private

equivalent to that of a small town. By proactively

cars in North America within the next ten years, the

addressing the infrastructure challenge, TeraWatt is

stakes are high, according to Atlas Public Policy.

paving the way for a cleaner, more sustainable future. In addition to their charging station plans, TeraWatt is Sometimes the selection process is more organic. “You

also pursuing the development of networks of fleet

know in your bones when you’re standing on the corner,

chargers along key freight routes on both the East and

and you see the traffic coming through,” Palmer says. “You

West Coasts of the United States. Other industry

know it’s a good location.” TeraWatt has built stations in

players, such as truck stop operator Pilot Company,

19 states and also acquired real estate for seven charging

have partnered with General Motors and Volvo to install

sites

thousands of truck-charging stations across the US,

along

freight-heavy

Interstate

10,

connecting

California’s busy Port of Long Beach, next to Los Angeles,

while TravelCenters of America has announced plans

with El Paso, Texas, on the Mexico border.

to add 1,000 such stations by 2028. Meanwhile, a group of nine utilities spanning three western US states

The race is on to establish a foothold in the charging

08

has outlined 27 charging station locations for medium

and heavy-duty vehicles along Interstate 5, with a

established automakers like Ford, Daimler, and Volvo

testing site in Portland having opened in 2021.

have also made headway in the electric commercial

As the competition heats up to secure a foothold in the

vehicle market.

charging infrastructure market, TeraWatt's ambitious plans and strategic vision position them as a key player

However, despite the growing demand for electric

to watch in the coming years.

vehicles, there are still concerns about their practicality for long-haul travel, and it remains unclear how quickly

Governments worldwide are ramping up their efforts to

commercial fleets will transition to electric vehicles. The

incentivize the adoption of zero-emission fleets and

limited range of plug-in trucks means that they are

infrastructure, with last summer's Inflation Reduction

currently only suitable for local deliveries, which could

Act leading the charge. The legislation offers substantial

hamper demand for extensive charging infrastructure

funding and tax incentives to businesses investing in

along highways. As such, building a nationwide

electric vehicles, further highlighting the global push

charging network could be a riskier proposition, and

towards sustainability. Additionally, recent

businesses

reports suggest that California and other states may

zero-emission technologies.

may

need

to

consider

alternative

soon receive special permission from the Feds to While commercial electric vehicles are undoubtedly on

establish stricter truck emissions standards.

the rise, industry players must address the practical Despite the growing demand for electric vehicles,

challenges

surrounding

industry experts continue to grapple with the challenge

infrastructure

of creating an adequate charging infrastructure. As

comprehensive approach that takes into account

electric vehicle adoption rates continue to rise, many

technological advancements, government policies, and

fear the issue of limited charging stations may hamper

consumer demand will be crucial in shaping the future

further growth. Recently, a Daimler Truck North

of the commercial electric vehicle market.

to

range

promote

and

further

charging growth.

A

America executive cited concerns from customers who large

One challenge facing the widespread adoption of fully

battery-powered trucks but have since backed away

electrified long-haul trucks is the cost and weight of the

due to concerns about

large batteries required to move them. As a result,

charging accessibility.

alternative technologies like hydrogen fuel cells and

were

once

excited

about

purchasing

liquified natural gas are still in the race to develop As

the

world

turns

towards

cleaner

and

more

zero-emission freight options. Furthermore, building

sustainable transportation options, the need for robust

the necessary infrastructure to support electric

charging infrastructure is more crucial than ever.

trucks, such as high-capacity charging stations, can

Government policies and industry advancements must

take years and tens of millions of dollars in upgrades, as

work in tandem to address these challenges and

well

promote the growth of electric vehicles worldwide.

government agencies.

Electric vehicles are making significant strides in the

Despite these uncertainties, experts advise making

commercial sector, with industry giants like Tesla,

significant

Amazon, and General Motors investing heavily in the

infrastructure. For example, in Oregon, Daimler and

technology. Tesla's battery-powered Semi, with a

Portland General Electric have built a truck-charging

claimed 500 miles of range, finally hit the market after a

station to test and study the best ways to charge large

four-year delay, and the company plans to build 50,000

vehicles. This type of experimentation and planning is

by 2024. Meanwhile, Amazon is using Rivian trucks for

crucial

its deliveries, although it has only purchased a fraction

truck-charging infrastructure.

as

require

for

long-term

plans

solving

now

the

for

capital

planning

building

challenges

of

by

charging

building

of the vehicles it had initially promised. Other

07

09

12

The Sudden Growth of Print Media Don’t count Print Media out just yet. In today’s world, where screens seem to be occupying our lives, print media has been putting up a fight! A sizzling new report

by

TAM

Media

Research,

aptly

titled

'Rewinding 2022 for Advertising in Print', talks about the latest growth and trends in print media. As always, the service sector is the most significant contributing factor, snatching up the largest slice of the advertising pie with an overwhelmingly positive 16% share. Not too far behind, the education sector flaunted its prowess with a respectable 14% share of the ad volume. But wait, it gets juicier! In the battle of the heavyweights, the cars and properties/real estate categories emerged victorious, each claiming a tantalizing 5% share of the ad space. While most countries and brands compete in the digital space, spending millions upon millions, India still remains tethered to the old fashion ways. The sudden rise in print media and companies still focusing on advertising in print shows the actual impact of technology has. While the majority of the Indian youth prefer spending more time on their numerous device screens, there is still a large chunk of the population that prefers print media as their primary source of information. The top dogs of the Indian advertising arena are still choosing to pour a large part of their advertising budget into print media and for good reason too! The sultry allure of jacket-full page advertisements proved irresistible to advertisers, becoming the most preferred ad position. Sales promotion advertising cleverly covered a steamy 32% of the ad space in print, seducing readers with irresistible offers. Throughout the calendar year, an astounding 1.85 lakh brands tantalized and teased consumers with their captivating print campaigns.

13

Companies like SBS Biotech, the mastermind behind

appreciation for the power and impact of print media in

the beloved Dr. Ortho brand, cunningly secured the top

delivering effective advertising messages to the masses.

spot among advertisers. Hot on their heels, Maruti Suzuki India revved up the competition, claiming a

The success story of India's advertising industry extends

well-deserved

beyond

second

place.

Meanwhile,

the

print

media

alone.

In

2021,

the

overall

unstoppable Fiitjee and the prestigious Maruti car

advertising expenditure across various media channels

range dominated the print landscape as the top brands.

witnessed a remarkable growth of 37%, soaring to a staggering ₹74,231 crore. This surge can be attributed to

Even in the retail space, companies like Jewellers stole

the significant contributions made by fast-moving

the spotlight with an awe-inspiring surge in pure ad

consumer goods (FMCG) companies, e-commerce

volume

sparkled,

giants, and the emerging new-age firms. These industry

captivating the hearts of consumers. Patanjali Wellness

sectors have recognised the importance of strategic

Ltd and the highly anticipated LIC-IPO took centre

advertising campaigns to effectively engage and

stage as the crème de la crème of exclusive advertisers

captivate their target audiences.

growth.

They

shimmered

and

and brands, leaving us yearning for more. Now, brace yourself for the pièce de resistance!

Looking ahead, the future appears incredibly promising

Deepavali-themed

ablaze,

for India's advertising landscape. The Pitch Madison

commanding a jaw-dropping 45% share of the ad space

Advertising Outlook Report 2022 forecasts a remarkable

in print.

growth of 20% in the total advertising expenditure for

ads

set

the

stage

2022, with a projected value of ₹90,000 crore. This As the year unfolded, the pulse of print advertising

further

emphasizes

the

enduring

significance

of

quickened with each passing quarter. The tantalizing

advertising across various media channels and reaffirms

fourth quarter took the crown, boasting a staggering 22%

the confidence of businesses in leveraging the power of

ad volume growth compared to the timid first quarter. In

advertising to fuel their growth and success.

October 2022, print media saw increase instead of growth with a stark 14% share of ad volume, while November 2022

As India continues to witness exponential growth and

with the lowest share at only a meagre 6%.

economic

development,

the

advertising

industry

remains an essential pillar supporting businesses in Print

media

advertising

in

India

experienced

a

quest

for

brand

recognition,

customer

remarkable surge in 2021, with ad spending soaring by

engagement, and market dominance. The increasing

an impressive 39% to reach ₹16,595 crores compared to

ad spends in print media and overall advertising

₹11,925 crores the previous year, as highlighted in the

expenditure are clear indicators of the industry's vitality

captivating Pitch Madison Advertising Outlook Report

and its ability to adapt and evolve in the face of a

2022. This tremendous growth shows no signs of slowing

dynamic and ever-changing market.

down, as the report predicts a further expansion of 13% in 2022, projecting the segment's value to reach ₹18,750 crores.

Such

a

significant

rise

in

ad

spending

demonstrates print media's enduring relevance and effectiveness in India's advertising landscape. What makes this achievement even more astonishing is that the share of print media in India's overall advertising expenditure (adex) last year stood at a remarkable 22%, surpassing all other countries across the globe. When compared to the global average of 5%, it becomes evident that India has a profound

14

their

Notes from the Metaverse is SRI’s look at the companies, people and trends shaping a brand-new world. In this article, Jay Hussey, SRI's President, Global Executive Search considers the future of the Metaverse. Remember where you were in October 2021? That’s when Mark Zuckerberg announced a corporate name change and his bold plan to build the next digital frontier, the Metaverse. Just 3 months later, Microsoft announced its intention to acquire videogame maker Activision Blizzard for the jaw-dropping price of $68.7 billion. Central to Microsoft’s investment thesis: Acquiring a launchpad into the Metaverse. Fast forward to December 2022. Meta’s stock has dropped by more than 60%, and over 11,000 employees have been dropped from the company payroll. Meanwhile, the US Federal Trade Commission has filed an antitrust suit to block Microsoft’s takeover of Activision Blizzard, throwing a significant spanner into their Metaverse ambitions. While most new technology hype cycles move fast, this one has turned faster than a carton of milk in a hot car all day! In a year, the Metaverse has gone from “the next big thing” to a punchline on late-night TV chat shows. Still, to paraphrase Mark Twain, the news of the Metaverse’s demise may be somewhat exaggerated. Like so many disruptive technologies, this one will not be as quick to mature as the initial spinmeisters promised but look a little closer, and you’ll see plenty of signs of life.

The Metaverse of Sports

Is the Metaverse still relevant?

In the crucible of the pandemic, sports teams and leagues around the globe ramped up their search for new ways to engage their fans and to move beyond the confines of stadium capacity and traditional media viewership. For these rights holders, the Metaverse offers enormous promise. A recent report published by London-based research and advisory firm Enders Analysis states that of all the industry

sectors

they’ve

investigated,

“sports

organizations are the closest to solving the creative problem of what people will actually do in the Metaverse.” They point to sports simulation 15

videogames like Electronic Arts’ Formula On2 ‘22, FIFA ‘23, and NBA 2K23 that are building deeper and broader immersive sports experiences. The Enders report sees a short leep from these products to ones that allow fans to engage in curated virtual spaces and interact

with

other

fans,

players,

team

management/coaches and the like. Of course, where there are new communities of dedicated fans, there will also be sponsors and merchandise vendors finding new monetization opportunities. game is really just beginning. The smart money is on the

The Corner of Hollywood & Virtual

companies and executives who are finding ways to

Along with sports teams and leagues, the Enders report

delight customers, even if in small ways, with products

notes the progress that sports broadcasters and making

and services that they are more than happy to pay for.

in blazing a trail to the Metaverse. The Brooklyn Nets, for example, have created a “proof of concept” 3D video

It must be underscored that the metaverse is still a set

production system that will ultimately allow for the

of possibilities, not a reality. There are many unknowns.

layering of virtual and interactive elements into their live

How exactly the metaverse will become manifest -- who

broadcast feeds.

will control it, what it will encompass and how much of an impact it will have on our lives -- is still up for debate.

Meanwhile, Hollywood continues to invest in Metaverse

At one end of the spectrum are those who believe the

projects. Since rejoining Walt Disney as CEO in

metaverse will enhance our lives, enabling

November, Bob Iger has reiterated his argument that

experiences we could not have in the physical world.

virtual

Metaverse skeptics view it as merely an extension of the

technologies

are

the

“new

frontier

of

storytelling.” In fact, during his brief hiatus from the CEO

digital

role, Iger was a board director and investor in Genies, a

transformative -- and potentially something worse: a

Los Angeles based start-up developing an “avatar

magnifier of the current social media ills, including

ecosystem.” Look for Iger and other multi-platform

disinformation campaigns, addictive behaviour and

media companies to continue build, buy or partner their

tendencies toward violence.

experiences

we

have

today

but

not

way into the Metaverse. In a 2022 survey performed in conjunction with Elon University's

Imagining

the

Internet

Center,

Pew

The Metaverse Is Much More Than Meta

Research Center asked 624 technology innovators,

While tech giants like Meta and Microsoft attract more

business leaders and activists about the impact of the

than their fair share of headlines (and regulatory

metaverse by 2040. The response was split. According to

scrutiny), there is a raft of startups and scale-up

the report, 54% of these experts said they expect the

companies with their own ambitions to colonise virtual

metaverse will be a fully immersive, well-functioning

lands. These include hardware companies like Magic

aspect of daily life for at least a half-billion people

Leap which are focused on enterprise AR/VR devices

globally, and 46% said it would not be.

and software for applications in healthcare, product design, and employee training; and Decentraland, an

Similarly, a recent survey of 4,600 business and

early-stage tech company building a browser-based, 3D

technology leaders conducted by Accenture found that

platform for content producers and enterprises to

71% of executives believe the metaverse will have a

experiment with new virtual products and experiences.

positive impact on their organization, but only 42% believe it will be a breakthrough or transformational

So even though the Metaverse may not be living up to the hype of all those breathless 2021 press releases, the 16

development.

Interview with

Piotr Babieno

Piotr Babieno, CEO of Bloober Team

We have the privilege of presenting an exclusive interview

through the environment (environmental storytelling). In

with a visionary leader who has reshaped the landscape of

retrospect, it was our best decision. Our first psychological

the gaming industry. I am Katie Noakes, the editor of

horror was Layers of Fear and it was our great success with

Global Brands Magazine, and I am thrilled to introduce you

more than 10 million players around the world.

to Mr. Piotr Babieno, the esteemed CEO of Bloober Team. Get ready for an engaging conversation that promises to

What inspired you to start an independent gaming studio?

provide unique perspectives and a glimpse into the future

I’ve always been a fan of games, but at the beginning of my

of gaming.

career I was doing something completely different - e.g. worked in marketing research or as a journalist. But in the

Can you tell us about the history and founding story of

back of my mind there was the dream of creating my own

your studio?

game. When I had a certain amount set aside, I decided that

Bloober Team was founded 15 years ago and since then we

this is the time when you need to follow your heart - together

have come a long way. We started as a small studio that

with great people, we decided to create a game called

didn’t have a specific path and idea for itself. We really

‘’Sadness” for Nintendo Wii. Unfortunately, we recalculated

were just learning how to make games. However, we

our forces and production costs at that time, so the project

always knew that we wanted to tell a story. I often say that

was never released. However, a moment later, an investor

the turning point back then was when our game

appeared who wanted to start a new company with us. We

Basement Crawl was considered as the worst game on

were responsible for the people we had previously hired

PS4. At times like this, you need to stop and think about

ourselves, so we decided to go along with the proposal.

what to do next. Many game developers give up at such

Bloober Team was initially supposed to be just a working

moments, others hope that maybe the next game will be

name, but it stayed with us for good.

better. But we thought carefully about what we can do,

18

what we like and what we want to create. We decided to

What are the biggest challenges you face as an

focus on psychological horrors, where we tell stories

independent studio?

I would say two things. First, choose your path and stick

why we’ve now started a new stage Bloober 3.0 in our

to it. Often, especially at the beginning of the road, there

history. We still focus on the important stories, but

are many temptations to deviate from the path and

we add a lot of gameplay elements, action. We want to

maybe do something else. And it’s no secret that

expand our audience, so we need to go beyond the

somebody who tries to do everything is good at nothing.

niche.

Secondly - how to create a company, an environment where people would like to work. In gaming, as we know,

Can you discuss your studio’s approach to creating

there is a lot of competition, so we wanted to create a

unique and immersive game experiences?

place that employees wouldn’t want to leave. Because I’ve

Our games are a field for discussion. Bloober Team

always said that the Bloober Team consists of people who

always raises important, significant topics. The ones that

create it. Over the last few years, we have significantly

cause discussion, maybe controversy, but they force you

increased our team, and only a few employees left us. This

to think and analyze. The players make difficult choices

is unique on a global scale.

that ultimately tell them a lot about themselves. We use horror to convey as much emotion as possible,

How do you differentiate your studio from others in the

because horror is a highly immersive genre. This leads to

industry?

emotions that, due to their intensity, purify, eliminate

Long-term strategy and people. Many companies don’t

fear, expand the comfort zone. Especially in these

think about the distant future when planning their

uncertain times, the Katharsis process, the theme of

activities - we want to be a company for decades, not for

releasing, and thus transferring relief after strong and

quarters. We stick to our horror DNA all the time, skillfully

repressed emotions, is an extremely important function.

evolving. Right now our long-term strategy is based on three pillars: creating psychological horror with action

How do you stay current and adapt to the ever-evolving

elements,

gaming industry?

expansion

through

cooperation

with

specialized partners and creative freedom of the team.

As I mentioned earlier, we are constantly evolving with the rapidly changing world. Gaming like no other

How do you approach building a successful and

industry is very fast and if you want to be on top, you

dedicated team?

can’t stay behind even for a moment, because later it’s

As I mentioned, people are the most important for us. We

hard to come back. We are constantly up to date with

want work to be a pleasure, not a chore, which is why we

the changing trends and expectations of players. We

focus on freedom. We have employees all over the world

participate in most of the world’s fairs, we often talk to

and we accept all possible forms of cooperation - both in

other people in the industry to be up to date and know

terms of the form of the contract and the form of work,

what and why is changing.

from completely stationary to completely remote. Each of our employees, regardless of their position, can have an

What exciting projects or plans does your studio have

impact on the creative process. We listen to all voices and

in the pipeline for the future?

together we think about the best solutions. Since our

According to our new growth strategy (2023-2027), we

employees are spread all over the world, once a year we try

always want to have two large projects in production.

to organize an integration trip so that the whole team can

Currently in development is SILENT HILL 2 with Konami

meet each other. We believe that focusing on employees

and Project C - our own IP in partnership with Private

and their needs is the key to the success of the entire

Division (Take-Two Interactive). In addition, we rely on

company.

establishing many industry partnerships to diversify our portfolio. We combine our knowledge and tools with

How do you balance creativity and commercial success

other experts to create interesting things together - for

in your games?

example with Platige Image we are working on a series

We are evolving all the time. We focus primarily on

based on The Medium, and with Anshar studios on the

unique, creative stories, but being a large company, we

production of Layers of Fear.

cannot ignore commercial and financial aspects. That’s 19 19

The Transparency Paradox A new report from India suggests that customers

violation of the law but also a leading cause of lost trust.

cannot build a relationship based on trust if the The

influencers aren't transparent.

Central

Consumer

Protection

Authority

now

requires such disclosures, underscoring the importance Consumers are not fooled by influencers who lack

of influencers being upfront about their relationships

transparency, produce monotonous content, and

with brands. Consumers demand transparency and

excessively

accountability from influencers, and failure to comply

promote

products.

The

Advertising

Standards Council of India (ASCI) surveyed of 800

will inevitably result in the loss of their

individuals, revealing that meaningful partnerships

support. Therefore, it is imperative for influencers to

between brands and influencers are mutually beneficial.

prioritize honesty and transparency in their interactions

Astonishingly, 64% of respondents believed that a brand

with their followers and partners to build and maintain

becomes more trustworthy when endorsed by an

trust in the digital age.

influencer, while 58% felt that the influencer became more credible when endorsing a brand. Trust is the

The report added that 6 out of 10 respondents claimed

foundation of any relationship, and

they spent at least two hours on social media daily, while

these findings emphasize the critical role of

90% of the respondents said they made at least one

transparency and authenticity in influencer marketing.

purchase based on influencer endorsement. But 61% claimed to have made three or more purchases. “This

The council launched its influencer guidelines

behaviour was particularly prevalent among

in May 2021 and has processed 2,767 cases against

consumers ranging from 25 to 44 years of age," added

brands and influencers for not declaring material

Kapoor. Besides established brands, newer brands

connections. A majority of the violations occurred,

benefited considerably with their products being

included Instagram at 58%, YouTube at 33%, Twitter at

discovered through content advertised by influencers.

7%, and Facebook at 2%. The council surveyed those between the ages of 18 and 45 or above. Between April 2021 and March 2022, the council said, it found a total of 1,592 violations which were reported in the virtual digital assets space, followed closely by personal care and then fashion and lifestyle. But between April 2022 and December this year, personal care became the biggest violator followed by food and beverage, and then fashion and lifestyle. In today's digital age, transparency and authenticity are crucial for building trust with consumers. Manisha Kapoor, CEO and Secretary General of the Council, emphasises that non-disclosure of material connections between brands and influencers are not only a potential 20

Rise of AI With the recent developments in AI, ML and RPA, it is impossible not to notice their impact on modern society. Whether you're a large organisation or a startup, reliance on AI for the success of your company is imperative. The rise of AI is set to continue its rapid ascent, transforming industries and reshaping the world as we

know

it.

The

past

few

years

have

seen

tremendous advancements in AI technology, from natural language processing and image recognition to machine learning and autonomous systems. In the years ahead, AI is poised to revolutionize sectors

ranging

from

healthcare

to

finance,

manufacturing to transportation, and beyond. The technology will be leveraged to enhance the accuracy

and

efficiency

of

decision-making

processes, automate mundane tasks, and improve overall productivity. Moreover, AI will enable us to tackle some of the world's

most

significant

climate

change,

disease

challenges, control,

including

and

poverty

alleviation. As the demand for AI applications grows, we can expect to see an increasing number of startups, tech giants, and governments investing in research and development. However, as AI continues to gain prominence, it will also bring new challenges and ethical considerations, such as data privacy, bias, and job displacement. Therefore, it is essential to ensure that AI is developed and deployed in a responsible

and

ethical

manner

that

benefits

humanity. The rise of AI in 2022 and 2023 is set to bring about significant changes in the world, ushering in a new era of innovation, productivity, and progress. Some Popular AI software to help push your business to new heights » »

21 21

Bringing Bringing clean clean energy energy toto you. you.

www.agpglobal.com www.agpglobal.com

22

23

In addition to its vast knowledge base, ChatGPT is also incredibly user-friendly. The model's interface is intuitive and straightforward, allowing users to quickly and easily input their queries and receive accurate and relevant answers. This ease of use makes ChatGPT an excellent tool for busy professionals who need to quickly find information on the go. Furthermore, ChatGPT's ability to understand natural language and provide conversational responses makes it a more engaging and accessible tool for individuals who may not have a technical background or be familiar with industry jargon. ChatGPT is a powerful and versatile tool that aids in productivity by providing fast, accurate, and comprehensive answers to a wide range of questions. Its vast knowledge base, user-friendly interface, and conversational capabilities make it an invaluable resource for anyone looking to quickly and efficiently find information on a particular topic.

Beatoven.AI Beatoven.ai is a cutting-edge AI music production tool

Copy.Ai is an AI-powered copywriting tool that enables users

that allows anyone to create professional-grade music

to generate high quality content quickly and effortlessly. The

tracks without prior experience or technical skills. With

platform leverages the latest advancements in machine

its

algorithms,

learning to create compelling and engaging content that

Beatoven.ai can analyze audio files and automatically

resonates with readers. Copy.Ai's user-friendly interface and

generate custom beats, melodies, and harmonies in

intuitive design make it an excellent choice for businesses,

seconds.

marketers, and content creators who want to streamline

intuitive

interface

and

powerful

their content creation process. Developed by a team of music producers, engineers, and AI experts, Beatoven.ai is designed to democratize music

With Copy.Ai, users can generate a wide range of content

production by making it more accessible and affordable

types, including ad copy, product descriptions, social media

for everyone. With its advanced features, such as key

posts, and more. The platform's AI technology analyzes the

detection, chord progression, and tempo matching,

input data, learns from it, and generates multiple iterations of

Beatoven.ai can assist musicians of all levels in creating

copy that users can then refine and edit to fit their specific

high-quality, original music.

needs. This feature makes creating content that aligns with the brand voice and messaging easy.

Beatoven.ai is revolutionizing the music industry by

24

bridging the gap between human creativity and artificial

Finally, Copy.Ai is a cost-effective solution for businesses and

intelligence. The tool's ability to generate unique

individuals who want to save time and resources on content

compositions based on user preferences and musical

creation. Rather than hiring a team of copywriters,

inputs has opened up new possibilities for music

marketers, and content creators, users can leverage the

production

a

power of AI to generate high-quality content in minutes.

seasoned producer or a beginner, Beatoven.ai can help

With Copy.Ai, businesses and individuals can focus on other

you unlock your musical potential and bring your

essential tasks while producing top-quality content that

creative vision to life.

engages and converts their target audience.

and

composition.

Whether

you're

25

Synthesia.io is a revolutionary AI-powered platform that allows users to create and customize video content in minutes. With its cutting-edge technology, Synthesia.io makes it possible to generate realistic and professional-looking videos without the need for costly equipment or technical expertise. Using

Synthesia.io

is

incredibly

intuitive

and

straightforward. Users can choose from a wide range of templates and customize them with their own text, images, and branding elements. Once the video is complete, it can be downloaded in various formats and resolutions, making it easy to share on social media, websites, or other digital channels. One of the most exciting aspects of Synthesia.io is its potential

to

revolutionize

how

businesses

and

individuals create and distribute video content. By

Looka is an AI-powered logo design platform allowing users

eliminating the need for expensive equipment and

to create professional-quality logos easily. With Looka, users

technical know-how, Synthesia.io enables anyone to

can design their logos using its intuitive and user-friendly

produce high-quality videos quickly and efficiently. This

interface in just a few minutes.

democratization of video production is set to open up new opportunities for creativity and innovation across

Looka's platform uses AI technology to generate unique and

various industries.

personalised logo designs based on user preferences and specifications. The platform also offers a variety of customisation options, allowing users to tailor their logos further to fit their brand's unique identity. In addition to its logo design services, Looka also provides

“Is artificial intelligence less than our intelligence?” - Spike Jonze

26 22

users with various branding tools, including business card templates, social media kits, and website design tools. With Looka's all-in-one branding solution, users can easily create a cohesive and professional brand identity that will help them stand out in their industry.

27

A New Way to Shop According to Yahoo, 80% of car shoppers are open to purchasing a vehicle online, meaning the category is ripe for an experience that caters to mobile shopping. The new AR experience sees Toyota adapting to the times with a detailed experience that consumers can take advantage of from the comfort of their garage or driveway. Using the AR lens, consumers can fully tour the car with perspectives, including walking around it, sitting in the driver’s seat, and even going on a virtual drive. Through the effort, Yahoo can provide Toyota with key consumer insights, including the popularity of specific colour choices and features, to help the carmaker plan and guide for the future, per the release. The Toyota partnership is the latest in a string of AR related promos for Yahoo. A 2021 holiday effort for Walmart included an AR version of an arcade claw An AR shop in full action

game that encouraged consumers to collect virtual prizes. Yahoo also worked with Saks Fifth Avenue to develop an interactive AR selfie filter on Instagram that transports users to a Saks-inspired virtual world. Others have also capitalized on the hype surrounding augmented reality, namely Snapchat. The social media platform has partnered with a growing list of brands including Amazon, Disney and American Eagle, with the latter partnership resulting in AR American Eagle virtual storefronts that users can shop. Social media marketing has been a handy and productive tool for businesses. Over the last decade, the explosive growth of social media marketing helped businesses skyrocket. It gave birth to influencers and influencer marketing, thus, providing and creating jobs for several people while also contributing to the industry's growth overall. In recent times, however, AI has been able to automate and take care of several mundane tasks. 28

C O V E R

S T O R Y

The Fall of Social Media Marketing Ever since the inception of social media, companies across

job opportunities and contributing to the overall

the globe have been flocking to it to try and expand their

expansion of the industry. As companies increasingly

business. Not only businesses, but social media also gave

prioritise collaborations with influencers, there has been a

way to the rise of a new career path, influencers. The

notable

sudden boom in social media also helped innovators build

customer-centric approaches. Influencers have gained

new apps to target specific niches. This naturally meant

significant trust from customers, who rely more on their

that marketing on social media was now suddenly a viable

recommendations and opinions. This trust dynamic has

option.

proven mutually beneficial for both companies and

shift

in

marketing

trends,

emphasising

influencers. A key factor behind the success of influencer Social media marketing over the last decade has evolved

marketing lies in the transparency inherent in these

tremendously. From brands focusing on paying their way

relationships.

to be on billboards to smaller screens and now

genuine nature have been valued and difficult to replicate

understanding and decoding algorithms, the landscape

or falsify, at least until now.

These

relationships'

authenticity

and

of social media is ever-evolving. In recent times, however, AI has been able to automate Social media has emerged as an invaluable and efficient

and take care of several mundane tasks while also being

tool for businesses, offering them convenience and

able to create realistic deep-fakes of people. With Aritifical

productivity. The explosive growth of social media

Intelligence, the landscape for marketing changes again.

marketing over the past decade has propelled businesses to unprecedented heights. This growth has not only given

AI has already started impacting certain aspects of social

rise to influencers but has also fostered the emergence of

media marketing. For instance, it can automate some of

influencer marketing, creating numerous

the more repetitive and mundane tasks, freeing up 29

marketers to focus on higher-level strategy and creativity.

presents an enticing proposition for business owners

Additionally, AI also helps reduce the amount of fake news

seeking to optimize their marketing strategies.

and spam on social media platforms, improving the overall Furthermore, the advantages of leveraging AI extend

user experience.

beyond cost savings. These tools offer a diverse array of For

marketers,

however,

this

changes

things.

The

functionalities, such as automated scheduling, content

overreliance and dependence on social media in such a

creation,

performance

analytics,

and

audience

short time mean that companies no longer need large

targeting. This comprehensive suite of capabilities

teams to handle social media accounts.

allows businesses to streamline their social media campaigns and ensure targeted messaging across

Although social media marketing has experienced significant

different platforms. Consolidating these functionalities

growth, the prevalence of dedicated social media teams

within a single, affordable ecosystem of AI tools presents

appears to have diminished compared to earlier times. This

a compelling alternative to traditional social media

can be attributed to the pragmatic decision-making by

team structures.

business owners who prioritize cost reduction. Infact, opting for paid subscription models for approximately 10-15 distinct AI

While the reduction in social media teams may be

tools often proves to be a more economical choice than hiring a

viewed as a consequence of cost-cutting measures, it is

single social media manager.

crucial to recognize the transformative potential of AI in revolutionizing marketing practices. By embracing AI

The rationale behind this shift in approach lies in the

tools, businesses can unlock opportunities for increased

cost-effectiveness and efficiency offered by AI tools. By

efficiency,

utilizing

performance.

a

range

of

specialized

AI

applications,

scalability,

and

enhanced

campaign

businesses can automate various aspects of social media management without incurring the expenses

In the US, an average social media manager earns

associated with maintaining a dedicated team. The

between $50,000-$60,000 annually. Given that most of

affordability of paid subscriptions, coupled with the

these platforms have considerably cheap subscription

versatility and functionality provided by AI tools

C O V E R 30

S T O R Y

C O V E R

S T O R Y

models, most starting at just a few dollars, the cost of

facilitates cost-cutting measures that may not be

having a social media manager can no longer be

universally favoured, it is premature to anticipate the

justified. Moreover, given the fact that there are now

complete elimination of human jobs. Instead, it is

tools that can be cost-effective and run complete social

imperative to remain proactive, analyzing the latest

media campaigns across different platforms, all with the

trends and embracing continuous learning to stay

click of a button, it really becomes hard not to replace

ahead in an ever-evolving technological landscape.

one for the other.

Even in more creative fields. AI cannot replace humans because everyone wants a unique brand identity. AI can AI

give you a brand identity, but will it be unique? Probably

technology have established automation as an essential

not. It is the job of humans to take what AI creates and

requirement for companies across various sectors.

make it better. While yes, AI can and will result in many

Whether you seek to develop a comprehensive social

cost-cutting measures that people may not like, it is still

media plan or implement a robust SEO strategy, readily

too early for us to lose our jobs completely. The most

available applications are tailored to meet these specific

important thing we can and should do is analyse the

needs. Furthermore, AI has achieved extraordinary feats

latest trends and try to upskill ourselves in whatever way

in generating remarkably high-quality images, making

we can. With technology rapidly advancing, we need to

it an invaluable resource for creating custom logos.

make sure that we advance to, or get left behind.

Moreover,

These

the

remarkable

technological

advancements

innovations

have

in

undeniably

transformed business operations, with AI offering unprecedented efficiency and convenience. Amidst the pervasiveness of AI-driven systems, one might question the prospects for human involvement. One may wonder about our role in a world seemingly dominated by automation, where humans struggle to compete with technology. However, it is essential to note that, for now, the role of managers remains irreplaceable. While AI undoubtedly streamlines tasks and enhances productivity, it falls short when handling and

managing

the

complexities

of

people

and

processes. Even if ChatGPT can generate code for an entire website, human expertise is indispensable for fine-tuning and optimizing that code, as achieving perfection solely through AI is often unlikely. The presence of individuals who can navigate and improve upon AI-generated solutions is paramount. By recognizing the limitations of AI and leveraging its capabilities

alongside

human

insights

and

skills,

businesses can maximize their potential for success in an increasingly automated world. Rather than fearing job displacement, it is crucial for individuals to adapt and

upskill

themselves

in

response

to

these

technological advancements. While AI undoubtedly

31

32

Home Depot takes Kids Workshops to the Metaverse on Roblox reach young consumers. Marketers like the NFL, Forever 21, and even Gucci have set up shop on the platform to get its users. These developments arrive as forecasts suggest that Gen Alpha and Gen Z members, known as “Zalphas,” will see their spending power grow three times faster than previous generations by 2030. The move onto Roblox shows the retailer expanding its digital presence. In 2022, the home improvement chain tested product drop alerts on Twitter. Home Depot also launched a media network in effort to make it easier for other brands to reach its customers through ads. Competitor Lowe’s has already made progress in the virtual space, such as by releasing a limitededition NFT collection in June. Home Depot’s in-store Kids Workshops have been

Home Depot recently reported lackluster quarterly

around for years to engage families and drive children's

revenue and sales and expects consumer spending to

excitement

be flat this year as discretionary spending moves away

about

do-it-yourself

home

projects.

Replicating the store experience in the metaverse

from goods and into experiences like travel.

allows Home Depot an opportunity to introduce the brand to the young gamers active on Roblox. The largest age group on the platform as of 2022 was 9 to 12 year-olds making up 26% of the user base. Putting a child-centric experience on the platform may help to raise awareness of the in-store program, helping to drive traffic to physical locations. Players who visit Home Depot’s virtual storefront will be greeted by a salesperson wearing the chain’s recognizable orange apron and presented with three project options: a birdhouse, a mini flower garden and a small car. After choosing, players scavenger hunt through the store’s aisles to collect the materials needed to assemble their items in the Kids Workshop space. After completion, the projects can leave the store and be used in Redcliff City, one of the virtual environments on Roblox. Roblox has become a go-to for many brands looking to 33

WORTH FLYING FOR

Over 40,000 sq. metres of spectacular shopping. Thousands of limited editions and travel exclusives. Hundreds of the world’s most desirable brands. But only one glorious destination: Dubai Duty Free.

Pepsi Unveils its New Logo After 15 long years, Pepsi has finally designed to change its logo and its brand identity. This is the company's first rebranding effort since 2008, and the new Pepsi logo will be rolled to their entire product line in North American markets later this year, and a global rollout is planned for the start of 2024. The updated design reflects the evolving identity of the brand and will be implemented across various digital and physical platforms, including packaging, fountain and cooling equipment, fleet, fashion, and dining. Although the new emblem resembles the brand's 1987-1997 logo, it features a different font, colour, and border to differentiate it from its 90s version.

Moreover, the revamped logo aligns with the company's focus on its zero sugar proposition, with CEO Ramon Laguarta stating that "Zero is going to be the centre of the strategy for the Pepsi brand" during an analyst call. Overall, Pepsi's new logo demonstrates the brand's

The new design also deviates from the 2008 version by utilizing upper case fonts, bolder and brighter colours, and a black font and border that alludes to Pepsi Zero's black

commitment to remaining relevant and evolving with the times while maintaining its iconic identity that has resonated with consumers for decades.

can. They can also feature a unique silhouette, adding a touch of innovation to the brand's new look.

The evolution of the Pepsi logo 35

Liquid Death makes its way to the NBA Jalen Green, the talented shooting guard of the

to have fun with traditional marketing made him the

Houston Rockets, has teamed up with Liquid Death for

perfect choice to reach the next generation of

their latest horror-comedy campaign. This partnership

basketball fans who share their disdain for traditional

is based on his exceptional skills on the court and his

marketing.

twisted sense of humour that complements the brand's identity.

The 60-second video, Severed Head Basketball, takes inspiration

from

vintage

Saturday

morning

In the brand's latest campaign, Green stars alongside a

commercials and introduces a merchandise item that

screaming, disembodied head created with special

transforms the brand's "murder your thirst" slogan into a

effects, showcasing its love for horror-comedy in

bloody-fun collectable.

marketing and expanding its reach in the professional sports world.

The campaign also reveals that Green is now an investor in the company and the first NBA brand ambassador.

36

Andy Pearson, the Vice President of Creative at Liquid

He joins a list of celebrities such as Tony Hawk, Steve-O,

Death, explained that Green's humour and willingness

Bert Kreischer, and Dorothea

37

"The Godmother of Drumming" Taylor is also known as a heavy metal granny. To introduce Green as a new collaborator, the brand's in-house

creatives

basketball

that

came

looks

like

up a

with

a

human

collectable head

with

cartoonishly gruesome accents. The limited-edition swag was designed by Will Carsola, the creator of Adult Swim's Mr Pickles and a frequent Liquid Death collaborator. The team looked at toy commercials from the 90s and Michael Jordan's ads for Wheaties and Gatorade to

38

develop the video, creating a unique and entertaining

Design for the limited-edition ‘Hoop Head’ swag

marketing campaign that is sure to resonate with the

comes from frequent Liquid Death collaborator

brand's target audience.

Will Carsola.

39

Denny's New AR Menu And how it could impact customer experiences

Denny's, the renowned diner chain, boasts a remarkable

The AR menu is a web-based platform, accessible via

history of serving patrons around the clock,

the customer's mobile browser, making it a convenient

leading to numerous locations without locks for years.

and hassle-free way to preview menu items before

This unwavering dedication to offering comfort food is

ordering.

what sets Denny's apart. On its 70th anniversary, the diner

Although there are no current promotions exclusive to

ambience with contemporary flavours and technology

the AR menu, Denny's has confirmed that the company

by

will continue to update the AR experience to keep

chain

cleverly

launching

combined an

the

innovative

midcentury

menu

featuring

an

things fresh and exciting for customers.

augmented reality component.

Moreover, if the AR menu proves popular, it may Denny's recently launched a delectable menu featuring

become a permanent feature of Denny's dining

an array of mouth-watering items such as

experience.

spicy chorizo Moons Over My Hammy, a scrumptious skillet of mac and cheese and brisket, and a strawberry cheesecake milkshake, among other delicious offerings. In

line

with

modern

trends,

Denny's

has

also

incorporated high-tech innovation into its ordering process. Last year, a video showcasing the use of augmented reality in dining went viral, and Denny's has now harnessed this technology to enhance the customer experience. Unlike previous methods, Denny's AR menu is entirely mobile-based, displaying images of the food on the customer's phone screen to provide an accurate representation of how the dishes will look when served. The beauty of this technology is that it doesn't require customers to download an app or create an account, nor does it necessitate the submission of biometric data through face or fingerprint scans.

40

Ushering in the age of Modular Laptops Framework is a company set to change the modern laptop industry by introducing modular laptops The Big Problem To understand why modular laptops are so exciting and

compromise on more than one aspect, such as battery

how they might completely alter how you buy them, it is

or storage. Furthermore, in comparison, being priced

essential to understand the main issue. For many

almost

customers, a new laptop and a few paraphernalia would

considerably heavier than entry-level laptops, the

end the purchase decision and, thus, the consumer

advantages of a modern gaming laptop simply

purchase cycle.

diminish.

However, a small percentage of customers do not appeal

This is where the American manufacturer Framework

to this, and the main reason is the upgradability factor. For

comes in. Framework recently announced a new

PC fanatics, the ability to simply swap parts out for better

addition to its product line- the Framework Laptop 16,

ones every few years is a blessing. Not only does this

which is a fully modular laptop. Basically, you can build

considerably cut costs, but this means that consumers can

the laptop you want!

now

focus

their

purchases

on

more

as

much

as

regular

gaming

PCs

and

important

components such as storage, RAM or everyone's favourite,

In the presentation video, the model manages to

a new graphics card, and thus, buy more premium

change the entire aspect of the laptop, from replacing

products in that segment.

speakers, to the keyboard to a whole new GPU!

Laptop consumers have always won in the mobility

Previously companies like Alienware also ventured into

factor, but when it comes to upgradability, they have

the field of modular laptops with their flagship model

often been locked in what comes in the box. No matter

Alienware Area 51 M; however, this failed to deliver on

how many external pieces you manage to buy for the

the fronts it promised.

laptop, it will never really improve the performance. This means that you are essentially locked in for the next few

In addition to their newer, more powerful Framework 16,

years and cannot improve the performance of your laptop

Framework also designed and launched the Framework

unless you buy a new laptop altogether.

13 last year, which offers the same customizability as their newer laptops, although the 16 is far more refined

This especially starts to become more annoying when you

in its ways.

the options available in the market often 41

42

Framework can make such unique and intricate designs

have also decided to opt out of using an internal fan on

because of its novel approach to building things. Their

their newer Macbook Air. This reduces the laptop's

modular components use PCI-E slots with screws to

overall weight and gives customers the option to cool

securely mount and hold the pieces in place. "Basically,

the laptop according to their specific needs.

anything that uses PCI can be connected to this laptop," says Dave, a tech enthusiast and product reviewer.

For example, a customer who is into gaming can opt-in to try a build with 1 custom GPU and 2 attachable

Another interesting design choice the Framework adopts

fans, or someone can only install external

is its exclusion of inbuilt fans. While this may seem like an

headphone jacks if that suits their boat.

odd choice making a laptop without cooling fans, it is also to be noted that many popular brands like Apple

As seen in the picture on the right, Framework offers two different cooling solutions, one with an integrated GPU (top) and one without (below). Attaching the modular cooling option with only the two fans makes the laptop into a regular functioning laptop, whereas the one integrated with the GPU extends out the back, making it look like an odd design choice, but Framework uses that to its advantage too. Having the cooling system with the inbuilt GPU also gives a little room at the back which acts as its heat-sync and, thus, reduces thermal throttling quite a bit.

The Big Problem To understand the implications that Frameworks modular laptops will have on the future, it is important to understand the current state of the laptop market. While the global pandemic has definitely slowed down, its impact on global supply chains still remains an issue, even for larger companies. Up until last year, there was a huge impact on the global GPU market, with not only gamers, but also crypto-enthusiasts and price gougers all rushing to secure new GPUs. This, coupled with

the

fact

that

Covid-19

severely

damaged

production timelines and supply chains, meant that not everyone could afford a new GPU. Furthermore, as already discussed, the laptop market has not managed its address its biggest challenge since the inception of laptops, upgradability. The average customer's laptop's life cycle tends to last between 3-5 years, with experts claiming that a laptop should be replaced within 5 years. Adding to this fact, a trend has also been noticed where companies now aim to build products that tend to break down within a few years. The aim has shifted from making products that last to products with a 43 41

customer

or graphic cards, and they need a laptop that can

experiences. This means that while new laptops can

perform basic tasks. At the end of the day, not every

perform exceptionally well, they often tend to break

consumer is a tech enthusiast, a gamer or a coder or a

down within the first 2 years, with constant repairs

designer. Having a laptop to perform basic, everyday

being needed just to be able to keep up.

tasks is something that most people need a laptop for,

smaller

life

cycle

but

offering

unique

and everything else becomes secondary. We must also not forget the most important aspect of all, the rapid advancements in technology. With AI, ML and

And coming to upgradability, most consumers opt for a

RPA on the rise, companies are now able to tap into newer

newer laptop within 5 years, so how much sense

technologies as well as come up with new forms of

does a modular laptop make in their lives? It definitely is

technology. In comparison to previous or even last year's

not feasible for everyone and this completely

devices, companies have taken huge strides in delivering

excludes other additional issues such as the price of

the absolute best when it comes to laptops. From minor

add-ons or how safely can they be stored or installed?

screen adjustments to making memory more affordable to adjusting trackpads and keypad layouts for improved ergonomics, major manufacturers take painstaking measures to make sure their products can compete at all price points, and offer a little something to every customer. With such a cut-throat market, it is hard for any company to compete, regardless if they offer a fully modular laptop or not. Framework has been able to make some cool products, all for the sake of modular building, however, unless the average consumer has a shift in their mindset, it can become hard to completely reform the market.

The unfortunate reality of modular laptops is that they simply cater to a nice that is not significant enough to

Modular building has been explored in the past, and while

drive a revolution. The changes and steps taken by

companies like Alienware weren't quite able to

Framework are definitely unique and solve some issues,

achieve it, understanding Framework's unique design

but to what extent are they actually feasible in the long

choices might lead other companies to explore. With

run?

a few tweaks, even companies like Nvidia and AMD just might be able to enter into the modular laptop GPU

Maybe modular laptops aren't for everyone but their

segment as well, and after all, why shouldn't they? This

impact on the future is definitely going to pave the path

way, the companies can compete in a new niche

for a new line of innovation.

altogether. Previously, these companies have had to hope that laptop manufacturers could incorporate a desktop-sized GPU in their laptops, but this opens up a new realm of possibilities. Regardless of what route laptop or GPU manufacturers take, one thing is for certain, changing consumer perception about modular laptops is a difficult task. For the average consumer, just having a regular laptop is the be-all and end-all of their laptop purchases. They don't care about high-refresh rates, SSD boot times, 44

45

The job market and

Generative AI Several agencies have integrated ChatGPT and image generators into their workflows

The surge in interest surrounding generative AI has

future, is a challenging task, and the only accurate

reignited a common concern that existed before the

aspect of this "clear" forecast is that it's difficult to

pandemic: how many jobs will be lost to AI? A decade ago,

predict with certainty. Evaluating predictions regarding

experts predicted that up to 50% of jobs in the US could be

the

replaced by AI, predominantly affecting low-skill jobs such

accomplish

as truck driving.

understanding

future

of

work

this,

is

one

and

undoubtedly

would

an

feasible.

To

require

a

historical

examination

of

previous

erroneous forecasts. However, some argued that we are entering a new era where highly-skilled knowledge workers will be most

How generative AI is already bringing changes to the

impacted, unlike previous waves of automation. Despite

workforce

recent tight labor markets tempering these predictions, the rise of generative AI has led to renewed worries

The

interest

in

artificial

intelligence

(AI)

and

its

about job security, particularly for creative roles.

transformative potential has grown exponentially in recent years. One field where AI is making a significant

As per Harris Poll, the majority of employees are cautious

impact is creative work.

about the use of generative AI, with half of them lacking trust in this technology. The Atlantic asserts that in recent

Traditional methods of creative work involve developing

times,

concepts and manually executing them, which can be a

no

technological

advancement

has

led

to

significant job losses among highly educated workers.

tedious and frustrating process if the outcomes do not meet our expectations.

The question remains, however-will generative AI be an exception to this trend?

However, generative AI provides a novel approach that can address these difficulties. Instead of starting from scratch,

46

While it's hard to predict the precise magnitude of this

generative AI enables us to generate ideas based on

impact, it's evident that AI will have a substantial effect on

existing data and content, thereby saving time and effort

the job market, particularly for those with a college

while also enabling us to explore new possibilities that we

education. Making predictions, particularly about the

may not have previously considered. 46

In addition to idea generation, generative AI can also produce finished products such as music, art, and video, allowing creative professionals to create content that is truly one-of-a-kind and tailored to their target audience. Thus far, generative AI has been used to create a wide range of works, from realistic 3D images to entire websites. The potential applications of generative AI are endless, and its impact on the creative industry is profound and irreversible. The uncertain future with generative AI Generative AI is rapidly advancing and has a promising future ahead. Its potential to revolutionize content creation is already evident with recent developments. Generative AI is gaining popularity due to its ability to provide unparalleled creativity. Unlike traditional methods, which have limitations in combining elements, generative AI offers endless possibilities, allowing creators to come up with novel ideas that were once impossible. Moreover, generative AI can significantly save time, a major advantage over traditional methods, which require numerous iterations before arriving at a final product. By generating multiple options quickly and efficiently, the AI can narrow them down based on specific criteria, thereby streamlining the creative process. In addition, generative AI is not restricted to creating new content. It can also enhance existing content by generating various versions of it, like websites with diverse text versions, thereby facilitating A/B testing without requiring manual changes.

22

47

48

50

Data is Still The King But is yours any good? Data has always been the driving force behind businesses The more actionable the date, the more successful the company is, and in today's day and age, the race is still the same, but with access to modern technology, how do you find relevant actionable data? To maximize the return on investment (ROI) of their retail media spending, advertisers must leverage first-party data to make strategic decisions. However, while many retail media networks are adept at collecting data, not all are capable of interpreting and

transforming

it

into

actionable

recommendations that can optimize performance for their partners. This is the key to unlocking differentiated value in the industry. The true benefit of this information lies in its ability to inspire intelligent business decisions. What's even better is when these insights can drive actions that lead to key learnings and proactively identifying areas of meaningful innovation along a continuum of pivotal moments. The value of this approach is that it goes beyond surface-level impact at any given point in time and instead delves deeper to influence genuine behavioural transformation.

51

Is Your Data Useful? For data to be useful, it must fulfil these requirements ACCURATE Fundamentally, insights must be precise and reliable to gain trust. This ensures that they are easily adopted and promptly put into action. Accuracy is not only a reflection of an effective operational system but also a solid dedication to delivering outstanding reports. GOAL ORIENTED To establish a trusted partnership, advertisers require a prompt comprehension of the impact an insight can have on their business. This involves connecting the dots and providing high-quality recommendations that align with their quarterly or annual objectives. Achieving this inflection point is crucial for advertisers to foster a dependable relationship with their partners. TIMELY Presenting insights in a compelling manner is essential for transforming media activation into actionable strategic opportunities. It is crucial to deliver insights in a format that enables stakeholders to swiftly convert them into the next steps. Insights can be valuable in all stages of a campaign, ranging from audience targeting strategies and performance optimization during the campaign to post-campaign learnings, ultimately contributing to long-term, sustainable success. The underlying system and methodology that generates valuable insights can be highly technical, necessitating a committed, hands-on approach. Here are a few factors to keep in mind to ensure that the value of your insights is recognized and implemented.

52

53

How to Achieve Actionable Insights? To

maximize

efficiency

and

facilitate

continuous

innovation, insights should be developed within an agile framework. It's a common mistake to assume that effective insights must be overly complicated. Instead, prioritize approachability and ease of understanding to ensure that stakeholders can easily grasp and apply the insights. This approach will enable scalability and growth while still producing valuable results. To ensure accuracy and facilitate the identification of critical insights, utilize a precise and reproducible data analysis approach. This approach will enable you to efficiently pinpoint the factors that contributed to particular outcomes, and use this knowledge to optimize future media tactics with greater confidence. When building an effective insights process, it's important to focus on achieving measurable business

who

impact. For instance, one effective approach is to provide

team-oriented approach to insights supports objective

audience insights that address specific targetable

value creation and development. To ensure that your

shopper groups that are more likely to convert. This

insights are truly valuable to advertisers, it's important

approach

to demonstrate how they can positively impact their

will

provide

actionable

information

on

consumer behaviour, which can be leveraged to create a

generated

them.

Taking

an

egoless

and

bottom line.

successful audience strategy. To achieve maximum business value, it's crucial to To ensure that insights are effectively translated into

cultivate

strategic

partnerships

both

within

your

actionable recommendations, it's essential to hire

organization to improve operational efficiencies and

subject matter experts who can analyze and interpret

externally with advertisers to establish a trusted and

data sets. Additionally, cross-functional collaboration

purposeful collaboration focused on innovative media

with other departments is crucial to success.

solutions. Developing and delivering effective insights requires a dedicated team, time, and a high level of

Transparency is also key, and your team should be aware

strategic collaboration. However, the benefits of these

of any data limitations. Adopting an innovative and

efforts are always worth it, as they have the potential to

standardized approach can provide a realistic view of

generate significant business value.

performance management and alignment with goals, which helps to build trust with advertisers. It's important to remember that the value of insights lies in their potential business impact, regardless of 54

G L O B A L

B R A N D

Q U I Z

Test Your Knowledge Think you know your brands?

What did Steve Jobs refer to when he briefed his designer “Don’t make it cute?”

Leonardo Dicaprio was an early investor in which plant-based company?

56 22

A

Impossible Burger

B

Beyond Meat

C

Uncut

D

Field Roast

A

iPhone

B

iPad

C

iPod

D

Apple Logo

57

G L O B A L

B R A N D

Q U I Z

Test Your Knowledge Think you know your brands? Jimmy Wales and Larry Sanger are responsible for launching what website in 2001? A

Britannica

B

Wikipedia

C

World Book Online

D

Infoplease

Which of these brands should have an apostrophe in their logos? A

Quiznos

B

Arbys

C

Little Caeasers

D

Starbucks

Among Walmart’s many store brands is one with what six-letter name that means "to regard as the same"?

58

A

Great Value

B

Equate

C

Zyretc

D

Blue Diamond

59

G L O B A L

B R A N D

Q U I Z

Test Your Knowledge Think you know your brands? Rice-a-roni, Cap’n Crunch are all food brands that Pepsico acquired as part of their 2001 purchase of what company? A

Life Cereals

B

Quaker Oats

C

Kellogs

D

All of the above

Which brand has a stadium or field named after it? A

Ford

B

McDonalds

C

Finn

D

Kodak

What symbol on the Heineken logo earned the company international status?

60

A

Square

B

Star

C

Rhombus

D

Hexagon

61

G L O B A L

B R A N D

Q U I Z

Test Your Knowledge Think you know your brands? What conglomerate, creates popular food brands like Pureleaf, Klondike and Ben & Jerry’s? A

Unilever

B

Danone

C

Nestle

D

Modelez

Darden concepts whose popular brands include Longhorn Steakhouse and which other company? A

A&W

B

Applebee’s

C

Olive Garden

D

Chipotle

How did you fair? Turn to page to see how you faired » »

62

63

G L O B A L

B R A N D

Q U I Z

Test Your Knowledge

Answers

Answers to the Quiz

64

01

Apple logo

02

Beyond Meat

03

Wikipedia

04

Arby’s

05

Equate

06

Quaker Oats

07

Ford

08

Star

09

Unilever

10

Olive Garden