MAM
Locobuzz unveils advanced product enhancements to CX Suite
Mumbai: Locobuzz, India’s digital customer experience platform, announces its new AI-powered product innovations across its suite of solutions that allow customers to streamline operations, elevate agent performance, and deliver exceptional customer experiences.
This upgrade includes cutting-edge AI capabilities such as actionability detection, AI-based categorisation, ticket summarisation and automated response generation, all of which are intended to provide brands with a 60 per cent increase in the productivity of their service teams.
With this latest release, Locobuzz has solidified its leadership in AI innovation. Bringing cutting-edge features to analyse conversations with precision, optimise ticket routing and categorisation, save time with automated responses, and gain actionable insights to make data-driven decisions without manual intervention.
Locobuzz co-founder & CTO Nitin Agarwal said, “Our aim is to empower CX leaders with the tools and insights they need to unlock exceptional customer experiences and drive business growth. Each enhancement is meticulously designed to simplify their lives, providing richer analytics, faster time to value, and a unified platform to help teams to gain the time and resource savings they need to make a difference.”
The new enhancements provide more value to Locobuzz customers. The key features and benefits of these enhancements include: –
Smart Ticket Creation –
Not all conversations on social media need to become customer support tickets. The AI-led smart ticket creation cuts through the noise, automatically identifying the key issues and opportunities that really matter in the consistent stream of questions, complaints and requests from the pool of social media conversations to support tickets. It dramatically reduces agent workload by filtering out non-essential interactions, allowing them to focus on genuine customer concerns.
The effectiveness of this feature is evident in the experience of a leading consumer electronics brand, which saw a remarkable 63 per cent improvement in FLR (First Level Response) and a staggering 94 per cent reduction in direct close tickets within the first week of usage.
AI Conversation Tags –
This powerful feature harnesses artificial intelligence to automatically identify different types of conversations and categorises them into customer intent tags, such as requests, appreciation, complaints, etc. It provides a clear context for each message and empowers agents to swiftly understand the issue and respond effectively. These tags can also be utilised to route specific types of conversations to specialised teams and agents. Such streamlined workflows not only simplify the handling of social media interactions but also enable better customer responses to each message.
Ticket Summarisation-
Ticket Summarisation feature provides a swift and efficient way for agents to get up to speed with customer interactions. With the ability to instantly create concise summaries, this tool emphasises the critical points of conversations, offering agents a quick reference to customer history and current concerns. Designed to expedite the resolution process, Ticket Summarisation significantly cuts down on agent handling time, boosting customer service productivity by up to 40 per cent while ensuring all agents stay updated and make informed decisions.
ResponseGenie –
ResponseGenie, a game-changing addition to the CX suite that equips support agents with AI-powered response suggestions. Leveraging ChatGPT’s advanced capabilities and a robust brand knowledge base, ResponseGenie delivers precise, real-time replies to social media inquiries, enhancing response quality and agent efficiency. This leads to marked improvements, a notable 45 per cent reduction in average handling times and customer satisfaction within weeks.
MAM
Brands push beyond compliance as trust takes centre stage
ASCI AdTrust Summit 2026 spotlights shift from legal checks to credibility.
MUMBAI: In a world where a disclaimer can be legally sound yet socially suspect, brands are learning that compliance may tick boxes but trust wins markets. At the inaugural ASCI AdTrust Summit 2026, a panel on “Beyond Compliance: The New Currency of Trust” unpacked a growing industry reality: the gap between what the law permits and what consumers accept is widening and fast.
Moderated by Meenakshi Ramkumar of National Law School of India University, the discussion brought together leaders across law, marketing and academia to examine how brands must evolve in a digital ecosystem increasingly shaped by scrutiny, scepticism and speed.
Ramkumar set the tone by highlighting a critical shift, advertising today operates in the same digital space that fuels misinformation, scams and fake news, making credibility harder to establish. “The challenge is not just about what brands do, but the broader context of low institutional trust,” she noted, adding that when violations go unchecked, trust erodes not just in brands but in the regulatory system itself.
This vacuum, she said, has given rise to consumer activism from boycotts to social media backlash as a parallel accountability mechanism.
For Amit Bhasin, Chief Legal Officer at Marico, the distinction was clear, legal compliance is non negotiable, but insufficient. “Compliance is the minimum threshold. The real challenge is staying aligned with changing consumer expectations,” he said.
He pointed to how advertising narratives have evolved from traditional depictions of gender roles to more shared responsibilities reflecting a broader societal shift. “Earlier, it was fine to show one person doing the household work. Today, that may not land well. Consumers expect brands to reflect reality,” Bhasin observed.
He also highlighted internal debates where campaigns that may be legally permissible are still rejected for being culturally insensitive, noting that responsible advertising often requires asking uncomfortable questions before the public does.
If compliance is the baseline, reputation is the battlefield.
Bhasin noted that reputational risk has become a far greater concern than legal exposure, particularly in an era where campaigns can be dissected within hours online. “Earlier, a controversial ad might invite a newspaper editorial. Today, within hours, you’re at the centre of a storm,” he said.
Brands, he added, now evaluate campaigns through a dual lens legal viability and reputational vulnerability with the latter often proving more decisive.
From a healthcare perspective, Satish Sahoo of Cipla Health underscored the complexity of operating within fragmented yet stringent regulatory frameworks, spanning drugs, food, cosmetics and Ayush. “Anything under a drug licence is the most tightly regulated,” he said, adding that this necessitates proactive, not reactive, compliance.
He shared an example from the oral rehydration salts (ORS) category, where Cipla resisted the temptation to position products aggressively despite competitive pressure. “Our product is WHO compliant, and our communication reflects that. We chose not to blur the lines, even if others did,” he noted.
The long term payoff, he suggested, lies in credibility built over consistency, not quick wins.
Yet, as Harsha N of National Law School of India University pointed out, even perfect compliance does not guarantee trust. Drawing from historical and modern examples from exaggerated product claims in the 1800s to contemporary environmental and health advertising, he argued that legal frameworks often lag behind consumer expectations. “A brand can be fully compliant and still be perceived as misleading,” he said, citing instances where fine print disclosures fail to reach or convince the average consumer. He added that larger companies carry a disproportionate responsibility to set ethical benchmarks, even in areas where the law remains silent.
The conversation also turned to digital advertising, where the challenge extends beyond content to how ads are experienced. From algorithmic targeting to personalised messaging, brands now operate in an environment where regulation struggles to keep pace with technology.
Sahoo noted that social media has amplified awareness, with influencers and consumers increasingly scrutinising product claims and calling out inconsistencies. “Awareness has gone up dramatically. People are questioning what goes into products and what brands are saying,” he said.
The role of self regulatory bodies such as Advertising Standards Council of India also came under the spotlight.
Harsha acknowledged that while SROs play a crucial role, they are not immune to criticism, particularly around perceived conflicts of interest and enforcement gaps. “SROs have a higher threshold of responsibility not just to interpret the law, but to anticipate societal expectations,” he said.
He added that failures in self regulation often push the burden back onto government intervention, underscoring the need for stronger, more proactive oversight.
One of the more nuanced debates centred on whether building trust comes at a cost. While Sahoo acknowledged that quality and compliance can increase costs, he argued that companies must absorb them as part of their long term strategy.
Bhasin, however, framed the challenge differently not as cost, but as competitiveness in a market where not all players play by the same rules. “The real tension is when others cut corners and you choose not to,” he said.
The panel concluded with a call to embed trust into business metrics.
Sahoo suggested that organisations must go beyond revenue targets to include consumer equity and trust based KPIs, ensuring that ethical considerations are not sidelined in the pursuit of growth. “Trust sounds abstract, but it can translate into measurable consumer equity,” he said.
As the discussion wrapped up, one message stood out: the rules of advertising are being rewritten not just by regulators, but by consumers themselves. In an ecosystem where attention is fleeting and scepticism is high, brands that merely comply may survive, but those that build trust are the ones that endure.
