MAM
AndBeyond.Media, VidTent, WORD, Localyze & OneLoop come together under the Alchemy Group banner in a strategic collation to deliver solutions that solve for next-gen audiences
MUMBAI: The decision to house both legacy and new businesses under one roof comes after identifying a need in the market to solve for existing internet users as well as for new-age audiences in the digital ecosystem.
AndBeyond.Media, a global On-Demand Native and Programmatic solutions business, along with VidTent & WORD formed a strategic collation under a new parent banner – Alchemy Group. Alchemy Group then launched two new business offerings in the Indian market; Localyze, that offers local language Transcreation & Media solutions and OneLoop that is an end to end Digital Audio Marketplace which together was the coming of five distinct businesses solving for diverse verticals. These brands aim to create a breakthrough in Digital Media, Video Content, Influencer Marketing, Localyzation services and Digital Audio.
“Traditional digital marketing no longer makes the cut when trying to build brand stickiness amongst current & forthcoming audiences. All businesses under the Alchemy Group will have a laser focus towards ensuring offerings that can enable Brands, Publishers & Content Owners to communicate, reach and convince across all digital touchpoints, ensuring a consistent, holistic experience, no matter what digital medium, language, platform or format they interact with,” says Karan Gupta, CEO, Alchemy Group. “We want to take a strong proactive approach in building products and services that are future-ready & scalable to handle more advanced, tech savvy brands and consumers”.
WORD was created with the goal to focus entirely on influencer marketing as a business so as to deliver high-impact, real experiences and campaigns through our private network of 30,000+ influencers.
“Influencer marketing as a category has seen a meteoric rise in the past 2 years and shows no signs of slowing down. We are very bullish about our investment and growth in this category. Being in content is not easy and our aim is to solve that with WORD. Its offerings is the Group’s answer to the content and influencer marketing vertical. Since its launch in early 2018, WORD has carved a niche for itself in the new buzz-word of Marketing within the new-age channel of communication via strong Influencer advocates. We are currently working on expanding our
product offerings from being an Agency to a more platform driven Marketplace model that has proven to be successful in many other Western markets that cater to all types of businesses in order to make Influencer Marketing accessible to brands irrespective of their campaign goal, budgets and a strong Micro / Macro Influencer base”, says Dharika Merchant, COO, Word & Alchemy Group.
Solving for the BIG regional marketing communication need gap, Localyze will concentrate on delivering an end to end solution that will allow local and highly targeted regional messaging across all digital channels within the Indian regional language ecosystem.
“Our focus is targeted specifically towards brands looking to expand into regional markets; it will provide a content-first approach where a team of domain experts and transcreators will work together to deliver the brand’s message across digital properties while making sure that the core message isn’t lost in translation. The localyzation solution along with our legacy of native ads and programmatic business (AndBeyond.Media) are able to deliver marketing communication without losing the tone & dialect with the reach across regional sites where the right audiences are present. This not only makes a customer more susceptible to a marketing message delivered in their local language, but also targets them with highly relevant advertising to break through the media clutter”, said Pankil Mehta, CBO, AndBeyond.Media, Localyze & Alchemy Group.
The Group’s latest venture, OneLoop, recognizes voice and digital audio channels as a rapidly growing market. Its purpose is to bridge the gap in distribution and high performance monetization by offering an all-encompassing platform that offers high quality audio content to publishers and empower brands with an engaging way to deliver Innovative Audio ads to audiences where they are consuming the same.
Alchemy Group will constantly be at work to ideate and launch more innovative technologies in collaboration with domain experts to solve future need gaps in the market. “Alchemy Group was formed with the vision of solving for the next generation of users coming online and our aim is to have Alchemy bring together all of its businesses by Igniting Ideas, Building Bonds and Creating Magic ”, added Gupta.
Brands
Workday unveils Sana, a new AI tool for businesses
New conversational interface, 300+ skills and deep integrations aim to turn AI from sidekick to operator
CALIFORNIA: Workday has fired a fresh salvo in the enterprise AI race, rolling out “Sana”, a system it touts as “superintelligence for work”, designed not merely to assist, but to act. The pitch is blunt: stop dabbling with disconnected copilots and start letting AI run the plumbing of business.
Unveiled globally on March 20, Sana arrives as a three-part stack, Sana for Workday, a conversational interface; a self-service agent with more than 300 skills; and Sana Enterprise, which plugs into tools from Gmail and Outlook to Salesforce and Slack. The aim is to collapse the sprawl of enterprise software into a single AI-led workflow engine.
At its core, Sana promises four things: find, act, build and automate. Employees can query internal data, execute tasks such as updating records or contracts, generate dashboards, and trigger multi-step workflows, all within the same interface. The twist is where it sits, inside Workday’s existing systems, inheriting their permissions, compliance rules and audit trails.
“AI only works in the enterprise when it’s connected to trusted, deterministic systems,” said Aneel Bhusri, co-founder and chief executive. “Sana is what brings it all together… a powerful way for people to search, reason and orchestrate work across the enterprise.”
The critique of current AI deployments is familiar, flashy pilots, little real impact. Workday’s answer is to embed intelligence where decisions are made and actions executed. Gerrit Kazmaier, president, product and technology, framed it as a shift from suggestion to execution: “AI agents take action using trusted context, not just provide suggestions… a single experience where AI is embedded directly in the flow of work.”
Early adopters suggest traction. Berner claims 90 per cent adoption within 40 days, scrapping 400 ChatGPT licences. Cheffelo calls Sana its “AI backbone”, while Telavox says the conversation has shifted from automating tasks to reimagining entire processes.
Analysts, too, see a broader play. Josh Bersin described the integration as “a major milestone”, arguing it could reshape both customer and employee experience by making AI-native workflows the default.
Sana is being bundled via Workday’s Flex Credits, no separate licence, no added paywall, a move that lowers friction and speeds adoption. Meanwhile, Sana Enterprise extends the system beyond Workday, allowing users to search documents, schedule meetings or track project tickets across multiple platforms in one conversation.
The bet is clear: whoever controls the workflow, controls the future of enterprise software. With Sana, Workday is trying to move AI from a helpful assistant to an invisible operator. If it works, the software menus may vanish, and with them, the way work itself is done.
