Digital
Bobble AI Report: Digital news and social media impact on 2024 Lok Sabha elections
Mumbai: Bobble AI’s Market Intelligence report has unveiled compelling insights into the growing influence of digital news and social media on India’s political landscape.
Bobble AI, the innovative and highest-rated keyboard platform, aimed to understand how people are leveraging social media and digital news to discuss politics. The report draws comparisons between 2024 and 2023 data for news consumption, and between 2024 and 2022 for political conversations.
The study, which analysed data from over 100 million users of Bobble AI’s Keyboard Platform in a privacy-compliant manner, was conducted by Bobble AI’s market intelligence division using first-party data.
A key finding of the study is that as the elections approached, there was a marked increase in interest in national news over local news.
Comparing data from March 2023 and March 2024, the study reveals an increase in the open rates for national news platforms, while regional news platforms experienced a comparative decline. This shift underscores the electorate’s growing focus on national issues during the election period.
The average session time per user, defined as the time each active user spends on news apps, showed a decrease of over 30% for regional news platforms. Conversely, national platforms saw an increase of about 50% in the average session time spent by users. This insight, along with the open rate data, suggests that new users are becoming active on national news platforms and spending more time on them as the general elections approach.
Political conversations on social media platforms surged dramatically. Discussions on “X” increased by almost 100%, likely driven by heightened activity from political parties and stakeholders. Other platforms like Facebook, Instagram, and WhatsApp also saw substantial growth in political engagement, with WhatsApp maintaining high levels of political discourse.
Google searches related to politics nearly doubled, reflecting a growing need for political awareness. Users searched for information on political leaders, parties, and their popularity in specific constituencies.
The frequency of political mentions also rose significantly. The highest increase was observed on “X,” followed by Facebook. This trend indicates that new users are engaging with political content at a rate similar to that of existing users. Google searches for political topics saw a single-digit increase, which is notable given the already high baseline of political searches.
Conclusion –
Bobble AI’s report emphasizes the crucial role of technology and digitization in shaping the political landscape. As political stakeholders leverage digital platforms to connect with the electorate, particularly the youth, digital news and social media have become indispensable tools for electioneering.
Speaking on the lines, Bobble AI chief strategy officer Tabrez Alam said: “It’s interesting to note how digital news platforms have democratized the politics in the country, simultaneously opening a new avenue for marketers to think beyond the traditional news media”.
The report highlights that digital mediums have ensured higher participation of the average voter in the election process, thereby strengthening democracy. More and more people are expressing their opinions on social media platforms such as “X” and Facebook, where the public is actively redefining the creation of public opinion.
The digitization of political discourse has also opened an extremely exciting avenue for advertisers to associate with news platforms as political events take the spotlight in the state. The report suggests that economics is not only a major election issue but economics can also be a benefactor of electioneering in terms of advertising revenue and marketing economy.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
