MAM
‘Genpact Cora’ artificial intelligence-based platform launched
MUMBAI: Genpact, a global professional services firm focused on delivering digital transformation, has unveiled Genpact Cora, an artificial intelligence (AI)-based platform that accelerates digital transformation for enterprises. It is a modular, interconnected mesh of flexible digital technologies that hones in on specific operational business challenges and tackles them from beginning to end, helping large global companies reframe and solve their most pressing real world business issues.
“In an environment being disrupted by new technologies and increasing competition, clients want to buy business outcomes, not just tools and products,” said Everest Group founder and CEO Peter Bendor-Samuel. “Genpact Cora is timely for an industry seeking digital transformation.”
As part of its ongoing strategy to drive digital-led innovation and digitally-enabled intelligent operations for clients around the world, Genpact has created Genpact Cora to provide the fastest path to driving meaningful transformation at scale. Genpact believes it is the first in the industry to fully integrate automation, analytics, and AI engines – in a single, unified platform, embedded with and drawing insights from Genpact’s deep domain expertise that comes from running thousands of intelligent operations and processes for hundreds of Fortune 500 companies across numerous industries. Genpact Cora drives digital transformation in a planned and managed fashion, without sacrificing the governance security and investment protection that mature and established businesses need.
“Achieving enterprise impact from digital transformation is challenging with so many disparate, disconnected technologies in the market,” said Genpact president and CEO NV ‘Tiger’ Tyagarajan. “Genpact Cora brings leading digital solutions together in one unified platform, combined with the process and deep domain expertise that comes from decades of experience running intelligent operations. The combined benefit creates connected intelligence for our clients at a previously unattainable level of agility and speed to predictive insight, that then drives outcomes.”
Genpact Cora has a mature application program interface (API) design and open architecture that includes Genpact’s own intellectual property as well as leveraging best-in-class providers, integrating advanced technologies across three key areas:
• Digital Core: cloud, software-as-a-service, blockchain, mobility and ambient computing, robotic process automation, and dynamic workflow;
• Data Analytics: advanced visualization, data engineering, big data, and Internet of Things (IoT);
• Artificial Intelligence: conversational AI, computational linguistics, computer vision, machine learning and data science AI.
The Genpact Cora platform is the foundation for Genpact products and consulting services already in the market, with more than 1 million users processing over 1.1 billion transactions annually, providing unparalleled practical predictive insights and learnings on how to make transformation real and sustainable. It brings together Genpact’s original process and industry domain depth with new digital capabilities through its recent acquisitions of Rage Frameworks, PNMsoft, and others.
The platform already delivers speed to value in the market today in many industries, including:
• Deciphering data from equipment: A leading large equipment manufacturer leverages industrial IoT, machine learning, and advanced analytics from Genpact Cora to efficiently and intelligently process data, resulting in safer materials, less downtime, higher revenues, and lower maintenance costs.
• Reframing drug safety: A top pharmaceutical company is testing Genpact’s Pharmacovigilance Artificial Intelligence (PVAI) product to redefine drug safety. PVAI uses Genpact Cora’s AI, analytics, predictive modeling, and other technologies to automatically collect and analyze data from numerous sources on drugs’ adverse effects, including quickly translating unstructured data into meaningful, actionable insights. PVAI transforms drug safety operations from simply tracking issues to predicting and solving potential problems, with less human error, higher drug quality, better patient outcomes, and 100 percent regulatory compliance.
• Making customer service seamless: Genpact Cora’s AI and analytics powers Genpact’s LiveWealth product and allows a Fortune 500 financial services institution to speed customer response time, eliminate billing and asset reporting errors for institutional and high-net-worth individuals, and help shorten client cycle time from 45 days to on-demand. Customers now have a holistic view of their portfolio, and the company also cut costs 75 percent while facilitating effective regulatory compliance.
• Driving faster, value-added financial reporting: Inefficient manual financial reporting processes took many employees at a global consumer packaged goods company weeks to interpret both structured and unstructured data from various internal and external systems. Genpact’s AI Reporting product using Genpact Cora’s robotic process automation now generates these reports in a few days, automating 70 percent of data collection. In addition, the AI learns over time, allowing the company to have much faster, more accurate, and more frequent projections that drive better informed business decisions.
• Increasing new product speed to market: A global insurance provider uses Genpact Cora’s dynamic workflow to streamline new product rollouts by quickly capturing data on high-value customers, increasing processing speed and flexibility, and driving analytics real time for decision making – thereby increasing speed to market and driving revenue growth.
“Genpact Cora allows our clients to deploy leading digital technologies using a modular and scalable platform built on an open architecture that drives flexibility, agility, and long-term investment protection,” said Genpact SVP and chief digital officer Sanjay Srivastava. “And Genpact Cora reduces risks around errant robots and misapplied AI spinning out of control, through an integrated command and control hub that delivers the much-needed governance that business processes require.”
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
