Digital
Pulp Strategy reveals AI-created digital films
Mumbai: Transformational digital agency, Pulp Strategy, is revolutionizing the advertising landscape with its cutting-edge suite of advanced AI capabilities for digital landscape.
Innovation lab fuels AI-powered growth:
Pulp Strategy’s commitment to pushing boundaries and staying at the forefront of digital marketing led to the establishment of the dedicated Innovation Lab in early 2023. This state-of-the-art hub allows for experimentation and trial runs with over 50 advanced AI tools, empowering the agency to harness their power for the ultimate benefit of their clients.
Leading the AI advertising revolution:
Pulp Strategy’s pioneering work in AI-powered advertising is exemplified by their recent Film for Dabur Red. They created a groundbreaking brand film solely using Generative AI human-guided creative intelligence. This achievement showcases Pulp Strategy’s unwavering commitment to pushing creative boundaries and delivering unprecedented results.
Meet Yukti – the AI strategist:
In their pursuit of innovation, Pulp Strategy introduces Yukti, their groundbreaking humanoid AI persona. Yukti brings a new level of AI glamour and intelligence to social media and spends her off screen time serving as an “intern” assisting in the strategizing, analyzing, and providing valuable insights. Yukti blurs the lines between human and artificial intelligence, setting a new standard for AI integration in digital marketing.
Pulp Strategy founder and MD Ambika Sharma stated, “AI is at the peak of its hype cycle; the capability of the tools is limited but growing. There are many interesting and real value use cases beyond creative and content with generative AI. It is our collective responsibility to prevent ‘nice-looking garbage’ through quality control processes to ensure impactful and effective campaign outcomes.”
AI across the workflow:
Pulp Strategy seamlessly integrates Generative AI throughout the marketing workflow, transforming various stages with its capabilities, including:
1 Research and analytics: Data visualisation, insights generation, and audience segmentation.
2 User persona-driven testing and feedback, which has shown promising results.
3 Coding: Code suggestions, error detection, and automation.
4 UI/UX: Wireframing, sitemap creation, and user behavior prediction.
5 Content creation: Rich media, image creation, video editing, voice solutions, and music composition.
6 Design: Art, graphic design, photo shoots, animation, and photo-realistic mockups.
Impacting the advertising landscape:
Generative AI’s influence on advertising is undeniable, and Pulp Strategy embraces its potential for good with the following benefits:
1 Efficient research and analytics: Reducing errors and incorporating intelligence for better behavior insights and pre-testing.
2 Personalized content at scale: Tailored messaging that increases engagement and conversion rates.
3 Streamlined processes: Automating repetitive tasks to free up resources for strategic initiatives.
4 Unleashed creativity: Generating unique and diverse content for various platforms and audiences.
Addressing ethical considerations:
Pulp Strategy places a strong emphasis on responsible AI implementation with a robust human-centric framework, ensuring:
1 Ethical content creation: Adherence to privacy, consent, authenticity, and ownership principles.
2 Human-guided creativity: AI serves as a tool to augment, not replace, human ingenuity and emotional intelligence.
Pulp Strategy envisions a future where AI empowers them to deliver even more efficient, insightful, and impactful solutions for their clients. By responsibly harnessing the power of generative AI, they aim to redefine the advertising landscape and unlock unparalleled creative possibilities.
Discover more about Pulp Strategy’s AI-powered solutions and experience how they can elevate your brand’s advertising game.
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.
