Applications
AI joins the comms party as M37Labs launches Ebic.ai to fix workflow chaos
MUMBAI: When brands lose the plot, it’s often not the story but the spreadsheet. M37Labs has unveiled Ebic.ai (Enterprise Brand Intelligence Console), a first-of-its-kind vertical AI platform designed to overhaul the 100 billion dollars global marketing, PR, and communications industry by unifying its notoriously fragmented workflows.
The numbers tell the story: industry research shows communications professionals juggle an average of 11 different tools daily, with 68 per cent citing disjointed workflows as their top productivity hurdle. Ebic.ai claims to end this chaos by consolidating everything from monitoring to narrative-building into a single adaptive console.
Early deployments across enterprise clients in India and Malaysia have been striking. Teams reported up to 15x productivity gains and 3x time savings thanks to unified dashboard management. In just two months of use, Ebic.ai’s predictive algorithms identified and helped avert three potential brand crises, shifting communications from reactive firefighting to proactive strategy.
At its core, the platform integrates four AI-driven modules:
● Real-time Omnichannel Brand Monitoring: A contextual AI co-pilot that delivers global updates and enables 3x faster strategic decision-making.
● Predictive Crisis Detector: Scans millions of data points to flag risks early; in trials, it spotted emerging threats weeks before reputational damage could occur.
● Strategic Narrative Engine: Uses reinforcement learning to co-create compelling content while maintaining brand voice, with users reporting 3x more efficient output.
● Intelligence Hub: Goes beyond mention tracking with competitor positioning and opportunity mapping.
“The biggest bottleneck in communications isn’t ideas, it’s execution trapped in disconnected systems. EBIC.AI is the intelligent co-pilot that finally unifies these workflows,” said M37Labs co-founder & CEO Prashant Shivram Iyer.
Adding to this, M37Labs CAIO & co-founder Zorawar Purohit noted: “Other tools monitor; Ebic.ai comprehends and acts. It learns from every interaction, continuously protecting and enhancing brand value. This isn’t an incremental step, it’s a new operating model for brand management.”
Built by a world-class developer team out of India for global adoption, Ebic.ai runs on a cloud-native, multi-language architecture. Its early success with multinational clients underscores both its scalability and its ambition: to replace the patchwork of single-point services with a single, intelligent hub for enterprise brand management.
In a world where attention spans are shrinking and crises can explode in minutes, Ebic.ai is pitching itself as the difference between scrambling and strategising and for an industry fuelled by reputation, that’s a shift worth more than a headline.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
