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boAt challenges AI with Jasleen Royal on World Music Day
Mumbai: As the world celebrates World Music Day, the role of Artificial Intelligence (AI) in the creative process has sparked significant controversy and debate, reflecting broader concerns about technology’s impact on human creativity and artistic expression. But does it really? The “Smart, but not Art” campaign by boAt aims to reassure artists of all stripes that AI, while powerful, cannot replace the human touch that breathes life into music.
The campaign’s centrepiece is a captivating video featuring renowned singer Jasleen Royal. In a timed pressure test, Jasleen will face off against an AI coding expert, both tasked with writing an extended version of her hit song “Heeriye.” While the AI, guided by the coder, analyses data to craft technically sound lyrics, Jasleen will draw on her emotions, experience, and raw talent to create a song that resonates with the soul.
The video concludes with a thought-provoking question: “Who is the better lyricist?” This illustrates the campaign’s central message: AI may be adept at processing information, but it cannot capture the essence of human emotion that defines true art. Complementi, a series of influencer activations will see prominent figures holding placards across the city, particularly near tech offices and IT parks. These placards will highlight the limitations of AI tools, emphasizing that AI can never replicate the emotional depth conveyed by a singer through their lyrics. Real artists can feel and express these emotions in a way that AI simply cannot.
“Smart, but not Art” is not about diminishing the potential of AI,” said boAt spokesperson. “Instead, we want to celebrate the irreplaceable role of human creativity in music. AI can be a powerful tool, but it’s the artist’s heart and soul that truly connects with listeners.”
“Through “Smart, but not Art,” we invite the global community to celebrate the enduring power of human creativity and reaffirm our commitment to supporting artists in their journey of self-expression.” He added.
Use the hashtag #SmartButNotArt and let’s celebrate the power of human creativity!
eNews
PNB partners Kiwi to launch credit-enabled UPI for users
Targets 180 million customers; RuPay card offers 0.5 per cent to 1.5 per cent cashback
MUMBAI: Swipe, tap, or scan credit is quietly slipping into the rhythm of everyday payments, and Punjab National Bank wants in on the action. The state-run lender has partnered with Kiwi to roll out credit-enabled UPI payments for its 180 million customers, marking a significant push to blend traditional banking with India’s fast-evolving digital payments ecosystem.
At the centre of the collaboration is the launch of the PNB Kiwi Credit Card on the RuPay network. The card is designed with a digital-first approach, offering fully online onboarding and seamless integration with UPI, allowing users to transact via scan-and-pay while accessing credit.
The offering also brings in a rewards layer, with cashback ranging from 0.5 per cent to 1.5 per cent on online transactions, positioning the product as both a convenience play and a spending incentive.
The move comes as UPI continues to dominate India’s digital payments landscape, increasingly blurring the lines between debit-led transactions and credit access. For PNB, which operates over 10,000 branches around 60 per cent in semi-urban and rural areas, the partnership signals a targeted effort to extend formal credit to segments that have traditionally remained underserved.
The collaboration also reflects a broader industry shift, where banks and fintech platforms are converging to embed credit directly into payment flows, reducing friction while expanding access.
With RuPay credit cards gaining traction and UPI evolving beyond peer-to-peer transfers, the PNB–Kiwi tie-up positions both players at the intersection of scale, accessibility, and the next phase of digital finance in India.
