iWorld
Global internet users may witness outage for 48 hours
MUMBAI: For the sake of updation and maintenance global internet users might experience network failures over the next 48 hours. In light of the maintenance work, internet users might face difficulties in accessing web pages or making transactions.
The Internet Corporation of Assigned Names and Numbers (ICANN) will carry out maintenance work to change the cryptographic key that helps protect the internet’s address book or the Domain Name System (DNS).
According to the experts, the change of cryptographic key will help prove as a necessary step for internet protection as the number of cyber attacks swell.
In a statement, the Communications Regulatory Authority (CRA) said the global internet shutdown is necessary for ensuring a secure, stable and resilient DNS. “To further clarify, some internet users might be affected if their network operators or Internet Service Providers (ISPs) have not prepared for this change. However, this impact can be avoided by enabling the appropriate system security extensions,” it added.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
