According to the Kantar AI Report, India's AI user base is 724 million and is projected to grow 6% year over year, with users engaging in AI features like image filters, personalized recommendations, and smart devices. 

1. Kantar AI

2. Why AI is important
Source: ICUBE 2023
While Internet is democratized and widely used, we now sit on the cusp of an AI revolution
2

3. Source: ICUBE
Powered by the enormous computing capabilities on their phones, connectivity and SAAS
AI is already touching the live of 9 in 10 internet users in India
724
Million
6% YOY User Growth
AI users in India
These are users who have used any of the AI
features like image filters, personalized
recommendations, smart devices, etc.
3

4. Fitness and Social Media Apps
driving AI adoption
2.3
2.3
2
1.8
1.8
1.6
1.5
1.4
1.3
1.3
1.2
1.2
1.2
APP
CATEGORIE
S
Entertainment
Source: ICUBE and TGI 4

5. 88% (6%) 88% (6%) 86% (5%) 21% (25%) 15% (27%)
Personalized
Recommendations for
Tailored Experiences
Improved Efficiency and
Productivity
Image Enhancement
Filters
Smart Home Automation Enhanced User
Experience through
Virtual Assistants
AI based algorithms to
analyse user preferences,
behaviours, and interests
and translate into a more
personalized experience.
Using AI, automation of
various tasks and
streamlining routines are
implemented to enhance
efficiency and productivity
in daily lives.
Process of adjusting images
so that the resulting image
is improved in terms of
sharpness, contrast,
brightness or with other
features
Users living in urban
households that own at least
one Smart Devices i.e. Smart
TV, Video Streaming Device
(Fire Stick, Chromecast etc.),
Smart Speaker Devices,
Internet Connected STB,
Smart Lighting and other
Smart Appliances
Integration of virtual
assistants like Siri, Alexa
and Google Assistant to
control devices through
simple voice commands
Adoption of AI among users is currently high among popular features… enhanced AI
functionalities are catching up…
Source: ICUBE and TGI
Arrows in the table above indicate YOY user growth using apps with relevant AI features
Incidence among users in 2023
5

6. While AI technologies are touching most internet users today, their usage is
expectedly higher among the Youth
92%
19-24 Years
81%
44+ Years
Source: ICUBE 6

7. Generative AI has been evolving at a rapid pace
and is gaining momentum among marketers
Despite gen AI’s commercial promise,
most organizations aren’t using it yet.
Generative AI is to become a
$1.3T market by 2034.
60%
said their organizations
“rarely or never” do
90%
of Marketing and Sales Leaders
think their organizations
should be using AI “often”
Source: https://www.salesforce.com/news/stories/generative-ai-statistics/
280B
New software revenue
42%
Possible CAGR Growth
over the next 10 years
Source: Bloomberg Intelligence June 2023
but…
7

8. What is Kantar doing?
1

9. Explore AI implications and find more opportunities
Creative
Swipe right. How AI can help
your ads stand out
Machines scoring machines:
Exploring AI-Generated Creative
in Advertising
Brand Growth
Technology and brand tracking:
the perfect marketing match
What is synthetic sample –
and is it all it’s cracked up to be?
Innovation
What could Generative AI mean
for advertising and
concept development?
Finding the Future:
Global Emerging Trends Report
Industry Impact
How Generative AI is shaping
the future of marketing
What Large Language Models
could mean for market research
9

10. Kantar’s indispensable AI in Action
LINK AI
By evaluating creative effectiveness at
scale with LINK AI, Kantar uncovered
new insights into creating better
video ads on YouTube and
provided growth, following
Google’s ABCD framework.
LIFT ROI
By allocating and optimising the telco’s
media investments based on Hamilton AI
recommendations, the uplift in sales from
paid media investments has been 17%
after just half a year.
Trend AI
By leveraging Trend AI forecast
capabilities – across brand tracking,
sales, retail audit and media spends –
Kantar predicted a bounce back in
key sales drivers for a fresh milk
company.
NeedScopeAI
By using NeedScope AI Video, Kantar
ensured IKEA’s ad campaign ‘A
better world starts from home’
delivered emotive clarity – proven
most effective to support a powerful
brand positioning when delivered
over multiple touchpoints over time.
1.3 billion data points from real
people processed through Trend AI
annually.
NeedScope has helped drive brand
growth in more than 15,000 studies
across 115 markets.
35 million human responses from
250,000 ad tests over 30 years
powering LINK AI
30 billion authentic digital media
impressions measured monthly
10

11. Link AI: The Next
Innovation in Creative
Effectiveness
CREATIVE

12. Link AI was developed through the power of the Link database and by
applying leading-edge artificial intelligence and machine learning
Input
Link results from the past 10 years for over 80,000
video files, tested through nearly 12M consumer
interviews were extracted and consolidated from
Kantar’s extensive Link database
Methodology Output
AI video processing software extracted features from
video content, and machine learning algorithms were
trained on using AI features to predict results on Link
measures
Video
files
Link
results
+
AI video
processing
Machine learning
algorithms
+
A scalable machine learning platform that provides
reliable creative intelligence in 15 minutes and
without any consumer sample
Link AI
Prediction of Link metrics
in real-time
No F/W needed!
NOW
12

13. Confidential Internal Only - Amber
Meta-Analysis/
Benchmarking
Rapidly build library
of results to identify
patterns, trends
across campaigns
and categories
AI creative testing creates new ways to gain insights
throughout the creative process and improve advertising ROI
Rapid
predictions
Get fast results on
any video ad
creative with
channel specific
norms
Competitive
intelligence
Instantly test
breaking competitor
ads and keep a
pulse on patterns
and trends in
competitive activity
Real-Time
optimisation
Test iteratively and
optimise in real-
time (use to
experiment with
different music,
formats, CTAs,
offers, etc.)
Global
testing
Quickly identify
whether an ad will
perform well
or not in other
market(s)
Secure
testing
Test highly
confidential ads
MACRO INSIGHTS CONCEPT DEVELOPMENT
CREATIVE
BRIEF
IN-MARKET
PERFORMANCE
NOW
13

14. Creative Ad Shaping: Kantar’s proposed Generative Creative AI
development process
Rapid Creative Shaping Loop
Insert initial
ad(s) here
Shaped ad(s)
exits here
Evaluation of
ad against
objectives
Identification of
areas for
improvement
Creative
alternatives
generated
1. Ad 3. Expert 4. Generative AI 5. Insights
2. Link AI / Link+
NEXT
14

15. Innovation:
Deploying AI for trend
identification and product
launch
How we created Future of Food
INNOVATION

16. We deploy AI to extract more value from digital data sources
Analytics
Always On
Systems
Repeatable
Models
Data
Triangulation
Machine
Learning
Digital
Expertise
Data
Science
Natural
Language
Processing
Data
Enrichment
Image
Processing
Data
Transformation
+ OTHER
SITES ON
DEMAND
+ OTHER PLATFORMS
Digital Marketing Tools
eRetail & Reviews
Search Social
NOW

17. CONSUMER TRENDS
The result of shifts in consumer
expectations, attitudes, and needs in
response to the macro drivers at play.
Organized by:
Protection, wellbeing,
connections, identity,
experiences, flow, status,
and responsibility.
How to use:
for brand strategy and
positioning, marketing
communications and
content creation.
Data sources:
Attitudinal and values
surveys, social data.
CATEGORY/PRODUCT
EXPRESSIONS
Leading-edge manifestations of energy in
any market. Includes types of products,
benefits and ingredients.
Organized by:
New products, services,
subcultures, messaging
campaigns, etc.
How to use:
Product innovation,
renovation and
communications.
Data sources:
Social and search,
panel and industry
data.
MACRO DRIVERS
Discrete, measurable and sustained forces that change and
shape the consumer landscape.
Organized by:
Social, technological,
environmental,
economical, political, and
wellbeing drivers.
How to use:
Useful for thinking about
overall business and
growth strategy.
Data sources:
Includes government
data, news reports and
industry sector
information.
Kantar trends
framework
Global MONITOR
17

18. The three underlying
consumer needs
driving the narrative
on trends
Finding the Future: Food
What do consumer want?
How does the evolving
context of search translate
to trends?
EXPERIENCE
HEALTH
ENVIRONMENT
18

19. That further manifests further into ten trends
Ancestral ingredients
pivot from Asia
Sustainability
gets granular
Rethinking home
cooking, steams ahead
Swicy, the new
flavour profile
Cognitive,
reloaded
Plant based bolsters
protein narrative
Gut health is
life
Sugar debate
continues
Precision
nutrition
Sea plants, the
new superfood
HEALTH HEALTH HEALTH HEALTH HEALTH
HEALTH HEALTH EXPERIENCE EXPERIENCE ENVIRONMENT
19

20. DEMAND
SIGNALS
TRENDS
FRAMEWORK
NICHE
WEAK MOMENTUM
LOW CROWD ESTABLISHED
WEAK MOMENTUM
STRONG CROWD
DISRUPTIVE
STRONG MOMENTUM
WEAK CROWD MAINSTREAM
STRONG MOMENTUM
STRONG CROWD
NOW
20

21. Case study – using search & social to
Create flavour territories for a
chocolate brand
Note: All names, results and data are masked
COMFORT
AND
NOSTALGI
A
GUILT
FREE
EXPERIMENTA
L FUN
1. Comfort and nostalgia: Flavours that soothe,
make you feel at home, tried and tested
2. Guilt-free enjoyment: Permission to indulge
without worrying about health
3. Experimental fun: Newer it is, better its is,
never before tried combinations
FLAVOR SENSORY WHEEL
3 flavor territories derived and sized:
21

22. Somebody using AI will
take your job."
Richard Baldwin
Economistand professor, Geneva GraduateInstitute
2023 World EconomicForum Growth Summit
" AI won't take your job…
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