Brands will not be able to fully use AI generative content: Tanmay
In the master class session organized by Success.com on Content Marketing in the Age of Generative AI, FCI Chief Marketing Officer Tanmay Guha Roy said, I have been a student of literature, hence my fascination with content has been there since the beginning. Besides, I also kept my attention on what content people want to read and what they consume. What we see and read today as content, this was not the form of content in 2002. At that time the word content was also rarely used. The main mediums of publicity then were TV, radio and print. Because at that time the availability of internet was not easy for everyone. You had to go to a cyber café and pay Rs 60 per hour to use the internet. At that time video streaming was also very rare. There was not much in the name of digital marketing at that time because Google launched the search engine in 1998 and Google Adwords was launched around 2002.
Rajpurohit Ganpat Singh
Follow Us
Creating a website around 2002 was a big deal
Around 2002, creating a website in digital used to be a big deal. Floppy ended and CD or compact disc arrived. Power point presentation was written in it and distributed on CD in exhibitions etc. At that time there was only digital marketing. It was then that I realized that marketing communication is the most important part in the marketing sector. And content is king in the marketing field. He said that just as there are different methods of creating content for e-books, for TV and for print, similarly there were different methods for creating content on the Internet. From the beginning I was working on the psychological part of content and communication.
Problems like AI had also arisen during the time of Google News.
On the question that AI has been given the wrong name as Artificial Intelligence, Tanmay said that if we look at Noan Chomsky's words, all this has been happening in technology since the time of Google. Even during the time of Google News, it happened that Google used to collect all the news and suggest it to the people. That means he used to decide what people read. Same is the case with AI, it also collects content. No AI system can work without training. Training is given to him by the man himself. AI collects a lot of data during training itself.
Brand identity and authenticity will be lost due to uniformity.
On how to deal with the abundance of generative AI content, Tanmay Roy said that what people are facing today is that all the brands are using similar AI content, this thing was also faced by Google. People started using similar things to get their content in search. After which, to give value to good content, Google has now started changing its SEO algorithm at frequent intervals. But now with AI it is a big challenge because every brand has its own unique identity and brand story. Which is necessary to manage. That is why it is certain that brands will not be able to fully use AI generative content. Because if there is uniformity, the identity and authenticity of the brands will be lost.
Internet changed in these 3 phases after 2000
On the question of how content marketing has changed in the last 20 years, Tanmay said that content marketing has evolved post internet. Earlier we could give ads only in TV, radio or print. After the advent of the Internet, cloud-based tools arrived. Now the cost of advertising in digital is much less than in print and TV advertising. When the Internet started, we consider that era as 1.0. In this, no change was possible in what you published, nor could anyone comment below it. But around 2006, there were changes in the Internet and 2.0 started. There was interactivity in it. All the people who could read the content written by you started commenting on it. Earlier, on clicking a link, another page would open. Then came Web 2.0. Now you can read what is happening below the link without changing the page. Now you can also share content. You can read the content on a single platform. Bandwidth increased, streaming smoother. Audio video together becomes audio visual. Earlier it used to take several minutes to download a photo. But now it's done in seconds. Today brands can edit content after publishing it. Also, you can convert the same content in multiple formats. Then blogs and social media etc. started coming. Now apart from website blog, many other platforms like Facebook, Insta Reels, YouTube Shorts, Google Ads have come for marketing.
Like big cities, now professionals are doing digital marketing easily in small cities also.
On what problems marketers face in content marketing in rural areas, Tanmay said that during the Corona period, I did not face any problem for 2 years. There is no significant difference between internet consumption in small towns or villages and internet consumption in cities today. Due to cheapness of mobile internet, there is no significant difference left in marketing between rural and urban areas. Today every marketer is using AI Access, Google Ward Chat GPT. Every information is available to the youth in small towns on the internet. People can know what is going on in the world through the internet while sitting at home. Being from a small town, the youth should not keep their thinking small. Think that I am no less than anyone. In Google Ads or Facebook Ads, only your audience size changes. If you are using multiple channels then digital marketing can be done anywhere today can do. Because by spending Rs 10,000 on internet marketing, you can get the same results in Meerut that you can get in Delhi.
