Outdoor ASIA - July 2018

84 August 2018

THOUGHT LEADERSHIP

AI could be a game-changer for

OOH

The OOH industry, although naïve to the whole excitement of data and technology, is

gearing up for transformation, writes Haresh Nayak, Regional Director, Posterscope

Asia Pacific & Managing Director, Posterscope Group India

T

echnology inclusion and a data-led approach

could be a game changer for your business, says

the recently released PWC’s global report on Artificial

Intelligence. I couldn’t agree more with this fact.

Several experts have cohesively pronounced the value

of technology, AI and machine learning in today’s

businesses. With contribution of nearly $15.7 trillion to

the global economy by 2030, it is perhaps the biggest

commercial opportunity in today’s fast changing

economy.

From India’s perspective the environment couldn’t

have been better, given the emphasis on technology

integration across sectors, industry and academia.

The race to be solely or a part of something big is

growing like never before. The NITI Ayog is all for AI,

bolstered by their #AIFORALL mission that has brought

experts from MIT media labs, nVIDIA, Intel to NASSCOM

and Accenture in the effort to have a framework for

technology leadership in inclusive growth.

With thinking, perceiving, learning, problem solving

and decision making, coupled with advances in data

collection and aggregation, analytics and computer

processing power, AI presents opportunities to

complement and supplement human intelligence and

enrich the way people live and work.

Posterscope India took baby steps toward automation

way back in 2016 and today we see many functions

in planning, buying and operations being driven by

machine learning; sadly only 4% of organisations have

invested in or deployed AI based solutions. The OOH

industry, although naïve to the whole excitement of

data and technology, is gearing up for transformation.

When that happens, the primitive business methods will

give way to intelligent processes, smart engagements

and speedy workflow, all under the larger purview of

cognitive decision making.

When out of home, the power of the street is undeniable.

With more time spent by people out of home, there is

a need for location based data to fuel connectivity and

information exchange. With AI and machine learning the

impact of ad delivery will be reset to new benchmarks

and standards.