AI inside most apps you use
It is an AI world that we are living in.
AI is being used by nine in 10 internet users in India, thanks to the enormous computing capabilities on their phones, connectivity, and cloud infrastructure, finds a study by marketing data and analytics firm Kantar. The current AI user base of the country stands at 724 million and is poised to grow at 6% on a year-on-year basis. These are users who have used any of the AI features like image filters, personalised recommendations, and smart devices.
Social media and fitness apps are taking the lead in terms of driving AI adoption, with the highest number of AI-led features embedded in related applications. Entertainment apps are a close second. AI is also touching digital commerce and pharmacy apps. Kantar anticipates that many more digital commerce and entertainment apps will adopt AI features to enhance the quality of customer expe rience and stay in line with emerging trends. Adoption remains slow in BFSI, job search and short video apps segments, the study showed.
Usage of AI tech is expectedly higher among the youth (19–24 years). But those who are 45 and above are also keeping up, with usage for the cohort at about 81%.
Even as consumers embrace AI, the technology’s usage is not as rampant among marketers due to privacy and safety concerns, Deepender Rana, executive MD (insights), South Asia and Puneet Avasthi, senior ED (insights), South Asia, at Kantar told TOI in an interaction. About 60% of the organisations surveyed by the firm said that they rarely or never use AI.
“There’s a lot of data but consumers don’t want to use AI in a manipulative manner and companies are still discovering what are the boundaries of privacy,” Rana said. Besides, marketers also need to make sure biases don’t creep into the AI-led recommendations for consumers.
