Latest news with #A-Eye
Time of India
2 days ago
- Business
- Time of India
MarTech+ #1: AI That Sees, Shops, and Sells
Dear Reader, While the principles of marketing remain unchanged, technology has transformed everything about how we experience them. The 4Ps — product, price, promotion, and place — now look very different in a world of algorithms, AI, and attention scarcity. Even mental and physical availability is shaped by data, devices, and digital journeys. That's why we have curated the MarTech+ newsletter to track how marketing is evolving at the intersection of tech and consumer behaviour — without the jargon. Every week, we'll share smart signals, brand moves, and the ideas shaping what's next. In this edition, we explore how AI is quietly but powerfully shaping the way people shop, storytellers create, and brands serve. From grocery shelves designed with empathy, to studios where AI sharpens the craft, to shopping journeys guided by digital agents — this is AI in action. Let's dive into the now 🛒 When AI sees what we don't Britannia 's 'A-Eye' project is more than tech—it's what innovation looks like when it puts people first. By making grocery shelves more accessible to the visually impaired, Britannia reminds us that inclusive design is good marketing. 👉 Here's how they did it. Why you should care: Because inclusive brand experiences aren't just 'nice to have'—they're the new competitive edge. 🎨 AI didn't kill the creative star—It upskilled it Youri Guerassimov, the CCO-turned-CEO of Marcel, drops a hard truth: AI has made creative work sharper, not shallower. In this ETBE exclusive, he reflects on how tech has made storytelling more efficient and effective — when paired with soul. 👉 Read the interview. Why you should care: Because brands that want creative that sells need to embrace AI not as a shortcut, but as a superpower. 🛍️ Welcome to Agentified Shopping Imagine a world where you don't scroll endlessly or filter by size. Instead, a smart AI agent knows your taste, diet, budget, mood — and shops for you. This guest article unpacks the rise of AI shopping agents that could change how we think about discovery and decision-making. 👉 Step into the future. Why you should care: Because preference-based automation is poised to flip marketing funnels on their head. Here are more stories you might have missed. Gen AI and the future of marketing. AI, the new shoulder to cry on. And it doesn't get tired. AI impact: What happens to advertising now? Chatgpt faces global outage; India, US most affected. Meta opening AI lab to build super intelligence. 🔄 Over to you Are we entering an era where marketers don't just target people, but train the agents who influence them? What's one AI innovation you've seen lately that actually made the journey better? Tag us on LinkedIn (ET BrandEquity) with your thoughts. — Team ETBrandEquity 🗓️ Stay tuned for the next edition of the MarTech+ newsletter, coming to you every Wednesday.
Time of India
3 days ago
- Business
- Time of India
Britannia's visionary AI is making grocery stores inclusive
HighlightsAmar Jain, a visually impaired advocate, expressed his triumph after using Britannia's AI-powered assistant, A-Eye, to shop independently for the first time, highlighting the technology's role in reclaiming dignity. The development of A-Eye was driven by insights from Amar Jain, co-founder of Mission Accessibility, and involved collaboration between teams from Britannia, WPP, Mindshare, Google, and the accessibility community, emphasizing the importance of building technology with real users. Britannia A-Eye not only enhances accessibility for visually impaired shoppers but also redefines inclusive technology by focusing on empathy and human impact, shifting the company's perspective from chasing reach to seeking relevance. When the visually impaired advocate Amar Jain first navigated a grocery store alone using Britannia 's AI-powered assistant , he didn't just shop—he reclaimed his dignity. 'This is the first time I've shopped for my family without help,' he said, his voice revealing a quiet, powerful triumph. This moment, modest yet profoundly moving, captures why Britannia's A-Eye isn't merely another technological advance; it's a deeply human story about reclaiming independence. An AI Born from Human Insight For Siddharth Gupta, general manager of marketing, Britannia, the spark came through Britannia Levitech, an innovation forum exploring how emerging technologies could enhance consumer experiences. On stage, alongside Niraj Ruparel, national head of emerging tech, WPP and GroupM, he saw Google Gemini's multimodal capabilities demonstrated and envisioned its potential beyond mere novelty. But the true breakthrough arrived later, during conversations with Amar Jain, co-founder of Mission Accessibility and a visually impaired Supreme Court lawyer. Jain illuminated real-world barriers visually impaired people faced in retail environments, steering the project from a tech-driven exercise towards an urgent mission. 'Innovation matters most,' Gupta realised, 'when it positively impacts lives.' From Vision to Reality Britannia's partner, Amin Lakhani, CEO, Mindshare South Asia, still recalls the first prototype test vividly. A visually impaired user from Mitra Jyothi NGO approached a product shelf. Britannia's A-Eye effortlessly described the product aloud—its ingredients, price, expiry date. Watching relief and pride spread across the user's face, Lakhani understood the profound significance of this simple interaction. 'That's when we knew this wasn't just technology, it was dignity in action,' Lakhani reflected. Powered by Google Gemini's multimodal AI, A-Eye transforms smartphones into intelligent shopping guides. Shoppers can now independently navigate aisles, identify products, and receive real-time vocal information, removing the constant dependence on others. Empathy Engineered Through Collaboration Building something genuinely inclusive required more than technological prowess, it demanded radical empathy and open collaboration. Teams from Britannia, WPP, Mindshare, Google, Logical Indian, and the accessibility community co-created the solution. 'The critical decision we made was not building this for visually impaired users, but with them,' said Gupta. In an unforgettable team session, experts and advocates passionately debated the project's form. Ultimately, they chose a lightweight, accessible mobile-web interface instead of an app, a decision underscored by simplicity and user freedom. 'That's what true collaboration looks like,' noted Lakhani. 'Purpose, design, and tech all in one room, shaping something meaningful.' When Innovation Means Inclusion One Mitra Jyothi user's quiet admission captures Britannia A-Eye 's emotional essence: she had never shopped independently for her daughter before. This AI innovation didn't just improve accessibility; it created a new moment of independence for a parent. Ruparel emphasised, 'Inclusion isn't just policy; it's lived experience.' The journey profoundly changed Britannia's own outlook on innovation. 'It shifted my perspective from chasing reach to seeking relevance,' said Lakhani. For Gupta, the lesson was clear: 'Innovation isn't just about technology, it's about empathy and human impact.' Today, Britannia A-Eye doesn't just help visually impaired shoppers, it fundamentally redefines what inclusive technology can achieve. It's a vivid reminder that true innovation is always human at its core.
