Movie buffs will know all about Samantha, played by Scarlett Johanssen in the movie Her, and Ana de Armas’ depiction of Joi from Blade Runner:2049, who show us what virtual assistants could be in very creative ways. But for marketers, the good news is that virtual assistants don’t need to involve complex emotional entanglements and holograms; they can now be deployed to deliver practical and scalable business applications.
It seems to be what marketers want: two-thirds of marketers (68%) are generally positive about Generative AI, according to Kantar’s Media Reactions 2024 study. Many use cases for GenAI are behind the scenes, supporting supply chain logistics, for example.
What marketers and insights professionals need are some more ‘hands on’ use cases, to bring to life the practical applications and benefits of Generative AI. And so, we introduce the Kantar AI Assistant (KaiA). Our use case for KaiA is connected to our brand tracking solutions.
Our clients can use KaiA for a selection of ‘skills’ - enquiries they want to make on a regular basis. This could be a quick competitor comparison, a summary of current performance, or a deep understanding of metrics drivers, asked in natural language. KaiA responds, presenting insights quickly and conversationally.
Whether it’s “What’s my penetration?”, “Why is my Brand Power in decline?”, or other crucial business indicators, users of KaiA who have been granted access can get a speedy response with insights and data that are easy to understand, and actionable.
KaiA answers these questions using LLM models and advanced analytics drawn from the data hub containing your brand’s tracking data. The key to this is our consolidation of multiple datasets and reports, seamlessly.
Working alongside our real-life experts in your category and on your brand, KaiA provides accelerated insights to respond to your business needs – and is always-on.
We have a strong heritage of AI at Kantar, going back more than 40 years. We use AI inside our solutions like LINK AI, LIFT ROI, ConceptEvaluate AI and now we are using Generative AI as the driver for our Kantar AI Assistant.
And it’s trustworthy and securely deployed. Our AI is fueled by quality, compliant, and meaningful data generated by the ~180k conversations we have daily with real people across the world (allowing us to build truly robust and representative AI models.
For more information on how KaiA can help you, contact us here.
