In the eighth episode, ET Catalyse Virtual had three marketing leaders: Karthik Sathuragiri of Automation Anywhere, Kunal Aman of SAS and Sanjay Grover of Tata Communications. They shed light on the transformational shift tech marketers are experiencing currently, and how they are driving innovative solutions for their organization as well as their clients.
The biggest challenge brand custodians face today is security. Stressing the need to safeguard organisations in the digital realm, Sanjay remarked, “Today you can initiate a security attack for as low as $18 from anywhere in the world. The only way to safeguard your organisation from such attacks is to have a reliable communication network provider who can proactively detect potential threats. While it’s convenient for business owners to buy a broadband connection and go live almost instantly, having no safety net can put any organisation at great risk.”
One of the hottest topics for discussion across the industry in terms of automation is its role in knowledge sharing & work-flows. Karthik made a pertinent point here, adding, “India is the automation capital of the world. BPOs across the country have enabled this automation revolution by enabling their employees by deploying bots. Millions of these bots have been deployed around the world, and they help free the bandwidth from human labour so they can assemble data from different systems and enable less copy-paste, so they can do higher-level tasks like decision-making and creativity. They are not here to replace humans but to augment and enable our capabilities.”
While discussing how Automation, AI and network solutions can potentially make a lasting impact on modern society, Kunal pointed out one of it’s most innovative use-cases ever. The Ranthambore Tiger Reserve in Rajasthan has been using AI-led SAS solutions to combine CCTV footage to combat illegal poaching & encroachment. He also stressed on the need for collaboration for any security network to work, Kunal mentioned, “There needs to be a convergence of human & machine learning-led forces – be it connectivity or computation. Today we are training machines to collaborate with us, and helping them learn new ability – and it’s creating a different kind of business model for brands, and opening up new opportunities both in the public and private sector.”
In conclusion, the panel agreed that automation and digital transformation is key for any brand looking to survive in the long-term and increase business productivity. They also stressed the importance of enabling AI/Machine learning-led processes to improve, automate and leapfrog repetitive tasks that cost both human effort & capital.