Rahul Purini
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Shane Stender 🌊
AI is crushing it in fake reviews, fake pictures, fake videos!! This may sound cynical, but I'm actually an AI optimist for the positive it has done already and will do in the future. But the reality of our economy is bad actors move faster than good actors. While good businesses work out AI responsible integrations and applications and take their time to get it right (like #KOKAI), bad actors are pushing the boundaries of fake information to sell a product, create more downloads, or sway opinion. It surprised me a little to see a popular streaming app was found to have 50% of their app store reviews were AI generated fakes. Hard to sell me that the marketing dept there didn't know what they were implementing. AI will be a force for good. But like MFA websites and apps, codes that hijack devices, it's one more thing for consumers, businesses, and advertising providers to be aware of and fight against. Advertising Impact: Talk to your DSP or provider for media about what Apps your ads are eligible to appear in and what policies they have for checking quality. At SilverBack Advertising we default to blocking app delivery in programmatic campaigns as a way to protect our clients and increase performance. #performancemedia #ResponsibleAI #AI
112 Comments -
Sandeep Ajgaonkar
Generative AI is a hot topic, with Microsoft Copilot leading the way while Apple's plans remain somewhat unclear. While both giants are in the early stages of exploring this technology, Microsoft seems to have a clearer vision for integrating AI into everyday use. On the other hand, Apple appears more cautious as it steps into this space. Being a beta tester for both Microsoft Copilot and iOS 18.1, I can see the value Copilot brings while iOS struggles with basic tasks. #GenerativeAI #MicrosoftCopilot #iOS #Apple
134 Comments -
Krish Kuruppath
Jonathan Ross shared fascinating insights on LPU vs GPU, highlighting how his team replicated the OpenAI strawberry model (ChatGPT o1). Their remarkable achievement includes reducing response time from 40 seconds to less than 6 seconds. #AI #Technology #Innovation #LPU #GPU #GenAI
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Bart Caylor
Good chance tomorrow will change things in generative AI. Remember, this is typical Apple playbook. Slow to the party and then disruption. Wait for the “and we have one more thing.” What do you think will be announced? Oh, and heed the past — everyone was so quick to dismiss the iPhone as a toy since it did not have the keyboard like others. “It will never be seriously used in business.” RIP BlackBerry Apple’s AI will be different. Be ready. #genai #generativeai #highered #higheredmarketing
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Yousuf Rangoonwala
(2/2) what makes Cred’s ads so compelling, and why do safe-playing advertising and marketing folk, feel insecure about them? It’s simply, in the past 5yrs, most ad agencies and marketers have failed, to create truly engaging and effective advtg, that can be a part of pop culture, and throw the status quo off balance. Think of 5 memorable Indian campaigns (not scam ones, or “award case study” ones) in the past 3-4yrs. You won't be able to. The quality of advertising has fallen a lot within India. The industry has very little voice now, and is happy “the way things are”. It’s as the Joker would say “no one panics as long as it’s part of the plan”. What marketers and advtg folk can’t accept about Cred’s ads, is that they were written by content creators and stand-up comedians, Outsiders did it? Damn! We must use the NIH or Not Invented Here syndrome 😂 My team at Kakkoii Strategy, Communication, Design & Entertainment and I evaluated Cred and found that it’s a sharp brand. From product to comms, each aspect of it, is created around a simple concept - “surprise and disbelief”. an app for paying utility and credit card bills doesn’t sound exciting. But with Cred, paying bills on time earns you points, which can be redeemed for tasteful gifts—a concept as fascinating as it is unexpected. Their ads are equally surprising, or filled with disbelief. Who would’ve thought that Alka Yagnik and Udit Narayan auditioned for a cred ad and weren’t chosen? lol. Or that Rahul Dravid has anger issues? Or that Kapil Dev and Ranveer Singh could swap roles so easily? And let’s not forget the insider information Ravi Shastri’s parties 😄 the brand has already become memorable. Some people say nonsense that Cred’s YouTube comments and views are bought. even if 50% of them are, the other half is genuine. When was the last time your family talked about your own work? A senior advertising person was so bizarre, he wrote for the Rahul Dravid ad in an article “Cred’s ads are promoting road rage and violence”. My question is, where were you and people like you, when the ad industry, including your own agency shamelessly created a crisis of confidence for an entire generation of women, through fairness cream ads? What happened to your sense of social justice, at the time? Most financial services brands spend crores to seem trustworthy, often leading the audience to question if they should trust them at all. But Cred takes a cool, sharp and sensible approach “if you want to convince someone you’re funny, don’t tell them you’re funny. Tell them a joke”. CRED doesn’t talk about trust or credibility. It creates it, through conviction, and the incredible. The brand has turned conventional financial advertising on its head, opting for simplicity and authenticity over “parampara” and pretense. You can read the article with https://lnkd.in/giqta38M #cred #advertising #brandbuilding Kakkoii Strategy, Communication, Design & Entertainment
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James Lanyon
Can we please call a halt to the laziness that is writing about AI's 'iPhone moment.?' I just saw it again, this time talking about Apple's partnership with OpenAI. To clarify, the iPhone moment as described by business and tech press has little resemblence to the iPhone's actual debut. Apple only shipped around 1.4 million phones the year it came out. Sans Steve Jobs promoting it with his typical futuristic zeal, it's not clear the iPhone would go on to be what it is today as the first model didn't even ship with the app store which is the iPhone's real commercial and experiential value engine. Business and tech pundits have this habit of lazily reverse engineering the past to fit their content goals which robs the reader of real insight. It's sort of the fast food of business thinking and you consume it at the cost of your own growth. The only part of AI that resembles iPhone's launch is the collective sense of wonder and the fact everyone's jumping on without a clear path to profitability (except Adobe and Microsoft which makes them the Apple of AI). If there's an iPhone moment for AI it's come and gone. The real question is whether AI will be as successful as the iPhone and though many feel that's a foregone conclusion businesses and investors are coming to grips with a different reality.
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Bill Sebald
Global ad spends are rising. According to WARC, projections indicate that ad spends are set to surpass $1 trillion in 2024, reaching a total of $1.07 trillion. The 10.5% increase is attributed to advancements in AI-powered media tools. North America is expected to lead the pack with $348 billion, closely followed by Europe at $165 billion. Interestingly, Meta, Amazon, and Alphabet are forecasted to capture 44% of the total ad spend, with the potential to grow to 46% by 2027. #Advertising #GlobalTrends #AI #MediaTools #MarketProjection #DigitalAdvertising
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Steve Fowler
BE AWARE OF WEAPONIZING DATA Goodhart’s Law: “When a measure becomes a target, it ceases to be a good measure” How does this apply to the games industry and specifically to games marketing? Setting rigid metric targets can lead to unintended actions in pursuit of said metric. Quick story my financial planner told me. During British rule of India, the government offered citizens a bounty for each Cobra they killed to combat overpopulation of the venomous snake in the growing city of Delhi. Initially, this worked and the Cobra population decreased. But then, savvy residents started to breed Cobras for the bounty, and the government found out and killed the program. Guess what happened next? Double the Cobra population when breeders set them free! What are the unintended consequences that could happen by setting a measurable target? GAME MARKETING EXAMPLE: Consider a popular online multiplayer game that sets a target to increase daily active users (DAU). If the DAU metric is the primary focus, what actions might the marketing team take to achieve this? They might offer substantial in-game rewards for daily logins, leading to a surge in users who log in just to claim the reward and then log off immediately. This inflates the DAU metric without genuinely increasing player engagement or satisfaction. Eventually, this can harm the game's community and long-term growth. Be cognizant of the downsides of goal setting before challenging your team with them.
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