A

SUMMER TRAINING PROJECT REPORT

ON
“A COMPREHENSIVE ANALYSIS ON THE IMPACT OF
ARTIFICIAL INTELLIGENCE AT LEO’S MIRROR GROUP”

Submitted for the partial fulfillment of the requirement for the award
Of
POST GRADUATE DIPLOMA IN MANAGEMENT

Batch 2023-2025

SUBMITTED BY
Smriti Jha
ID-923072

Faculty Mentor: Dr.Silky Gaur Industry mentor: Pooja Gupta

Designation: Asst. Professor Designation: HR Manager & trainee
Department: Marketing Company Name: Leo’s Mirror Group

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 DECLARATION

I hereby declare that this Summer Internship Project Report (DM-403) titled “A
Comprehensive Analysis On The Impact Of Artificial Intelligence (AI) on LEO’S
MIRROR GROUP ” submitted by me to GNIOT Institute of Management Studies (GIMS),
Greater Noida is a bonafide work undertaken during the period from 6th May 2024 to 6th July
2024, by me and has not been submitted to any other University or Institution for the award of
any degree diploma/certificate or published any time before.

(Signature of the Student) Date: / / 2024

Name:

Roll No.:

CERTIFICATE FROM ORGANISATION

ii
 BONAFIDE CERTIFICATE

This is to certify that as per the best of my belief the project entitled “’’ is the bonafide
research work carried out by SMRITI JHA ; 923072 student of Post Graduate Diploma in

iii
Management (PGDM), GNIOT Institute of Management Studies (GIMS), Greater Noida, in
partial fulfilment of the requirements for the Summer Internship Project Report for the award
of Post Graduate Diploma in Management (PGDM).

He has worked under my guidance.

I wish him a success in all his future career endeavors.

___________________

Signature with Date

Faculty Mentor’s Name: Dr. Silky Gaur

Designation: Assistant professor

ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to GNIOT Institute of Management Studies
(GIMS), Greater Noida for imparting me a valuable professional internship during the Post
Graduate Diploma in Management (PGDM) Program.

I pay my gratitude and sincere regards to Asst. Prof. Silky Gaur my faculty mentor for
guiding me and helping me navigate through my summer internship work. I am thankful to
him/ her as he/ she has been a constant source of advice, motivation, and inspiration. I am
also thankful to him/ her for giving his/ her suggestions and encouragement throughout the
project work.

iv
I also thank my industry mentor Pooja Gupta Sr. Trainer for their constant support and
guidance through the period of my SIP without which this work would not have been
possible.

I take the opportunity to express my gratitude and thanks to our computer lab staff and library
staff for allowing me to utilize their resources to complete the project.

I am also thankful to my family and friends for constantly motivating me to complete the
project and providing me with an environment, which enhanced my knowledge.

Date: / / 2024

Name: Smriti Jha

Student ID - 923072

Course: PGDM (IV Trimester)

(Signature of the Student)

Executive Summary

This report provides a comprehensive analysis of the impact of Artificial Intelligence (AI) at
Leo’s Mirror Group, an integrated creative, advertising, and marketing communication
agency with over two decades of experience. Under the leadership of Mr. Prithvi Sareen,
Leo’s Mirror has established itself as a prominent player in Northern India, serving more than
5000 brands across diverse industries including FMCG, hospitality, health, beauty care,
fashion, jewellery, home furnishing, electronics, and real estate. Leo’s Mirror prides itself on
offering a comprehensive range of services under one roof, ensuring long-term professional

v
relationships with its clients. The agency’s core strength lies in its creativity, enhanced by
robust analytical marketing expertise, which has consistently produced innovative and
attractive campaigns tailored to target audiences. The in-house facilities, comprising a state-
of-the-art studio, production house, and creative and graphic departments, enable the
development of highquality print and electronic media campaigns, with over 5000 shoots
completed to date. This analysis explores how AI technologies have been integrated into
Leo’s Mirror’s operations, focusing on areas such as campaign development, client servicing,
media planning, and data analytics. The report highlights key AI-driven innovations that have
enhanced creative processes, improved targeting precision, optimized media buying, and
streamlined project management, ultimately boosting client satisfaction and operational
efficiency.

Furthermore, the report evaluates the challenges and opportunities associated with AI
adoption at Leo’s Mirror, providing recommendations for future enhancements. It
underscores the potential of AI to transform traditional advertising practices, driving further
growth and maintaining the agency’s competitive edge in the dynamic market landscape.
In conclusion, the integration of AI at Leo’s Mirror Group has not only amplified its creative
and strategic capabilities but also reinforced its commitment to client satisfaction and
innovative excellence. The findings suggest that continued investment in AI technologies
will be pivotal for sustaining and accelerating the agency’s success in the evolving
advertising and marketing industry.

TABLE OF CONTENT

S.NO PARTICULARS PAGE

NO

1. CHAPTER 1 INTRODUCTION 1-6

2. CHAPTER 2 ORGANIZATION 7-18

INFORMATION(COMPANIES

PROFILE AND INDUSTRY)

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3. CHAPTER 3 DISCRIPTIVE WORK 19-32

4. CHAPTER 4 LITERATURE REVIEW 33-36

5. CHAPTER 5 RESEARCH METHODOLOGY 37-40

6 CHAPTER 6 DATA ANALYSIS AND INTERPRETATION 41-46

7. CHAPTER 7 FINDINGS 47-49

8. CHAPTER 8 CONCLUSION 50-52

9. CHAPTER 9 RECOMMENDATIONS AND SUGGESTIONS 53-55

10. ANNEXURE 56-61

11. REFERENCE & BIBLIOGRAPHY 62-68

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 CHAPTER I

INTRODUCTION

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Leo’s Mirror Group stands as a beacon of innovation and excellence in the realm of
integrated creative, advertising, and marketing communication. With a rich history spanning
23 vibrant years, the company has etched its mark across Northern India, serving a diverse
clientele of more than 5000 brands. Under the astute leadership of Mr. Prithvi Sareen, a
distinguished figure in the advertising industry, Leo’s Mirror has grown into a formidable
force, offering a comprehensive suite of services that cater to a wide array of industries,
including FMCG, hospitality, health, beauty care, fashion, jewellery, home furnishing,
electronics, and real estate. At the heart of Leo’s Mirror’s success is its commitment to
providing all-encompassing services under one roof. This approach not only ensures seamless
integration and consistency across various projects but also fosters long-term, mutually
beneficial relationships with clients. The agency’s core philosophy revolves around creativity
and analytical marketing prowess, which together produce innovative and impactful results
that resonate with target audiences.

Core Services
Leo’s Mirror Group’s extensive portfolio is divided into four primary service categories:

1.Branding, Creative & Design

The agency excels in indoor and outdoor branding shoots, fashion shoots, catalogue shoots,
product shoots, commercial shoots, and industrial shoots. Online website shoots further
complement these services.
In addition to shoots, Leo’s Mirror specializes in brand creation, research and strategy
formation, and brand enhancement. This comprehensive approach ensures that every aspect
of a brand’s identity is meticulously crafted and strategically positioned for maximum impact.
The design team is adept at P.O.P designing, campaign design (both indoor and outdoor),
print and outdoor media design, logo design, product packaging and label designing, product
design, catalogue and brochure design, and visual merchandising and window dressing.

2. Ad-Films and Production

Leo’s Mirror offers a robust suite of production services, including TVC and ad-film making,
corporate presentations, brand presentations, and documentary films. The production
team covers all aspects of the creative process, from photography, direction, and art direction
to concept and story design, artist management, and arranging locations and permissions.

3.Marketing & Media Management

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The agency provides comprehensive public relations and media planning services, ensuring
that brands achieve optimal visibility and engagement.
Digital marketing and promotions across platforms like Facebook, Instagram, and Twitter are
core strengths, along with pre-production and post-production services for ad-campaign
shoots. Additionally, Leo’s Mirror offers website design and development (both static and
dynamic), e-commerce website design and development, and mobile application design and
development, ensuring brands maintain a strong digital presence.

4.Fashion & Corporate Event Management

The agency excels in event design, planning, and execution, encompassing a wide range of
events such as product launches, fashion events, corporate events, and BTL activities.
Celebrity management, endorsements, and promotions are also pivotal components,
leveraging star power to amplify brand messages.

5.Infrastructure and team

Leo’s Mirror boasts a state-of-the-art in-house setup, featuring a well-equipped studio and
production house. This infrastructure is complemented by a dedicated creative and graphic
department, which collectively ensures the delivery of high-quality print and electronic media
campaigns. The agency’s team is a dynamic mix of young, talented, and experienced
professionals who are segmented into specialized departments, each focused on delivering
excellence in their respective domains.

6.Client-Centric Approach

Client servicing and satisfaction are the cornerstones of Leo’s Mirror’s operations. The
agency has cultivated strong media connections and business relationships, enabling it to
achieve result-oriented targets efficiently. By prioritizing client needs and maintaining a high
standard of professionalism, Leo’s Mirror has built a reputation for reliability and excellence
in the advertising and marketing industry.

7.State-of-the-Art Infrastructure

Leo’s Mirror Group prides itself on its state-of-the-art in-house facilities, which include a
wellequipped studio and production house. These facilities are complemented by a talented
creative and graphic department, which collaborates to produce high-quality print and

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electronic media campaigns. The company’s infrastructure is designed to support every stage
of the creative process, from conceptualization to execution, ensuring that each project meets
the highest standards of quality and creativity.

8.Team and Culture

The team at Leo’s Mirror is a blend of young, dynamic talent and seasoned professionals,
each bringing a unique perspective and expertise to the table. This diverse team is segmented
into specialized departments, allowing for focused and efficient delivery of services. The
company’s culture fosters creativity, innovation, and a commitment to excellence, which are
reflected in every project undertaken.

Client-Centric Philosophy

At the core of Leo’s Mirror Group’s operations is a steadfast commitment to client servicing
and satisfaction. The company’s strong media connections and business relationships are
leveraged to achieve result-oriented targets efficiently. By prioritizing client needs and
maintaining a high standard of professionalism, Leo’s Mirror has built a reputation for
reliability and excellence in the advertising and marketing industry.

9.Integration of AI and Technological Advancements

Leo’s Mirror Group is at the forefront of technological innovation, integrating advanced

technologies like Artificial Intelligence (AI) into its operations. AI has revolutionized various
aspects of the company’s services, enhancing creative processes, improving targeting
precision, optimizing media buying, and streamlining project management. This report delves
into the specific impacts of AI on Leo’s Mirror’s operations, highlighting the transformative
potential of this technology in enhancing the agency’s capabilities and service offerings.

Leo’s Mirror Group’s holistic approach to advertising and marketing, underpinned by

creativity, strategic insight, and cutting-edge infrastructure, positions it as a leader in the
industry. This comprehensive methodology ensures that every aspect of a client’s needs is
addressed with the utmost precision and innovation. The company’s core strength lies in its
ability to seamlessly integrate creativity with analytical marketing experience, resulting in
campaigns that not only capture the target audience's attention but also drive tangible results.
The agency’s infrastructure, which includes a state-of-the-art studio and production house, is
equipped with the latest technology and tools necessary to produce high-quality media
content. This, combined with a highly skilled and dynamic team, enables Leo’s Mirror to
deliver exceptional service across all areas of advertising and marketing. Each department

4
within the company is specialized and dedicated to a specific facet of the creative process,
ensuring that projects are handled with expertise and efficiency. In an industry that is
constantly evolving, Leo’s Mirror has demonstrated a remarkable ability to adapt and
innovate. This adaptability is particularly evident in the company’s integration of advanced
technologies like Artificial Intelligence (AI). By leveraging AI, Leo’s Mirror has been able to
enhance various aspects of its operations, from creative development and client servicing to
media planning and data analytics. AI technologies have enabled the agency to improve
targeting precision, optimize media buying processes, streamline project management, and
ultimately deliver more impactful and efficient campaigns. This report aims to provide a
comprehensive analysis of the impact of AI on Leo’s Mirror Group. It will explore how AI
has transformed traditional advertising practices within the agency, highlighting specific
instances where AI-driven innovations have led to significant improvements in service
delivery and client satisfaction. The report will also examine the challenges associated with
AI adoption and offer recommendations for future enhancements.

By embracing AI and other technological advancements, Leo’s Mirror continues to maintain

its competitive edge in the market. The company’s forward-thinking approach ensures that it
not only meets but exceeds the evolving demands of the advertising and marketing landscape.
The findings of this report underscore the pivotal role of AI in driving Leo’s Mirror’s
continued success and growth, solidifying its position as an industry leader.

Leo’s Mirror Group exemplifies the perfect blend of creativity, strategic insight, and
technological innovation. The agency’s commitment to excellence and client satisfaction,
combined with its ability to harness the power of AI, positions it as a trailblazer in the
advertising and marketing industry. This report will delve into the various ways in which AI
has impacted Leo’s Mirror, providing a detailed and comprehensive overview of its
transformative effects on the agency’s operations and success.

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 CHAPTER 2

ORGANIZATION INFORMATION
(COMPANY’S PROFILE AND INDUSTRY)

Company Profile: Leo's Mirror Group

Overview: Leo’s Mirror is an integrated creative, advertising, and marketing communication

agency with a legacy spanning 23 years, serving over 5000 brands in Northern India. It is
helmed by Mr. Prithvi Sareen, an established figure in the advertising industry, and operates
across various sectors including FMCG, hospitality, health, beauty, fashion, electronics, and
real estate.

Leadership and Vision: Under the leadership of Mr. Prithvi Sareen, Leo’s Mirror has
flourished by offering a full spectrum of services "under one roof." The agency thrives on
creativity combined with analytical marketing experience, delivering impactful campaigns for
its clients. With a young and dynamic team, Leo’s Mirror aims to forge long-term
relationships through exceptional client service, strong media ties, and effective marketing
strategies.

Core Services: Leo’s Mirror offers comprehensive creative, marketing, and media services,
providing everything from conceptualization to execution. Its core services include:

Branding, Creative & Design:

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Photography & Shoots: The agency offers services in indoor and outdoor branding, fashion,
product, commercial, and industrial shoots. With over 5000 completed shoots, Leo’s Mirror
is known for delivering visually compelling campaigns.

Design: It specializes in logo design, product packaging, catalogue and brochure design,
product design, and window dressing, creating aesthetically appealing campaigns for its
clients.

Brand Strategy & Enhancement: Leo’s Mirror assists in brand creation and development
through research and strategic planning, providing future-oriented growth solutions for

brands. TVC & Ad-Film Production:

Ad-Films & Corporate Presentations: The agency excels in creating TV commercials, brand
presentations, and documentary films, offering end-to-end production services.

Photography & Art Direction: With a dedicated team of photographers, directors, and concept
designers, Leo’s Mirror manages every aspect of visual storytelling, from artist management
to securing locations and permissions.

Marketing & Media Management:

Public Relations & Media Planning: Leo’s Mirror uses its strong media connections to craft
PR strategies that boost brand visibility.

Digital Marketing: The agency offers digital solutions for brands, including social media
marketing on platforms like Facebook, Instagram, and Twitter, as well as pre- and
postproduction support for ad campaigns.

Web Development: Their team also designs static and dynamic websites, including ecommerce
platforms and mobile applications, integrating technology to enhance brand presence.

Fashion & Corporate Events:

Event Management: Leo’s Mirror is proficient in designing, planning, and executing fashion
events, product launches, corporate events, and BTL (Below-The-Line) marketing activities.

Celebrity Management & Endorsements: The agency handles celebrity endorsements and

promotional events, ensuring that clients benefit from star power to elevate their brand image.

Industry Context

Leo’s Mirror operates in the advertising and marketing communication industry, which
focuses on brand promotion, communication strategy, and creative design. In recent years,

7
this industry has witnessed significant shifts due to technological advancements and the
growing importance of digital media.

Digital Transformation: The advertising world has rapidly evolved with the integration of
digital platforms. Digital marketing, particularly on social media, has transformed the way
brands connect with consumers. Leo's Mirror has adapted to these trends by offering
comprehensive digital marketing services, from social media management to e-commerce and
mobile app development.

Integrated Communication Services: As brands look for holistic approaches to their

marketing needs, integrated agencies like Leo's Mirror, which offer everything from branding
to digital marketing under one roof, are becoming increasingly preferred. The agency’s ability
to manage both the creative and technical aspects of campaigns allows them to cater to the
dynamic needs of modern businesses.

Increased Focus on Customer Engagement: Modern consumers expect brands to be

interactive and engaging. As a result, agencies are focusing more on storytelling and
customer experience.

Leo’s Mirror, with its extensive experience in event management and production, is
wellpositioned to create immersive brand experiences, helping its clients to foster deeper
connections with their target audiences.

Public Relations & Media Management: The role of public relations and media planning has
evolved significantly. Traditional media is now complemented by online platforms, and
media agencies must have strong ties to both to deliver effective campaigns. Leo’s Mirror’s
extensive media connections and its focus on PR ensures that its clients receive broad
exposure across multiple channels.

Impact of AI on Leo's Mirror Group

In analyzing the impact of AI on Leo's Mirror Group, it's important to focus on the
intersection of creativity, technology, and marketing. AI's role in the advertising industry is
growing, influencing everything from campaign personalization to media planning. Potential
areas where AI could enhance Leo’s Mirror's operations include:

Automated Campaign Management: AI can optimize digital campaigns by analyzing

consumer behaviour and adjusting content in real time to maximize engagement.

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Creative Assistance: Tools like AI-driven design programs can help streamline the creative
process, offering inspiration or even auto-generating design elements based on input
parameters.

Predictive Analytics for Brand Strategy: By using AI to predict consumer trends, Leo's Mirror
could enhance its research and strategy services, offering clients a data-driven approach to
branding and marketing.

With its established infrastructure and focus on innovation, Leo’s Mirror is well-equipped to
integrate AI solutions into its operations, ensuring continued success in the evolving
advertising landscape.

SWOT Analysis of Leo's Mirror Group

Strengths:

 Comprehensive Service Offering:

Leo's Mirror Group provides a wide range of services under one roof, including branding,
creative design, ad-films, production, marketing, media management, and event
management. This comprehensive service offering ensures clients can receive all
necessary support from a single agency, enhancing client satisfaction and loyalty.
 Rich Experience and Reputation:
With over 23 years of experience and a prestigious reputation led by Mr. Prithvi Sareen,
Leo's Mirror Group has established itself as a trusted name in the advertising and
marketing industry. The agency has served more than 5000 brands across Northern India,
showcasing its expertise and reliability.
 Innovative and Creative Approach:
The agency is known for its creativity and innovative solutions, which attract and engage
the target audience effectively. The in-house setup, including a studio and production
house with the latest equipment, supports the development of high-quality campaigns.
 Strong Client Relationships: Leo's Mirror Group prioritizes client servicing and
satisfaction, maintaining long-term professional tie-ups with esteemed clients. The
agency's strong media connections further bolster its ability to deliver effective
marketing and PR services.

Weaknesses:

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  Dependence on Regional Market:
While Leo's Mirror Group has a strong presence in Northern India, its dependence on
this regional market may limit its growth opportunities. Expanding its reach to other
regions or internationally could mitigate this weakness.
 Resource Allocation:
Managing a wide array of services under one roof can sometimes strain resources, leading
to potential inefficiencies. Ensuring optimal resource allocation and management is
crucial to maintaining high service standards.

 Technological Integration: While the agency has started integrating AI and other
advanced technologies, further enhancing technological capabilities and staying ahead
of the latest industry trends is essential for continued growth and competitiveness.

Opportunities:

 Expansion into New Markets:

There is significant potential for Leo's Mirror Group to expand its services beyond
Northern India, tapping into new regional or international markets. This expansion
could drive growth and increase the agency's market share.
 Leveraging AI and Advanced Technologies: The integration of AI and other advanced
technologies offers opportunities for enhancing service delivery, improving operational
efficiency, and providing more personalized and data-driven marketing solutions.
Continuous investment in technology will be key to staying competitive.
 Growing Digital Marketing Demand: With the increasing importance of digital
marketing,
Leo's Mirror Group can expand its digital services, including social media marketing,
SEO, content marketing, and online advertising. This aligns with the growing trend of
businesses seeking robust digital marketing strategies.
 Partnerships and Collaborations: Forming strategic partnerships and collaborations with
other agencies, tech firms, or industry experts can enhance service offerings, bring in
new expertise, and open up new business opportunities.

Threats:

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  Intense Competition: The advertising and marketing industry is highly competitive, with
numerous agencies vying for market share. This intense competition requires Leo's
Mirror Group to continuously innovate and differentiate its services to stay ahead.
 Economic Fluctuations: Economic downturns or fluctuations can impact client budgets
for advertising and marketing, leading to reduced spending and potential loss of
business.
Diversifying the client base and services can help mitigate this risk.

 Rapid Technological Changes: The fast-paced nature of technological advancements

poses a challenge, as staying current with the latest tools and trends requires continuous
investment and adaptation. Falling behind in technology can hinder the agency's
competitive edge.
 Client Expectations and Preferences: As client expectations and preferences evolve,
Leo's Mirror Group must remain agile and responsive to meet these changing demands.
Failure to adapt to new trends or client needs could result in lost business.

Mission and Vision of Leo’s Mirror Group

Mission Statement

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"At Leo's Mirror Group, our mission is to deliver innovative, high-quality, and
comprehensive advertising and marketing solutions that drive success for our clients. We are
committed to fostering creativity, leveraging cutting-edge technologies, and maintaining
strong client relationships to ensure unparalleled service and results. Our dedicated team
strives to understand and meet the unique needs of each client, creating impactful and
effective campaigns that resonate with their target audience."

Vision Statement

"Our vision is to be the leading integrated creative, advertising, and marketing agency in
India and beyond, recognized for our creativity, strategic insight, and technological prowess.
We aim to continuously innovate and adapt to the ever-changing market landscape, setting
new standards in the industry. By expanding our reach and capabilities, we aspire to be the
trusted partner for brands seeking to make a meaningful impact and achieve sustained growth
and success."

Core Values of Leo’s Mirror Group

Creativity:
We believe in the power of creativity to inspire and engage. Our team continuously pushes
the boundaries of innovation to deliver unique and compelling campaigns that resonate with
our clients and their audiences.

Integrity:
Integrity is at the heart of everything we do. We are committed to conducting our business
with honesty, transparency, and accountability, fostering trust and long-term relationships
with our clients, partners, and team members.

Client-Centricity:
Our clients are our top priority. We strive to understand their unique needs and objectives,
providing tailored solutions that exceed expectations and deliver measurable results. Client
satisfaction is the benchmark of our success.

Excellence:
We pursue excellence in every aspect of our work. From concept to execution, we maintain
the highest standards of quality, ensuring that every project we undertake is executed with
precision and professionalism.

Innovation:

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Embracing the latest technologies and industry trends, we continuously seek innovative ways
to enhance our services and deliver cutting-edge solutions. Our commitment to innovation
drives our growth and keeps us ahead in a competitive market.

During my Summer Internship Project (SIP) at Leo’s Mirror Group, I had the opportunity to
engage deeply with various aspects of the advertising and marketing industry, focusing
particularly on the transformative role of Artificial Intelligence (AI). The primary objective of
my internship was to analyse the integration of AI technologies within Leo’s Mirror Group
and assess their impact on the company’s operational efficiency and client satisfaction.
Throughout my internship, I took on several key responsibilities that provided me with a
comprehensive understanding of the agency’s operations.

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INDUSTRIES:-

Industries similar to Leo's Mirror Group, which focuses on integrated creative, advertising,
and marketing communication services, typically operate in the broader advertising and
media industries. These companies offer a range of services that overlap with what Leo's
Mirror Group provides. Here’s an overview of key industries that operate in a similar space:

1. Advertising Agencies

These companies focus on creating and managing advertisements across different platforms,
including print, television, digital, and out-of-home. Similar services include:

TVC & Ad-Film Production: Agencies create commercials and brand films, often working
with creative professionals like directors, writers, and editors.

Campaign Strategy & Media Planning: They design and execute campaigns, choosing the
right media mix to reach target audiences.

Notable Competitors: Ogilvy, McCann, BBDO, Wunderman Thompson.

2. Digital Marketing Agencies

These companies specialize in online marketing services, helping brands increase their online
visibility and engagement. The services they provide are:

Social Media Management: Content creation, strategy, and campaign execution across
platforms like Instagram, Facebook, and Twitter.

SEO, PPC, and Digital Advertising: They handle search engine optimization and pay-
perclick advertising to drive traffic and conversions.

Analytics & Data-Driven Marketing: They use data to refine strategies and measure
campaign effectiveness.

Notable Competitors: Webchutney, iProspect, Performics.

3. Media Production Houses

These companies produce visual content such as films, documentaries, TVCs, and branded
videos. Their focus is on storytelling and high-quality production value. They often offer:

Documentary Films and Corporate Films: Companies tell stories that promote brand
identity and culture.

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Branded Content: Developing engaging and visually appealing content that is often
integrated into marketing campaigns.

Notable Competitors: Chrome Pictures, Nomad Films, Big Bang Films.

4. Public Relations Firms

PR firms focus on managing a company’s public image and relations with stakeholders,
including media outlets and the public. Services include:

Crisis Management: Helping brands navigate reputation issues and crises.

Media Relations: Facilitating interviews, press releases, and media coverage for clients.

Celebrity Endorsements and Influencer Marketing: Connecting brands with celebrities and
influencers for campaigns.

Notable Competitors: Edelman, Weber Shandwick, MSL Group.

5. Event Management Companies

Event management firms specialize in planning and executing events that align with
marketing strategies. Services include:

Corporate Events and Brand Activations: Organizing product launches, conferences, and
other corporate events.

Experiential Marketing: Creating interactive experiences that engage customers.

Notable Competitors: Wizcraft, Percept, 70 EMG.

6. Marketing Consultancy Firms

These firms provide strategic advice and insights on market positioning, branding, and overall
business strategy related to marketing and communications. They help companies refine their
positioning in the market.

Brand Strategy Development: Crafting long-term strategies that influence a brand's identity
and market presence.

Market Research & Analysis: Collecting and interpreting data to guide marketing decisions.
Notable Competitors: Kantar, Nielsen, Accenture Interactive.

7. Celebrity and Influencer Management Agencies

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These firms specialize in managing partnerships between brands and public figures, providing
services related to endorsements and sponsorships.

Celebrity Management: Handling endorsements, appearances, and brand tie-ups with

celebrities.

Influencer Marketing: Working with digital influencers to promote brands across social
media.

Notable Competitors: KWAN, CAA (Creative Artists Agency), Exceed Entertainment.

All these industries often overlap and collaborate, making them relevant competitors or
partners to agencies like Leo's Mirror Group, which offers a broad spectrum of marketing and
media management services.

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 CHAPTER 3

DESCRIPTIVE WORK

OVERVIEW:

1. To Assess the Integration of AI Technologies at Leo’s Mirror

Group

This objective focuses on analysing how AI technologies are

incorporated into Leo’s Mirror Group’s operations. It aims to identify
the specific AI tools and methods used in creative processes, media
management, and client interactions.

2.To Evaluate the Impact of AI on Efficiency and Client

Outcomes

This objective examines how AI has affected the agency’s operational

efficiency and client satisfaction. It seeks to measure improvements
in areas such as campaign effectiveness, project turnaround times,
and overall client engagement.

3.To Develop Recommendations for Enhancing AI Utilization

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This objective aims to provide actionable recommendations for optimizing AI use at Leo’s
Mirror Group. It will focus on identifying opportunities for further integration and addressing
any challenges to maximize the benefits of AI in future operations.

Role and Responsibilities

During my internship, I was involved in a variety of tasks that gave me hands-on experience
and insights into the daily operations of an advertising and marketing agency. My
responsibilities included:

1. Cold Calling to Targeted Customers

During my internship at Leo’s Mirror Group, one of my primary responsibilities was to

engage in cold calling potential clients to introduce them to the comprehensive range of
services offered by the agency. This task was crucial in generating new business leads and
fostering initial contact with potential clients. Here is a detailed breakdown of my cold calling
duties:

2. Researching and Identifying Target Customers:

Market Analysis: The first step involved conducting thorough market research to identify
potential clients who could benefit from Leo’s Mirror Group’s services. This included
analysing industry trends, understanding market demands, and identifying companies that fit
the agency’s target demographic. Database Management: I utilized various tools and
platforms to build and maintain a database of potential clients. This database included key
information such as company names, contact details, industry sectors, and the specific
services they might require.
Segmentation: The potential clients were then segmented based on various criteria such as
industry, company size, and geographical location. This segmentation helped tailor the cold
calling approach to meet the specific needs and preferences of different client groups.

2. Preparing Call Scripts:

Crafting Engaging Scripts: I collaborated with the sales and marketing teams to develop
engaging and persuasive call scripts. These scripts were designed to capture the attention of
potential clients and effectively communicate the unique value propositions of Leo’s Mirror
Group. Personalization: Each script was personalized to address the specific needs and
challenges of the targeted clients. This personalization involved highlighting relevant
services, past successful projects, and the benefits of partnering with Leo’s Mirror Group.

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Rehearsals: Before making the actual calls, I practiced the scripts to ensure smooth delivery
and to be prepared for potential questions or objections from the clients.

3. Effective Communication:

Initial Contact: The initial stage of the call involved introducing myself and the agency,
followed by a brief overview of the services offered by Leo’s Mirror Group. This
introduction was crafted to be concise yet impactful, aiming to spark the interest of the
potential client. Highlighting Value Propositions: I focused on clearly communicating the key
value propositions of Leo’s Mirror Group, such as the agency’s extensive experience,
innovative solutions, and successful track record. This helped establish credibility and
demonstrate the potential benefits to the client.
Addressing Client Needs: Throughout the call, I actively listened to the client’s needs and
concerns. By understanding their specific challenges, I was able to tailor the conversation to
show how Leo’s Mirror Group’s services could provide effective solutions. Building
Rapport: Building a positive rapport was crucial for establishing trust and encouraging further
engagement. This involved maintaining a professional yet friendly tone, showing genuine
interest in the client’s business, and being responsive to their queries.

4. Generating Leads and Follow-up:

Lead Qualification: During the calls, I assessed the level of interest and the potential for
future collaboration. Qualified leads were those who expressed a clear interest in the services
and were open to further discussions.

Setting the Stage for Sales Engagement: For qualified leads, I scheduled follow-up meetings
or calls with the sales team. This involved coordinating with both the potential client and the
sales representatives to find suitable times for detailed discussions.

Documentation: I meticulously documented each call, including the client’s responses, level
of interest, and any specific requirements or questions they had. This documentation was
essential for ensuring a smooth handover to the sales team and for tracking the progress of
each lead.

5. Continuous Improvement:

Feedback and Adaptation: After each call, I reflected on the conversation to identify areas for
improvement. Feedback from the sales and marketing teams also helped refine the call scripts
and communication strategies.

19
Training and Development: I participated in training sessions and workshops to enhance my
cold calling skills. These sessions covered various aspects such as handling objections,
closing techniques, and advanced communication strategies.

2. Meeting Scheduling

During my internship at Leo’s Mirror Group, I played a crucial role in scheduling meetings
between potential clients and the agency’s representatives. This task was vital for facilitating
productive discussions and fostering new business relationships. Here is a detailed
breakdown of my responsibilities in meeting scheduling:

1. Meticulous Planning

Client Identification: The first step in meeting scheduling was identifying potential clients
who expressed interest during cold calls or other interactions. I maintained a list of these
leads, including their contact details and specific interests or needs. Scheduling Tools: I
utilized scheduling tools and software to manage appointments efficiently. This included
calendar applications, email scheduling tools, and CRM systems to track interactions and
follow-ups.

Availability Coordination: Coordinating the availability of both the potential clients and the
agency’s representatives was critical. I regularly updated and checked the calendars of key
personnel to identify suitable time slots for meetings.

2. Coordination:

Client Communication: I communicated with potential clients via phone calls, emails, and
sometimes instant messaging platforms to propose meeting times and discuss their
availability. This communication had to be clear, professional, and accommodating to ensure
a positive experience for the client.

Internal Coordination: I worked closely with the agency’s representatives, including sales
executives, project managers, and creative directors, to ensure they were available for the
scheduled meetings. This required understanding their schedules and preferences.
Confirmation and Reminders: Once a meeting time was agreed upon, I sent confirmation

20
emails to both the client and the agency’s representatives. Additionally, I set up reminder
notifications to ensure all parties remembered the scheduled appointments.

3. Time Management:

Prioritization: Managing multiple meetings required effective prioritization to ensure that

highpriority clients and urgent meetings were scheduled promptly. This involved assessing
the importance and potential impact of each meeting.

Buffer Time: I incorporated buffer times between meetings to account for any delays or
overruns, ensuring that each meeting started and ended on time. This helped maintain a
smooth schedule and prevented back-to-back meetings from becoming stressful.

Rescheduling: In cases where meetings had to be rescheduled due to unforeseen

circumstances, I promptly communicated with all parties involved and arranged new meeting
times that were convenient for everyone.

4. Preparing and Distributing Meeting Agendas:

Agenda Creation: For each meeting, I prepared a detailed agenda outlining the topics to be
discussed, the objectives of the meeting, and any specific points of interest for the client. This
agenda was designed to keep the meeting focused and ensure that all key topics were covered.

Client-Specific Customization: Each agenda was customized based on the client's specific
needs and interests. This involved incorporating any prior discussions, understanding the
client's business, and highlighting relevant services offered by Leo’s Mirror Group.

Distribution: I distributed the meeting agendas to both the clients and the agency’s
representatives ahead of time. This allowed all participants to review the agenda, prepare any
necessary materials, and be ready for the discussion.

5. Ensuring Readiness for Presentations:

Material Preparation: I ensured that all necessary materials for the meetings were prepared
and ready. This included presentation slides, brochures, case studies, and any other
supporting documents that would be used during the meeting. Technical Setup: For virtual
meetings, I tested and set up the required technology, such as video conferencing software, to
ensure a seamless experience. For in-person meetings, I prepared the meeting room, including
arranging seating, setting up projectors, and ensuring that any physical materials were
available.

21
Participant Preparation: I briefed the agency’s representatives on the meeting agenda, the
client’s background, and the key points to be discussed. This preparation helped the
representatives engage effectively with the clients and address their needs comprehensively.

6. Continuous Improvement:

Feedback Collection: After each meeting, I gathered feedback from both the clients and the
agency’s representatives to assess the effectiveness of the scheduling process and the meeting
itself. This feedback was valuable for making improvements.

Process Optimization: Based on the feedback, I continuously refined the scheduling process,
communication strategies, and agenda preparation to enhance the overall
efficiency and effectiveness of meeting scheduling.

3. Photo Shoot Assistance

During my internship at Leo’s Mirror Group, I played a pivotal role in

assisting the creative team with various photo shoots, which included
indoor and outdoor branding shoots, fashion shoots, product shoots, and
commercial shoots. This hands-on experience provided me with a
comprehensive understanding of the creative process and the technical
aspects of photography. Here is a detailed breakdown of my
responsibilities in photo shoot assistance:

1. Pre-Shoot Preparation:

Equipment Setup:

Inventory Management: I ensured that all necessary equipment, such as

cameras, lenses, tripods, lighting setups, and backdrops, was available
and in working condition. This involved checking the equipment
inventory prior to the shoot and coordinating with the technical team for
any additional requirements.
Setup and Testing: I was responsible for setting up the equipment at the
shoot location. This included assembling tripods, adjusting lighting
setups, and ensuring that cameras were ready for use. I also conducted

22
test shots to check lighting conditions and camera settings, making adjustments as needed to
achieve the desired results.

Location Preparation:
Scouting Locations: For outdoor shoots, I assisted in scouting suitable locations that aligned
with the creative vision of the project. This involved considering factors such as lighting,
background, and accessibility.
Set Design: For indoor shoots, I helped set up the studio environment. This included
arranging backdrops, setting up props, and ensuring that the shooting area was clean and
organized.

Scheduling and Coordination:

Scheduling Shoots: I coordinated with the creative team, models, and photographers to
schedule shoot times that were convenient for all parties. This required effective time
management and communication to ensure that everyone was informed and prepared.
Model Coordination: I assisted in coordinating with models, providing them with shoot
details, and ensuring that they were ready for the shoot. This involved confirming their
availability, discussing wardrobe requirements, and managing any last-minute changes.

2. During the Shoot:

On-Site Assistance: Technical Support: I provided technical support during the shoot,
adjusting camera settings, repositioning lighting, and handling equipment as needed. This
ensured that the shoot proceeded smoothly without technical interruptions.
Model Direction: I assisted in directing models to achieve the desired poses and expressions.
This involved clear communication and understanding the creative vision to guide the models
effectively.

Prop Management: Setup and Arrangement: I managed props, ensuring they were set up
correctly and aligned with the shoot’s theme. This involved arranging and rearranging props
as needed to enhance the visual appeal of the shots.
Maintenance: During the shoot, I maintained the props, making sure they were in good
condition and making quick adjustments if necessary.

Coordination with Photographers: Supporting Photographers: I worked closely with

photographers, assisting them with camera angles, lighting adjustments, and other technical
aspects to capture the perfect shot.

23
Real-Time Feedback: I provided real-time feedback on the shots taken, helping to identify
any issues and suggesting improvements to achieve the best possible results.

3. Post-Shoot Responsibilities:

Equipment Teardown: Disassembly and Packing: After the shoot, I was responsible for
disassembling and packing up the equipment. This included carefully handling cameras,
lighting setups, and other gear to ensure they were safely stored and transported back to the
studio. Equipment Check: I conducted a post-shoot equipment check to identify any damages
or issues that needed attention, coordinating with the technical team for repairs or
replacements if necessary.

File Management: Data Backup: I assisted in transferring and backing up the digital files
from the shoot, ensuring that all images were securely stored and easily accessible for
postproduction. Cataloguing Shots: I helped organize and catalo the shots taken, labelling
files appropriately and creating a structured system for easy retrieval and reference.

4. Insights and Learning: Creative Process:

Conceptualization: Working closely with the creative team provided me with valuable
insights into the conceptualization process. I learned how creative ideas were developed,
refined, and executed to produce visually compelling results. Art Direction: Observing the art
directors at work, I gained an understanding of how visual elements were harmonized to
convey a specific message or theme. This included colour schemes, composition, and stylistic
choices.

Technical Aspects: Photography Techniques: My hands-on experience with various types of

photo shoots enhanced my knowledge of photography techniques, including lighting setups,
camera settings, and composition. I learned how different technical aspects contributed to the
overall quality of the photographs.

Problem-Solving: I developed problem-solving skills by addressing and resolving technical

issues that arose during the shoots. This experience taught me to think on my feet and adapt
quickly to changing circumstances.

Content Writing

During my internship at Leo’s Mirror Group, I was an integral part of the content team, where
I contributed to crafting engaging and persuasive content for a wide range of marketing
materials. My role involved creating copy for advertisements, social media posts, brochures,
and website content. I collaborated closely with the creative team to ensure that all content

24
was consistent with the brand’s voice and effectively communicated the desired message to
the target audience. Here is a detailed breakdown of my responsibilities and experiences in
content writing:

1. Content Creation for Advertisements: Concept Development:

Brainstorming Sessions: I participated in brainstorming sessions with the creative team to

develop innovative ideas and concepts for advertising campaigns. These sessions were crucial
for generating fresh and engaging content that resonated with the target audience. Creative
Briefs: I worked with account managers to understand the client's requirements and
objectives. This involved reviewing creative briefs and client feedback to ensure that the
content aligned with their expectations and brand guidelines.

Copywriting:
Ad Copy: I crafted compelling ad copy for various formats, including print ads, digital
banners, and outdoor advertisements. The focus was on creating concise and impactful
messages that captured the audience’s attention and conveyed the key benefits of the products
or services. Headline and Tagline Creation: I developed catchy headlines and memorable
taglines that reinforced the brand’s identity and enhanced the overall effectiveness of the
advertising campaigns.

2. Social Media Content: Platform-Specific Content:

Content Strategy: I helped develop content strategies tailored to different social media
platforms such as Facebook, Instagram, Twitter, and LinkedIn. This involved understanding
the unique characteristics of each platform and creating content that maximized engagement.

Post Creation: I wrote engaging social media posts, including text, hashtags, and calls-
toaction. The content was designed to encourage interaction, drive traffic, and build a strong
online presence for the brand.

Visual Coordination: Collaborating with Designers: I worked closely with graphic designers
to ensure that the visual elements complemented the written content. This collaboration was
essential for creating visually appealing and cohesive social media posts.
Multimedia Integration: I assisted in integrating multimedia elements such as images, videos,
and infographics into the social media content, enhancing its appeal and effectiveness.

Brochures and Print Materials:

25
Content Development: Informative Copy: I developed informative and persuasive copy for
brochures, catalogues, and other print materials. This involved highlighting the features,
benefits, and unique selling points of the products or services being promoted.

Storytelling: I employed storytelling techniques to create compelling narratives that engaged

the readers and conveyed the brand’s message effectively. This approach helped humanize
the brand and make the content more relatable.

Website Content: Content Strategy:

SEO Optimization: I developed website content that was optimized for search engines (SEO).
This involved conducting keyword research, incorporating relevant keywords naturally into

the content, and adhering to best practices for on-page SEO. User Experience
(UX): I focused on creating content that enhanced the user experience by being clear,
informative, and easy to navigate. This included writing concise and engaging copy for
landing pages, product descriptions, blog posts, and FAQs.

Content Management: CMS Proficiency: I became proficient in using the Content

Management System (CMS) to upload and manage website content. This involved formatting
text, adding images, and ensuring that the content was displayed correctly across different
devices.

Content Updates: I regularly updated the website content to keep it current and relevant. This
included adding new blog posts, updating product information, and refreshing outdated
content.

4. Query Handling

At Leo’s Mirror Group, I played a pivotal role in managing and responding to client queries,
ensuring that clients received the information and support they needed promptly and
professionally. This task was critical in building trust and maintaining positive relationships
with our clients. Here’s an expanded description of my responsibilities and the processes

1. Initial Client Contact: Phone Calls:

Reception and Greeting: I was responsible for answering incoming phone calls, ensuring that
each client was greeted warmly and professionally. This initial interaction was crucial in
setting a positive tone for the client's experience. Listening and Information Gathering: I

26
actively listened to clients' concerns or inquiries, asking pertinent questions to gather all
necessary information. This step was essential for understanding the client's needs and
providing accurate assistance.

Emails: Timely Responses: I monitored the company's email inbox, ensuring that all client
emails were responded to promptly. Each response was carefully crafted to address the
client's questions clearly and professionally. Comprehensive Information: I provided detailed
explanations in my email responses, ensuring that clients received all the necessary
information. When required, I included attachments or links to additional resources to support
my answers.

2. Coordination with Departments: Inter-Departmental Collaboration:

Information Verification: To provide accurate information to clients, I frequently coordinated
with various departments, such as the creative team, production team, and account managers.
This collaboration ensured that I could verify details and provide correct responses. Issue
Resolution: For complex queries or issues, I worked closely with the relevant departments to
resolve the matter efficiently. I tracked the progress of each issue and kept the client updated
throughout the process.

Internal Communication: Team Meetings: I participated in regular team meetings to discuss

ongoing client queries and issues, ensuring that everyone was informed of the current status
and any actions needed to resolve them.

Documentation: I maintained detailed records of client interactions and the steps taken to
resolve their queries. This documentation was essential for tracking client history and
ensuring consistency in future interactions.

3. Building Trust and Relationships: Professionalism:

Consistent Tone: I ensured that all client interactions, whether over the phone, via email, or in
person, were conducted in a professional and consistent tone. This professionalism was key to
building trust and confidence in our agency. Empathy and Patience: I approached each query
with empathy and patience, recognizing that clients often reached out with concerns or urgent
needs. Providing a supportive and attentive response was crucial in maintaining positive
relationships.

Follow-Up: Timely Follow-Up: After addressing a query, I followed up with clients to

confirm that their issues were resolved to their satisfaction. This follow-up demonstrated our
commitment to client care and reinforced positive experiences.

27
Feedback Collection: I solicited feedback from clients regarding their experience with our
query handling process. This feedback was invaluable for identifying areas for improvement
and enhancing our service delivery.

4. Conducting Surveys

As part of my role at Leo’s Mirror Group, I conducted surveys to gather feedback from
clients and internal teams. These surveys were instrumental in assessing client satisfaction,
understanding service effectiveness, and identifying areas for improvement. Here’s an
expanded description of my responsibilities and the processes involved in conducting
surveys:

1. Survey Design and Planning: Objective Setting:

Identifying Goals: I collaborated with the management team to identify the goals of each
survey. This involved determining the specific information we wanted to gather, such as
client satisfaction levels, feedback on recent projects, or insights into internal team dynamics.
Question Development: Based on the survey objectives, I developed a set of questions that
were clear, concise, and relevant. The questions were designed to elicit actionable feedback
and provide valuable insights.

Survey Tools: Selection of Platforms: I selected appropriate survey tools and platforms for
conducting the surveys. This included online survey software that allowed for easy
distribution and data collection. Survey Distribution: I planned the distribution of the surveys
to ensure they reached the intended respondents. This involved creating email campaigns,
setting up online survey links, and ensuring that the survey was accessible to all participants.

2. Survey Implementation: Client Surveys:

Client Outreach: I reached out to clients via email, phone calls, and social media to invite
them to participate in the surveys. The communication emphasized the importance of their
feedback and assured them of the confidentiality of their responses.
Survey Administration: I administered the surveys, ensuring that clients received the survey
links and were able to complete them without issues. I provided assistance as needed and
addressed any questions or concerns they had about the survey.

Internal Team Surveys: Team Coordination: I coordinated with internal teams to distribute
the surveys among employees. This involved explaining the purpose of the survey and
encouraging participation to gather comprehensive feedback.

28
Anonymous Responses: To ensure honest and unbiased feedback, I implemented measures to
keep the survey responses anonymous. This helped in collecting genuine insights from team
members.

3. Data Collection and Analysis: Data Compilation:

Response Tracking: I tracked the survey responses as they were submitted, ensuring a
sufficient response rate for meaningful analysis. I monitored the progress and sent reminders
to encourage participation from those who had not yet responded.

Data Organization: I organized the collected data in a structured format, using spreadsheets
and data analysis tools. This organization facilitated easier analysis and interpretation of the
survey results.

Data Analysis: Quantitative Analysis: I performed quantitative analysis on the survey data,
calculating metrics such as average satisfaction scores, response rates, and frequency
distributions. This analysis provided a numerical overview of the feedback.

Qualitative Analysis: I conducted qualitative analysis to interpret open-ended responses,

identifying common themes, suggestions, and areas of concern. This analysis provided deeper
insights into the reasons behind the quantitative results.

4. Reporting and Actionable Insights: Report Preparation:

Comprehensive Reports: I prepared comprehensive reports summarizing the survey findings.
These reports included visual representations such as charts, graphs, and tables to illustrate
the data clearly. Key Insights: I highlighted key insights and actionable recommendations
based on the survey results. These insights were aimed at improving service delivery,
enhancing client satisfaction, and addressing any identified issues.

29
 CHAPTER 4

LITERATURE REVIEW

CHAPTER IV - LITERATURE REVIEW

Ming-Hui Huang & Roland T. Rust (2020) The creators build up a three-stage system for key
showcasing arranging, consolidating numerous artificial intelligence (AI) benefits:
mechanical AI for robotizing tedious advertising capacities and exercises, thinking AI for
handling information to show up at choices, and feeling AI for dissecting connections and
human feelings. At the showcasing procedure (STP) stage, mechanical AI can be utilized for
division (fragment acknowledgment), thinking AI for focusing on (section suggestion), and
feeling AI for situating (portion reverberation). At the showcasing activity stage, mechanical
AI can be utilized for normalization, thinking AI for personalization, and feeling AI for
renationalization. We apply this structure to different regions of promoting, coordinated by
advertising 4Ps/4Cs, to delineate the essential utilization of AI

Muhammad Zafeer Shahid and Gang Li (2019) The rise of artificial intelligence (AI) has
changed the elements of the business world. One of the critical utilizations of AI is in the
advertising field that helps in improved execution. The current examination is planned to
discover the effect of AI in advertising by including the viewpoint of showcasing experts of

30
Pakistan. An example size of 10 is chosen and the analyst talked with ten showcasing experts.
The examination infers to incorporate AI in the advertising capacities to improve the
presentation of the business and along these lines, accomplishing productivity and upper hand

Parasmehak Khokhar & Chitsimran (2019) Business being dynamic is developing step by
step, such advancements can be found in each and very circle of the business. The
improvement of this had lead to significant change in the advertising to examine the
development of the AI in the showcasing and alongside the appropriation and the point of
view of the clients toward AI promoting has been wanted to concentrate thanks to this
examination, for this the overview has been directed through the survey framework made out
of various blend of the client to know their mindfulness toward the AI in advertising and
alongside that the components which lead to their selection of the AI. The examination has
inferred that yes in spite of the fact that there has been significant nasty toward the AI yet its
legitimate usage would set aside some effort for the overall selection fair and square of the
clients likewise and fair and square of organizations moreover.

Jan Kietzmann et. al. (2018) “Speaker’s Box” welcomes scholastics and professionals to
distinguish critical zones of examination influencing advertising and showcasing. This release
of Speaker's Box surveys artificial intelligence (AI) in the wake of the Cambridge Analytical
outrage, which has expanded mindfulness about the "clouded side" of information mining and
the utilization of AI in examining and overseeing social-media information. Via contrast, the
creators center primarily on the "splendid side" of AI. They do so not to excuse the many
authentic protection concerns AI raises yet rather to represent how AI helps purchasers and
advertisers the same by creating experiences in a climate that notices the public's security
rights.

Paul R. Milgrom (2018) In complex conditions, it is trying to learn enough about the
fundamental attributes of exchanges to plan the best foundations to effectively create gains
from exchange. As of late, Artificial Intelligence has arisen as a significant instrument that
permits market originators to reveal significant market essentials, and to all the more likely
foresee variances that can cause grinding in business sectors. This paper offers some new
instances of how Artificial Intelligence helps market creators improve the activities of
business sectors, and diagrams headings in which it will proceed to shape and impact market
plan.

Heejun Lee (Ph.D., Yonsei University) is an assistant professor in the Dept. of

Communication at Daegu Catholic University, Daegu, S. Korea. After receiving his Master’s
degree in advertising from the University of Illinois Urbana Champaign, he worked as an

31
account executive at Cheil Worldwide Inc. and HS Ad for several global accounts such as
Samsung and LG. After shifting careers, he is currently researching new media advertising,
branded entertainment, and consumers’ cognitive and attitudinal responses to advertising.

Chang-Hoan Cho (Ph.D., The University of Texas at Austin) is a professor of advertising in

the Dept. of Communication at Yonsei University, Seoul, S. Korea. He has presented
numerous research papers on topics such as new media advertising and communication
technology, and his work has appeared in top-tier journals including Journal of Advertising,
International Journal of Advertising, Journal of Advertising Research, CyberPsychology
Behavior & Social Networking, Journal of Sport Management, Journal of Broadcasting &
Electronic Media, Journalism and Mass Communication Quarterly and Computers in Human
Behavior. He also serves as a reviewer for several marketing and advertising journals.

Irizarry, et al. (2013) highlighted how information technology (IT) has been utilized to
enhance the integration process of construction in response to increasing global competition.
Similarly, the advertising industry has seen significant advancements through the application
of AI technologies. Monitoring and optimizing advertising resources can be achieved
effectively with AI-driven systems that provide visual representations and insights into the
process. This study explores how AI can transform the advertising landscape by improving
the precision and effectiveness of campaigns.

Jan Kietzmann et. al. (2018) “Speaker’s Box” welcomes scholastics and professionals to
distinguish critical zones of examination influencing advertising and showcasing. This release
of Speaker's Box surveys artificial intelligence (AI) in the wake of the Cambridge Analytical
outrage, which has expanded mindfulness about the "clouded side" of information mining and
the utilization of AI in examining and overseeing social-media information. Via contrast, the
creators center primarily on the "splendid side" of AI. They do so not to excuse the many
authentic protection concerns AI raises yet rather to represent how AI helps purchasers and
advertisers the same by creating experiences in a climate that notices the public's security
rights.

Jimmie R. Milgrom (2019) In complex conditions, it is trying to learn enough about the
fundamental attributes of exchanges to plan the best foundations to effectively create gains
from exchange. As of late, Artificial Intelligence has arisen as a significant instrument that
permits market originators to reveal significant market essentials, and to all the more likely
foresee variances that can cause grinding in business sectors. This paper offers some new
instances of how Artificial Intelligence helps market creators improve the activities of

32
business sectors, and diagrams headings in which it will proceed to shape and impact market
plan.

CHAPTER 5

RESEARCH METHODOLOGY

Objective of the Study

The primary objective of this study is to conduct a comprehensive analysis of the impact of
AI technologies on Leo’s Mirror Group. This analysis will focus on various facets of the
agency's operations, including integration, efficiency, creativity, client satisfaction, and
market competitiveness. The specific objectives are as follows:

1)To Assess the Integration of AI Technologies at Leo’s Mirror Group:

2)To Evaluate the Impact of AI on Operational Efficiency and Creativity:

3)To Measure Client Satisfaction and Market Competitiveness Post-AI Implementation:

These objectives collectively aim to provide a detailed understanding of the role and impact
of AI at Leo’s Mirror Group. The findings from this study will offer valuable insights for the

33
agency to refine its AI strategies and enhance its service delivery, ultimately driving sustained
growth and success.

Sources of Data for the Report

1. Primary Data Sources:

Interviews: Conducted with key stakeholders, including management and creative teams, to
gather qualitative insights on AI integration and its impact.

Surveys: Distributed to clients and employees to collect quantitative data on client

satisfaction and operational efficiency, alongside qualitative feedback.

Observations: Direct observation of AI tools and processes within the agency to understand
their practical applications and effects on workflows.

2. Secondary Data Sources:

Company Records: Internal documents and performance metrics to analyze the financial and
operational impact of AI.

Literature Review: Academic papers and industry reports to provide context and theoretical
background on AI in advertising.

Market Reports: External market analyses and industry benchmarks to assess the agency's
market position and competitiveness.

These sources provide a comprehensive understanding of the role and impact of AI at Leo’s
Mirror Group.

Sample size
The quantity that is taken for observation is called a sample size. Here our pattern length is 35
clients from the total population to behavior the observe.

Methods of data collection

There are two types of sampling methods: -

1.Random sampling method
2.Non-random sampling method
Convenience sampling I have used the following sampling method for this study Sampling
method: -

Non-random sampling method

34
Research Design
The bold hassle that follows the challenge of defining the study’s trouble is the education of
the format of the study’s mission, popularly referred to as the “Research layout”. Research
layout is the arrangement of situations for the collection and assessment of statistics in a
manner that goals to mix relevance to the study purpose with the economy in the system. It is
a conceptual form within which the studies are performed. It constitutes the blueprint for the
gathering, size, and evaluation of records. The type of studies designed for this undertaking
record is formal. It starts off evolved with a study’s questions and includes precise processes
and facts resources specifications. Thus, the main goal of formal studies design is to answer
the query

Research Descriptive Research

Source of data Primary Data

Research Method Survey Method

Research Technique/instrument type Questionnaire

Type of Questionnaire Structured

No. of Questions 10

No. of response 35

Sampling Method /method of data collection Convenience

Place
Leo’s Mirror Group

35
CHAPTER 6 DATA ANALYSIS AND
INTERPRETATION

36
The data shows that 60% of respondents are familiar with the concept of Artificial
Intelligence, indicating a majority have some level of understanding of AI. However, 40% are
not familiar, which highlights a significant portion that may require further education or
exposure to AI concepts. This suggests that while AI awareness is relatively high, there is still
room for improvement in ensuring broader familiarity with the technology.

The data reveals that 57.1% of respondents believe AI is primarily being used in marketing
and advertising at Leo's Mirror Group, highlighting its key role in these areas. 22.9% see AI
applied in customer service, and 17.1% associate it with data analysis. The remaining
respondents indicate AI is being utilized in other areas, suggesting its growing presence
across different functions, but marketing and advertising remain the dominant focus.

37
The data shows that 31.4% of respondents believe AI has been moderately integrated into
operations at Leo’s Mirror Group, while an equal 31.4% see significant integration, indicating
a strong presence of AI in the company's processes. 25% feel AI has been integrated to some
extent, and 8.6% believe it hasn’t been integrated at all. The remaining respondents indicate
other varying levels of AI integration, reflecting a general trend of moderate to significant
adoption across the company.

The data indicates that 37.1% of respondents believe AI has had a very positive impact on
client interaction and customer service at Leo’s Mirror Group. Another 28.6% feel the impact
has been significantly positive, showing that AI is largely seen as beneficial in these areas.
However, 28.6% report no noticeable change, suggesting that while many see improvements,
there are still areas where the impact of AI is less apparent. The remaining respondents have
other perspectives, indicating varying opinions on AI's overall effect.

38
The data shows that 22.9% of respondents are very satisfied with the AI-powered services
provided by Leo's Mirror Group, while 25.7% are satisfied, indicating a generally positive
reception. Additionally, 25.7% feel neutral, neither positive nor negative about the services,
and 20% are very dissatisfied. The remaining respondents hold other opinions, reflecting a
mix of satisfaction levels with room for improvement in some areas.

The data indicates that 42.9% of respondents believe AI has slightly positively influenced
creativity at Leo's Mirror Group, while 37.1% feel AI has had a very positive impact on the
creative environment. Only 1.4% see no change, and 8.6% believe AI has negatively
impacted creativity. This suggests that AI is generally viewed as a positive force in enhancing
workplace creativity, with a small fraction of negative perceptions.

39
The data highlights that 34.7% of respondents cite high implementation costs as the primary
challenge in adopting AI at Leo's Mirror Group. 31.4% mention resistance to change,
indicating a significant cultural or organizational hurdle. Additionally, 11.4% each report
technical issues, a lack of expertise, and other challenges, demonstrating a variety of
obstacles in effectively integrating AI within the company. These findings suggest both
financial and human factors play a key role in AI-related difficulties.

The data shows that 22.9% of respondents are very satisfied with the AI-powered services
provided by Leo's Mirror Group, while 25.7% are satisfied, indicating a generally positive
reception. Additionally, 25.7% feel neutral, neither positive nor negative about the services,
and 20% are very dissatisfied. The remaining respondents hold other opinions, reflecting a
mix of satisfaction levels with room for improvement in some areas.

40
The data highlights that 34.7% of respondents cite high implementation costs as the primary
challenge in adopting AI at Leo's Mirror Group. 31.4% mention resistance to change,
indicating a significant cultural or organizational hurdle. Additionally, 11.4% each report
technical issues, a lack of expertise, and other challenges, demonstrating a variety of
obstacles in effectively integrating AI within the company. These findings suggest both
financial and human factors play a key role in AI-related difficulties.

FINDINGS OF THE ANALYSIS

Key Findings: A Comprehensive Analysis on the Impact of AI on Leo's Mirror Group

AI Awareness and Familiarity:

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60% of respondents are familiar with the concept of Artificial Intelligence, indicating that the
majority possess some level of understanding of AI. However, 40% are not familiar, pointing
to a need for further education and exposure to AI within the organization.

While the awareness level is relatively high, there is significant room for improvement in
educating the entire workforce on AI, especially as its role expands across various functions.

Primary Areas of AI Application:

The majority (57.1%) of respondents believe AI is primarily used in marketing and

advertising at Leo's Mirror Group. This highlights AI's dominant role in these core business
areas.

22.9% of respondents see AI applied in customer service, while 17.1% associate it with data
analysis, suggesting that while AI has a significant presence in marketing, its applications are
gradually expanding to other functions, such as customer interactions and analytics.

Overall, AI's role is primarily focused on marketing and advertising, but its presence is
growing across different operational areas.

Integration of AI into Operations:

31.4% of respondents believe AI has been moderately integrated into operations, while an
equal percentage see significant integration. This reflects a strong presence of AI across the
company’s processes.

However, 25% feel AI has been integrated only to some extent, and 8.6% believe there has
been no integration at all. This suggests that while AI adoption is progressing, there are still
areas where integration is limited or in its early stages.

Impact on Client Interaction and Customer Service:

37.1% of respondents believe AI has had a very positive impact on client interaction and
customer service, while 28.6% report a significantly positive impact. This shows that AI is
largely perceived as beneficial in enhancing client experiences.

However, 28.6% report no noticeable change in customer service, indicating that AI’s impact
is not universally felt and may need further refinement to maximize its effectiveness in all
areas.

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Satisfaction with AI-Powered Services:

22.9% of respondents are very satisfied with the AI-powered services at Leo's Mirror Group,
while 25.7% are satisfied. This indicates a generally positive reception of AI-powered
initiatives.

However, 25.7% remain neutral, neither positive nor negative, and 20% are very dissatisfied,
suggesting that while many customers appreciate the AI-driven services, there is room for
improvement in ensuring consistent satisfaction.

AI's Influence on Creativity:

42.9% of respondents believe AI has slightly positively influenced creativity within Leo’s
Mirror Group, and 37.1% feel AI has had a very positive impact on creativity in the
workplace.

Only 1.4% see no change, and 8.6% believe AI has negatively impacted creativity, reflecting
that while AI is largely seen as a force for enhancing creative output, there are concerns
among a small fraction of the workforce about its potential limitations.

Challenges in AI Adoption:

The primary challenge identified is the high cost of AI implementation, cited by 34.7% of
respondents. This indicates that financial constraints are a significant barrier to AI adoption.

31.4% mention resistance to change, signaling a cultural or organizational hurdle that may
hinder full AI integration.

Additionally, 11.4% each report technical issues, lack of expertise, and other challenges,
pointing to a mix of obstacles, including skill gaps and technical difficulties, that need to be
addressed for seamless AI integration.

General Trends:

There is a general trend of moderate to significant AI adoption across Leo's Mirror Group,
especially in marketing and advertising.

AI is seen as beneficial in improving client interactions and customer service, though not all
areas have experienced its full impact.

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While AI has had a generally positive effect on creativity and service quality, challenges such
as high costs, resistance to change, and technical difficulties remain significant barriers to
fullscale AI integration. These need to be addressed to maximize the potential of AI across
the organization.

This analysis underscores both the progress and the challenges Leo's Mirror Group faces in
implementing AI effectively across its operations, highlighting key areas of success and
opportunities for further growth.

CHAPTER 7

CONCLUSION

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 CONCLUSION

The integration of AI technologies into the operations of Leo's Mirror Group represents a
paradigm shift with far-reaching consequences across various dimensions of the organization.
Throughout this research, it has become evident that AI is not merely a tool for improving
efficiency; it is a transformative force that reshapes how the company operates, engages with
clients, and positions itself within the global advertising landscape.

Operational Efficiency and Automation: One of the most significant impacts of AI on

Leo’s Mirror Group has been the automation of repetitive tasks and optimization of resource
allocation. AI-powered tools, such as machine learning algorithms and data analytics
platforms, have allowed the company to streamline processes in campaign management,
customer segmentation, and media buying. This shift has reduced operational costs and
allowed employees to focus on more strategic, creative, and value-added tasks, which
enhances productivity across teams.

Data-Driven Decision Making: AI has empowered Leo’s Mirror Group to make data-driven
decisions with greater accuracy and speed. By harnessing large volumes of data through AI
platforms, the company is now able to derive actionable insights into consumer behavior,
market trends, and competitive landscapes. This capability has significantly improved the
agency's ability to design highly personalized and targeted advertising campaigns, improving
client outcomes and boosting overall effectiveness.

Creative Innovation: While creativity remains a core aspect of Leo's Mirror Group's
operations, AI has augmented creative processes by providing innovative tools that support
ideation and content generation. AI-driven systems, such as natural language processing
(NLP) and generative design, have opened new avenues for creative exploration, enabling the
agency to produce more dynamic, tailored, and interactive content. AI has thus transformed
the creative workflow, from ideation to execution, while allowing human creativity to focus
on higher-level conceptual development.

Client Relationships and Customer Experience: AI has also redefined how Leo's Mirror
Group engages with its clients. By using AI-driven customer relationship management
(CRM) systems, the company can predict client needs, deliver personalized services, and
provide realtime reporting on campaign performance. This enhancement in customer
experience has strengthened client relationships, positioning the company as a forward-
thinking partner that offers cutting-edge solutions. Clients increasingly value the
transparency, precision, and agility enabled by AI.

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Challenges and Ethical Considerations: Despite its numerous benefits, the integration of AI
at Leo’s Mirror Group presents challenges, especially concerning ethics and data privacy. The
growing use of AI requires vigilant regulation to ensure data handling complies with privacy
laws, such as GDPR, and that AI algorithms do not perpetuate biases. Ethical concerns also
arise around the extent to which AI might replace human jobs within the organization.
Managing these issues will be critical for the company to sustain its competitive edge while
maintaining trust among employees and clients.

Future Prospects and Strategic Growth: Looking ahead, AI will continue to be a crucial
driver of growth and innovation at Leo’s Mirror Group. The company is poised to further
invest in advanced AI technologies, such as deep learning and AI-driven predictive analytics,
to stay ahead in the evolving advertising landscape. This continued focus on AI will enhance
the agency's ability to deliver highly personalized marketing at scale, enabling it to expand its
market share and influence globally.

Final Reflection:

In conclusion, AI has not only impacted operational efficiency and decision-making at Leo’s
Mirror Group, but it has also redefined the company’s creative processes, client relationships,
and strategic trajectory. While challenges, particularly ethical concerns, remain, the
advantages AI brings are transformative. Leo’s Mirror Group, by leveraging AI’s full
potential, is positioned to remain at the forefront of the advertising industry, leading the
charge in a future where AI and creativity coexist to deliver exceptional value to clients.

CHAPTER 8

RECOMMENDATIONS & SUGGESTIONS

46
 Recommendations as an intern to Leo’s Mirror group
 Enhance AI Training: Provide comprehensive training programs for employees to
improve proficiency in AI tools and technologies.
 Invest in Advanced AI Technologies: Explore and implement cutting-edge AI
advancements to streamline operations and enhance creative output.
 Integrate AI Across Departments: Expand the use of AI beyond creative and marketing to
other departments such as HR, finance, and customer service.
 Focus on Data Privacy and Security: Implement robust data protection measures to
safeguard client information and ensure regulatory compliance.
 Enhance Client Engagement: Utilize AI-driven insights to tailor marketing strategies and
improve client communication.
 Monitor AI Performance: Establish metrics and KPIs to assess the effectiveness of AI
tools and make informed decisions for continuous improvement.
 Foster a Culture of Innovation: Encourage innovation within the organization to embrace
new technologies and creative solutions.

Increase Client Awareness: Educate clients about the benefits and capabilities of AI-powered
services through targeted marketing efforts.

Suggestions
 AI Training and Skill Development:

Partner with AI experts to conduct regular training sessions, ensuring all employees are
equipped with the necessary skills to leverage AI effectively.

 Advanced AI Technology Adoption:

Explore the latest AI advancements, such as machine learning, natural language processing,
and predictive analytics, to identify tools that can provide a competitive edge.

 Cross-Departmental AI Integration:

Develop a comprehensive strategy to integrate AI across all departments, aligning with the
company’s overall business objectives for a cohesive approach.

 Strengthening Data Privacy and Security:

Regularly audit AI systems for vulnerabilities and conduct data privacy training for
employees to maintain high standards of data protection.

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 Personalized Client Communication:

Implement AI tools to create personalized marketing campaigns and communication

strategies, enhancing client engagement and satisfaction.

ANNEXURES

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REFERENCES & BIBLIOGRAPHY

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REFERENCES:-
Books and Journals:

Shankar, V. (2021). "AI in Marketing, Sales, and Service: How Marketers Without a Data
Science Degree Can Use AI, Big Data and Bots." Journal of the Academy of Marketing
Science, 49(3), 570-591.

Davenport, T., & Ronanki, R. (2018). "Artificial Intelligence for the Real World." Harvard
Business Review, 96(1), 108-116.

Kaplan, A., & Haenlein, M. (2019). "Siri, Siri, in My Hand: Who's the Fairest in the Land?
On the Interpretations, Illustrations, and Implications of Artificial Intelligence." Business
Horizons, 62(1), 15-25.

Reports and White Papers:

McKinsey & Company. (2023). "The State of AI in 2023."

Accenture. (2022). "AI: Built to Scale: Unlocking the Power of AI in Marketing."

PwC. (2021). "AI in Marketing: From Science Fiction to Business Reality."

2. AI in Media Production (TVC, Ad Films, Documentaries)

Articles:

Coman, M., & Gross, J. (2020). "How AI is Changing the Media and Entertainment
Industry." Forbes.

Schreurs, K. (2021). "AI-Driven Video Production: A New Era for Advertising." AdAge.

Case Studies:

IBM Watson's Use of AI in Creating Coca-Cola's "Taste the Feeling" Campaign.

"The Role of AI in Netflix's Content Creation and Targeted Advertising."

3. AI in Public Relations and Event Management

Academic Articles:

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DiStaso, M. W., & Bortree, D. S. (2019). "AI and PR: Technology’s Impact on Media
Relations and Event Management." Public Relations Review, 45(4), 633-640.

Industry Reports:

Edelman. (2022). "The Future of PR in an AI-Driven World."

Sprinklr. (2023). "AI and Event Management: Leveraging Data to Enhance Customer
Experience."

4. AI in Digital Marketing and Analytics

Books:

Kotler, P., & Kotler, L. (2020). "Marketing 5.0: Technology for Humanity." This book
explores how AI and other technologies are changing marketing and business.

White Papers:

Deloitte. (2023). "AI-Powered Digital Marketing: A Paradigm Shift in Customer

Engagement."

5. AI in Media Buying, Celebrity Endorsements, and Influencer Marketing

Research Papers:

Vrontis, D., & Christofi, M. (2021). "AI in Media Buying and the Future of Advertising."
Journal of Business Research, 129, 190-203.

Reports:

WARC. (2022). "The Impact of AI on Influencer Marketing and Celebrity Endorsements."

6. AI in Marketing and Creative Agencies

Industry Insights:

The Drum. (2023). "How AI is Reinventing Creative Agencies and Their Services."

Leo Burnett's Use of AI in Enhancing Creative Advertising Campaigns.

General Industry Websites and Reports

Websites:

55
Advertising Week – Regular reports on AI's role in creative industries and advertising.

eMarketer – Provides statistics and trends on AI in marketing.

Gartner – For AI trends and insights in the media and advertising sectors.

These references will help provide a well-rounded view of how AI is impacting various facets
of Leo's Mirror Group’s operations across advertising, marketing, PR, and media production.

BIBLIOGRAPHY:-
1.Accenture. (2023). AI in Cybersecurity: Strengthening Data Protection in Media. Retrieved
from Accenture.com.

2.Deloitte Insights. (2023). AI and the Future of Advertising Agencies. Retrieved from
Deloitte.com.

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3.Forbes. (2023). Predictive Analytics: How AI is Reshaping Digital Marketing. Retrieved
from Forbes.com.

4.Gartner. (2022). The Rise of Conversational AI in Customer Experience. Retrieved from

Gartner.com.

5.Harvard Business Review. (2023). Ethical AI in Media and Advertising. Harvard Business
Review Press.

6.IAB. (2023). AI in Advertising: Breaking Through the Noise. Interactive Advertising

Bureau.
Retrieved from IAB.com.

7.Journal of Broadcasting & Electronic Media. (2023). How AI is Revolutionizing Media

Production. Taylor & Francis Group.

8.McKinsey & Company. (2023). Creative AI: Unlocking Creativity through Artificial
Intelligence. Retrieved from McKinsey.com.

9.MIT Sloan Management Review. (2023). The Power of Personalized Marketing with AI.
Retrieved from Sloanreview.mit.edu.

10.PwC. (2023). Global AI Adoption in Media and Advertising. PwC Global Entertainment
& Media Outlook 2023-2027.

11.Reuters Institute. (2023). The Future of Newsrooms: Automation and AI. Retrieved from
ReutersInstitute.com.

12.TechCrunch. (2023). AI-Driven Video Advertising: Enhancing User Experience and ROI.
Retrieved from TechCrunch.com.

13.The European Business Review. (2023). AI and Data Privacy: Navigating GDPR with
Artificial Intelligence. Retrieved from Europeanbusinessreview.com.

14.AdExchanger. (2023). Programmatic Advertising and AI's Role in Audience

Segmentation.
Retrieved from AdExchanger.com.

15.Wired. (2023). AI-Powered Creativity: The Future of Media and Content Creation.
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16.MIT Technology Review. (2023). AI in Content Creation: Challenges and Opportunities

for Media Companies. Retrieved from TechnologyReview.com.

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17.Accenture. (2023). AI in Media: How Artificial Intelligence is Transforming Content
Strategy. Retrieved from Accenture.com.

18.TechRadar. (2023). AI Tools for Video Editing and Content Creation: The Rise of
Automation in Creative Fields. Retrieved from TechRadar.com.

19.Adobe. (2023). How Adobe Sensei is Revolutionizing Creative Workflows with AI.
Adobe Whitepaper. Retrieved from Adobe.com.

20.Harvard Business Review. (2023). Predictive Customer Behavior: Leveraging AI for

Enhanced Engagement. Harvard Business Review Press.

These sources span various aspects of AI in media, advertising, and operational efficiency.
You can use them to enrich your report, covering topics like AI's role in creative content
generation, personalized marketing, operational automation, data security, and audience
targeting.

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https://www.thinkwithgoogle.com

https://www.forbes.com

https://www.adweek.com

https://www.thedrum.com

https://www.videomaker.com

https://econsultancy.com

https://www.digiday.com

https://www.prweek.com

https://www.eventmanagerblog.com

https://www.marketingprofs.com

https://cmo.adobe.com

https://www.technologyreview.com

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