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AI and Gen AI Applied to Marketing: A BCG Perspective

IMT Hyderabad, 17th February 2025: Institute of Management Technology (IMT), Hyderabad, organized its Global Immersion Program, featuring an insightful session led by Ms. Paola F. Scarpa, Managing Director & Partner at Boston Consulting Group (BCG), Italy. The session, titled “AI and Gen AI Applied to Marketing: A BCG Perspective”, was expertly coordinated by Prof. (Dr.) Nitin Gupta.

Ms. Paola delivered an engaging presentation, demonstrating how Predictive AI can be enhanced by Generative AI, significantly broadening its potential applications. She also explored the key areas where Generative AI is being utilized and addressed the challenges related to the reliability of sources used by Gen AI. Additionally, she shared valuable insights on how companies can begin their journey with Generative AI and how nations can leverage this technology to implement strategic initiatives.

During the session, Ms. Paola further elaborated on how BCG tackles challenges related to traditional marketing tools. She introduced FABRIQ, BCG’s proprietary AI-based media solution, and illustrated how AI is revolutionizing the creation of video advertisements. Through her examples, it became clear that AI is not just a tool, but a transformative force for businesses.

The session concluded with an interactive Q&A session, where IMT Hyderabad students had the opportunity to engage with the speaker. Prof. (Dr.) Nitin Gupta wrapped up the event by expressing gratitude to Ms. Paola for her invaluable time and the wealth of knowledge she shared with the students.

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