Digital Evolution: Google India and Primus Partners on Responsible AI

In the context of AI's growing significance across diverse fields, Google, a major global technology player, and innovator in AI, partnered with Primus Partners, an Indian management consulting firm, hosted an interactive roundtable on "Responsible AI for Online Ads" in Chennai on December 14. The event brought together 20 thought leaders from various disciplines and was moderated by key government representatives, including Consumer Affairs Secretary Mr. Rohit Kumar Singh and Former Law Secretary Mr. P.K. Malhotra.

The discussion involved the active participation of legal experts and academics, including representatives from prestigious institutions like IIT Madras, Ashoka University, Trilegal, Samvad Partners, and Cyril Amarchand. Additionally, senior retired judges, former law enforcement officials, senior advocates from the Madras High Court, and representatives from Startup Tamil Nadu were in attendance. This diverse assembly of thought leaders engaged in an in-depth conversation on Responsible AI. The focus was on exploring opportunities and challenges for India in the realm of Artificial Intelligence, with discussions centered around potential approaches for developing the right model and fostering digital innovation in India.

Bringing in the government perspective, Mr. Rohit Kumar Singh, Secretary at the Ministry of Consumer Affairs spoke about the use of responsible AI from a consumption economy standpoint. He said, “We have to be agile in our approach. Self-regulation as seen in some other emerging sectors, is a way, with reasonable and responsible measures. A balance of regulation and innovation has to be a norm. Also, consumers have to be at the center stage of the AI ecosystem.”

Vidhya Srinivasan, VP/GM at Google, was also present at the event, quoted shedding light on the current scenario, “We’ve long been using advances in Google Ads, like predictive AI, to help businesses reach consumers at the right time. What’s exciting about new generative AI capabilities is that advertisers can use AI in a more tangible way to supplement campaign creation and idea generation, while remaining in the driver’s seat. While I’m optimistic about all this and the future, we are taking a thoughtful and responsible approach to how our ads products evolve with AI.”

Mr. Prem Kumar Malhotra, Former Law Secretary, presented his view on the discussion topic by stating, “If we look at the securities market, which is heavily regulated, many of the innovations in space could not take flight. Something as nascent and evolving as AI, needs to have a self-regulatory start, before transitioning to a necessary regulation path. Its responsible application in sectors like online ads creates an important focus point for both consumers and tech innovators.”

Mr. Nilaya Varma, CEO and Co-founder of Primus Partners conveyed “AI has the potential to reshape the advertising industry while generating positives for the economy such as the creation of jobs, economic development, etc. The untapped potential of leveraging AI in online marketing requires to be unlocked, responsibly, which can further foster an environment for innovation and development in the country. This might initially require the regulatory authorities to create a framework, however, gradually evolving the framework with time and the needs of the industry, can help optimize the targeted outcomes. To carefully capture the potential of generative AI; Industry and the Government will be required to adopt a collaborative approach."

He added, "The Indian government has been highly optimistic regarding the use of AI in processes and continues to support the digital landscape and related industries to sustain in the country. While innovation and service-providing capabilities can be captured from industries, a more industry-friendly framework focusing on sustainability will be expected from the government to foster innovation and leverage new technologies in India.”

As our comprehension of purchasing behaviors becomes more nuanced and intricate, AI is positioned to play a crucial role in the advertising sector. It is increasingly permeating this industry through user interfaces such as Google ad search engines and others. The application of AI aims to enhance the creative landscape for marketers during the planning and strategy phases, tailoring generative AI responses to align with campaign objectives. The envisioned role of AI is to furnish marketers with auto-generated elements for promotional campaigns, backed by a thorough analysis of the targeted consumer's buying behavior and patterns over a specified period.