technology & telecom

Human-Plus: A Future of Advertising to Algorithms

Human-Plus: A Future of Advertising to Algorithms

  • AI Series

On January 16, we kicked off our AI Series while exploring what AI means for consumers, advertisers, and the rapidly evolving marketplace. Attendees gained access to new research, perspectives, and practical guidance for staying ahead. Panelists dove into actionable strategies for the future of shopping and unveiled Kantar’s groundbreaking “Human-Plus” framework — a human-centric perspective on AI that anticipates consumer needs, marketing opportunities and investment strategies.

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How has Early Adoption of ChatGPT-4 Affected Subscriptions to Other Digital Services?

How has Early Adoption of ChatGPT-4 Affected Subscriptions to Other Digital Services?

  • MSI

This study investigates how the adoption of GPT-4, the first paid GenAI service, influenced early adopters' payments to other digital services. The research provides insights into the payment behavior of early GPT-4 adopters and how it might help calibrate investor expectations of the GenAI market. The study uses a difference-in-differences approach to analyze payment data and offers a comprehensive view of the impact of GPT-4 on consumer payments for other digital services.

The findings suggest that early GPT-4 adopters were significantly more likely to pay for other AI tools like Github Copilot, which offers coding assistance. The study also highlights the potential of GenAI services to replace traditional web-based search tools and automate various service industries.

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How Social Media Platforms Affect Music Consumption

How Social Media Platforms Affect Music Consumption

  • MSI

Are social media platforms compensating musical artists enough for their IP? Although music companies claim social platforms cannibalize sales, the platforms say they give artists much needed exposure. Who is correct? The study examines the impact of TikTok on music consumption and revenue. It highlights what TikTok pays studios and discusses the concerns from Universal Music Group (UMG) regarding inadequate compensation for its artists.

Additionally, it mentions that videos on TikTok function as promotional materials or trailers for full-length productions. The study uses a  difference-in-difference model to analyze the data. It concludes that music labels can sharpen their licensing agreements based on the findings.

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