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Fear or FOMO? Kantar reveals how marketers can unleash GenAI’s potential

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SINGAPORE, Feb. 4, 2025 /PRNewswire/ — Kantar, the world’s leading marketing data and analytics company, reveals that the majority of marketers feel unprepared for GenAI implementation and integration, leaving significant untapped opportunity on the table. A lack of role-specific training and high costs are among the hurdles standing in the way of wider GenAI adoption in the industry.

The findings come from GenAI for marketing: Fear or FOMO, an in-depth qualitative study based on interviews with more than 50 marketing and capability leaders around the world. The research identifies the key challenges and best practices for unleashing the potential of GenAI in marketing teams and sets out a roadmap to guide marketing leaders through the process.

The study highlights the gap between the potential of GenAI to revolutionise the industry and current adoption among marketers. Looking ahead to the next three to five years, the consensus among senior marketers and capability builders is that GenAI is going to be a game-changer, with interviewees rating its impact at 9.0 out of 10 on average. But organisational readiness is lagging, with most respondents admitting they’re not quite AI-ready (4.9 out of 10), though external partners like agencies and data providers are seen to be slightly ahead of the curve at 5.3/10. This lack of readiness is holding back marketing’s GenAI revolution, with respondents believing that the industry is still in the early stages, rating the current impact of the technology on the industry at 5.3 out of 10. 

GenAI equals effectiveness, not obsoletion

While some of the reluctance about AI stems from fears around the preservation of traditional marketing skills, Kantar found that marketing leaders understand that expert oversight will be essential, and that it will continue to be necessary for a human to be in the loop. Additionally, without foundational marketing skills, marketers risk becoming overly reliant on GenAI, cutting corners and losing the ability to critically evaluate AI-generated content.

Speaking to Kantar, Stephan Gans, Chief Consumer Insights and Analytics Officer, Pepsico, said: “People also feared that the accounting business would soon become obsolete when Microsoft launched Excel. Instead, we have more accounting firms than ever.”

The four roles for GenAI in marketing

The study outlines four ways that GenAI is set to transform marketing:

Strategic advancement: building long-term brand strategies and challenging, validating and finetuning marketing outputs. For example, Group Bel developed its own internal GenAI tool, BelGPT. Amongst other functionalities, it connects market share, channel-based sales, and competitive data to see where the biggest growth opportunities for the portfolio sit, using AI as decision aid.

Operational efficiency: using GenAI for day-to-day execution, streamlining tasks and automating processes like data management, tracking and workflow automation. When Reckitt analysed how its marketers were spending their time, it revealed where GenAI could be most impactful. They helped marketers automate some of their most time-consuming tasks and focus on what really mattered.

Brand elevation: empowering long-term brand planning and innovation, using GenAI to help align marketing with overarching business goals, guide teams and influence trend forecasting. For example, Coca-Cola asked fans around the world what the year 3000 would taste like and combined this with insights from GenAI to co-develop a new limited-edition flavour, Y-3000.

Automated marketing: engaging consumers in real time with tailored content. GenAI can help marketers with tasks including automating media buying or personalising messaging for different channels, devices and languages. For example, AIA, one of Asia’s leading insurance companies, created AI Sonny, an AI version of footballer and brand ambassador Son Heung-min who appears in videos to welcome and onboard new customers in a more personal way.

Schwabe Group, a health and pharmaceutical company, is an example of how end-to-end integration of GenAI enables businesses to capitalise on these opportunities: “GenAI helps us to solve complex challenges and work more efficiently across our business. By implementing AI initiatives in departments like R&D, we are able to accelerate processes while ensuring we meet high scientific standards. Nevertheless, it’s important to say that humans remain at the centre of what we do. AI supports us in focusing on what truly matters – developing innovative solutions to improve health,” said Alexander Reisenauer, Director Global Digital Marketing, Global Brand & Health Interest Strategy – Schwabe Group.

Conquering AI fear and FOMO

The benefits of successfully adopting GenAI tools include reducing the product development cycle to as little as six weeks and creating world-class creative concepts in 60% less time – underscoring the need for marketing leaders to act fast. Kantar’s study sets out how leaders can take their teams on the journey from fear to enthusiasm, with a roadmap setting out an approach for strategy, ways of working, training and leadership in the short, medium and long term.

Lyn Lim, Head of Commercial Growth, Kantar Consulting, said: “The overwhelming consensus among senior marketers is that GenAI is going to revolutionise the industry. But reality today is that many companies don’t feel ready yet. We see that leading organisations are making the shift from using GenAI predominantly for efficiency reasons to now also driving effectiveness. Those that get it right will succeed by building excitement and understanding around GenAI among everyone in their business: how they can help them achieve more with greater efficiency, speed, and effectiveness. We believe APAC marketing has the potential to leapfrog the world in its adoption of GenAI, just as it’s led the world in other aspects like social commerce and mobile marketing.”

Click here to read GenAI for marketing: Fear or FOMO.

Notes to editors

Methodology: Kantar’s study is based on a combination of in-depth desk research and interviews with 50+ CMOs, marketing directors and capability leads in key markets in Europe, as well as Australia and the US, conducted over two months in Q4 2024.

About Kantar
Kantar is the world’s leading marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why and how to shape the marketing strategies that shape their future.

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Finastra simplifies trade finance with AI-powered assistant using Microsoft Azure OpenAI Service

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Assist.AI boosts efficiencies and bridges the knowledge gap in trade finance, enabling banks to focus on strategic projects

LONDON, Feb. 10, 2025 /PRNewswire/ — Finastra today announced the launch of Assist.AI, an AI-powered assistant designed to enhance the trade finance operations within its Trade Innovation solution. The tool, built on architecture powered by Microsoft Azure OpenAI Service, bridges the knowledge gap in the trade finance industry, providing users with instant, accurate, and context-aware assistance.

The trade finance industry faces significant challenges, including a diminishing knowledge base and a widening disparity between seasoned professionals and new entrants. Assist.AI addresses these issues by offering prompt-based assistance, allowing users to interact with the tool by entering specific questions related to trade processes. This ensures that users receive precise answers sourced from relevant resources without the need to sift through extensive documentation.

Assist.AI offers Trade Innovation users the following benefits:

Enhanced user support: Provides instant, accurate, and context-aware assistance, significantly improving the user experience.24/7 availability and efficiency: Ensures users can access support anytime, boosting efficiency by automating routine inquiries and freeing up valuable time for more strategic tasks.Continuous improvement and adaptability: The solution learns and adapts based on interactions, ensuring ongoing relevance and continuous improvement in responses.

“This timely and much needed solution represents a significant leap forward in our commitment to advancing Open Finance and leveraging AI technology to solve real-world challenges in financial services. By providing instant assistance to bank employees, we are empowering our clients to navigate the complexities of trade finance with greater ease and efficiency,” said Andrew Bateman, EVP Lending at Finastra.

Finastra identified a significant talent gap in the trade finance industry through interactions with various clients. As experienced staff retire or transition to other careers, banks need to invest in training new staff on the latest developments in trade finance and the use of Trade Innovation. Assist.AI uses Microsoft Copilot technology to facilitate this training and support, making it a timely and essential addition to the industry.

“We are pleased to work with Finastra to make trade finance simpler and more efficient for banks worldwide. Using the robust capabilities of Microsoft Azure, this solution exemplifies the power of AI in enhancing operational efficiency and user experience,” said Bill Borden, Corporate Vice President of Worldwide Financial Services at Microsoft.  “This collaboration not only showcases our shared vision for the future of financial technology, but also strengthens the long-standing relationship between Microsoft and Finastra. Together, we are committed to driving innovation and empowering businesses to achieve more through cutting-edge technology.”

Assist.AI is a global solution, available to users of Finastra Trade Innovation worldwide. To learn more, visit Finastra’s website.

finastra.com

About Finastra
Finastra is a global provider of financial services software applications across Lending, Payments, Treasury and Capital Markets, and Universal (retail and digital) Banking. Committed to unlocking the potential of people, businesses and communities everywhere, its vision is to accelerate the future of Open Finance through technology and collaboration, and its pioneering approach is why it is trusted by ~8,100 financial institutions, including 45 of the world’s top 50 banks. For more information, visit finastra.com.

Logo: https://mma.prnewswire.com/media/2615478/FINASTRA_Logo.jpg

View original content:https://www.prnewswire.co.uk/news-releases/finastra-simplifies-trade-finance-with-ai-powered-assistant-using-microsoft-azure-openai-service-302371441.html

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RedotPay Partners with StraitsX and Visa to Revolutionise Digital Spending

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RedotPay is excited to announce its collaboration with Visa and StraitsX to launch a groundbreaking card programme in Singapore. This initiative aims to redefine how users interact with their digital assets in everyday transactions by combining RedotPay’s innovative technology with Visa’s extensive global payment network.

SINGAPORE, Feb. 10, 2025 /PRNewswire-PRWeb/ —

Partnership to Facilitate Launch of Crypto Credit Card for Seamless Transactions

Singapore, 10 February 2025 RedotPay, a leading provider of crypto payment solutions, is excited to announce its collaboration with Visa and StraitsX to launch a groundbreaking card programme in Singapore. This initiative aims to redefine how users interact with their digital assets in everyday transactions by combining RedotPay’s innovative technology with Visa’s extensive global payment network. The collaboration is made possible through the essential support of StraitsX as the BIN sponsor for the card programme.

Seamless Transactions

The new card programme will empower users to spend their cryptocurrencies effortlessly across millions of Visa-accepting merchants worldwide. With this innovative solution, users can utilise their cryptocurrencies directly, thanks to RedotPay’s proprietary real-time conversion technology. This feature bridges the gap between digital assets and traditional commerce, making crypto spending as seamless as using a conventional debit or credit card.

Compliance and Security

RedotPay is committed to providing users with a secure and trustworthy platform for their transactions. The partnership emphasises robust security measures to protect user data and funds, fostering confidence in the use of cryptocurrencies for everyday purchases.

Enhancing User Experience

“We are thrilled to partner with Visa and StraitsX to bring this innovative card program to Singapore,” said Michael, CEO of RedotPay. “This collaboration marks a significant step forward in our mission to make crypto payments accessible and user-friendly, promoting the mass adoption of cryptocurrencies in payment systems. Our users will enjoy the flexibility of spending their digital assets just like traditional currency.”

Jason Tay, Head of Commercial at StraitsX said, “We are excited to support RedotPay in launching this innovative card program in Singapore. This partnership is a game changer for everyday retail use cases, enabling users to easily leverage their digital assets for daily transactions. As the BIN sponsor, StraitsX is dedicated to powering this initiative, which will transform how consumers interact with cryptocurrencies in the retail space. By combining our technology with Visa’s vast network, we are making it easier than ever for users to seamlessly integrate digital assets into their everyday spending.”

“Based on a Visa study, close to six in 10 consumers in Singapore are aware of cryptocurrencies. In fact, over 35 per cent of cryptocurrency owners in Singapore use cryptocurrencies for retail purchases.[1] We are happy to support our partners who are helping more cryptocurrency users have a more seamless payment experience and access to digital payments leveraging on their Visa cards for face-to-face or online transactions. Visa is committed towards promoting innovation with our valued partners and this initiative with RedotPay and StraitsX aligns with our vision to become the best way to pay and be paid,” said Adeline Kim, Visa Country Manager for Singapore & Brunei.

Looking Ahead

The RedotPay card program is set to soft launch later this year, featuring a user-friendly interface designed for both convenience and security. Users will have the ability to manage their crypto assets easily, making everyday spending as simple as swiping a card.

About RedotPay

RedotPay is a leading crypto payment company, headquartered in Hong Kong, eligible to operate across various Asian, European and other jurisdictions. Their mission is to enable crypto adoption as a medium of exchange, increase payment efficiency with blockchain, and promote financial inclusion for the unbanked. Through intuitive interfaces and proprietary blockchain technology, RedotPay simplifies crypto transactions while prioritizing enterprise-grade security. The platform enables seamless integration of digital assets into everyday spending, ensuring accessibility and trust for both businesses and individuals.

For media inquiries, please contact: Press@RedotPay.com

About StraitsX

StraitsX is Southeast Asia’s leading digital payment infrastructure provider and a licensed Major Payment Institution regulated by the Monetary Authority of Singapore. Leveraging blockchain technology within a secure, regulated environment, StraitsX empowers businesses and individuals with innovative tools for managing funds, integrating digital assets, and enabling seamless cross-border transactions. Through partnerships with global financial institutions, businesses, and developers, StraitsX is driving the future of digital payments and financial connectivity.

1 Visa Green Shoots Radar: Study conducted across Asia Pacific markets, including 500 Singapore respondents in June 2023.

Media Contact

Jackee T. T. WONG, RedotPay, 1 85221290009, press@redotpay.com, https://www.redotpay.com/

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KBC Group renews collaboration with Cognizant to improve IT services and customer experience

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KBC Group and Cognizant celebrate over a decade of collaboration with a renewed agreement until 2027. Cognizant will provide various IT services, focusing on quality and cost-effectiveness.

BRUSSELS, Feb. 10, 2025 /PRNewswire/ — Cognizant (Nasdaq: CTSH) today announced the renewal of its relationship with KBC Group, a leading Belgian universal multi-channel bank-insurer.

This renewal of the agreement will extend until 2027, positioning Cognizant as KBC Group’s partner in supporting its IT and business transformation across the entire spectrum of IT services, including application development & maintenance, data services, infrastructure, and quality engineering.

“We are pleased to renew our agreement with Cognizant, as it supports our goals of creating superior customer experience, supporting innovation, and maintaining operational excellence,” said Isabel Van Mele, Chief Information Officer of KBC Bank & Insurance. “Cognizant’s ability to provide various IT services, focusing on quality, stability, and cost-effectiveness, makes it an important partner for KBC. We look forward to continuing our collaboration to achieve our organizational objectives.”

Cognizant and KBC Group have enjoyed a long-standing relationship for over 11 years, built on mutual trust, respect, and a proven track record. This agreement has been characterized by a collaborative spirit, seeking win-win solutions for both parties. The renewal of the relationship underscores the commitment of both organizations to continue bringing execution focus, innovative solutions and thought leadership to KBC Group. Cognizant’s existing team and service offerings are expected to enhance quality, ensure operational stability, foster innovation, and optimize cost-effectiveness for KBC Group.

“We are honored to extend our partnership with KBC Group,” said Geert Lejon, Country Manager, Belgium & Luxembourg at Cognizant. “Our extensive experience in delivering a wide range of IT services has been crucial in helping KBC achieve its objectives over the past eleven years. Our team is excited to continue this work and further enhance our collaboration.”

About Cognizant

Cognizant (Nasdaq: CTSH) engineers modern businesses. We help our clients modernize technology, reimagine processes and transform experiences so they can stay ahead in our fast-changing world. Together, we’re improving everyday life. See how at www.cognizant.com or @cognizant.

About KBC Group

KBC is one of the leading financial groups in Europe. It is a multi-channel bank-insurance group with a geographic focus on Europe, catering mainly to retail clients, SMEs and local midcaps. The group occupies significant, and in many cases leading positions in its core markets of Belgium, Czech Republic, Bulgaria, Hungary and Slovakia. The KBC group has also selectively established a presence in a number of other countries and regions around the world.

KBC Group employs around 41000 staff and caters for about 13 million clients in its core markets. KBC Group NV is listed on Euronext Brussels (ticker symbol ‘KBC’).

For more information, contact: GlobalCommunications@cognizant.com 

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SOURCE Cognizant Technology Solutions

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