Technology

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

Published

1 month ago

February 4, 2025

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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SOURCE Kantar

Technology

Crunchie Meltz Champions Women Leaders at Her Courage Leaders Summit 2025

Published

35 minutes ago

March 14, 2025

SINGAPORE, March 14, 2025 /PRNewswire/ — Homegrown artisanal brownie brand Crunchie Meltz is stepping up to support women in leadership as an official partner of the Her Courage Leaders Summit 2025 by Class Living, happening on April 5, 2025. The summit, which celebrates resilience, leadership, and empowerment among women, aligns with Crunchie Meltz’s vision of creating a positive community impact beyond just sweet treats.

The event will bring together inspiring women leaders, entrepreneurs, and change-makers to share their stories, and Crunchie Meltz will be contributing in a special way—crafting exclusive brownies for the summit’s participants as a symbol of encouragement and perseverance. This partnership marks a significant moment for the artisanal brand, highlighting its commitment to not only baking but also creating meaningful connections within the community.

Beyond Brownies: Crunchie Meltz Expands Community Initiatives

This latest collaboration underscores Crunchie Meltz’s growing commitment to using baking as a force for good. Co-founders Simon Yio and Chef Evon Chan are not only passionate about their artisanal brownies but also about fostering meaningful experiences through baking. Their vision is to create more than just a business; they aim to craft memories, inspire change, and build connections through the simple joy of delicious, thoughtfully made treats.

Building on this momentum, Crunchie Meltz is also partnering with a local training company, ThinkBox Solutions and Class Living to develop an innovative Parent-Child Bakery Program. The initiative, set to launch later this year, will give families the opportunity to bond over shared experiences in the kitchen, learning the secrets behind the brand’s signature brownies. “We believe baking is more than just a craft — it’s a way to bring people together,” says Simon Yio, Co-Founder of Crunchie Meltz. “Whether it’s supporting women leaders at Her Courage Leaders Summit or creating meaningful parent-child experiences, we want to make an impact beyond our brownies.”

Customer Review: A Sweet Success

Crunchie Meltz’s focus on quality and flavour continues to win the hearts of dessert lovers. Here’s what one of our loyal customers, Amar Kumar, had to say about our signature brownie:

“This brownie with a cookie top is amazing! The brownie is rich, fudgy, and perfectly sweet, while the cookie on top is warm, chewy, and golden on the edges. The combination of the soft brownie and the slightly crisp cookie is just perfect. Each bite is a delicious mix of flavors and textures, with the chocolatey brownie and buttery cookie blending so well. It’s a sweet, satisfying treat that’s hard to resist—one of the best desserts you’ll ever try!”

Such enthusiastic responses from customers have fuelled Crunchie Meltz’s success and reinforced its mission to spread joy through every bite.

A Growing Brand with a Heart

Since its launch in September 2024, Crunchie Meltz has garnered over 60 positive reviews across Google and Facebook, with foodies and dessert enthusiasts praising the brand’s dedication to quality, taste, and presentation. The brand’s signature treats, including CookieCrunch, ChocoCrunch, CrunchieDark brownies and FlorenCrunch, a healthy snack baked with nuts and seeds, continue to delight customers, offering a delightful balance of textures and flavours.

Looking ahead, Crunchie Meltz has exciting plans for further expansion, including the launch of its “Bake for Hope” CSR program in early 2026. This initiative aims to use baking as a platform to support social causes and give back to the community. As the company grows, Crunchie Meltz remains committed to making a lasting, positive impact — one brownie at a time.

About Crunchie Meltz

Crunchie Meltz is a homegrown artisanal brownie brand celebrated for its rich, chocolatey treats crafted with care and the finest ingredients. From the classic ChocoCrunch to the decadent CrunchieDark and the innovative CookieCrunch, each brownie is baked to perfection with a unique touch.

Whether for corporate gifting, special occasions, or personal indulgence, Crunchie Meltz delivers moments of sweetness and joy to customers across Singapore. With a focus on quality, community, and connection, Crunchie Meltz continues to grow and inspire, proving that a small business with a big heart can create a lasting impact.

For more information, visit www.crunchiemeltz.sg

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SOURCE Crunchie Meltz

Technology

Wat Arun Beyond Reality Step into a Virtual Journey Like Never Before

Published

35 minutes ago

March 14, 2025

BANGKOK, March 14, 2025 /PRNewswire/ — In a bid to promote cultural tourism, a team led by researchers from Chulalongkorn University has incorporated cutting-edge Virtual Reality (VR) technology to bring Wat Arun to life. Through the “Temple of Dawn VR Game” project, visitors can explore exclusive, restricted areas of the temple and appreciate the historical, cultural, and architectural beauty of one of Thailand’s most prominent landmarks.

Wat Arun VR Game: Revealing Unseen Experiences

Among Thailand’s iconic landmarks, Wat Arun, also known as the Temple of Dawn, holds immense cultural and historical significance. The temple’s mesmerizing corn-shaped stupa rises dramatically from the bank of Chao Phraya River, captivating all who visit.

“Wat Arun is one of the major landmarks I usually bring foreign friends and international guests to visit. Many were impressed when I shared the temple’s historical and cultural details. This made me realize that without a guide, many tourists would miss enticing information about the temple’s history and architecture,” shared Dr. Ratchaneekorn Ratchatakorntrakoon, researcher at the Institute of Thai Studies, Chulalongkorn University.

As the mastermind behind the project, Dr. Ratchaneekorn hopes the VR game will enrich visitors’ experiences while promoting learning and cultural tourism.

A New Perspective Through Virtual Reality

Building on her previous experience in creating VR applications at Chulalongkorn University’s Memorial Hall, Dr. Ratchaneekorn recognized VR technology’s potential to revolutionize storytelling.

“This project aims to provide an immersive storytelling experience, bringing the temple’s stories and heritage to life,” she explained.

According to the project’s tagline, “Reveal Unseen Experiences”, the Temple of Dawn VR Game allows tourists exclusive access to areas typically off-limits. These include:

The top of the central corn-shaped stupa The interiors of the directional pavilions housing Buddha images A bird’s-eye view of Wat Arun, offering new perspectives on its intricate architecture

The project employs cutting-edge 3D scanning technology to recreate a virtual space of Wat Arun, enabling users to:

Explore restricted areas Learn about the stupa’s architecture Discover stories of Buddha’s life depicted within the temple

Overcoming Challenges: Technology Meets Tradition

Dr. Ratchaneekorn identified two key challenges in developing the Temple of Dawn VR Game:

Technical Limitations: Large 3D files slowed development process. The engineering team had to compress files and adjust textures for compatibility. Cultural Understanding: Tourists unfamiliar with Thai cultural norms sometimes behaved inappropriately at the temple.

Despite these challenges, the project was successfully completed and had been introduced to tourists for trial. “Tourists gave positive feedback during the testing phase, appreciating the opportunity to engage with Wat Arun in previously unavailable ways,” Dr. Ratchaneekorn noted.

How to Play: The Temple of Dawn VR Game

Designed as a multi-player game, The Temple of Dawn VR experience mirrors real-life tourist dynamics, as visitors often come in pairs or groups. Solo visitors can team up with on-site project coordinators.

The Temple of Dawn VR game includes four sub-games:

The Old Sermon Hall (Vihan-Noi) The Old Ordination Hall (Ubosot-Noi) The Directional Pavilions The Central Prang

Each sub-game includes an introduction, game rules, missions to accomplish, knowledge gained, and knowledge summaries.

Each game session lasts approximately 5-7 minutes. Players can choose one or multiple sub-games. After completing the VR experience, visitors return the document.

Educational Opportunities and Cultural Impact

Dr. Ratchaneekorn concluded that the Temple of Dawn VR Game provides significant educational and cultural benefits:

For Tourists: Enhances their understanding of Thai culture and encourages respectful behavior in temples. For Tour Guides: Equips guides with deeper insights to enrich visitor experiences. For Students: Supports academic research and offers practical experience in VR development. For Society: Serves as an educational tool to explore the biography of the Lord Buddha.

Looking Ahead: A Sustainable Cultural Asset

The final version of the VR application will be soon handed over to Wat Arun. Plans are underway to train temple staff on system operation. Although set to be available for visitors this November, access to the VR game may initially be limited due to the high cost of VR headsets and specialized equipment.

“Our long-term goal is to make this innovative tool a sustainable asset that preserves cultural heritage while engaging a global audience,” said Dr. Rachaneekorn.

For more information about the Temple of Dawn VR game, contact: Dr. Ratchaneekorn Ratchatakorntrakoon at ratchaneekorn.r@chula.ac.th or the Institute of Thai Studies, Chulalongkorn University at 02-218-7494.

Read the full article at https://www.chula.ac.th/en/highlight/218322/

About Chulalongkorn University

Chulalongkorn University has made the world’s top 50 university list for employment outcomes, which reflects both the high employment rate and work ability of Chula graduates. The university is also listed as the best in Thailand for the 15th Consecutive Year (since 2009), according to the newly released QS World University Rankings 2024, putting Chula at 211th in the world, up from 244th last year.

Social Media:
Facebook: https://www.facebook.com/ChulalongkornUniversity
Youtube: https://www.youtube.com/chulauniversity
Linkedin: https://www.linkedin.com/school/15101896/

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SOURCE Chulalongkorn University

Technology

Agoda Offers Free Tickets for Hong Kong Fans to See NCT WISH, THE BOYZ, n.SSign and More at Seoul Spring Festa

Published

35 minutes ago

March 14, 2025

HONG KONG, March 14, 2025 /PRNewswire/ — Digital travel platform Agoda is giving K-pop fans in Hong Kong a reason to cheer with an exclusive offer to attend the Seoul Spring Festa’s opening concert, WONDER SHOW, which will take place on Wed, Apr. 30 at Seoul World Cup Stadium.

Fans from Hong Kong, Mainland China, Taiwan, and Japan can snag two free tickets per booking to the highly anticipated event featuring K-pop artists NCT WISH, THE BOYZ, n.SSign, TWS, NMIXX, god, STAYC, ALL(H)OURS, NEXZ, KickFlip, Hearts2Hearts, NouerA, KiiiKiii and more to be announced*. Travelers can secure the free tickets through the ‘Agoda x Wonder Show’ special room package available via participating properties on Agoda. The offer will be available starting March 17 to April 11, 2025, for check-ins between April 21-30, 2025, and includes an additional discount of up to 15% off accommodations.

The Seoul Spring Festa, a city-wide celebration of Korean culture, food, and entertainment, culminates in the Wonder Show on April 30, 2025. This year’s lineup promises an unforgettable evening with performances by NCT WISH, known for their electrifying stage presence; THE BOYZ, celebrated for their dynamic choreography; and n.SSign, the rising stars captivating fans across Asia, and many more. Pre-sale tickets for the event have already sold out, making Agoda’s offer a golden opportunity for fans to experience the magic of K-pop live.

Jay Lee, Country Director, South Korea at Agoda, shared, “K-pop is more than just a genre—it’s an experience, and Agoda is making it even more accessible for fans in Hong Kong. With free tickets to the Seoul Spring Festa Wonder Show featuring NCT WISH, THE BOYZ, n.SSign, and others, plus amazing hotel discounts, we’re making it easier than ever to turn a love for K-pop into an unforgettable adventure in Seoul.”

In addition to the Wonder Show, travelers can enhance their Seoul experience by booking the Discover Seoul Pass on Agoda. This all-in-one pass is designed for travelers looking to make the most of their time in Seoul with access to major attractions, transportation, and connectivity, ensuring visitors can explore the city with ease and convenience.

With over 5 million holiday properties, more than 130,000 flight routes, and over 300,000 activities available, Agoda offers everything travelers need to plan their perfect trip. For more information on this exclusive offer and to book your stay, visit Agoda.com or download the Agoda mobile app for the best deals.

* The lineup for the Seoul Spring Festa Wonder show is subject to change.

— ENDS —

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SOURCE Agoda