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Redefining Innovation: How AI Revolutionizes the Marketing Landscape in the Asia-Pacific Region
The use of AI in marketing is increasing across the Asia-Pacific region. Learn about the most popular AI tools and possible stumbling blocks for marketers. The adoption of Artificial Intelligence (AI) in marketing has been rapidly increasing in the Asia-Pacific Region. The region’s tech-savvy population, coupled with the growth of e-commerce and digital marketing, has made it an ideal environment for AI-powered marketing tools. As AI technology continues to evolve, we can expect to see more advanced AI-powered marketing tools being adopted in the region. However, with each new innovation comes a new challenge. In this article, we will discuss the role of AI in marketing and the possible obstacles that marketers in the Asia-Pacific region may face while trying to adopt AI technology on a larger scale. Future Prospects of AI Tools The Asia-Pacific region is gearing up for significant changes in 2024. According to Forrester, one in four marketers in the APAC region will double their customer engagement budgets, placing emphasis on AI-based customer-centric marketing to drive growth. With the adoption of AI in marketing, the market is estimated to reach US$ 26,023.61 million by 2028. Based on a recent study conducted by SOCi Inc., the focus when applying AI in marketing is currently placed on the following six AI tools: AI data analysis: helps marketers understand consumer habits and predict purchasing behavior based on past data. AI content generation: assists in creating content for various channels. Dynamic Pricing AI: allows marketers to adjust prices based on factors like traffic volume to maximize ROI. AI chatbots: enhance customer service and generate personalized recommendations for increased conversions. AI conversion rate optimization: automatically selects the best content variant for each individual, leading to higher conversion rates. Voice-enabled AI: ensures a more natural and seamless user experience. Obstacles to Adopting AI in Marketing It’s one thing to want to adopt AI marketing fully, but quite another matter to find the correct strategies and tools to get the results you want: There are no tools that provide cradle-to-grave campaigns or projects yet. Marketers need to use multiple tools for different tasks within their responsibilities. They often have to switch between various tools to accomplish pieces of each project. It’s a major struggle to find the best tool for their needs at a price that suits them. AI doesn’t have truly original ideas. It just combines other ideas into something that looks a little different. Marketers can use AI to speed up the creative processes, but if you want to come up with something unique, you’ll have to think of it yourself. AI can’t replicate human emotional intelligence and human creativity. If your customers feel that they’ve become data subjects or that you’re playing around with AI experiments, you’ll lose their loyalty. AI cannot replace genuine interaction and connection with people. Marketers should regularly check their work results to find gaps and adjust output to fix machine errors. The Privacy Issue There are five reasons why privacy and security concerns will increase with the use of AI in marketing: Customers are genuinely concerned about their private data being bandied around by AI tools with no guardrails. Businesses worry that their data may not remain private when they use different tools. It’s almost impossible to find an AI marketing tool that won’t use your company’s data for further AI training. Marketers who deal with AI tools directly lose all expectations of privacy. AI tools aim to learn as much as possible about the user. That means you, the marketer! Marketers must guard against inaccuracies or gaps in the data. AI modeling can introduce biases, which may render the data invalid and expose companies to legal action. Businesses in the Asia-Pacific region must acknowledge these issues and come up with a plan to address these concerns. One simple solution to minimize the possible privacy issues of AI tools is to use a virtual private network (VPN). Many marketers may wonder, “What does a VPN do?” It encrypts data, masks users’ IP addresses, and replaces them with different ones. This helps to protect sensitive information and maintain anonymity online. Additionally, using a VPN to access AI tools can provide a more secure connection, even when using public networks, which are often vulnerable to cyber attacks. A Few Final Words The AI marketing practices in the Asia-Pacific region are still fluid. Marketers are getting used to AI providing simple answers. They are adjusting workflows to include AI tools in their strategies. Most try to compensate for AI’s current shortcomings in the process on the fly, hoping for more robust tools and better checks and balances to come along in the fullness of time. For now, AI-automated tasks allow marketers to focus on creative activities while AI handles the hard work. The future belongs to AI marketing as long as we acknowledge the stumbling blocks and work on ways to mitigate the risks to data privacy.
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COP28: Extending the Life Cycle of Textiles for a More Sustainable Future
As this year’s UN climate summit (COP28) gets underway, it’s crucial that we recognise the critical role that textile businesses can play in helping tackle climate change.Globally, it’s estimated that the sector generates 92 million tonnes of waste each year¹, with less than 1% of all textiles being recycled into new products². Ian Burn, director of marketing and sustainability at Camira, shares his insight into how closed loop textiles will shape the future of the industry, and how modern technology can support a circular economy. The problemThe manufacturing of textiles uses a great deal of natural resources, primarily petro-chemical based synthetics, and creates greenhouse gases which are responsible for global warming. According to the UN, the industry is responsible for 8-10% of global emissions - more than aviation and shipping combined³.Concerningly, global warming was the main driver of the extreme weather experienced in South America in November this year, with temperatures soaring above 40°C in some parts of Brazil, Paraguay and Argentina⁴. Global warming is also to blame for Storm Babet which swept across parts of Eastern Scotland in October and the fires in Greece during the summer. It’s clear that new strategies must be adopted in the textile sector in order counteract the negative effects of fast fashion to extend the lifespan of textiles, and reduce their impact on the environment, to help protect our planet. A time for changeLarge-scale systemic change is needed for the industry to align with the Paris Climate Change Agreement’s goals which is to limit global warming to 1.5 °C, above pre-Industrial Revolution levels. Textile leaders must work together to develop, share and scale new processes to ignite this change. Embracing innovative technologies such as optical scanning, robotics and AI will overcome barriers to textile circularity, and support the transition to a more circular economy.This year, the UK Fashion and Textiles Association (UKFT) announced that it would lead a £4 million project to develop a fully integrated, automated sorting and pre-processing demonstrator for waste textiles, which could eventually divert thousands of tonnes from landfill each year.The Autosort for Circular Textiles Demonstrator (ACT UK) is a two-year project which will support the transition from uneconomic manual sorting of clothes and textiles that are not suitable for resale, to highly automated sorting and pre-processing, which can then be used as feedstock for existing and emerging recycling processes. Camira is an industry partner within a consortium of textile businesses, retailers and academia, providing specialist knowledge for this project in the area of textile recycling. Bringing back ‘shoddy’Camira’s expertise in textile recycling comes from its investment in wool recycling company, iinouiio in 2022. This employs advanced reprocessing machinery to convert high value raw materials, from textile manufacturing waste and preloved wool and cashmere products, into fibre, which can be re-spun and made into new yarn and fabric. iinouiio’s technology, which is inspired by the process of ‘shoddy’ manufacturing, established in the 1800’s, has seen Camira develop its first circular fabric, using 31% recycled content, generated from its own manufacturing waste. The next stage is to increase the level of recycled content in the fabric, creating a new product which includes 75% recycled content, launching in summer 2024.Clearly, using recycled content extends the lifespan of precious natural resources, but to understand the tangible benefits of using recycled wool, compared to virgin wool, The University of Huddersfield’s School of Applied Sciences conducted a Life Cycle Assessment (LCA) which showed that using recycled wool reduces all environmental impact categories, including the key aspects of global warming potential, abiotic depletion (fossil fuels) and water depletion. Natural fibresThe use of natural fibres in textiles can be traced back thousands of years, but the onset of man-made oil-based synthetics from around the 1930s onwards led to a rapid shift towards polyester as the global fibre of choice. With the impact of climate change and global warming, however, there is a resurgence of interest in plant fibres such as hemp, flax and jute.Throughout its life cycle hemp has several important benefits for the environment. The hemp plant grows rapidly, absorbing carbon dioxide, improving biodiversity and producing a raft of sustainable products, from textile fibre to building materials. It also requires minimal energy during production and when the fibre is blended with wool provides inherent flame retardancy, with no additional chemical treatment required. Looking to the futureAs the world faces into the reality of climate change, the need for action is paramount and it is the responsibility of the textile industry to demonstrate alternative models, based on circular economy and regenerative principles, to lead the sector into a new age of sustainable practices and ultimately, a healthier planet.
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TransNusa Becomes Second Indonesian Airline To Launch Guangzhou Flight
Southeast Asia’s first premium service airline, TransNusa, has made history in Indonesia by becoming the second Indonesian airline to have obtained approvals to operate scheduled flights to China. The airline successfully launched its inaugural flight to Guangzhou from Jakarta yesterday, making Indonesia and Indonesians proud by showcasing its experience, strength, strong safety, and security measures as well as well-equipped flight plans. TransNusa’s highly anticipated maiden flight, 8B 860 departed Jakarta at 18.10pm and arrived in Guangzhou earlier today at 12.10am as per schedule, without any delays. TransNusa Group Chief Executive Officer, also an aviation industry expert, Datuk Bernard Francis said that today was not only a historical day for TransNusa but also for the Indonesian aviation industry. “As we chart TransNusa’s growth plan, we hope to make Indonesia and Indonesians proud of our achievements as we showcase Indonesia’s aviation strength as well as our culture to passengers worldwide,” Datuk Bernard said, adding that TransNusa is expecting to cater to the business and leisure travellers for this new route. With regard to details of the Jakarta-Guangzhou route, Datuk Bernard said TransNusa will fly the Jakarta – Guangzhou roundtrip route three times a week, with daily flights starting from the 20th of December 2023. Flights will depart Terminal 3 Soekarno – Hatta International Airport at 18.10 pm on Monday, Wednesday, and Friday and arrive at 12.10 am at Guangzhou Baiyun International Airport. Flights from Guangzhou will depart at 01.25 am on Tuesdays, Thursdays, and Saturdays and arrive in Jakarta at 5.40am. Tickets for this new international route will start at $149 . “With the introduction of our Guangzhou route, we have, in eight months, successfully expanded our international route from South East Asia to encompass the Asia Pacific region,” said Datuk Bernard. For the Jakarta – Guangzhou route, the premium service provider, will be deploying its Airbus A320, ensuring that its passengers have a comfortable shuttle throughout the 5-hour journey. TransNusa’s A320s have been configured with a 174-seat configuration, which allows passengers to enjoy 30-31 inches of legroom. “The services we offer for our international flights are above the service level of a low-cost carrier. As such, the flying experience with TransNusa to international destinations will differ from flying with us on domestic routes since TransNusa operates as a low-cost airline business model in the domestic market.” Datuk Bernard concluded. TransNusa announced its plans to launch international flights with a new business model in April this year. Within the short span of 8 months, the airline has introduced flights to Kuala Lumpur, Johor and now Guangzhou, China. In addition, on November 20th, TransNusa will be launching its inaugural flight to Singapore. About TransNusa (Revised to include Johor) Established in 2005, TransNusa started its operation by providing chartered flights. It began its commercial flights in 2011. After ceasing operations due to the Covid-19 pandemic, TransNusa relaunched itself in 2021 as a low-cost airline in its domestic market. In 2023, TransNusa introduced a new business model making it the first Premium Service Airline in the region. The new business model will apply only to its international routes. TransNusa introduced its first international route, Jakarta – Kuala Lumpur, in April this year and its second international route Jakarta-Johor, in September, this year. The airline is currently based in Jakarta Soekarno-Hatta International Airport. Passengers can book their flights on the TransNusa website, transnusa.co.id, through authorized travel agents in Indonesia, or by contacting the airline's customer service centre at, +62216310888.
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