2 weeks ago
Humanify Launches AI-Powered LiveTrack for Quick-Commerce and OTT Measurement
Humanify has introduced a tool called LiveTrack.
It uses artificial intelligence to watch how people shop online and watch streaming content in real time.
The tool can track activity on quick-commerce apps such as Zepto, Blinkit and Instamart.
It also follows how viewers respond to promotions and choose content on OTT platforms.
This is meant to be more accurate than asking people to remember what they did weeks later.
LiveTrack can show brands whether an advertisement was seen and whether it affected a purchase.
It can also show media companies when viewers move between platforms.
Humanify says the tool uses data from thousands of smartphones and works across cities in India.
Humanify launched LiveTrack, an AI-powered tool measuring consumer behavior on quick-commerce and OTT platforms.
The technology observes live activity on smartphones while consumers shop or watch content, instead of relying on later recall.
LiveTrack tracks activity on platforms including Zepto, Blinkit and Instamart, as well as national and local OTT services.
Its reports combine brand metrics with qualitative data explaining why consumers make decisions during real-time “micromoments.”
Humanify says its technology has been applied for more than 25 brands and is pending patent applications in the United States, United Kingdom and India.
- Who
- Humanify, led in the announcement by Director Geetika Kambli, launched the tool.
- What
- It launched LiveTrack, an AI-powered system for measuring consumer shopping and viewing behavior.
- Where
- The technology is designed for activity across India, including 34 cities and Tier 2 and Tier 3 towns.
- When
- The launch was announced during India’s festive season this month.
- Why
- Humanify says live observation can provide more accurate and immediate measurement than relying on consumers’ later recollection of digital experiences.
Key facts
- Product
- LiveTrack
- Technology
- AI-powered analysis of live, unstructured consumer data
- Platforms tracked
- Quick-commerce services and national and local OTT platforms
- Named quick-commerce platforms
- Zepto, Blinkit and Instamart
- Coverage
- 34 Indian cities, including Tier 2 and Tier 3 towns
- Brand applications
- Applied for more than 25 category-leading brands
- Patent status
- Applications are pending in the United States, United Kingdom and India
Quotes
Geetika Kambli
Director at Humanify
“This technology is especially valuable, because it is literally, the only way, that impact can be measured accurately. We can tell brands whether consumers have seen their ads, and how it has impacted their purchase decision in that very minute.”
freepressjournal.in
“Technology, especially Ai has opened up such disruptive ways of capturing and decoding information, that the traditional methods are no longer seen to be of relevance. Its a fast changing world, and we are at the edge of how that’s evolving.”
freepressjournal.in
Sources
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