Surajit Ghosh

And then you have three touch points, TV, YouTube, Instagram.

And I want to optimize my advertising budget between different brand and touch point.

So Heineken on Instagram, how much should I spend?

It's a very easy question to ask, but to actually solve this, we have to study historically how these performed and then create a model and then predict.

If I allocate my budget in this way, that's probably more optimal.

Before it was more like somebody took a gut-based decision saying, okay, here goes X million, here goes Y million.

Then we say, no, no, no, that's not the right proportion.

We looked at the return on investment from this advertising.

So how much incremental volume or volume of beer are we selling?

Or revenue are we creating?

And we find out, can we improve that?

It's a moment you apply AI.

And when we look at that, there's significant improvement.

In some cases, we have 30% uplift.

30%?

30%, 3-0.

Not everywhere, but in some places we've gotten some.

But it ranges between 10 to 30% uplift depending on the type of AI product you're building.

And that impacts the top line.

So it's very easy to also realize that value.